MPK713: Consumer Behaviour- Deakin Business School- Project Proposal Assignment Help

Internal Code: TOA31

Project Proposal Assignment Help:

Task: Description / Requirements The focus of the assessments is for you to use consumer behaviour theory to investigate how consumers are likely to respond to a marketing campaign. The case study analysis is to be conducted in groups of 2 – 4 students. It is unlikely the unit team will approve an individual submission. Your group is to select one marketing campaign and develop a comprehensive document that analyses your selected campaign drawing from theories contained within two seminar topics covered in the unit from Week 1 – Week 9 as follows: • Needs & Motivation • Personality & Self-Concept • Perception • Learning and Memory • Diffusion of Innovations • Attitude • Social Influence • Culture • Decision-Making Your arguments about how consumers will respond to the marketing campaign must be grounded in these theories – this is not an opinion piece, but an argumentative piece based on your deep understanding of theories contained within consumer behaviour perspectives. The campaign that you select can be for a good or a service. The campaign could be simply an IMC campaign, including broad IMC elements such as point-of-purchase (POP), promotions, etc., or could also include other, less prominent elements of a campaign, such as rebranding, new distribution locations or tactics, or customer acquisition strategies, or a combination of a range of tactics used in an overall marketing campaign. Examples are as follows: • Amazon Go Convenience stores • Domino’s Pizza Delivery by Drone • Dove Real Beauty Note that these are only examples; you should find your own campaign. Marketing is all around you, so there will be no shortage of potential examples. If you are in a workplace, you are able to choose a marketing campaign in this context, however, you must be conscious of your own inherent biases, and identify these in your work. All members of your team are responsible for ensuring your analysis is rigorous. If you choose your workplace, and all you discuss is how wonderful the campaign is, it is unlikely you will have undertaken rigorous analysis (all campaigns could be improved). In addition, any arguments you make must have as their foundation the theories that you are learning about in this unit. You are encouraged (although it is not compulsory) to do your own field study to help you to develop your case study critique, but you do not have ethical clearance to undertake primary research (e.g., conduct interviews or speak to management). That said, if you wish, you can take photographs (as long as they are in a public space), record audio or video (from public sources) or use other information gathering tools to enhance your understanding of a particular campaign. An important consideration will be the availability of data, i.e., you should be able to gather adequate data about the campaign from secondary sources (and primary sources that do not require ethics approval) for you to undertake your critique. The proposal will outline the focus of the project. The objective is to convince the unit team that you have investigated the issue well enough to justify further developing your assignment. It will identify the marketing campaign, and the appropriate theories contained within the perspectives that you have chosen. Justification should be made for the selected theories, and students should identify the key theories that they will reference in the context of the case study. Your proposal is your opportunity to receive feedback about your approach prior to undertaking the campaign analysis, and you should treat it as a serious, substantive document. You are encouraged to consult with the unit chair about your chosen campaign, and the theories that you plan to use to undertake your critique, prior to submitting the proposal, as this will help you to refine the document. The focus is to investigate the phenomena in detail, so think carefully about the appropriateness of each theory to your campaign, and make a strong case for why you have chosen them.