MKTG815 CONSUMER BEHAVIOUR
ASSESSMENT GUIDELINES – CASE STUDY ANALYSIS
TASK DESCRIPTION
The Case Study Analysis is an individual assessment task that will assess students’
ability to analyse a case, marshal their thoughts and ideas and communicate them via
report. The aim of Case Study Analysis is to apply theory to solve the case and answer
the case questions. Students must identify at least TWO (2) consumer behaviour
theories/concepts which directly relate to the issues discussed in the case study.
Students will be assessed on the identification of relevant consumer behaviour
theory/concepts that they have selected; depth of their understanding and
research/analysis skills in applying these theories/concepts to the case study and
inclusion of other examples to support their assertions. Selection of specific case will
be discussed in the lecture.
DUE: Week 9 Friday 11:55pm
ASSESSMENT REQUIREMENTS:
 The soft copy must include a title page with full official student names (last name in
CAPITALS) and student ID numbers. Please name your file name as follows:
Surnames_ Case study analysis.doc.
 Your soft copy must include your reference list.
 Report should be formatted as follows: size 12 times new roman font, 1.5 line
spacing, regular margins, headings in capitals and bold, sub-headings in upper and
lower case and bold italics.
 Full Harvard author-date referencing is required (in-text citations, and reference
list).
NOTES:
 Word limit: Strict maximum of 1500 ± 10% (excluding references). Excess words
beyond the strict word limit will not be read or marked. Exceeding the word limit
will lead to a 10% deduction of marks. NB. The word limit does not include title
page/cover page, sub-headings, the appendix, or reference list (Note – it does
include in-text citations).

 No extensions will be granted. Late submissions will lead to a 10% deduction for
each 24 hour period or part thereof (for example, 25 hours late in submission –
20% penalty). This penalty does not apply for cases in which an application for
special consideration is made and approved.
 Case Study Analysis will be marked electronically via GradeMark on Turnitin using
iLearn, annotated with comments from the marker. Your grades will be available
for viewing in Gradebook via iLearn.