For the last durable product you purchased you are asked to fully describe the decision-making process that you employed
Students will be required to critically evaluate certain concepts and models of consumer
behaviour and assess how such concepts and models apply to practical marketing and brands choices. Students may be required to make a presentation of the report as part of the assessment. Each student will write a short report of no more than 3000 words; based on literature review and empirical studies (week 11). This will address Learning Outcomes 1-12.
For the last durable product you purchased you are asked to fully describe the decision-making process that you employed. Choose a decision-making model and critically evaluate it. Explain how you identified the need/how you collected relevant information as well as the evaluation process. Describe the outcome and your post purchase behaviour (patronage, recommendation etc) Maximum word limit- 3000 words – (excluding references, tables and figures) Deadline: Thur 04th December 2014 – Soft copy to Turnitin and Hard Copy to Student Office before 630pm INDIVIDUAL COURSEWORK GUIDELINES Presentation, structure, logical sequencing of discussion grammar, and spelling (10 marks)
• The work should be written in good English
• The report must include clear headings and subheadings. Students should avoid excess use of headings and subheadings.
• The discussion should flow smoothly showing a clear link between the theory and your decision making process.
Coverage and appropriate use of theory (30 marks)
Marks will be awarded for identification of the decision making model.
• Correct identification of any particular consumer decision making models
• Comprehensive discussion of all stages of decision-making
• Completeness and clarity of discussion of the decision-making model
Depth of analysis (30 marks)
• Good critique of the decision making models, in areas such as linearity of the decision-making process, rational decisions, and other factors.
• Use of examples from various sources (i.e., books, journals) to back up the critique for the decision-making model.
• Depth of analysis is also analysis refers to correct citation of relevant references, cross-references, evaluations of the decision-making process theories.
• Correct in-text citation of references and critiquing of work cited.
Originality of the answer (20 marks)
• Originality will be demonstrated by showing evidence of independent thinking.
• Examples used in the discussion should demonstrate originality and maturity expected of Masters Students.
• 10 or more references are expected to be listed as valid references. References must be cited and or listed following the Harvard system (i.e., the list of references given at the end of the Handbook shows an example of Harvard system
For the last durable product you purchased you are asked to fully describe the decision-making process that you employed Students will be required to […]