Assessment - Mid-semester case study
The lecturer's objectives for this assessment: The mid-semester case study is designed to enable students to apply and demonstrate their knowledge of the unit material up to and including the buyer decision process. The assessment requires you to consider a fictional consumer and to document the consumer journey of the fictional consumer through the 3 time zones of the buyer decision process. The fictional character gives you the freedom to demonstrate your knowledge of a number of concepts.
It is suggested that a product with high customer involvement is chosen, as a product with low customer involvement is unlikely to enable you to fully showcase your learning.
This is not a buying story. It is a demonstration of your learning, what this means is that students should focus on the unit material; the fictional consumer and the selected example are a vehicle [a means] to demonstrate learning of the unit material. It is recommended that 20% of your word count will describe the story and 80% of your word count will be devoted to demonstrating your learning of theory.
It is recommended that all marketing concepts are defined in the student's own words. In this assessment, there is a total ban on quotations, even if they are appropriately referenced.
Students may elect to include a diagram or diagrams within their assessment. There are two caveats 1] the student must have created the diagram, and, 2] it should only be included if it enhances the reader's understanding of the marketing concepts.
There is no need to in-text reference the marketing concept e-book - that would be tedious for a reader; however, all other sources should be appropriately referenced [as per the ECU reference guide].
WARNING: It is your responsibility to save and protect your work with regular back-ups.
You have to use the attached book for the purpose of this assignment. There is no separate case study. You have to create a case study on the basis of assignment requirement and the book.
Assignment File -
https://www.dropbox.com/s/szbkh90yj0f8kk6/Assignment%20Files.zip?dl=0