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Task CLICK HERE TO GET THIS PAPER WRITTENTerm Project:
This assessment is aterm projectdesigned to allowyou to develop through research a practically orientated topic. This major assignment offers the opportunity for you to tap into different aspects of the concepts and theories covered on an applied basis to develop and demonstrate a deeper understanding of key areas of consumer behaviour. Each student is to write a report of 3000 to 3500 words. The focus of the project is both applied and theoretical. The project requires the application ofspecific concepts or theories studied in the course.You must identify two (2) firms that market a brand within the same product/service category (e.g., university A vs university B, manufacturer ofdigital camera A vs manufacturer of digital camera B) but usedifferentconsumer behaviour theory to market their brands. The student must focus one internal influence andone external influence and apply them to the two firms (i.e., firm A uses internal influence theory, and firm B uses external influence theory) and compare and contrast the effects theseinfluences have on the marketingof the two products.
Assessment requirements:
You must choose two brands within a product (including service or not for profit) category marketed by different firms that interests you (and which information can be found), and describe and discuss the areas in which consumer behaviour theory and concepts have been applied by those firmsto analyse the target market and market the brands. Analyse in depth the two theories or concepts andtheir practical applications to your chosen brands. The key is to identify how the firms marketing the brands are attempting to understand, influence, modify or impact their consumers’ behaviour using specific consumer behaviour theory. (Please note that simple regurgitation of the text book theory is not acceptable). The assessment will be based on your ability to clearly explain the consumer behaviour theory and concepts identified and clearly show application. You must reinforce your discussion with clear evidence that supports, explains and critiques the chosen consumer behaviour theory within the context of the brand chosen. A good way to demonstrate is to use for example, the brand advertising (magazine ads) to highlight the theory and its application by your chosen firms.
You are also required to analyse and discuss why the firms (organisations) use different theory/concept, how their approach differs, what benefits each firm obtains strategically from their different approach, and which approach you would recommend (which concept is more powerful) to apply in a firm’s marketing strategy..
Report Development:
You must do two things in order to successfully complete the report. Firstly, you must become very familiar with the various consumer behaviour theory/concepts. You must be able to read about the actions of a particular brand and recognise when these actions illustrate the application of a consumer behaviour concept. Secondly, you must do extensive research into the brand. Journals and newspapers must be thoroughly searched for evidence that illustrates the application of the concept or theory to your brand to support your discussion. Identify good examples of the brands communications, to show how they segment, target and position the brands.
Format of Report:
Organisation-Product-Brand Overview – this should be a brief introduction that details the background of the organisation, and background of the product chosen and the actual brand.
Identification of Relevant Theory/Concept – this requires you to consider some of the major impacts of consumer behaviour theory on the specific brands which you have chosen. You need to analyse what, how and why consumer behaviour theories are relevant, and the results and benefits that the firms obtain from using the consumer behaviour theories and concepts you have identified for each brand. Limit the identification of specific consumer behaviour concepts or theories to 1 for each firmin your discussion.
References – Journals, newspapers, annual reports and textbooks are required to support your report. Please do not contact any firms associated with the brand chosen, you are to use secondary resources only. Don’t just describe, you must analyse, evaluate, discuss, and explain.
Hints
As this is a customer behaviour subject it is essential that your work strongly underpinned by solid research, demonstrated understanding and application of consumer behaviour concepts.
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RationaleAn understanding of consumer behaviour can play a vital role in helping companies develop and refine marketing strategies. Internal factors such as motivation, attitudes, learning and memory and personality and external factors such as reference groups and culture are important factors that influence customer behaviour. In different situations, some internal factors or external factors will be more relevant than others.
This assignment gives you the opportunity to examine particular internal influences and external influences in a situation of your choice. This may be in a situation related to your work or in another area of interest. You also have the opportunity to demonstrate your knowledge of market segmentation which was studied in Topic 1. In the final part of your report you will recommend marketing strategies based on your analysis of the situation.
Marking criteriaYour assignment will be assessed on the following criteria:
| Assessment Criteria | Value | Un-
Satisfactory (30-49) |
Satisfactory
(50-64) |
Very Good
(65-74) |
Excellent
(75-84) |
Outstanding
(85-100) |
|---|---|---|---|---|---|---|
| Overview of firms, product and brands | 5 | |||||
| Applicability of the chosen concept/theory to the marketing of the brand | 5 | |||||
| Depth of discussion of chosen theory and concept for the identified brand | 20 | |||||
| Demonstrated understanding and integration of key literature relevant to the chosen brand’s marketing | 20 | |||||
| Demonstrated ability to relate theory to practical issues for the chosen brand | 20 | |||||
| Accuracy of analysis, discussion and explanation of the practical application of the theory/concept by the firm to market the brand | 10 | |||||
| Demonstrated logic and reasoning evidenced in the report | 10 | |||||
| Style, structure, spelling, grammar, punctuation, referencing | 10 | |||||
| MARKED OUT OF /100 | ||||||
| TOTAL MARK OUT OF /40 |
Presentation
Your work should be presented in report format with an executive summary, table of contents and section headings within the report. While use of bullet points may be appropriate in some places, generally a narrative style should be used (i.e. complete paragraphs and sentences and introductions to sections, and summarising and concluding paragraphs where necessary). A guide to report writing is included as a resource in your Interact site for this subject.
As this is an academic piece of work you must reference (cite) the sources you have used. This should be done within the report and a reference list should be included at the end of your report (place before any appendices).
