Formative Assessment (200 to 400 words)
Two questions:
- Re-describe the market or segment you are going to investigate (narrow down – gyms in Richmond is better than gyms in the World)
- Explain what Nudges, Biases or Heuristics, or parts of MINDSPACE you might use for your market or segment
List for four or five and describe each in a few sentences
Substantive Assessment
Outline your idea for a new business venture in a particular market or segment. Research it using databases and literature. Use behavioural economics to outline the business opportunities and challenges for the venture you will lead – as well as for a rival market leader.
Substantive Assessment has TWO required parts:
Part 1: Journal – 1,500 words (worth 40%)
Part 2: Research Project – 2,500 words (worth 60%)
Substantive Assessment PART 1 – Journal
ANSWER BOTH Questions:
A. Discuss how you plan to change your approach to a personal thing you would like to achieve or business/career decision you will make, given what you have learned in this course. (750 words)
B. Choose an Industry or Market Segment for your Research Project (See Part 2 below). Describe that Industry or Market Segment and explain how a market leader in your chosen industry/segment uses neoclassical and behavioural techniques to market its product(s) or service(s). (750 words)
TOTAL: 1,500 words – 40% weighting
Substantive Assessment PART 2
Research Project:
Outline your idea for a new business venture in a particular market, or segment. Research it using databases and literature. Use behavioural economics to outline the business opportunities and challenges for the venture you will lead – as well as for a rival market leader.