MKG102 – Consumer Behaviour – Classical Conditioning and McDonalds

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MKG102 – Consumer Behaviour – Classical Conditioning and McDonalds

Classical Conditioning and McDonalds

McDonalds is the world’s largest fast food chain with operations in more than 100
countries and more than 36,000 outlets (McDonalds). Serving millions of customers every year,
McDonald has created a lasting brand impression that is recognized by customers anywhere in
the world. Its logo, the gold arches of McDonalds, have come to be associated with fast food and
through classical conditioning, the arches are associated with hunger. The use of the arches in
billboard is shown in the images below:

Category:

Description

ASSESSMENT BRIEF
Subject Code and Title MKG102 – Consumer Behaviour
Assessment Forum Participation (Part B)
Individual/Group Individual
Length 750 words (+/- 10%)
Learning Outcomes a) Explain the meaning of consumer behaviour and its

role in marketing strategy development.
b) Apply the concept of the consumer decision-making
model to provide insights into consumer buying
processes.
c) Categorise the needs and wants of consumers and
their underlying motivations
d) Analyse the psychological processes affecting
consumer behaviour.
e) Identify social and cultural influences on consumer
behaviour.

Submission Part B: By 11:55pm AEST/AEDT Second Sunday of
Module 5 (Week 9). Peer responses can be completed in
the week it is due and/or two (2) days after the due date.

Weighting 20%
Total Marks 100 marks

Context:
The aim of the forum participation assessment is to provide a framework to encourage
student engagement, to encourage collaboration and foster valuable perspectives gained
from shared learning experiences. These assessed forums promote critical thinking in the
application of theory into practice. Students will be able to reflect on their own efforts, and
extend and enrich this reflection by exchanging feedback on their peers' work.
Instructions:
1. Please select a marketing communications example from a company e.g.,Television
commercial, You-tube video, Social media site, Website , Billboard, poster, print
advertisement etc.,
2. Apply relevant consumer behaviour theory in your analysis of it in the discussion forum.

MKG102_Assessment1_Forumpartcipation_Partbmodule5.Docx 2_
ForumPartcipation_PartB_Module5 Page 2 of 3
In this discussion students should focus more on the theory provided in the lecture /notes
and essential readings that relate to the first four (4) modules of topics. It is very important
that students engage with consumer behaviour theory in your analysis and reference it
appropriately.
3. Summarise your findings and post your response to the discussion forum.
4. After you post you will see everyone else's posts so please read and comment on at least
two (2) student posts.
Submission Instructions:
As a preparation step, create a word/text document and develop a response with relevant
references.
Click on the Module 5 discussion forum and create a new thread and copy from your word
document and paste in your response. Note you will not be able to see other student posts
until you have posted yours. Please do not attach the word document in your post.

MKG102_ ForumParticipation_PartA_Module3 Page 3 of 3
Learning Rubric: Assessment 2: Forum Participation B
Assessment Attributes Fail (Unacceptable) Pass
(Functional)

Credit
(Proficient)

Distinction
(Advanced)

High Distinction
(Exceptional)

Relate consumer
behavior theory to
marketing strategy.
70 %

Little or no evidence of
preparation or
referencing. Limited
understanding of the
consumer decision
making model and it’s
application to marketing
strategy.

Some evidence of
preparation and
referencing. Satisfactory
understanding of the
consumer decision making
model and it’s application
to marketing strategy.
Limited use of references.

Good evidence of
preparation and
referencing. Good
understanding of
the consumer
decision making
model and it’s
application to
marketing strategy.
Good engagement
of references and
coursework

Very good evidence of
preparation and
referencing. Very good
understanding of the
consumer decision
making model and it’s
application to
marketing strategy.
Very good engagement
of references and
coursework
terminology and theory
over multiple weekly
topics.

High level of
preparation and
referencing.
Outstanding
understanding of the
consumer decision
making model and
it’s application to
marketing strategy.
Outstanding
engagement of
references and
coursework
terminology and
theory over multiple
weekly topics.

Provided meaningful
and thoughtful
feedback to at least
two (2) peer
responses.
30 %

No feedback provided. Minimal feedback
provided

Good peer
feedback provided
and engagement in
the discussion.

Meaningful and
detailed feedback
provided. Very good
engagement in the
discussion forum.

Meaningful and
detailed feedback
provided.
Outstanding
engagement in the
discussion forum.

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MKG102 – Consumer Behaviour – Classical Conditioning and McDonalds

Classical Conditioning and McDonalds

McDonalds is the world’s largest fast food chain with operations in more than 100
countries and more than 36,000 outlets (McDonalds). Serving millions of customers every year,
McDonald has created a lasting brand impression that is recognized by customers anywhere in
the world. Its logo, the gold arches of McDonalds, have come to be associated with fast food and
through classical conditioning, the arches are associated with hunger. The use of the arches in
billboard is shown in the images below:…………….

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