Let’s imagine that you have been assigned the role of a marketing consultant to investigate contemporary issues in consumer behaviour related to online shopping. Using reflective analysis in the first assessment, you must consider: o Which possible challenges do you, as the marketing consultant, forsee if both of the shopping trips were to occur online.

Let’s imagine that you have been assigned the role of a marketing consultant to investigate
contemporary issues in consumer behaviour related to online shopping. Using reflective analysis in the
first assessment, you must consider:
o Which possible challenges do you, as the marketing consultant, forsee if both of the shopping trips
were to occur online.
o Suggest three strategies to offset these challenges by considering broader consumer behaviour
topics such as:
? Changing consumer attitudes towards online shopping;
? Cultural/Social factors that would positively contribute towards the online purchase of the
purchased products/services in both of the shopping trips;
? Positive influence on consumer’s response towards digital technologies.

Attachments:Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
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Assessment 2 Information
Subject Code: MKT301
Subject Name: Consumer Behaviour
Assessment Title:
Assessment Type:
Length:
Comparative Investigation
Written Report
1200 words (+/- 10% allowable range)
Weighting: 40%
Total Marks:
Submission:
100
Online
Due Date: Week 9
Your task
Individually, you are required to prepare a 1200 word investigation (research-based) analysis based
on your previous two shopping trips with a family member or friend.
Assessment Description
In this individual assessment, students will be given an opportunity to critically review the place of
consumption in modern society by showing a broad knowledge of current issues in buyer/consumer
behaviour. By doing this, you will be able to explain and communicate the complexities of consumer
decision-making processes, including the influence of situational, psychological and social factors.
Assessment Instructions
Let’s imagine that you have been assigned the role of a marketing consultant to investigate
contemporary issues in consumer behaviour related to online shopping. Using reflective analysis in the
first assessment, you must consider:
o Which possible challenges do you, as the marketing consultant, forsee if both of the shopping trips
were to occur online.
o Suggest three strategies to offset these challenges by considering broader consumer behaviour
topics such as:
 Changing consumer attitudes towards online shopping;
 Cultural/Social factors that would positively contribute towards the online purchase of the
purchased products/services in both of the shopping trips;
 Positive influence on consumer’s response towards digital technologies.
You are required to reference at least 8 sources of information that are referenced (both In-text and
end text) in accordance with Kaplan Harvard Referencing Guide. These may consist of government
publications, industry reports, and journal articles.
.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Assignment Submission
This file must be submitted as a ‘Word’ file to avoid any technical issues that may occur from incorrect
file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin
will notify you if there is an issue with the submitted file. In this case, you must contact your workshop
facilitator via email and provide a brief description of the issue and a screenshot of the Turnitin error
message.
You are also encouraged to submit your work well in advance of the deadline to avoid any possible
delay with the Turnitin similarity report or any other technical difficulties that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School
“late assignment submission penalties” Policy.
Number of
days
Penalty
1* – 9 days 5% per day for each calendar day late deducted from the total marks
available.
10 – 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the
due date will not be accepted and the student will receive a mark of zero
for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given
a mark of zero if they are submitted after assignments have been
returned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to
be one day late and therefore subject to the associated penalty
For more information, please read the full Policy via https://www.kbs.edu.au/about-us/school-policies
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of
cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at
which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the
resources on the MyKBS Academic Success Centre page. Click here for this information.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
MKT301 Assessment 2 Marking Rubric – Comparative Investigation 40%
Marking
Criteria
F (Fail)
0 – 49%
P (Pass)
50 – 64%
C (Credit)
65 -74%
D (Distinction)
75 – 84%
HD (High Distinction)
85 -100%
Analysis of online
trends and digital
technologies
__30 marks
Your analysis does not
satisfactorily identify and/or
examines issues related to
online shopping and cultural
influences and digital
technology.
Your analysis partially identifies
and examines issues related to
online shopping and cultural
influences and digital
technology.
Your analysis satisfactorily
identifies and examines issues
related to online shopping and
cultural influences and digital
technology.
Your analysis strongly identifies
and examines issues related to
online shopping and cultural
influences and digital technology.
Your analysis critically identifies
and thoroughly examines issues
related to online shopping and
cultural influences and digital
technology.
Recommendations
__/20 marks
The quality of your
recommendations is poor
and/or incoherent. Industry
examples are absent.
You have drawn some useful
recommendations, although a
more comprehensive analysis
of the issues would have been
helpful. Industry examples are
somewhat relevant.
You have drawn mostly useful
recommendations that are
supported by most relevant
industry examples.
You have drawn varied, wellresearched and compelling
recommendations that are
supported by relevant industry
examples.
You have drawn dynamic,
comprehensive and convincing
recommendations that are
supported by relevant industry
examples.
Research
__20 marks
Your research lacks focus
because of an unsuitable
choice of sources.
You have selected some
appropriate scholarly sources.
Better use of quality sources
would help focus your
research.
Your research is focused, drawn
from a reasonable selection of
scholarly sources.
Your research is focused,
complemented by a quality
selection and range of scholarly
sources.
Your research is extensive and
focused, complemented by a
quality selection and range of
scholarly sources.
Grammar/Spelling
__/10 marks
Spelling and/or grammar is
consistently incorrect,
impacting on the flow and
readability of your
memorandum.
Mostly correct grammar and
spelling used throughout, with
consistent minor and/or major
errors.
Mostly correct grammar and
spelling used throughout, with
occasional minor and/or major
error(s).
Correct grammar and spelling
throughout the memorandum,
with the occasional minor error.
Correct grammar and spelling
throughout the memorandum with
no errors.
Report
Format
__/10 marks
The format chosen for your
analysis lacks thought and
consideration for the intended
audience.
The format chosen for your
analysis is satisfactory, but
major improvements would
enhance its effectiveness.
The format chosen for your
analysis is appropriate, but quite
a few improvements would be
needed for a professional
audience.
Your analysis is professionally
presented and has been
submitted in a format that, with
some tweaks, could be suitable
for a professional audience.
Your analysis is professionally
presented and has been
submitted in an entirely
appropriate format.
In-text Citations
and Referencing
__/10 marks
Total Marks
__/100
In-text referencing and/or
reference list is mostly incorrect
or non-existent.
In-text referencing and the
resultant reference list adheres
to Kaplan Harvard Referencing
Style, with major errors.
In-text referencing and the
resultant reference list adheres
to Kaplan Harvard Referencing
Style, with minor errors
throughout and the occasional
major error.
In-text referencing and the
resultant reference list adheres to
Kaplan Harvard Referencing
Style, with only the occasional
minor error.
In-text referencing and the
resultant reference list adheres to
Kaplan Harvard Referencing
Style, with no errors.
Feedback and Grades will be released via Turnitin.