BCO225 – CUSTOMER BEHAVIOR FINAL Task brief & rubrics
Task: Written summative assignment
Customer Behavior Strategy
This assessment is a written submission exam and will be released in week 12 of the course.
Use examples to illustrate your point. Include links and images
1. Explain how a company can influence the consumer behavior along the customer journey online and offline. Use an example to
explain how a brand interact online and offline and how both worlds are connected. What is the role of CRM in this interactions.
2. What is cognitive dissonance and how brands can define clusters taking into account this consumer behavior? Explain it using
an example and define how a company could use it to define the strategy per cluster.
3. Explain how DIY is a successful phenomenon among consumers? Is it a win-win situation? Use an example of a company that is
using this strategy successfully.
4. Explain how luxury brands manage to connect with the customer. Highlight differences and commonalities vs mass market
brands.
5. Explain how we can influence consumer behavior through an educational campaign. Use an example to explain a successful
educational campaign.
The report should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform.
Formalities:
o Word: Word count: 2000 words.
o Cover, Table of Contents, References and Appendix are excluded of the total word count.
o Font: Arial, size 12,5
o Text alignment: Justified
o The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission: Week (13) – Via Moodle (Turnitin). Submission deadline Sunday 8th of May 2022 at 23:59 CEST
Weight: This task is a 60% of your total grade for this subject.
It assesses the following learning outcomes:
Outcome 1: Understanding Customer behavior and Consumer Needs
Outcome 2: Understanding Customer relationship
Outcome 3: Understanding Customer research
Outcome 4: Understanding Customer journey
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge & Understanding
(20%)
Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum theory and/or some use of vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Customer needs, Maslow, behavior and attitude, Customer journey, loyalty program, retention, customer experience, CRM
Student applies mostly relevant knowledge from the topics delivered in class. Customer needs, Maslow, behavior and attitude, Customer journey, loyalty program, retention, customer experience, CRM
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Customer needs, Maslow, behavior and attitude, Customer journey, loyalty program, retention, customer experience, CRM
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Customer needs, Maslow, behavior and attitude, Customer journey, loyalty program, retention, customer experience, CRM
Critical Thinking (30%)
Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.
Student critically assesses in good ways, drawing conclusions from relevant authors and references.
Student provides some insights but stays on the surface of the topic. References may not be relevant.
Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
