MAR201 Consumer Behaviour Trimester 2 Assignment Brief 2025 | WSU

Unit Overview

The unit is designed to equip students with knowledge and skills relating to the theoretical basis and applications of consumer behaviour. It examines the decision-making processes that individuals, groups and organisations go through when spending resources on consumption, analyses the determinants of consumer behaviour and links behavioural concepts to marketing strategy. The implications of explanations of consumer behaviour for marketing strategy are considered, and a practical emphasis is placed on developing planning skills that will allow participants to translate consumer behaviour theory into marketing management action.

MAR201 Course Learning Outcomes

Learning outcomes for the unit are outlined below. Upon completion of this course, students will be able to: 

LO1 Explain the concepts and models of consumer behaviour, the role, and function of consumer behaviour within the discipline of marketing.

LO2 Analyse the effects of both internal and external influences on the consumer decision process and apply such knowledge to design marketing strategies.
LO3 Explain the consumer purchasing decision process and then explore how marketers can use this process to increase consumer product knowledge.
LO4 Analyse real-world case studies to identify positive solutions in the context of consumer behaviour.
LO5 Demonstrate a comprehensive understanding of the interconnectedness of consumer behaviour concepts and apply that knowledge to design marketing strategies.


Final marks and grades are subject to confirmation by the School Assessment Committees, which may scale, modify, or otherwise amend the marks and grades for the unit, as may be required by the University policies.

Note: To complete this unit, students must:

• Achieve a minimum of 50 marks,
• Achieve a final exam mark greater than 0,
• Complete all assessment items and
• Attend 80 per cent of class time. See attendance requirements in the section on class politics and rules below.

Assessment Details

Assessment 1 : In-Class Presentation(10%)

Due: Ongoing throughout the course.

Deatails

You will work in groups to prepare and deliver a short presentation in class based on an assigned chapter from the textbook.

What you need to do:

• Go through all the learning objectives of your assigned chapter.
• Make sure your group understands the key ideas in the reading.
• Find real-life examples, case studies, or news stories that help explain those ideas.
• Use slides, pictures, or simple activities to make your presentation engaging.

What we're looking for:

• Your ability to explain the main concepts in the chapter.
• How well you connect theory to real-life situations.
• Teamwork: Everyone in the group should contribute to the presentation.

In Class:

Each group will have a time slot to present. After your presentation, there will be a short discussion or questions from the class.

Marking criteria and standards: Refer to Appendix 1.

Assessment 2: Part A: Class participation (10%)

Due: Ongoing throughout the course. 

Details:

Class attendance and participation includes coming to class prepared and on time, taking part in class discussions (this involves listening/reading as well as writing/speaking and completing all in-class activities), asking questions, contributing your knowledge and insights in whatever form is appropriate, and striving to make all your contributions excellent.

It also includes doing quick quizzes, which are uploaded on the LMS with specified due dates. The online quizzes are compulsory and should be fully completed. Missing any quiz can be considered not incomplete and receives a zero mark. The quizzes cannot be reopened for any reason.

Attendance is checked by the lecturer. You are permitted no more than 20% absences during the term. Coming late by 15 minutes at the beginning of the class, coming late by 5 minutes after the break, or leaving before the scheduled end time without the permission of the lecturer will equate to an absence.

Industry Talk Reflection- Compulsory for Participation (Not Graded)

Due: 1 week after the Industry Talk session (TBA)

Although the Industry Talk Reflection is not graded, it is a compulsory activity and must be completed as part of your class participation requirements.

This task aims to:

Encourage you to reflect on key insights and lessons learned from the guest speaker.
Support your branding by posting your reflection on LinkedIn.
Promote professional networking and engagement with peers, lecturers, and industry professionals.

What you need to do:

• Write a brief reflection summarising what you learned and your takeaways.
• Post it on your LinkedIn account.
• Submit the link to your post as instructed by your lecturer.

Important:

Failure to submit the reflection on time will be considered incomplete participation, which may affect your overall engagement record.

Assessment 2: Part B: Individual reflective assignment (15%)

Due: Session 8
Length: a PDF file of 20-24 presentation slides. No more than 24 slides, excluding Reference List.
An Oral Presentation is not required.

Details:

Identify and analyse the internal and external factors that marketers of your chosen brand have used to influence their target consumers. You need to recommend marketing strategies and tactics to improve the consumer behaviour and experience based on your earlier analysis and the concepts and theories learned in the course.

The content of the presentation slide must include:

1. Introduction

Nature of company, key services/products.
Current presence in Vietnam.
Primary target market(s). To describe the target market(s) for the chosen brand, you must identify the brand target segment(s) in terms of relevant geographic, demographic, psychographic and behavioural characteristics.

2. External influences 

Cultural values

Analyse any 3 relevant cultural values and/or cross-cultural variations the marketers use to influence consumer behaviour. If the company markets the product globally, how are marketing stimuli and the product offering different from those in its home market?

Evaluate how the marketers have succeeded/failed to adapt their marketing strategy to reflect cultural influences/differences in different markets (global market vs Vietnam market)

Choose 3 relevant cultural values from other-oriented, environment-oriented and self-oriented values. 

Group Influence

Analyse and evaluate strategies/tactics/stimuli that marketers apply to make full use of group influence to engage and persuade consumers to buy their product/brand.

3. Internal influences

Motivation

Analyse and evaluate how the marketers apply motives to engage and persuade consumers to purchase the product/brand from the store.

You can apply either Maslow (Physiological needs, Safety needs, social needs, Ego needs and Self-actualisation needs) or McGuire (16 Cognitive and Affective motives).

Attitude

Analyse and evaluate how the marketers apply different strategies/tactics/stimuli to change consumer attitudes toward the product/brand/store. Attitude-change strategies: Change cognitive component; Change affective component; Change behavioural component.

4. Recommendations for the future of the company

Make two recommendations on how the company could improve the consumer experience with the chosen product, based on your analysis.

Good tips: Identify two weaknesses in the marketing practice from the above analysis and evaluation, then make recommendations with justification from market research and academic sources.

Marking criteria and standards: Refer to Appendix 2.

Assessment 3: Group project (25%)

Due: Session 12

Details: Group presentation & Packaging Design

In this group assessment, students will select a specific brand and prepare a comprehensive presentation that includes:

• A new product idea was developed under the chosen brand.
• Identification and definition of a clear target market.
• Selection of factors influencing buying behaviour for that target market.
• A justified explanation of why the new product, target market, and selected factors are strategically relevant for marketing success.

Each group must consult with the lecturer and confirm their chosen product by Week 6.

Part A: Group presentation

Content of the presentation must include:

1. Introduction: Background Information of the brand and the market

2. New Product Idea

Description of the New Product: Provide a detailed description of your new fast-moving consumer goods (FMCG) product idea. This should be a physical product, not a service.

Innovation and Uniqueness: Explain what makes your product innovative or unique compared to existing FMCG products in the market..

3. Target Market Identification

Demographics: Age, gender, income level, education, etc.
Psychographics: Interests, lifestyles, values, etc.
Geographics:
Behavioural Characteristics: Buying habits, brand loyalty, usage rates, etc.

4. Influencing Factors on Buying Behaviour

Discuss some factors (internal, external, situational, etc.) that might affect the target market's decision-making process journey.

5. Marketing Strategies

Outline your proposed marketing strategies for launching and promoting the new product.

6. Conclusion

7. References: List all sources of information used in your report in the appropriate citation format. Groups are required to present the key points and findings of their reports.

Peer evaluations are required, and members are graded according to their contribution to the group work.

Part B: Packaging Requirement

In addition to the presentation, each group will physically present their developed strategy through a creative packaging. This packaging will represent the new product and visually communicate the group's marketing strategy.

Packaging Guidelines:

• Graphics and colour use to reflect the brand identity.
• Strategic placement of brand elements (e.g., logo, tagline, product visuals).
• Clear and relevant product information on the box.
• Visual appeal that effectively communicates the overall brand concept and target market positioning.

This packaging component will be assessed alongside the report and will reflect your understanding of consumer perception, brand communication, and visual marketing strategies.

Marking criteria and standards: Refer to Appendix 3.

Assessment 4: Final exam (40%)

Due: TBA
Length: 90 minutes.

Details

Textbooks are allowed in this exam. No laptop, smartphone or any devices that can connect to other online and offline sources and communicate with people are not allowed in this exam.

The exam is a 90-minute examination held during the formal examination period.

Based on the Required Readings, Lectures, and Case Studies covered in relevant chapters. The final exam will test on Learning Outcomes 1-5 and chapters 1,2,4,6,, 18.

Marking criteria and standards

Based on logic, accuracy, correctness, and comprehensiveness of answers.
Hint: Students who tend to get higher marks for the final exam are those who do not just "regurgitate" the textbook. Additional marks are given if students can show an understanding of consumer behaviour, with their examples rather than those used in the textbook. The group project can often assist with such examples.

General submission requirements

Assignment cover sheet

All assignments are to be submitted with an Assignment Cover Sheet. Group assignments are to be submitted with a Group Assignment Cover Sheet. Non-contributing team members can sometimes be an issue with group-work structured assessment. Individual student group work scores may be adjusted as a result of peer dissatisfaction with a particular student's contribution to group work assignments, as reflected in additional submissions of the evaluation form.

Note: Assignment cover sheets and the evaluation form can be located on the E-learning system (https://lms.westernsydney.edu.vn/). Students are to keep a copy of all assignments submitted for marking.

Submission style and method

A professional standard of presentation is expected for all assignments. Assignments should be typed, one and a half spaced, on A4 paper. Use a simple, clear format, suitable for a report to senior management in a commercial organisation.

All assignments are required to be submitted electronically via the E-learning system and the lecturer's email by 11:55 PM on the due date, and if required, in hard copies to the unit coordinator by the due date. The title of the assignment submitted via the E-learning system shall be as follows: Student name_Unitname_Name of Assignment.

Late assignment and make-up policy

Coursework and assignments are expected to be completed within the stated time frame. No late assignments will be accepted unless prior authorisation is granted by the coordinator. In case such an authorisation is not granted, a grade deduction will be applied. Students who submit a late assessment without approval for an extension will be penalised by 10% per day up to 10 days, i.e. marks equal to 10 per cent of the assignment's weight will be deducted as a "flat rate" from the mark awarded. For example, for an assignment that has a possible highest mark of 20, the student's awarded mark will have two marks deducted for each late day. Saturday and Sunday count as one day each. Assessments will not be accepted after the marked assessment task has been returned to students who submitted the task on time.

All quizzes, group assignments, and final exams must be taken on the assigned dates. If there are extenuating or unforeseen circumstances, the unit coordinator must be contacted before the quiz or exam dates to authorise a make-up if required. No make-up quiz or exam will be accepted unless a prior approval is granted by the unit coordinator based on a Special Consideration Application for a supplementary examination.