consumer behavior

BCO225 CONSUMER BEHAVIOR Task brief & rubrics

Task – Final assignment: Consumer behavior strategic recommendations

Student must submit an individual report in which, after careful consideration and reviewing the specific topic, they provide strategic recommendations to a

company, based on consumer behavior theories and analysis, as well as identification of trends within that particular industry. The expected sections and table

of contents of this report are:

• Introduction: Purpose of the project and key information for the company (no more than 300 words)

• Definition of the customers and their behavior: Addressing geographic and demographic segmentation and developing psychological and behavioral

aspects.

• Key considerations: Factors that affect the behavior of consumers considering the profile given in the previous definition.

• Consumer trends: What are the current trends affecting the behavior of consumers? It is mandatory that you include updated information and

references.

• Strategic recommendations: Considering the report that you have developed, and the information analyzed, recommend two strategies for the

company to implement concerning consumer behavior. Make sure that they are specific, the company should know exactly what to do and how to do it;

avoid using general statements or simply pointing out to strategies. Rather, fully develop them including all pertinent details and explaining why the

company should do these two actions.

Please beware that the quantity and quality of references are of the utmost relevance towards the credibility of your work, make sure you include in-text

citations alongside an appropriate list of references.

Formalities:

• Wordcount: 1500-2000 words.

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12

• The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: Week 13 – Via Moodle (Turnitin). Sunday 9th of May 2021 (23:59h Barcelona’s time).

Weight: This task is 60% of your total grade for this subject.
It assesses the following learning outcomes:

• apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales and retail strategies, for marketing or consumer

management.

• recognize new trends early in the field of analytics and consumer experience.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Introduction (15%) It is very clear from the
introduction what the
purpose of the report is
and what the reader will be
able to find.

Introduction includes all
key aspects and presents
the structure of the report
in an adequate manner.

Student develops a fair
introduction although
some revisions may be
needed such as including
key aspects.

Student fails to develop a
satisfactory introduction and
this section is rather vague
and/or does not meet the
requirements of an
introduction.

Consumer behavior
assessment (35%)

Student demonstrates
knowledge about
consumer behavior and
includes all pertinent
aspects of analysis
developed to an excellent
extent.

Student demonstrates a
good knowledge about
consumer behavior and
provides a good analysis.

Student includes key
aspects of consumer
behavior. The analysis
needs further development
in order to be complete.

Student does not include all
pertinent aspects concerning
consumer behavior and some
important aspects of analysis
are not included in the
discussion.

Critical Thinking:
recommendations

(35%)

Student perfectly reflects
on previous analysis and
good references for
developing the strategic
recommendations, which
are fully developed.

Student reasonably argues
the included strategic
recommendations, and
both are developed to a
good extent.

Student somewhat reflects
on previous analysis and
briefly develops key
recommendations, which
should be further
discussed.

Student fails to reflect on
previous analysis to make the
recommendations and/or
both strategies are rather
outlined than properly
discussed.

Communication
(15%)

Student communicates
their ideas extremely
clearly and in-text citations
are adequately included in
throughout the document
and in the list of
references.

Student communicates
their ideas clearly and
pertinent in-text citations
are included.

Student communicates
their ideas with some
clarity and references are
included to a satisfactory
extent, although they need
to be reviewed.

Student communicates their
ideas in a somewhat unclear
and unconcise way.
References are not
adequately included.