Reference no: EM133708097
Consumer Behaviour and Marketing Psychology
Assessment - Strategic Proposal
Your task
Individually, you are required to record a 10-minute video in which you must propose strategic recommendations based on the work your group produced in the second assessment.
Assessment Description
This is the final assessment, where students will leverage their skills to analyse the key factors that influence consumer behaviour and assess diverse perspectives using the information gathered in the second assessment. This assessment will demonstrate students' ability to devise strategic marketing solutions to tackle consumer behaviour challenges.
Assessment Instructions
To begin working on your proposal, you must review the communication mix examples of the product or service your group analysed in the second assessment. You can access these examples from the 'Campaign sample' button in the subject assessments tab on MyKBS. The system will then guide you through several prompting steps to reveal specific campaign details. It is important to note that these examples will not be available until the start of week 10.
Once you have reviewed examples, you are to presume that you have just been asked by the company that makes/produces this product or service to prepare a 10-minute proposal in which you must:
evaluate examples to determine how they target consumers' attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. Please note that not all these topics may apply.
propose three strategic recommendations addressing any message inconsistencies you identify in light of your group's pitch (i.e., the sample survey data from the second assessment). You must incorporate recent scholarly literature to justify your proposed recommendations, and these recommendations should not include pricing, quality, manufacturing, or operational improvements.
In addition to your group's pitch, You must use at least five (5) sources of information. These may include websites, social media sites, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your slides (not included in the word limit). Wikipedia and other ‘popular' sites are not to be used.