Reference no: EM132456369 , Length: word count:2000

MBA404 Consumer Behaviour and Marketing Psychology - Kaplan business school

Assessment task:

Individually, you required to write a 2000-word report based on the scenario provided in the assessment instructions.

Instructions

Your task is to imagine that you have just been employed by the company of your chosen product or service that you analysed in your earlier assessments and that the marketing department of this company has asked you to prepare a 2000- word report in which you must:

Part 1. Write a concise executive summary that covers all of the significant findings of your report (not included in the word limit of this submission)

Part 2. Provide a concise overview of the product or service and its market performance (300 words).

Part 3. Critically examine the companys current marketing communication mix by considering how it targets consumers' attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. Please note that not all of these topics may apply to your chosen product or service (600 words).

Part 4. Critically analyse whether or not the communication mix demonstrates a strong alignment to your findings in assessment 1 and 2 (600 words).

Part 5. Provide at least three strategic recommendations that either address previously identified misalignment OR proposed ways in which identified alignment can be strengthened. Please incorporate recent peer- reviewed literature to justify your proposed recommendations (500 words). Recommendations should not include manufacturing or operational improvements.

Part 6. Include Appendices (optional and not included in the word count) and Reference List (mandatory not included in the word count).

Attachment:- Consumer Behaviour and Marketing Psychology.rar