MBA404_T2_2019_Assessment_03_v02_Consumer_Behaviour_and_Marketing_Psychology.pdf

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Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information 3 Subject Code: MBA404 Subject Name: Consumer Behaviour and Marketing Psychology Assessment Title: Length: Individual Report 2000 words (+/- 10% allowable range) Weighting: 40% Total Marks: Submission: 100 Online via Turnitin Due Date: Week 13 . 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.
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  • Fall '19
  • Parenthetical referencing, Kaplan Business School

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