Analysis of the Campaign Needs to be Analytical and Evaluative - Management Assignment Help

Assignment Task:

The analysis of the campaign needs to be analytical and evaluative and underpinned by theory. It is not simply a description of the campaign (although a brief description should be a small part of your overall document), nor an opinion piece, but an evaluation of the campaign based on the application of consumer behaviour theory. 
In critically evaluating your chosen campaign, you need to consider both the arguments for its effect that may be positive (i.e., good marketing outcomes), but also any limitations or potential negative consequences (to the business, consumers, or society) of the campaign. Any arguments that you put forward must be supported by theory, rather than simply your own opinion or experience as a consumer (or marketer). This exercise will be beneficial to you, as it will help you to apply the consumer behaviour theory learned in this unit to a “real” marketing campaign. 
Quality of analysis, rigour, critique, and readability, rather than quantity, is the goal of this assignment. This is an advanced marketing subject in a postgraduate program, therefore, your critique needs to be based on your own external research using quality external sources. Part of your role as a scholar is to determine quality of materials, i.e., the “texts” that you use as sources. 
The Written Assignment should have the following components (also see Assignment 2 template) 

Cover Page (not counted in word limit) 
Your final document should include a cover page with the title, your names and student numbers, name and code of the unit, word-count, and the date of submission. 

Executive Summary or Abstract (Included in page limit) 
This should immediately follow the cover page and should be no more than one page in length. This should outline the aims and objectives of your analysis and how the paper is organised. What aspects are you focusing on, what theories have you chosen and why? It should set up what is going to be discussed in the later pages. This should highlight the main ideas and findings of the document but please do not simply cut and paste excerpts from the main body of your critique. It should encourage the reader to want to know more. Therefore, it is the first thing to appear in your critique, but should be written last. Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB. 

Background of campaign 
This should be a brief section that gives some basic background on your selected campaign, e.g., what did they do, when did they do it, and other elements of the campaign (e.g. overall response) that helps to “set the stage” for your analysis. This section will be mostly description, but should tell a good story, engage the reader, and get them interested in preparation for your analysis. This section should be approximately 300-400 words (combined). 

Applying Consumer Behaviour Theories 
The main body of the paper should provide an analysis and critical evaluation exploring the underlying processes of two to three aspects of your selected campaign. An aspect refers to a specific strategic choice utilized in the campaign (e.g. the use of a specific endorser, a specific message or slogan used, the music, etc.). Aspects of the campaign may also reflect responses of the campaign (e.g. a boycott). 
For each aspect of the campaign, you should provide a brief description (approximately 100 words) that builds and expands on information in the background, providing the reader with a good understanding of the specifics of that aspect. 
The primary focus of the paper is then to evaluate and critique these aspects utilizing appropriate consumer theories or concepts as the foundation of your critique. In doing so, you should identify why that specific aspect was utilized and whether/why it was (or was not) effective. 
Please note that the goal of this assignment is to explain why the specific aspects leads to specific attitudinal or behavioural effects, not simply stating that it does. If you use specific theories, you have to explain why they explain the outcome (e.g. arguing that the campaign led to improved attitudes because of the Theory of Planned Behaviour/Cognitive Dissonance/Motivation Hierarchy, etc. does not explain why). Instead, you will need to explain how what the campaign did (e.g. the aspects) led to specific psychological processes and then explain how/why those psychological processes influenced specific attitudes and behaviours (see Figure 1). 
Depending on the campaign and the specific aspect, you will want to include theories that a) explain behavioural processes that the campaign/aspect specifically attempted to elicited (e.g. the aspect attempted to activate a relevant identity and what the effects of that would be) and/or b) processes that reflect individual consumer decision making in response to the campaign (e.g. the aspect attempted to have consumers process the information more centrally, what you’d expect from that and why). 
You should choose fewer, rather than more, consumer behaviour theories and concepts so that you can explore the phenomena deeply. You may also touch on other theories as you explore, but the main emphasis should be on a few theories that you explore and analyse deeply. If appropriate, you can draw from other perspectives, but the key in this section is the rigor and depth of your analysis, rather than whether you have used a plethora of theories. 
Each aspect of the campaign as well as each process has substantial complexity, and it is likely that you will need to undertake substantial reading to fully understand what they are, and how they influence behaviour. 

Critical Evaluation and Analysis 
Importantly, each aspect should have a critical analysis section. It is in this section that you need to demonstrate your sophisticated grasp of these concepts, and your capacity to analyse Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB.and be critical. In doing so, you should address some of the following: whether there were some aspects of the campaign that were problematic or ineffectual (and why), whether there were aspects of the campaign that could have been added to be more effective (and why); whether there were aspects of the campaign that depend on specific individual or cultural differences (and why). Always use theory to support your arguments. 

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