Consumer behaviour and marketing communications report

Assignment Help Marketing Management

Reference no: EM133005435

F/618/1615 Consumer Behaviour and Marketing Communications

Learning Outcome 1: Understand the fundamental psychological, sociological, structural and cultural factors that influence buying behaviour.

Learning Outcome 2: Understand the relevance of particular theories, Factor, models and concepts related to consumer behaviour.

Learning Outcome 3: Understanding the marketing research process and customer insight in different contexts including digital contexts.

Learning Outcome 4: Understand the process of managing customer experience, customer relationship management and market communication.

Scenario

You are required to choose a Small and Medium Enterprise (SME) in your country on which to base your assignment. You are advised to check with your tutor that your choice is appropriate.

You are recently hired as a Marketing Insight and Communication Manager by your chosen organisation.

The CEO of the organisation aims to enhance the effectiveness of organisation by implementing training programmes related to customer insight. The CEO has asked you to develop and present an actionable Consumer Behaviour and Marketing Communications report that will enhance the understanding of executives with regards to consumer behaviour and marketing communications.

Task 1 - Consumer Behaviour and Marketing Communications Report Instructions

You are asked to develop and present an actionable Consumer Behaviour and Marketing Communications report. To develop the report, you must answer each task with examples, data, theoretical application, research, analysis, and evaluation using examples from your chosen organisation.

The following requirements need to be addressed when preparing the report:

Section A

1. Analyse the concept of customer buying behaviour concerning the chosen organization's product/services.
2. Evaluate the role of consumer behaviour in developing effective marketing programmes at the chosen organisation.
3. Differentiate between different types of decision-making processes in B2C, B2B and C2C contexts for the chosen organisation.

Section B

1. Understand the impact of the application of appropriate theories, concepts and models that influence and impact the consumer decision-making process, supported by specific examples and contexts of the chosen organisation.

2. Examine the external and individual factors that influence consumer behaviour using models of customer buying behaviour for the chosen organisation.
3. Evaluate the process of adoption of new products and services from the chosen organisation.

Section C

1. Analyse the concepts and processes of developing customer insight in B2C, B2B & C2C contexts for the chosen organisation.
2. Analyse factors that affect consumer behaviour and misbehaviours in digital and social media contexts of the chosen organisation.
3. Evaluate and design a marketing research study for developing customer insight in different contexts for the chosen organisation.
4. Evaluate the principles and benefits of Customer Relationship Management for the chosen organisation.

Section D

1. Analyse the relationship between consumer behaviour consumer experience and consumer communication for the chosen organisation.
2. Develop a plan to enhance customer experience and customer relationship management for the chosen organisation.
3. Evaluate factors that determine the choice of a message and media for effective customer communications to manage consumer relationships for the chosen organisation.
4. Analyse the elements of an effective consumer communications strategy including digital media strategies to manage customer relationships with the customers of the chosen organisation.
5. Evaluate a range of metrics to measure the success of the communication strategy to manage customer relationships at the chosen organisation.

Attachment:- Marketing Communications.rar

Reference no: EM133005435

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