Consumer Behaviour
Write a report demonstrating how an understanding of internal influences could assist your chosen organisation in developing their
marketing strategy.
In your answer you should choose a company you have worked for (or admire and would like to work for) and use this as
the context for your discussion (lfthey have more than one product or service, please choose one to focus on).
In your response please
referto the internal influence chosen forAssessment 2
This is a 5 step process
Step 1: Re-read the relevant chapters of your
textbook and the sources collected in assignment 2 about your chosen internal influence.
Step 2: Do some additional research on your
focal business and find academic evidence to support your response /argument. You are expected to have at least6 academic referencesfor
the assignment.
Step 3: Make a list of pointsthat you want to discuss. These will form the basis ofthe headings within your
report.
Remember reports have a distinct style. You must use yourfocal organisation and theoryto illustrate your claims (this will
demonstrate a working understanding ofthe theory you are discussing).
NB: You can find more information about writing reports
Resources.
Step 4: Create a reference list using APA6th style (a short guide to APA referencing is provided in your resources folder on
interact) and make sure all ofthe articlesthat you have cited in the report are included in the list.
Step 5: Submit the report via
Turnitin.
Rationale
The objective ofthis assessment is for studentsto demonstrate their abilityto:
Describe the theoretical concept
of one internal influence on consumer behaviour
Apply thattheoretical concept to the context oftheir chosen organisation, i.e. a real
world example
Engage in online search activity to find appropriate sources
Review and evaluate sourcesto develop a theoretical
argument
Understand the factors (internal) that influence the consumer decision process
Use the knowledge they have gained to make
effective decisions as a marketer
Marking criteria:
Excellent overview ofthe organisation: concise, clear and shows a
good
understanding of current marketing strategy,well supported by chosen sources.
Sets the_ stage well for the discussion to follow.
Appropriate ength.
lnsightful recommendations, well supported by literature. Feasible and related to appropriate aspects of marketing
strategy and relevant for chosen organisation. lmaginative application to theoryto the internal influence chosen.
Professionally presented
Irzeplorrti /SH key elements evident, each used effectively to enhance report and of a consistently high standard. Creative approach.
document showing attention to detail. Logically organised. Well developed academic writing style, clear line of argument throughout, good
use of signposts- headings etc, linking language and seamless linksto the question.Present, accurate in text citations. Attention to
detail. Detailed reference list. Significant research apparent. Correct APA6th format.
Used more than six references.
Presentation
Report- You are expected to present this report in correct report style including executive summary, table of content,
headings etc, see interact for a reportwriting style guide
Full Justify 1.5 line spacing with 12 point font
Use in text referencing and a
reference listformatted using APA 6th referencing
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