MKTG 1101 Consumer Behaviour Semester 2 2015

Written Assignment Part 1: Individual Case Study (20%)

Due Date: Week 4, hand in hard copy in class

Questions for Case : McDonalds: Build your own burger- Social co-creation as
recipe for success
1. Define involvement theory. How does the involvement state influence
consumers purchase decisions? Explain this in terms of the case.
2. How did regular consumers with low emotional involvement create a dilemma
for McDonalds? What strategies were used to address this?
3. What influences consumer spending? Explain your response by referring to
two internal and two external influences and specific examples from the case

The case study analysis report should be no more than 1500

words and is due in Week 4 on the day of your class. The case
analysis should cite at least five academic articles.
Harvard
referencing is to be used. The use of creative thinking, current
examples and the evaluation of a variety of outcomes is actively
encouraged and will be rewarded. Penalties will be applied to
students who merely re-state the theory from the case or
course text.
The case study should include:

Introduction of case and key theory issues, including additional

research.
Discussion of each question relating to the case
Summary of key findings, issues relevant to the case
Appropriate presentation style, proper citations, and sound logic.
Please refer to the Feedback Report
An answer to each of the three questions relating to the case.
Clearly label each question you are answering.
Summary of key findings, issues relevant to the case
Do not write in the first person. This is a Business report. Use the
third person ie This report.
DO NOT copy direct phrasing from the case to explain your
answers. This is NOT a comprehension exercise.

The Case Study should be written in 12-point font with 1.5 line
spacing and 3cm margins. Headings 12-14 Pt Arial or Tahoma style

 bold. Pages will be numbered. The word limit excludes title page,
contents page, reference list and appendices.
CHECKLIST- Please print , tick the box and attach at the end
of your report
Five external academic references from appropriate journal
articles to back up your argument using Harvard referencing
style (see RMIT website for details) DO NOT REFERENCE
THE COURSE TEXT

Attached Feedback Report ( see hub) with your name

Attached Turnitin Originality Report showing :

Word Count

Similarity Index . Ensure the Similarity Index is BELOW

20%.

Included a Cover Sheet with your FULL name and student ID

MKTG 1101 Consumer Behaviour FEEDBACK REPORT

Individual Case study
Student Name
Student ID
CRITERIA

Fail

Pass

Credit

Distinction

High
Distinction

50-55
56-60

60-65
66-70

70-75
80

80-85
86+

Assignment Presentation Format

1. Paragraphing: Are
there logical links
between paragraphs?
2. Style: mechanics,
clear sentence
structure, spelling?
3. Referencing In text
and on reference list?
4. Overall Structure:
presentation layout
Information Content
Analysis and Evaluation
of Questions
1. Have I provided a
concise summary
overview of the case
study?
2. Have I addressed the
questions asked?
3. Do I have evidence of
further external
research?
4. Have I integrated my
external research to
support and justify my
line of arguments?
5. Does my application of
theoretical concepts
show logical reasoning
and understanding?
Summary
1. Have I identified my
key findings?
2. Have I clearly stated
my case?
4045
4550
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