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MPK713 Consumer Behaviour

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Students will be provided with an assignment brief and have one week to address the relevant question/s and provide the most appropriate arguments or solutions, through reference to perspectives and theories learned throughout the trimester, both in class and in their own study time. Students will be required to do further research beyond the discussion undertaken in the Cloud or on-campus during the trimester, and will be expected to correctly cite sources that are used to inform their analysis. This approach allows students to fully explore concepts, test their critical thinking, and demonstrate an extension of discipline specific knowledge beyond a rudimentary level.
The time limit mirrors many business contexts, where executives are given a short time frame to develop sophisticated arguments and integrate their thinking, while still having access to suitable resources, and offers a more authentic means of assessing understanding of material covered in the unit.
Key Dates
• The assignment brief is released to students at 6:00pm on Friday, 18 May 2018
• The assignment must be submitted via the appropriate Dropbox folder no later than 6:00pm on Friday, 25 May 2018.
• Late submissions will not be marked and will receive a zero grade. How to respond to the questions Your response should not be purely your initial or basic thoughts, although this may establish your initial approach, but should be sophisticated, cogent, and underpinned by theory that you have learned in the unit, including work that you have done in your own study time, i.e., not simply from lecture slides, the textbook or handouts.
We are not assessing your opinion, nor your capacity to describe a theory, campaign or issue, but a demonstration of an extension of knowledge and an ability to analyse a campaign, link theory to the analysis, and take a position by using what you have learned this trimester. Any statements, positions, or assertions you make must be supported by rigorous evidence, predominantly through the use of appropriate sources, and through well-supported and cogent arguments. It is expected that you will have to refer to a range of sources to respond to each question. Each response should stand-alone, and should have a short introduction, a body that develops an argument, and a conclusion. If appropriate, use subheadings to direct your discussion. Page 2 of 4 Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB.
Please read the marking rubric for guidance on how to approach your responses, as well as discussion undertaken throughout the trimester online, in class (in recordings), and in concert with your peers. Please note that the teaching team will be available to respond to any administrative questions relating to the assignment during the time-limited period, but we will not respond to any content/academic questions related to this assessment Formatting your submission Limited to a maximum of 2500 words total (Questions One and Two) to respond to all of the questions, which includes all elements of the assignment, including tables, figures and in- text citations, but the reference list at the end of your assignment and your cover page are not included in the word count. We will undertake a word count, and will not mark the assignment beyond the word limit.
It is your responsibility to make sure you have adhered to the limit.
• Please include a cover page with your name and student ID (this is not included in the word count).
• Harvard style referencing is to be included, but the reference list component is not counted in the word limit.
• We would normally expect between 10 – 20 high quality, academic journal articles as source of references at postgraduate level in an assignment such as this, but only use this number as a guide.
• 1.5 spaced throughout, 12-point font (headings can be bolded), A4 size page formatting, 2.5 cm (1”) margins on all sides.
• Submit as a Word document (not .pdf)
• Page numbers should be included (but Table of Contents is not needed). Page 3 of 4 Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB. Submission Instructions You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism. When you are required to submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment dropbox folder after upload, and check for, and keep, the email receipt for the submission.
• Penalties for late submission: As this is a time-limited assessment, it is unlikely that extensions will be granted, except under very exceptional circumstances covered under Deakin University’s Special Consideration procedures. Late submissions without an extension being granted will not be marked and will receive a zero grade for this assessment item.
• For more information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide of the Resources area in the CloudDeakin unit site.
• Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio that evidences your skills, knowledge and experience will provide you with a valuable tool to help you prepare for interviews and to showcase to potential employers. There are a number of tools that you can use to build a portfolio. You are provided with cloud space through OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage repository system that you like. Remember that a Portfolio is YOUR tool. You should be able to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio.
Once you have completed this assessment piece, add it to your personal Portfolio to use and showcase your learning later, when applying for jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe what the artefact represents.
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