CMKT201A/MKG102 – Consumer Behavior: The Case of Harvey Norman

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CMKT201A/MKG102 – Consumer Behavior: The Case of Harvey Norman

Harvey Norman is an Australia-based large scale retail company that deals in electronics,
communication products, and furniture. The multi-national company derives its name from
Gerry Harvey and Ian Norman who initiated it in 1982. Before launching the company, the co-
founders Harvey and Norman were already in business, specializing in electrical goods and
appliances. According to the company’s website, it operates more than three hundred retail
outlets in the world, and has its headquarters in Homebush West, New South Wales, Australia.
Today, Harvey Norman is among the top companies in Australia in terms of turnover and market
penetration (harveynorman.com).

Category:

Description

Assessment 1 Brief
Program Bachelor of Business
Subject code MKT201A/MKG102
Subject name Consumer Behavior
Assessment title Forum Participation – Weeks 3, 9
Group or individual assessment Individual
Length 1500 words (+/-10%) per forum and/or class

participation evaluation

Learning outcomes addressed

a) Explain the meaning of consumption and
consumer behaviour.
b) Apply the concepts of marketing
fundamentals to describe the way firms go
about creating value for consumers.
c) Categorise the needs and wants of
consumers and buyers.
d) Describe what initiates human behaviour.
e) Identify factors that influence consumer
comprehension
f) Analyse and apply the major consumer
attitude models

Total marks 10 marks per Forum
Weighting 15% each – Total 30%

Assessment 1: Forum Participation / Class Participation
Individual participation and contribution to weekly tutorial discussion forum
and class exercises
Students will be individually assessed on their contribution to the weeks 3 and 9 class
tutorial discussions and/or discussion forums on the learning portal discussion forum.
Please note: it is not sufficient to merely attend or provide minimal comment to gain marks;
the mark will be awarded in on the basis of evidence of individual students’ prior preparation

2
HEP:
MKT201A/MKG102 Assessment 1 20161111
of material for class discussion and the quantity and especially quality of their contribution to
classes during the course.
Both discussions will involve the student selecting a marketing communications example
from a company, for example, television commercial, youtube video, social media site,
website etc., and then applying relevant consumer behavior theory in their analysis of it in
the discussion forum. Please note you will need to reply to the thread posted by your lecturer
in the relevant week. More details will be presented on the portal in the discussion forum of
these weeks or see your lecturer for more details. Please also refer to the marking criteria to
understand the further expectations of this assessment

Assessment Criteria and Performance Standards for Forum Participation
Assessment
criteria Mark

Performance Standard

None/Poor Low Average High Very high – fully
engaged

Degree of
preparation,
engagement and
participation in
discussion forum
/10

0 – 2 3-4 5-6 7-8 9-10
Absent; No
evidence of
preparation or
attempts of
engagement;
some irrelevant
inputs or
discussion when
asked

Some evidence of
preparation and
limited
engagement
demonstrating
basic or low
understanding,
but mostly
unresponsive and
uncommitted

Good level of
preparation with
adequate level of
understanding
with some
synthesis of topic
specific readings

High level of
preparation with
very good inputs
demonstrating
high level of
understanding and
engagement with
evidence of
synthesis of
supplementary
materials and
readings; leads
some discussion

Very high level of
preparation
demonstrated
with exceptional
inputs and
mastery of topics
with evidence of
extensive use of
supplementary
readings; leads
discussion and
provides insights
into issues and
comments on
peers contribution

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CMKT201A/MKG102 – Consumer Behavior: The Case of Harvey Norman

Harvey Norman is an Australia-based large scale retail company that deals in electronics,
communication products, and furniture. The multi-national company derives its name from
Gerry Harvey and Ian Norman who initiated it in 1982. Before launching the company, the co-
founders Harvey and Norman were already in business, specializing in electrical goods and
appliances. According to the company’s website, it operates more than three hundred retail
outlets in the world, and has its headquarters in Homebush West, New South Wales, Australia.
Today, Harvey Norman is among the top companies in Australia in terms of turnover and market
penetration (harveynorman.com)…………

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