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Overview
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 ofdiscipline specific knowledge
beyond a rudimentary level.
The time limit mirrors many business contexts, where executives are given a shorttime frame
to develop sophisticated arguments and integrate their thinking, while stillhaving access to
suitable resources, and offers a more authentic means of assessing understanding of material
covered in the unit.
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Key Dates
? The assignment brief is released to students at 6:00pm on Friday, 17 May 2019
? The assignment must be submitted via the appropriate Dropbox folder no later than
6:00pm on Friday, 24 May 2019.
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 the question, 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.
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 I will 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. Please direct these questions to the Cloud Deakin Discussion.
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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, student ID, and the word-count (Cover page
is not included in the word limit).
? Use Harvard style referencing. In-text citations count towards the word limit (but the
reference list component is not counted in the word limit.
? We would normally expect between 15 – 25 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)
THE QUESTIONS (100 marks, 50 marks each)
Question One: Developing strategic recommendations based on consumer behaviour theories
Coles, a prominent grocery store in Australia is considering having a Nationwide Easter sale at
each of their stores. They have come to you to see if you approve/disapprove of this idea
Take a position on whether this is a good idea or a bad idea and explain why utilizing consumer
behaviour theories.
In addition, as part of your answer you should also consider:
Whether you would expect any differences between religious Christian Australians, more
secular/non-Christian Australians, and/or passionate atheist Australians. Explain why.
Whether, Liquorland, which is a liquor store owned by Coles (and is often placed near Coles)
should also have the same Easter Sale. Explain why.
In doing so, you should consider the psychological processes related to attention, consistency,
groups/norms, identity, and the extended self.

Attachments:

Assignment-4-….pdf