Consumer Behaviour

Semester 1, 2016

FILM MARKING RUBRIC (GROUP) WEIGHTING 20%

TEAM MEMBERS FULL NAME

STUDENT NUMBER

TUTORIAL DAY & TIME

TUTOR

Criteria
(Assessable
Elements)

7 (High Distinction)

6 (Distinction)

5 (Credit)

4 (Pass)

3 (Fail)
SATISFACTORY
UNSATISFACTORY

TOPICALITY CRITERION (40 MARKS)

The team has made a
Consumer
creative & clear account
behaviour focus
of consumer behaviour
& topic relevance
including original, up-toto consumer
date statements of a
research &
consumer experience.
The team has selected a
marketing
stimulating & challenging
community

[20 MARKS)

CB topic.
The team has clearly &
comprehensively
identified the key
concepts relevant to the
CB topic studied.
The team has
demonstrated extensive
knowledge &
understanding of
consumer behaviour
beyond the core textbook
reading.

The team has made a

topical & clear account
of consumer behaviour
including insightful
statements about
contemporary
consumer experiences.
The team has selected
a topical CB topic.
The team has clearly
identified the key
concepts relevant to
the CB topic studied.
The team
demonstrated good
knowledge &
understanding of
consumer behaviour
beyond the core
textbook reading.

The team has made a

clear account of
consumer behaviour
including descriptive
statements about
contemporary
consumer
experiences.
The team has selected
a relevant CB topic.
The team has selected
appropriate concepts
relevant to the CB
topic studied.
The team
demonstrated
appropriate standard
knowledge &
understanding of
consumer behaviour
beyond the core
textbook reading.

The team has made a

clear account of
consumer behaviour,
but ideas needed to be
better organised to
provide a clear
statement about the
consumer experience
documented.
The team has selected
an appropriate CB topic
and attempted to
explain relevant
consumer behaviour
concepts
Most concepts relevant
to the CB topic
selected have been
identified.
The teams knowledge
presented in the film
lacks evidence outside

The team has not made a clear

statement about the consumer
experience.
The Team has not defined a CB
concept effectively & the CB focus
is unclear.
The CB concepts and behaviour
selected are poorly or incorrectly
explained.
The team has shown limited
knowledge & understanding of the
applied consumer behaviour
concepts & issues.

 Consumer Behaviour

Communication
of consumer
research
principles &
concepts

[20 MARKS)

The CB message is
communicated creatively
for the videographic style.
The consumer research
objective of the film is
clear.
The consumer experience
is clearly explained using
precise language &
enhanced with visual
imagery to effectively
establish a relationship
with an audience.
The dialogue and
narration are used
creatively to create
further interest around
the visual content.
Captions, subtitles and/or
graphics are used
creatively & effectively to
illustrate key research
points.

Semester 1, 2016

The CB message is
communicated
effectively for the
videographic style.
The consumer research
objective of the film is
clear.
The consumer
experience is
documented &
appropriate language
& supported with
visual imagery to
effectively establish a
relationship with an
audience.
Generally the dialogue
and narration has been
used well to support
the visual content.
Captions, subtitles
and/or graphics have
been used well to
illustrate key research
points.

The team has used

relevant theories &
theoretical
developments
associated with the
consumer behaviour

The CB message is
communicated
appropriately for the
videographic style.
The consumer
research objective of
the film is identifiable.
The consumer
experience is
documented
appropriately;
language at times is
limited & does not
clearly support the
visual imagery
effectively to
effectively establish a
rapport with an
audience.
Generally the dialogue
and narration has
been used suitably to
support the visual
content.
Captions, subtitles
and/or graphics have
been used
appropriately to
illustrate key research
points.

The team used

appropriate theories
& theoretical
developments
associated with the
consumer behaviour

of core textbook
reading.
The CB message is
communicated needed
refinement to be more
clearly communicated
for the videography
style.
The consumer research
objective of the film
unclear.
The consumer
experience
documented is
sometimes unclear and
dialogue and narration
is inconsistent with
visual imagery.
Captions, subtitles
and/or graphics have
been used in a limited
way to illustrate key
points.

The CB message is communicated is

unclearly and poorly communicated
for the videography style.
There is no clear consumer
research objective evident in the
film as the behaviour focus is
unclear.
Language & visual components are
inconsistent & not aligned with the
visual content used.
Poor use of visual imagery used to
support narration and dialogue
about a consumer experience.
No captions, subtitles and/or
graphics have been used to support
the statements & claims
documented in the film.

THEORETICAL CRITERION (40 MARKS)

Theoretical
understanding of
the consumption
phenomenon
presented for

The team has used highly

relevant theories &
theoretical developments
associated with the
consumer behaviour
studied to succinctly &

The team used some

appropriate theories
and/or theoretical
developments
associated with the
consumer behaviour

The concept of the consumer

behaviour is poorly or incorrectly
explained.
The team use of relevant theories
and/or theoretical developments is
limited. This has impacted on their

 Consumer Behaviour

audio-visual
format.

[10 MARKS)

Teams personal
contribution
(creativity &
insight)

[20 MARKS)

clearly describe & discuss

the key concepts.
The team has accurately,
succinctly & astutely
linked relevant consumer
experiences to the
context of consumption.
The teams
comprehensive, critical
analysis strongly supports
the detailed account of
the consumer experience
& its relevant application
to consumption.
It is highly obvious that
the team has a
comprehensive
understanding of the
theory.

The team has

demonstrated
imagination & originality.
The creative sources (film,
interviewed subjects
personal photographs,
advertising imagery,
brand symbols, etc.,) are
presented in an
interesting & exciting
audio-visual manner
which demonstrated a
high-level understanding
of consumer behaviour.
It is clearly obvious that
your research is
extensive, critically
analysed & focused,

Semester 1, 2016

studied to clearly
describe & discuss the
key concepts.
The team accurately &
succinctly linked
relevant consumer
behaviour concepts to
the context of
consumption.
The teams critical
analysis soundly
supports the detailed
discussion of the
consumer behaviour
concepts & its relevant
application to
consumption.
It is obvious that the
team has a
comprehensive
understanding of the
theory.
The team has
demonstrated
creativity & insight.
The creative sources
(film, personal
photographs, interview
subjects, advertising
imagery, brand
symbols, etc.,) are
presented effectively
for the videographic
style which
demonstrates an
detailed understanding
of consumer
behaviour.
It is obvious that your
research is focused,

studied to describe
and discuss most key
concepts.
The team
appropriately linked
most relevant
consumer behaviour
concepts to the
context of
consumption.
The teams analysis,
while not always
critical, supports your
discussion of the
consumer behaviour
concepts and its
application to
consumption.
The team has
demonstrated a clear
understanding of the
theory.
The team has
demonstrated some
creativity & insight.
The creative sources
(film, personal
photographs,
interview subjects,
advertising imagery,
brand symbols, etc.,)
used appropriately for
the videographic style
which demonstrates a
sound understanding
of consumer
behaviour.
Your research is
focused, supported by
the inclusion of

studied to describe
and/or discuss
concepts.
The team linked some
consumer behaviour
concepts to the context
of consumption, but
not all were relevant.
The teams discussion
of consumer behaviour
concepts & its
application to
consumption is mostly
sound, with some
analysis used to
support your
discussion.
The team could have
further demonstrated
their understanding of
the theory.
The team has been
more descriptive than
creative.
The creative sources
(film, personal
photographs, interview
subjects, advertising
imagery, brand
symbols, etc.,) could
have been used more
effectively for the
videographic style to
more clearly
demonstrate the
teams understanding
of consumer
behaviour.
You have selected

ability to discuss & describe key

concepts.
Consumer behaviour concepts are
poorly and/or incorrectly linked to
the context of consumption.
The teams discussion is more
descriptive than analytical, with
few relevant applications to
consumer behaviour.
The team has not showcased an
understanding of the theory.

The team demonstrated limited

creativity.
The creative sources (film, personal
photographs, interview subjects,
advertising imagery, brand
symbols, etc.,) are not used
appropriately for the videographic
style and a clear understanding of
consumer behaviour is not
communicated.
Your research lacks focus because
of an unsuitable choice of sources.

 Consumer Behaviour

Semester 1, 2016

complemented by the
purposive inclusion of
relevant academic
resources.

complemented by the
purposive inclusion of
relevant academic
resources.

relevant academic
resources.

some appropriate
academic sources for
the basis of your
research.

THEATRICALITY CRITERION (20 MARKS)

Theatrical
presentation
Professionalism/
visual impact

Excellent, engaging &

informative videography.
The audio-visual elements
of the film reinforce the
personal connection to
the consumer experience
documented.
Visual imagery is
creatively presented &
consistent with consumer
behaviour focus.
The team has engaged a
CB audience in an
interesting & creative way
& the dialogue &
narration were wellrehearsed & clearly
spoken.

Engaging & informative

videography.
The audio-visual
elements of the film
reinforce the personal
connection to the
consumer experience
documented.
Visual imagery is
integrated and
consistent with
consumer behaviour
focus.
The team has engaged
a CB audience
effectively & the
dialogue & narration
were well-rehearsed &
clearly spoken.

Film is prescribed
length (5 minutes).
The image is clear &
transitions are made
with minimal amount
of dead space.
Creative elements in
the film are managed
appropriately.
Speech is generally
audible & there is
minimal background
ambient noise.

Videography is
interesting & relevant.
The audio-visual
elements of the video
were sometimes
poorly executed some aspects of the
film lack engagement
with the consumer
research
topic/message.
Visual imagery &
communication of
consumer behaviour
focus are aligned.
More evidence of
rehearsal &
presentation
expected.

Film is prescribed
length (5 minutes).
Limited use of creative
elements in the film,
which are managed
appropriately.
Images and speech
are not always clear &
transitions are not
smooth.
There is substantial
background noise.
Sound level changes

Videography is relevant
to the study of
consumer behaviour.
The audio-visual
elements lack
engagement with a
consumer research.
Visual imagery should
have been used more
effectively little
attention has been
given to creative
elements &
presentation of the
research.
Little evidence of
rehearsal &
preparation in film
presentation.

Film is longer or
shorter than
prescribed.
Creative elements used
in the film were poorly
managed, & were
distracting.
The image & speech
are often poor in
quality.
Sound is at times
unclear, which makes it
difficult to understand

The film is difficult to follow.

Presentation does not engage a
consumer research audience.
Little attempt has been made to
present a professional film.

TECHNICAL CRITERION (10 MARKS)

Film technique

Film is prescribed length

(5minutes).
Image is clear &
transitions are made
smoothly without dead
space.
Creative elements in the
film are managed
professionally.
All speech is audible and
there is no background
ambient noise.
Sound remains at a

Film is longer or shorter than

prescribed.
No creative elements were used in
the film.
No attempt has been made to
manage sound & visual problems
evident in the film.

 Consumer Behaviour
consistent level
throughout.

Additional feedback:

Semester 1, 2016

Sound level changes

are acceptable.

are distracting.

what is being stated poor quality sound.

Overall grade: