HK2011 Buyer Behaviour

	Assessment Details and Submission Guidelines
Trimester	T1 2019
Unit Code	HK2011
Unit Title	Buyer Behaviour
Assessment Type	Group Report and Presentation
Assessment Title	Group Assignment
Purpose of the assessment (with ULO Mapping)	1) Evaluate theoretical and practical knowledge of Buyer Behaviour. 2) Analyse how buyer behaviour is influenced by internal and external factors. 3) Apply theoretical and practical knowledge of Buyer Behaviour in the diagnosis of organisational issues and the formulation of appropriate marketing strategies.
Weight	30% of the total assessments
Total Marks	30
Word limit	Report: Not more than 2000 words Presentation: not more than 10 minutes
Submission Guidelines	All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page. The assignment must be in MS Word format, single line spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers. Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.

Assignment 1 Specifications

Purpose:

Teams of approximate 4 students will work together to analyse a new mobile phone from the perspective of a consumer and marketer. The Huawei Mate20 has been making some good gains in the market since its launch. You will be required analyse various buyer behaviour concepts (see required structure) in relation to the iMate 20 and then consider recommendations to competitors of the iMate 20. Students can refer to the following article for details of the iMate 20:

https://www.techradar.com/au/reviews/huawei-mate-20

Assignment Structure should be as the following:

Required report structure below (word count recommendations are approximate):

An introduction the purpose and the content of the report. (200 words)
Analyse the current segmentation, targeting and positioning for the iMate 20. (300 words)
Consider how the iMate 20 satisfies the needs and wants of consumers. (250 words)
Consider how a consumer may go through the decision-making process in a purchase of a mobile phone (200 words)
Analyse how a consumer may be influenced to by the Huawei Mate20:

Internal influences (350 words)
External influences (350 words)

Make a recommendation for competitors of the iMate 20, considering your analysis. (350 words)
Summary (200 Words)

Required Presentation structure below (timing recommendations are approximate):

An introduction the purpose and the content of the presentation. (1 minute)

Consider how a consumer may go through the decision-making process in a purchase of a mobile phone (2 minutes)

Analyse how a consumer may be influenced to by the Huawei Mate20:
1. Internal influences (2 minutes)
2. External influences (2 minutes)

Make a recommendation for competitors of the iMate 20, considering your analysis. (2 minutes)
Summary (1 minute)

Marking criteria
Marking criteria	Weighting
Report
1. Evaluate a product using relevant theoretical of Buyer Behaviour.	5
2. Application of the buyer decision making process (this include internal and external influences)	6
3. Provide considered recommendations	4
4. Presentation and referencing	5
Presentation
1. Evaluate a product using relevant theoretical of Buyer Behaviour.	2
2. Application of the buyer decision making process (this include internal and external influences)	2
3. Provide considered recommendations	2
4. Presentation quality	4
TOTAL Weight	30%
Assessment Feedback to the Student:

		Report Marking Rubric
	Excellent	Very Good	Good	Satisfactory	Unsatisfactory
1. Evaluate a product using relevant theoretical of Buyer Behaviour.	All of the relevant theory has been included and the product has been evaluated using the theory well	Most of the relevant theory has been included and the product has been evaluated using the theory	Some of the relevant theory has been included and the product has been evaluated using the theory	Some parts of the relevant theory have been included and an attempt has been made to evaluate the product	There is either no theory identified, or the theory is not accurate and/or no attempt has been made to evaluate the product.
2. Application of the buyer decision making process (this include internal and external influences)	The buyer decision making process has been applied to a high standard	The buyer decision making process has been applied quite well	The buyer decision making process has been applied	The buyer decision making process has been applied, but with some errors	The buyer decision making process has not been applied or has many errors.
3. Provide considered recommendations	Recommendations are thoughtful and thoroughly justified	Recommendations are justified quite well	Recommendations are some what justified	Recommendations are not well justified.	Either no recommendations of the report.
4. Presentation and referencing	Presentation of the report and referencing are to a very high standard	Presentation of the report and referencing are quite good	Presentation of the report and referencing good, with errors at times	Presentation of the report and referencing is OK, but several many errors	The presentation and referencing are of a very low standard.
	Presentation Marking Rubric
	Excellent	Very Good	Good	Satisfactory	Unsatisfactory
1. Evaluate a product using relevant theoretical of Buyer Behaviour.	All of the relevant theory has been included and the product has been evaluated using the theory well	Most of the relevant theory has been included and the product has been evaluated using the theory	Some of the relevant theory has been included and the product has been evaluated using the theory	Some parts of the relevant theory have been included and an attempt has been made to evaluate the product	There is either no theory identified, or the theory is not accurate and/or no attempt has been made to evaluate the product.
2. Application of the buyer decision making process (this include internal and external influences)	The buyer decision making process has been applied to a high standard	The buyer decision making process has been applied quite well	The buyer decision making process has been applied	The buyer decision making process has been applied, but with some errors	The buyer decision making process has not been applied or has many errors.
3. Provide considered recommendations	Recommendations are thoughtful and thoroughly justified	Recommendations are justified quite well	Recommendations are some what justified	Recommendations are not well justified.	Either no recommendations of the are not relevant to the report.
4. Presentation quality	Presentation has been very well prepared and delivered	Presentation has been quite well prepared and delivered	Presentation has been prepared and delivered, but with some errors	Presentation has been prepared and delivered, but with many errors	The presentation was not delivered well, with little preparation made.

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