MK703 Human Psyche and Consumer Decision Making Essay Assessment

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Assignment Details:

Words: 2000

Assignment:

The assignment requires that you respond to the following: Imagine that you are working in the marketing department of a large travel agency. You are a consumer decision-making specialist, and you have to formulate practical recommendations to improve the way your company is assisting its customers in their decision making. The marketing department of your company has conducted extended market research and has identified its target audience. To help your company achieve its marketing goals, the marketing department has developed three personas: Kayla, Valerie and Ranald (See Appendix). Personas are fictional characters made to mirror a company’s target audience. They aren’t real, but they represent real people.

Your manager has asked you to analyze three different situations: Kayla wants to do a trek, i.e. a hike through rough terrain, next summer. She is hesitating between the Cordillera Huayhuash Trek in Peru, the Lost City Trek in Columbia, and the GR 20 in Corsica, France, Valerie wants to organize a 1-week skip trip for her and her family. When she was single, she went skiing in Squaw Valley, California once, and she would like to go there again, this year with her husband and kids, Ranald want to visit his son who lives in Washington DC. He usually takes his car, but he is getting old, and, for the first time, he will take the train to go there.

Your answer should include at least the following:

A description of the likely consumer decision-making for each of these situations,
A set of actions that you would recommend your company to implement such as to assist each persona in its decision-making process,
A clear description of how the theoretical framework introduced in class should be taken into consideration when deciding on such Your answer should consider both internal and external influences.

You should employ concepts from class discussions and readings where relevant, but you are expected to introduce substantial new material from peer-reviewed journal articles and other sources not included in the course. The essay should cite at least ten peer-reviewed journal articles; this is in addition to any additional sources (e.g., published documents that were not peer reviewed, unpublished documents, and websites) found useful. Several peer-reviewed journal articles related to the topics covered in class are available on Moodle. Your paper should emphasize analysis – independent, critical thought – rather than description. You are to work on the essay individually. You should avoid plagiarism; if you have any doubts about the need to cite a source, then cite it. More generally, read the Rennes School of Business policy on plagiarism before completing this assignment.

Exemplary	Good	Acceptable	Unacceptable
Essay Grading Criterion 1: Responsiveness to the assignment (50 points)
Description of the likely consumer decision-making for each of these situations
The student shows an excellent understanding of the consumer decision-making process: the student is able to identify the consumer decision-making process likely to occur in different conditions of involvement and uses material from peer-reviewed journal articles and/or other sources to justify his/her answer.	The student shows a good understanding of the consumer decision-making process: the student is able to identify the consumer decision-making process likely to occur in different conditions of involvement and mostly uses material from non- academic sources to justify his/her answer.	The student shows a satisfactory understanding of the consumer decision-making process: the student is able to identify the consumer decision-making process likely to occur in different conditions of involvement but does not justify his/her answer.	The student shows weak to no understanding of the consumer decision-making process: the student is not able to identify the consumer decision-making process likely to occur in different conditions of involvement

Description of a set of actions that you would recommend your company to implement such as to assist each persona in its decision-making process

The student displays excellent capabilities to propose actions to be implemented such as to assist each persona in its decision- making process: the student is able to propose actions that are specific to each situation and tha cover the entire descision-making process.

The student displays good capabilities to propose actions to be implemented such as to assist each persona in its decision- making process: the student is able to propose actions that are specific to each situation and that cover most of the descision- making process.

The student displays satisfactory capabilities to propose actions to be implemented such as to assist each persona in its decision- making process: the student is able to propose releveant actions but does not address each situation and/or each step of the descision-making process.

The student displays weak to no capabilities to propose actions to be implemented such as to assist each persona in its decision- making process.

Description of how the theoretical framework introduced in class should be taken into consideration when deciding on such actions

Your essay provides a sophisticated description of how the theoretical framework introduced in class should be taken into consideration when deciding on such actions: Actions are discussed thoroughly, with use of theory from the literature. Both internal and external influences are

considered.

Your essay provides a good description of how the theoretical framework introduced in class should be taken into consideration when deciding on such actions.

Actions are discussed with care. Internal and/or external influences are considered.

Your essay provides a superficial description of how the theoretical framework introduced in class should be taken into consideration when deciding on such actions.

Your essay doesn’t provide a description of how the theoretical framework introduced in class should be taken into consideration when deciding on such actions.

Essay Grading Criterion 2: Evidence (15 points)
Reference to peer-reviewed journal articles, and evidence of search of the relevant literature.
Your essay makes reference to numerous peer-reviewed journal articles (10 or more) and shows evidence of search of the relevant literature.	Your essay makes reference to several peer-reviewed journal articles ( between 6 and 9), and shows evidence of search of the relevant literature.	Your essay makes reference to some peer-reviewed journal articles ( below 5), and shows little evidence of search of the relevant literature.	Your essay doesn’t make reference to peer-reviewed journal articles, and shows no evidence of search of the relevant literature.
Additional relevant sources (e.g., published documents that were not peer reviewed, unpublished documents and websites).
Your essay uses numerous (10 or more) additional relevant sources (e.g., published documents that were not peer reviewed, unpublished documents and websites),	Your essay uses several (between 6 and 9) additional relevant sources (e.g., published documents that were not peer reviewed, unpublished documents and websites),	Your essay uses some (below 5) additional relevant sources (e.g., published documents that were not peer reviewed, unpublished documents and websites),	Your essay doesn’t use additional relevant sources (e.g., published documents that were not peer reviewed, unpublished documents and websites),

Essay Grading Criterion 3: Organization and Coherence (25 points)
Logical organizational structure appropriate to the essay’s subject, purpose, audience and central argument and use of transitional sentences
Your essay is well structured and uses transitional sentences.	Your essay is well structured BUT there are no transition sentences.	Structure is weak and there are no transition sentences.	The essay is not structured in a logical way.
Introduction and conclusion
The introduction provides a clear problem statement, and a clear agenda for the rest of the essay. There is an obvious conclusion summarizing the essay and including general lessons.	The introduction provides a moderately clear problem statement, and a clear agenda for the rest of the essay. There is a conclusion summarizing the essay, but no attempt to propose general lessons.	The introduction does not provide a problem statement and/or a clear agenda for the rest of the essay. There is a conclusion summarizing the essay, but no attempt to propose general lessons.	Introduction and/or conclusion are missing
Issues Discussion
Your essay provides an in-depth discussion of the main issues and well reasoned statements.	Your essay provides evidence to support argumentation.	Your essay provides evidence to support argumentation but logic is not alsways easy to follow.	Your essay provides no argumentation.

Essay Grading Criterion 4: Mechanics and documentation (10 points)
Referencing System
References are correctly cited within text and all citations are complete and use the required format (American Psychological Association Referencing System)	References are not cited within text but all citations are complete and use the required format (American Psychological Association Referencing System)	References are not cited within text, citations are incomplete and don’t use the required format (American Psychological Association Referencing System)	References are not cited within text, and there is no reference list
Page limits and type fonts requirements
Your essay meets page limits (5-7 pages) and type fonts requirements (1,5 space, using 12-point Times New Roman font, and 2 cm margins, top & bottom).			Your essay doesn’t meet page limits (below 5 or above 8) and type fonts requirements.

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