BMGT 496 – Ethics/Marketing – Due Fri

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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Project 2: Consumers and Marketing

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Instructions

BMGT 496 – Project 2: Consumers and Marketing (25%)

Project 2 is due Tuesday at 11:59 p.m. eastern time of Week 6.

Purpose: In this project, you will assess marketing from a business perspective. Specifically,
you will complete research and use the course material to discuss a product, brand or industry,
discuss how the product is suited to marketing of a particular company. You will also learn about
the responsibilities of marketers in relation to ethics.

Outcomes met by completing this project:

1. identify ethical issues that arise in domestic and global business environments using an
understanding of ethical concepts and of legal and business principles

How to Set Up the Paper

Create a Word or Rich Text Format (RTF) document that is double-spaced, 12-point font. The
final product will be between 6-8 pages in length excluding the title page and reference page.
Write clearly and concisely.

Instructions:

The five “conceptions of a consumer” presents a framework for examining and organizing the
purchase decision process of consumers. Thus, the framework presents an opportunity to
examine the responsibility of the marketer to consider the ethical ramifications to its consumer
base, i.e. Corporate Social Responsibility. The following 5 conceptions are defined and
explained in the Ethics Workshop, eBook, Chapter 12.

1. The wary consumer

2. The contracting consumer

3. The protected consumer

4. The renegade consumer

5. The capable consumer

Course Material and Research

This project requires you to do research on the Internet. You are expected to use course
material going beyond defining terms. You are expected to explain the ‘why and how’ of a

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situation. Avoid merely making statements but close the loop of the discussion by explaining
how something happens or why something happens, which focuses on importance and impact.
In closing the loop, you will demonstrate the ability to think clearly and rationally showing an
understanding of the logical connections between the course material and the question(s) being
asked. Using one or two in-text citations from the course material throughout the entire paper
will not earn many points on the assignment. The support must be relevant and applicable to the
topic being discussed. Points are not earned for mentioning a term or concept but by clearly and
thoroughly explaining or discussing the question at hand.

Your Role

As consumers we can define our attitudes and acceptance or rejection of advertising based upon
our perceptions and experience. But as students of Management, we are called upon
to examine the topic more in depth and from a corporate perspective. Project 2 will address the
following questions from the perspective of a business owner or chief marketing officer.

Use this link: Project 2 Template to complete this project.

Review the Paper

Read the paper to ensure all required elements are present.

The following are specific requirements that you will follow. Use the checklist to mark off that you
have followed each specific requirement.

Checklist Specific Project Requirements

Proofread your paper

Read and use the grading rubric while completing the memo to ensure all
requirements are met that will lead to the highest possible grade.

Submit file in Assignment Folder as a Word or RTF file. No pdf files will be graded.

Third person writing is required. Third person means that there are no words such as
“I, me, my, we, or us” (first person writing), nor is there use of “you or your” (second
person writing). If uncertain how to write in the third person, view this
link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third-
person.

Contractions are not used in business writing, so do not use them.

Paraphrase and do not use direct quotation marks. Paraphrase means you do not
use more than four consecutive words from a source document. Instead put a

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3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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passage from a source document into your own words and attribute the passage to
the source document by using an in-text citation.

Changing words from a passage does not exclude the passage from being a direct
quote. If more than four consecutive words are used from source documents, this
material will not be included in the grade and could lead to allegations of academic
dishonesty.

Use in-text citations and provide a reference list that contains the reference
associated with each in-text citation.

Note that a reference within a reference list cannot exist without an associated in-text
citation and vice versa.

You are expected to use the weekly course materials to develop the analysis and
support the reasoning. See the module, Learn How to Support What You Write.
There should be a robust use of the course materials along with a thorough analysis.

The citations must contain the title of the eBook, the chapter title and year. The case
scenario facts are not cited but do not use more than four consecutive words when
completing the project. If more than four consecutive words are used from source
documents, this material will not be included in the grade and could lead to
allegations of academic dishonesty.

You may not use books in completing this project. Dictionaries, encyclopedia and
Wikipedia may not be used.

Submit the paper in the Assignment Folder (The assignment submitted to the Assignment
Folder will be considered the student’s final product and therefore ready for grading by the
instructor. It is incumbent upon the student to verify the assignment is the correct submission.
No exceptions will be considered by the instructor).

NOTE: All submitted work is to be your original work. You may not use any work from
another student, the Internet or an online clearinghouse. You are expected to understand
the Academic Dishonesty and Plagiarism Policy, and know that it is your responsibility to
learn about instructor and general academic expectations with regard to proper citation of
sources as specified in the APA Publication Manual, 7th Ed. (Students are held
accountable for in-text citations and an associated reference list only). Serious sanctions
can result from violations of any type of the Academic Dishonesty and Plagiarism
including a zero on a project, a zero for the course or dismissal from the University.

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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Start Date

Mar 17, 2021 12:00 AM

Due Date

Apr 27, 2021 11:59 PM

Hide Rubrics

Rubric Name: Project 2: Consumer and Marketing (25%)

Criteria 1
Equivalent to an A
Equivalent to a B
Equivalent to a C
Equivalent to a D
Equivalent to an F
Criterion Score

Introduction (3%)

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3 points

Writes an introduction that captures the reader’s attention, gives context to the paper,
and builds to the thesis (in the last sentence of the introduction) that defines all of the
main points to be discussed in the paper.  
(2.7 – 3)
 

2.55 points

Writes an introduction that provides a general context to the paper, has a thesis
statement and somewhat discusses main topics but is vague or does not cover all main
topics. 
(2.4 – 2.6)

2.25 points

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/ 3

Identify from which perspective the paper will be written: business owner or chief
marketing officer. (3%)

Writes an introduction that provides context to the paper and presents main topics
covered in the paper but this information is not presented in a thesis statement but
throughout the first paragraph.
(2.1 – 2.3)
.

1.95 points

Attempts to write an introduction but has little to no context to the paper; the thesis is
missing main points or no thesis statement provided.  
(1.8 – 2.0)
 

 

0 points

No attempt to write an introduction.
(0)

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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/ 3

3 points

Identifies from which perspective the paper will be written: business owner or chief
marketing officer.

2.55 points

2.25 points

1.95 points

0 points

Fails to identify from which perspective the paper will be written: business owner or
chief marketing officer.

Criteria 2
Equivalent to an A

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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Equivalent to a B
Equivalent to a C
Equivalent to a D
Equivalent to an F
Criterion Score

(Select and discuss one good example of a product, brand or industry and its typical
consumer. The product selection can be of your choice, but the information presented
about it is from a reliable source and properly cited and referenced.) (6%)

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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/ 6

Define the consumer purchase decision by one or more of the five “conceptions”. (12%)

6 points

Selects and thoroughly discusses one good example of a product, brand or industry
and its typical consumer. Product selection is from a reliable source and properly cited
and referenced.
(5.4 – 6)

5.1 points

Selects and discusses one good example of a product, brand or industry and its typical
consumer. Product selection is from a reliable source and properly cited and referenced
but some development is needed.
(4.8 – 5.3)

4.5 points

Selects and discusses one good example of a product, brand or industry and its typical
consumer. Product selection is from a reliable source and properly cited and referenced
but significant  development is needed.
( 4.2 – 4.7)

3.9 points

Selects a product, brand or industry but does not discuss, OR identify its typical
consumer OR  source is not cited and referenced.
( 3.6 – 4.1)

0 points

Does not select a product, brand or industry and its typical consumer.
(0)

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12 points

Correctly defines the consumer purchase decision by three or more “conceptions” using
course materials to support the reasoning.
(10.8 – 12)

10.2 points

Correctly defines the consumer purchase decision by two “conceptions” using course
materials to support the reasoning.

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/ 12

Explain how the product is suited for marketing to one or more of the 5 conceptions
and why not to the others. (12%)

(9.6 – 10.7)
 
 
 
 

9 points

Correctly defines the consumer purchase decision by one “conceptions” using course
materials to support the reasoning.
(8.4 – 9.5)
 
 
 
 
 

7.8 points

Attempts to define the consumer purchase decision by one or more“conceptions”
; BUT the discussion provides little use of the course materials to support reasoning
and conclusions.
(7.2 – 8.3)

0 points

Fails to correctly defines the consumer purchase decision by one “conceptions” .
(0 – 7.1)

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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12 points

Correctly explains how the product is suited for marketing to three or more
conceptions and explains why not to the others using course materials to support the
reasoning.
(10.8 – 12)

10.2 points

Correctly explains how the product is suited for marketing to two conception and
explains why not to the others using course materials to support the reasoning. 
 
(9.6 – 10.7)

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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/ 12

Explain what ethical principles would apply to the marketing of the selected company’s
or industry’s products? Include an alignment of the principles selected in relation to
caveat emptor. (12%)

9 points

Correctly explains how the product is suited for marketing to one conception and
explains why not to the others using course materials to support the reasoning. 
(8.4 – 9.5)

7.8 points

Attempts to explain how the product is suited for marketing to one or
more“conceptions” BUT the discussion fails to provide correct explanation or does not
discuss why not to others or provides little use of the course materials to support
reasoning and conclusions.
(7.2 – 8.3)
 

0 points

Fails to explain how the product is suited for marketing to one or more of the 5
conceptions.
(0 – 7.1)

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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12 points

Thoroughly and correctly explains what ethical principles would apply to the marketing
of the selected company’s or industry’s products and Includes an alignment of the
principles selected in relation to caveat emptor using course materials o support
reasoning.
(10.8 – 12)

10.2 points

Explain what ethical principles would apply to the marketing of the selected company’s
or industry’s products and  Includes an alignment of the principles selected in relation
to caveat emptor using course materials to support the reasoning; some development
needed.
9.6 – 10.7)
 

9 points

Explains what ethical principles would apply to the marketing of the selected
company’s or industry’s products and Includes an alignment of the principles selected
in relation to caveat emptor using course materials to support the reasoning; 
significant development needed.
(8.4 – 9.5)

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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/ 12

Explain the responsibilities of the marketer in relation to ethics concepts you have
studied, including HOW its application would impact the marketer’s message and
programs. (12%)

7.8 points

Attempts to  explain what ethical principles would apply to the marketing of the
selected company’s or industry’s but may not include alignment of principles related to
caveat emptor OR uses little to no course materials;  incorrect responses; needs major 
development. 
(7.2 – 8.3)

0 points

Fails to explain what ethical principles would apply to the marketing of the selected
company’s or industry’s products and alignment of the principles selected in relation to
caveat
(0 – 7.1)

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12 points

Thoroughly and correctly explains the responsibilities of the marketer in relation to
ethics concepts studied, including HOW its application would impact the marketer’s
message and programs. using the course materials to support reasoning.
(10.8 – 12)

10.2 points

Correctly explains the responsibilities of the marketer in relation to ethics concepts
studied, including HOW its application would impact the marketer’s message and
programs. using the course materials to support the reasoning; needs some
development.
(9.6 – 10.7)
 
 
 
 

9 points

Explains the responsibilities of the marketer in relation to ethics concepts studied,
including HOW its application would impact the marketer’s message and programs.
using course materials  to support reasoning; needs significant development.
(8.4 – 9.5)
 
 
 
 

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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/ 12

Explain what specifically would be prescribed for the company’s social media and data
privacy policies related to the advertising of its product(s). (12%)

7.8 points

Attempts to explain the responsibilities of the marketer in relation to ethics concepts 
studied, including HOW its application would impact the marketer’s message and
programs using little course materials to support reasoning; needs major development.
(7.2 – 8.3)

0 points

Fails to explain the responsibilities of the marketer in relation to ethics concepts 
studied, including HOW its application would impact the marketer’s message and
programs.
(0 – 7.1)

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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12 points

Thoroughly and correctly explains what specifically would you prescribe for the
company’s social media and data privacy policies related to the advertising of its
product(s) using the course materials to support reasoning.
(10.8 – 12)

10.2 points

Correctly explains explains what specifically would you prescribe for the company’s
social media and data privacy policies related to the advertising of its product(s) using
the course materials to support the reasoning; needs some development.
(9.6 – 10.7)
 
 
 
 

9 points

Explains what specifically would you prescribe for the company’s social media and data
privacy policies related to the advertising of its product(s) using course materials to
support reasoning;  needs significant development.
(8.4 – 9.5)
 
 
 

3/23/2021 Project 2: Consumers and Marketing – BMGT 496 7383 Ethics (2212) – UMGC Learning Management System

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/ 12

Conclusion (3%)

 
 
 

7.8 points

Attempts to explain what specifically would you prescribe for the company’s social
media and data privacy policies related to the advertising of its product(s) using little
course materials to support reasoning; needs major development.
(7.2 – 8.3)
 

0 points

Fails to explain what specifically would you prescribe for the company’s social media
and data privacy policies related to the advertising of its product(s).
(0 – 7.1)

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3 points

n a clear and concise manner, comprehensively concludes the paper by restating/
summarizing the main topics covered in the paper and reflect on the importance of the
arguments made.  
(2.7 – 3)

2.55 points

In a clear manner concludes the paper by restating/ summarizing the main points; 
some development is needed. 
(2.4 – 2.6)

2.25 points

Concludes the paper by somewhat restating/ summarizing the argument.  Attempts to
bring in some explanation or general idea of the main points of the paper but needs
significant development.
(2.1 – 2.3)

1.95 points

Presents a conclusion but may be irrelevant to the main topics of the paper OR does
not discuss the main topics of the paper; needs major development. 
(1.8 – 2)

0 points

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/ 3

Fails to present restatement/ summarization of argument.
(0 – 1.7)

Criteria 3
Equivalent to an A
Equivalent to a B
Equivalent to a C
Equivalent to a D
Equivalent to an F
Criterion Score

Attention to Instructions (10%)

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10 points

The paper contains all major assignment tasks.  The paper also includes completion
of all required elements (Word or rtf file, third person writing, paraphrasing, no more
than four consecutive words from source, no contractions, page/paragraph
numbers/Chapter Titles). 
(9 – 10)

8.5 points

The paper contains all major assignment tasks.  The paper missed one minor element
(Word or rtf file, third person writing, paraphrasing, no more than four consecutive
words from source, no contractions, page/paragraph/numbers/Chapter Titles).   (8 –
8.9)
 
 
 

7.5 points

One major assignment tasks or two minor elements of the assignment missed. 
(7 – 7.9)
 
 

6.5 points

Two major assignment tasks missed  or 3 minor aspects of the assignments.
(6 – 6.9)
 
 

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/ 10

 
 

0 points

Three or more major assignment tasks missed OR four or more minor elements
missed.
(0 – 5.9)

Criteria 4
Equivalent to an A
Equivalent to a B
Equivalent to a C
Equivalent to a D
Equivalent to an F
Criterion Score

Writing Mechanics (10%)

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10 points

Strictly adheres to standard usage rules of written English using paragraphs and
sentence rather than bullets, including but not limited to capitalization, punctuation,
run-on sentences, missing or extra words, stylistic errors, spelling and grammatical
errors. No jargon used. Few writing errors noted.
(9 – 10)
 

8.5 points

Excellently adheres to standard usage of mechanics: conventions of written English,
including capitalization, punctuation, and spelling. One – three errors noted.
(8 – 8.9)
 

7.5 points

Satisfactorily adheres to standard usage rules of mechanics: conventions of English,
including capitalization, punctuation, and spelling. Four to seven errors noted.
(7 – 7.9)

6.5 points

Minimally adheres to standard usage rules of mechanics: conventions of written
English, including capitalization, punctuation, and spelling. More than 7 errors found.
(6 – 6.9)
 

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/ 10

 

0 points

Does not adhere to standard usage rules of mechanics: conventions of written English
largely incomprehensible, or errors are too plentiful to count.
(0 – 5.9)

Criteria 5
Equivalent to an A
Equivalent to a B
Equivalent to a C
Equivalent to a D
Equivalent to an F
Criterion Score

Adherence to APA (5%)

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5 points

Excellent use of APA style; few usage errors; Proper citation of source material is used
throughout paper; Reference titles follow APA with only the first word, the first word
after a colon and proper nouns capitalized.
(4.5 – 5)

4.25 points

Uses in-text citations and reference list but 1 – 2 APA style errors noted or fails to use
APA citations when appropriate 1-2 times.
(4 – 4.4)

3.75 points

Uses in-text citations and reference lists; but 3 – 4 APA style errors  noted or fails to
use APA citations when appropriate 3 – 4 times.
(3.5 – 3.9)

3.25 points

Attempts in-text citations and reference lists; but 5 – 6 times style errors noted or fails
to use APA citations when appropriate 5-6 times.  Seldom uses APA.
(3 – 3.4)

0 points

No attempt at APA style; or attempts either in-text citations or reference list but omits
the other.
(0 – 2.99)

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Total / 100

Overall Score

Submit Assignment

/ 5

Equivalent to
an A
90 points
minimum

Equivalent to a
B
80 points
minimum

Equivalent to a
C
70 points
minimum

Equivalent to a
D
60 points
minimum

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You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

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Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

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Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

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Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

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Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

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