MKTG1003 Consumer Behaviour | S2 2023
Case (40%)
Week 8, Sun 1 Oct 11.55pm AEST:
Topic. Will the metaverse increase consumer loyalty towards brands? Discuss why or why not.
In your discussion use one of the following areas of consumer behaviour research from the list
below to explain;
- Self-concept, consumer identity, or self-brand connection (related to the unit topic of
personality)
- Tricomponent model of attitudes namely, cognition, affect and behaviour (related to the unit
topic of attitudes)
- Overconsumption, mindful consumption, consumer wellbeing or ill-being (related to the unit
topic of ethics)
- Consumer communities (related to the unit topic of needs and motivations and social
influences)
To get started on this case study please read the following overview journal article:
Dwivedi, Y.K., Hughes, L., Wang, Y., Alalwan, A.A., Ahn, S.J., Balakrishnan, J., Barta, S., Belk, R., Buhalis,
D., Dutot, V. and Felix, R., 2022. Metaverse marketing: How the metaverse will shape the future of consumer
research and practice. Psychology & Marketing. In press.
https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.21767
This article can be used within your case response.
You must support your answer with theory – theoretical analysis of consumer behaviour should
be the primary focus in your response.
You must use a minimum of 4 journal articles (from sources classified as Journals). Your
response should demonstrate a clear understanding and articulation of scholarly research on
the topic.
You must use a minimum of 4 industry research reports to support your answer drawn from
the following consultancy firms websites including McKinsey, Accenture, Deloitte, PwC,
KPMG, Bain, or Boston.
Your use of brand examples should be secondary to your focus on theoretical analysis and
critical discussion. See rubric on iLearn (PDF) for grade level requirements.
Macquarie Business School
To get started think about the following;
• Introduction
The introduction should briefly state (1) the identified consumer behaviour concept underlying your
analysis, (2) relevant theories/concepts applied in the analysis and (3) how these apply to the
metaverse.
• Consumer behaviour concept
You need to briefly introduce the metaverse and identify the consumer behaviour concept you are
analysing. You need to clearly use research evidence to describe the identified consumer behaviour
concept and justify its relevance to the metaverse.
• Critical analysis
You need to apply related theories/concepts to analyse the identified consumer behaviour in detail.
You need to demonstrate an in-depth analysis by using sufficient scholarly and industry articles.
You need to ensure that you link and apply your analysis to the metaverse using scholarly and industry
articles.
You are encouraged to use the funnel structure (which will be taught in the tutorials as a way to think
about writing your analysis and to improve communication clarity).
• References
Academic journals and industry reports provide theoretical and practical support for your case.
Requirements:
1500 word limit
There will be one written case based task of 1500 words weighted at 40%. This assessment
targets the development of students understanding of core consumer behaviour as it applies to
real world consumption behaviour. It focuses on enhancing critical thinking skills and
encourages students to understand the complex nature of consumer behaviour.
Please name your file: STUDENT NAME _TOPIC TITLE
Failing to meet the minimum 4 journal article and 4 industry report/articles stated under the
topic will lead to a 4/40 mark deduction.
Markers will stop reading once the word limit is reached.
You are required to answer in paragraph form. Harvard style referencing is required.
Your response should focus primarily on the theory that you are being asked to discuss. It is
expected that you will demonstrate an understanding of the topic evidenced and supported
through scholarly and industry journal literature. Please view the rubric for this assessment
which is uploaded in PDF format to iLearn. There is no maximum number of journal or industry
articles.
Responses are to be formatted as follows; maximum of 1500 words (strict word limit excluding
reference list and excluding in-text citations), paragraph format, size 12 times new roman font,
single spacing, normal margins. Full Harvard-author date referencing is required. No footnotes.
Late Submission Statement:
Please see the Unit Guide.
MKTG1003 Case 1 (40%) Marking Rubric
Not
attempted
Fail
0-40%
Pass
50-60%
Credit
65-70%
Distinction
75-80%
High Distinction
85-100%
1) Articulation of the
issue
(20%)
Not attempted
and/or significantly
copied from other
sources.
Issue is not clearly stated;
explanation of issue is unclear,
insufficient and/or not succinct
enough; and/or relevance in
relation to the metaverse and
consumer behaviour is
inadequate.
Issue is reasonably clearly stated
and generally succinct yet is not
comprehensively explained /
justified considering key aspects of
relevance in relation to the
metaverse and consumer
behaviour is adequate.
Issue is clearly stated and mostly
succinct with a solid explanation /
justification considering key
aspects of relevance in relation to
the metaverse and consumer
behaviour is explained generally.
Issue is clearly and succinctly
stated; comprehensive explanation
/ justification considering aspects
of relevance and legitimacy in
relation to in relation to the
metaverse and consumer
behaviour demonstrates some
original insights.
Issue is clearly and succinctly
stated; comprehensive explanation
/ justification considering aspects
of relevance in relation the
metaverse and consumer
behaviour demonstrates
significant original insights.
2) Analysis depth
(30%)
Not attempted
and/or significantly
copied from other
sources.
Analysis uses insufficient
relevant and appropriate
(including in terms of quality)
information sources, theories,
concepts, frameworks, models;
the exploration of the issue is
inadequate; and/or little or no
attempt is evident to synthesise
knowledge from alternative
perspectives.
Analysis uses a limited range of
relevant and appropriate (including
in terms of quality) information
sources, theories, concepts,
frameworks, models to present a
reasonably comprehensive and
critical exploration of the issue,
with some attempt to synthesise
knowledge from alternative
perspectives.
Analysis uses a reasonable range
of relevant and appropriate
(including in terms of quality)
information sources, theories,
concepts, frameworks, models to
present a mostly comprehensive
and critical exploration of the issue,
with a good attempt to synthesise
knowledge from alternative
perspectives.
Analysis uses a comprehensive
range of relevant and appropriate
(including in terms of quality)
information sources, theories,
concepts, frameworks, models to
present a comprehensive and
critical exploration of the issue,
synthesising knowledge from
alternative perspectives.
Analysis uses an extensive range
of relevant and appropriate
information sources, theories,
concepts, frameworks, models to
present a comprehensive and
sophisticated critical exploration of
the issue synthesising knowledge
from alternative perspectives.
3) Application
(30%)
Not attempted
and/or significantly
copied from other
sources.
The analysis is inadequately
interpreted, evaluated,
integrated and/or synthesised;
inadequate support and/or
evidence; overall argument or
position is unclear; little no
attempt at integration and/or
creative application.
The analysis is basically
interpreted, evaluated, integrated
and/or synthesised; to generally
support and provide some
evidence for a reasonably clear
overall argument or position;
demonstrating some independent
attempt at integration and/or
creative application.
The analysis is interpreted,
evaluated, integrated and/or
synthesised; to reasonably support
and provide evidence for a clear
overall argument or position;
demonstrating independent
integration and/or creative
application.
The analysis is comprehensively
interpreted, evaluated, integrated
and/or synthesised; to convincingly
support and provide evidence for a
clear well articulated overall
argument or position;
demonstrating significant
independent integration and/or
creative application.
The analysis is comprehensively
and sophisticatedly interpreted,
evaluated, integrated and/or
synthesised; to convincingly
support and provide evidence for a
comprehensive, clear, well
articulated overall argument or
position; demonstrating excellent
independent integration and/or
creative application.
4) Critique
(10%)
Not attempted
and/or significantly
copied from other
sources.
Opinions, assumptions,
implications and/or
consequences are insufficiently
identified or responded to
demonstrating limited ability to
appraise changes in consumer
behaviour and their impact on
practice.
Opinions, assumptions,
implications and/or consequences
are basically identified or
responded to demonstrating some
ability to appraise changes in
consumer behaviour and their
impact on practice.
Opinions, assumptions,
implications and/or consequences
are reasonably identified or
responded to demonstrating good
ability to appraise changes in
consumer behaviour and their
impact on practice.
Opinions, assumptions,
implications and/or consequences
are comprehensively identified or
responded to demonstrating
significant ability to appraise
changes in consumer behaviour
and their impact on practice.
Opinions, assumptions,
implications and/or consequences
are extensively identified or
responded to demonstrating
outstanding ability to appraise
changes in consumer behaviour
and their impact on practice.
Not
attempted
Fail
0-40%
Pass
50-60%
Credit
65-70%
Distinction
75-80%
High Distinction
85-100%
5) Professional
production, logical
development of ideas,
structure, language and
Harvard style
referencing of all
sources. AI should not
be used.
(10%)
Not attempted
and/or significantly
copied from other
sources.
The production of the case is
inadequate and disjointed – little
to no evidence is presented.
Ideas are not developed
logically; text is not clearly
structured, references are
incomplete or missing and the
case generally is difficult to
understand (incorrect spelling,
word choice / use of terminology,
grammar).
Failing to meet the minimum 4
journal article and 4 industry
report/articles stated under the
topic will lead to a 4/40 mark
deduction. Markers will stop
reading once the word limit is
reached.
The production of the case is
adequate but case disjointed –
some evidence is presented. Ideas
are mostly developed logically; text
is generally clearly structured,
reasonable attempt to reference
materials and the writing (spelling,
word choice / use of terminology,
grammar) is adequate.
Failing to meet the minimum 4
journal article and 4 industry
report/articles stated under the
topic will lead to a 4/40 mark
deduction. Markers will stop
reading once the word limit is
reached.
The production of the case shows
a good understanding of what is
required – solid evidence is
presented. Ideas are developed
logically; text is clearly structured,
good attempt to reference with few
errors, and the writing (spelling,
word choice/use of terminology,
grammar) is easy to understand.
Failing to meet the minimum 4
journal article and 4 industry
report/articles stated under the
topic will lead to a 4/40 mark
deduction. Markers will stop
reading once the word limit is
reached.
The production of the case shows
a high level of understanding of
what is required – excellent
evidence is presented. Ideas are
developed logically; text is clearly
structured, appropriate referencing
of materials, and the writing
(spelling, word choice / use of
terminology, grammar) is fluent.
Failing to meet the minimum 4
journal article and 4 industry
report/articles stated under the
topic will lead to a 4/40 mark
deduction. Markers will stop
reading once the word limit is
reached.
The production of the case shows
a extensive understanding of what
is required – outstanding evidence
is presented. Ideas are developed
logically; text is clearly structured,
complete and accurate referencing
of materials, and the writing
(spelling, word choice / use of
terminology, grammar) is confident
and of the highest quality.
Failing to meet the minimum 4
journal article and 4 industry
report/articles stated under the
topic will lead to a 4/40 mark
deduction. Markers will stop
reading once the word limit is
reached.