MBA404: Consumer Behaviour and Marketing Psychology - Report Writing Assessment Answer

Subject Code: MBA404 Internal Code: 1AIDEB

Consumer Behaviour and Marketing Psychology - Report Writing Assessment Answer

Assignment Task: 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. The Task: Based on the scenario below, you are required to write a 2000-word report. In this report, you must demonstrate an understanding and application of various consumer behaviour concepts and theories by analysing the facts gathered from the video and the survey, and present strategic recommendations. You will be required to incorporate recent peer-reviewed literature in order to justify your proposed recommendations. Scenario: Imagine that you have just been employed by the company of your chosen product or service that you analysed in your earlier assessments. You have been asked to prepare a report in which you must critically analyse the company’s current marketing strategy and marketing communication mix and its alignment to your findings in assessment 1 and 2. More specifically, you will need to determine if identified consumer behavioural factors in previous assessments align with the company’s current marketing focus. Based on your analysis, you are also required to provide at least three strategic recommendations to the board of directors, along with reasons for recommending further improvements, all of which must be based on scholarly sources. Assessment Format The paper is to be presented in a professional report format and cannot exceed 2000 words. In all of the responses, whilst your views are important and must be shared, you must cite consumer behaviour theory to support your position. Your report MUST follow this professional structure:

• Table of Contents
• Table of Figures
• Executive Summary
• Selected Product or Service Overview
• Critical Analysis
• Strategic Recommendations that are logical and feasible.
• Appendices
• Reference List

NB: Title page, Table of Contents, Table of Figures, Executive Summary, Reference List & Appendices do not count towards the word limit of your analysis Assignment Submission This file must be submitted as a ‘Word’ or ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties. Academic Integrity Policy KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy. For details on academic integrity policies and penalties, the MyKBSreassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/. Word Limits for Written Assessments Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded. Study Assistance Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the KBS Academic Success Centre page. You can find this by clicking on the top page toolbar: My Services>Academic Success Centre>Study Support Resources

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