MKT345 Writing Basics Assignment Guidelines and Rubric Lynch FA2020

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Southern New Hampshire University *

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345

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Marketing

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Jan 9, 2024

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Dr. Andy Lynch Dr. Andy Lynch School of Business Southern New Hampshire University Email | a.lynch@snhu.edu Course | MKT 345 Consumer Behavior Assignment Title | Writing Basics Assignment Points Possible | 100 Deadline | Check Brightspace Course Site for Assignment Deadline Overview | For this written assignment, you are tasked with introducing and/or refreshing your knowledge of APA style/formatting and completing a purposeful academic research exercise to address questions that link to specific course content. Your completed assignment will be in the form of an APA-formatted document that clearly, completely, and concisely defines consumer behavior, discusses the difference between individual and organizational consumers, and provides examples of individual consumer activities and responses that have been impacted as a result of COVID19. Prompt | First, review the following resources: 1. Chapter 1 - Understanding Consumer Behavior and Consumer Research a. Individual Consumer Activities (Purchase; Use/Consume; Dispose) b. Individual Consumer Responses (Emotional; Mental; Behavioral) 2. MKT 345 – Consumer Behavior Research Guide (Link to Guide) 3. APA Sample Paper Next, draft a paper that includes the following elements: 1. Define consumer behavior . 2. Define individual consumers and organizational consumers why they purchase goods and services (Providing Examples of Each) 3. Locate and discuss examples of Individual Consumer Activities that have been impacted as a result of COVID19 (Domestic and/or International examples) 4. Locate and discuss examples of Individual Consumer Responses that have been impacted as a result of COVID19 (Domestic and/or International examples) Specifically, the following Critical Elements must be addressed: Consumer Behavior Locate, introduce and present the definition of consumer behavior. In your introduction, explain why consumer behavior is important to marketers. Include appropriate APA in-text citations and complete APA citations in your References section of the completed paper. Page 1
Dr. Andy Lynch Introduce and define Individual Consumers and Organizational Consumers . Provide examples of each in your discussion of these groups. Include appropriate APA in-text citations and complete APA citations in your References section of the completed paper. Individual Consumer Activities Locate and summarize at least two (2) articles using the Literature Search databases in the MKT 345 – Consumer Behavior Research Guide that clearly discuss examples of at least two significant changes in consumer activities as a result of COVID19 (Use articles published since January 1, 2020 only). o Purchase o Use/Consumption o Disposal You must locate and discuss at least two of the three (3) different consumer activities. Here is an example that discusses both Purchase and Consumption activities. You may use this as one of your references. Aonzo, A. (2020). Nielsen: COVID-19 “changed everything” for consumers: Behaviors shifted since March 2020, and it will take months or even a year before things normalize. WATT PoultryUSA, 21(8), 36–39. Permalink to access article: https://ezproxy.snhu.edu/login? url=https://search.ebscohost.com/login.aspx? direct=true&db=bsu&AN=145229936&site=ehost-live&scope=site Locate and summarize at least two (2) articles using the Literature Search databases in the MKT 345 – Consumer Behavior Research Guide that clearly discuss examples of at least two significant changes in consumer responses (Use articles published since January 1, 2020 only). o Emotional o Mental o Behavioral You must locate and discuss at least two of the three (3) different consumer responses. Here is an example that discusses both Emotional and Behavioral responses. You may use this as one of your references. Pivot You Must: Datassential shares three key c-store takeaways from its ongoing coronavirus research. (2020). Convenience Store News, 56(5), 36. Permalink to access article: https://ezproxy.snhu.edu/login? url=https://search.ebscohost.com/login.aspx? direct=true&db=bsu&AN=143214492&site=ehost-live&scope=site Page 2
Dr. Andy Lynch Guidelines for Assignment Submission | | Check to ensure your assignment adheres to the following guidelines before submitting your final draft for grading. 1. Adhere to all APA formatting requirements (review APA Sample Paper. You may want to consider using the APA Sample Paper as your “Guide” for the assignment, enter your content and resave the file with your assignment name). a. 2–3 page maximum in length (excluding Title and Reference pages) b. Title page c. Abstract d. Introduction e. Organization/Appropriate Headings f. In-text citations g. References page h. Double spaced copy i. 12-point Times New Roman font j. One-inch margins Resources | The following resources are provided to help you be successful on all required elements of the assignment. Review them and present questions to your instructor as needed prior to the assignment deadline. The Microsoft Word Help Center (Online Help Resource) APA Style Guide (Shapiro Library Research Guide) MKT 345 – Consumer Behavior (Shapiro Library Research Guide) o Focus on Literature Search databases for this assignment Business Source Ultimate – EBSCO ABI/INFORM Collection – ProQuest NewsBank: Access World News Resources used to complete this assignment must be published since January 1, 2020. It is recommended when reviewing your resources, you narrow your search to those Source Types checked below. Page 3
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