MBA404 Consumer Behaviour and Marketing Psychology

Task

Individually, you are required to record an 8-minute video, in which you must pitch strategic recommendations based on the critical examination of the chosen product or service integrated marketing campaign and critical analysis of the findings you have prepared in the first and second assessments.

Assessment Description

This assessment is a culmination piece in which students will be given an opportunity to combine the information they have accumulated in the first and second assessments. In doing so, students will practice criticising and synthesising differing approaches to explaining consumers’ behaviour towards products or services and marketing communications by demonstrating their understanding and ability to explain the strategic marketing issues relating to consumer behaviour.

Assessment Instructions

To start preparing this pitch, you must conduct extensive online research to find at least five recent examples of your chosen product’s or service’s communication mix, including traditional elements and digital platforms. The examples must be relevant to the country where you have purchased this product or service. For example, if you bought your chosen product or service in Australia, you must focus on Australian integrated marketing communication. Use the information you have gathered in the second step of the consumer decision-making process that you prepared in the first assessment as the starting point.

Once you have found the required examples, you are then to presume that you have just been asked by the company that makes/produces your chosen product or service that you analysed in your earlier assessments to prepare an 8-minute pitch in which you must:

1. Critically evaluate the company’s communication mix, including traditional elements and digital platforms, by presenting at least five found examples and examining how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. Please note that not all these topics may apply to your product or service.
2. Critically evaluate whether the company’s communication mix demonstrates a strong or weak alignment to your findings in the first and second assessments (i.e., How do the survey sample results compare to why you have purchased this product or service? What are the similarities and differences, and why do you think this might be the case? What effect did the company’s communication mix have on your and the survey respondents’ consumer decision-making processes?). Please support your evaluation with your work in the first and second assessments.
3. Propose three strategic recommendations to address previously identified weak alignment OR ways to strengthen the strong alignment you specified in the previous section. You must incorporate recent scholarly literature to justify your proposed recommendations. These recommendations should not include pricing, quality, manufacturing, or operational improvements.

In addition to your written analysis and survey results, you must use at least ten (10) sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, social media sites, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your video. Wikipedia and other ‘popular’ sites are not to be used.

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