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.
