Reference no: EM132379348

Subject Code: MBA404

Subject Name: Consumer Behaviour and Marketing Psychology

Assessment Title: Length: Individual Report

2000 words

Weighting: 40%Your task

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

Assessment Description

This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviours such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes.

Assessment 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:

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)

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

3. Critically examine the company's 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).

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

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.

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

In addition to your video and survey results, you are required to use at least 15 sources of information and use Kaplan Harvard Referencing Style. Wikipedia and other ‘popular' sites are not to be used. These may include government publications, industry reports, and journal articles.

Attachment:- Consumer Behaviour and Marketing Psychology.rar