Overview

This group and individual assessment task has three components:

Component

Responsible Weighting

1- Research Report

Individual

20%

Friday 5pm, Week 7

2 - Marketing Handbook

Group

30%

Friday 5pm, Week 10

3- Presentation

Individual

10%

15 Minutes*

Friday 5pm, Week 12

* 15 minutes is allocated for the whole group. Each individual will present for approximately 3 minutes.

This assessment task is designed to be authentic in that it (1) allows you to apply your learning about

customer experience and behaviour to a context similar to one that you may encounter in the

workplace, and (2) allows you to improve your submission over time through an iterative process.

Length

●

3 Pages

10 Pages

Due

Task

Your overarching goal is to help the target organisation create a new marketing campaign. In order

to do that, you should:

• Learn as much as you can about the target organisation, which will include interviewing

consumers.

Based on insights from your research, develop a set of key marketing problems and/or

opportunities facing the target organisation.

Identify recent academic research in the field of customer experience and behaviour that

can shed light on the identified marketing problems and/or opportunities facing the target

organisation.

• In light of relevant theories, concepts, and findings, recommend a new marketing campaign

for the target organisation including the content/message and channels by which the target

audience will be influenced.

Summarise your findings in an effective and engaging presentation.

•

Target Organisation

This semester, the target organisation is Cashrewards. Cashrewards is a cashback rewards platform

that pays customers back some money when they purchase from a partner retailer via the

Cashwards platform. This cashback is achieved by Cashrewards sharing part of the commission they

receive from the partner retailer with the customer. Cashrewards has more than 1,500 Australian

and international retailers linked to its platform. Example partner retailers include Amazon, Apple,/nComponent 1 - Research Report

Weighting: 20% (Individual). Length: 3 Pages maximum. Due: Friday 5pm, Week 7.

Component 1 - Research Report is designed to help you derive insights about the target

organisation's marketing problems and opportunities by conducting your own primary and

secondary research. Note that a marketing problem is something that the company is currently

doing that is "bad" in some way and should be stopped or changed. By contrast, a marketing

"opportunity" is something that the company is currently not doing but would be "good" in some

way if they did. Common marketing problems/opportunities include targeting the wrong segment/s,

poor customer perceptions (of relative price, quality, value for money, etc.), inappropriate brand

image, confusing and/or ineffective past marketing campaigns, and poor brand differentiation from

competitors.

In your Research Report:

• Begin by learning everything you can about the target organisation. This may include

reviewing the organisation's website, social media, and reports as well as any industry

reports, online reviews, and independent media descriptions you can find.

You should conduct primary research about the target organisation in the form of in-depth

interviews. Your goal during each interview is to discover consumers' attitudes and

experiences with the target organisation and its competitors.

o It is entirely your decision what interview questions to ask. You are recommended to

probe consumers with "why" questions in order to drill deeper into underlying

perceptions, attitudes, beliefs, and motivations.

Your Research Report should include an appendix that states each question

you asked during the interview and the response your interviewee gave. To

facilitate this, it is recommended that you record the interview and then

later transcribe (or, if a response was particularly long, summarise) the

interviewees' responses.

o It is entirely your decision how many interviews you conduct noting that it will be

beneficial to interview a diverse range of people.

▪ Interviewing family, friends, other students, and strangers is allowed.

•

●

If you are going to intercept strangers and invite them to interview,

then this should be done on public property.

The people you interview should be familiar with the target organisation but

do not necessarily need to be a recent customer.

In the section of your Research Report related to the interviews, describe how many people/n24710 Buyer Behaviour

2

●

Assessment Task 2

on the Australian Business Dean's Council (ABDC) Journal Quality List:

https://abdc.edu.au/abdc-journal-quality-list/.

o Please note that you are highly unlikely to find an academic article that has been

conducted in Australia in the same industry as the target organisation. This is not a

problem. You are looking for insights that may have been learned from other

contexts that could nonetheless be usefully applied to the target organisation.

o You may, if you like, cite other academic article (published in any year and any

journal), but this is unnecessary and may actually reduce your marks if it results in

insufficient discussion of your main academic article.

• In the section of your Research Report related to the academic article, explicitly name the

article you are focusing on. Describe the overall goal/s of the article. Briefly mention how

the research in the article was carried out (e.g., interviews, focus groups, surveys,

experiments, big data analysis, meta-analysis, simulation, etc.). Make links between the

theory or conclusions discussed in the paper and the marketing problems/opportunities you

have identified. Describe how the theories discussed or conclusion drawn in the article are

relevant to understanding or addressing the marketing problems/opportunities you have

identified. Where possible, highlight relevant consumer behaviour concepts and/or theories

covered in the subject.

• The formatting of your Research Report - including font type, font size, and margin size -

are all entirely your decision. Aim for clarity. A font size of 11 or 12 is usually most

appropriate. Use the APA referencing style.

Research Reports that exceed the 3 pages limit (excluding the title page, References section,

and any Appendices) will be penalised.

Marking criteria:

o Quality of interviews (20%):

▪ To what extent are many interviews conducted with a diverse sample group/n24710 Buyer Behaviour

3

Assessment Task 2

Component 2- Marketing Handbook

Weighting: 30% (Group). Length: 10 Pages maximum. Due: Friday 5pm, Week 10.

Component 2 - Marketing Handbook is designed to solicit your recommendations on how the target

organisation should design their new marketing campaign.

In your Marketing Handbook:

• Briefly describe the target organisation and the marketplace they operate in.

•

Describe the target organisation's key marketing problem/opportunities referring, where

possible, to relevant theories, concepts, and findings.

o It is entirely your group's decision how many marketing problems/opportunities to

focus on. They should be an integration and/or subset of the marketing

problems/opportunities group members discovered in their Research Report.

• Describe key recommendations for a new marketing campaign that your group has

developed to address the marketing problem/opportunities in light of relevant theories,

concepts, and findings. Your recommendations should include a description of the target

market and the marketing channels to be used.

o It is entirely your decision how many recommendations to describe.

o

Stronger Marketing Handbooks will typically be supported by research discovered

via independent academic literature scans.

o You may place mock-ups in the Appendix.

• The formatting of your Marketing Handbook - including font type, font size, and margin size

- are all entirely your decision. Aim for clarity. A font size of 11 or 12 is usually most

appropriate. Use the APA referencing style.