MPK713: Consumer Behaviour- Deakin Business School- Marketing Campaign Case Study- Business Assignment Help

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Task:

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.

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

Assessment 1: Project Proposal

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.

Assessment 2: Written Assignment

The case study needs to be analytical and evaluative, and underpinned by theory. It is not simply a description of the campaign (although you should do this as 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 or to consumers) 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.

Assessment 3: Digital Presentation

The digital submission should serve as a “companion piece” to your written assignment, and be a concise summary of one or two key elements of your argument, and should engage the viewer or listener. It doesn’t have to include everything you found in your written assignment, but should be
interesting enough to make the listener or viewer want to read your full document. It is more than a “trailer” or advertisement for your assignment though, because it also has to stand alone in its communicative capacity. It should have a beginning, middle and end, and ideally attempt to communicate 2 – 3 issues of interest that were raised in your analysis. Draw from both the video and audio examples provided during the trimester to assist with style and format of your audio-visual submission.

Your final video or audio submission should be uploaded to YouTube (video) or Soundcloud (audio) and the link included on the CloudDeakin Dropbox. Both of these sites are able to be embedded in your upload to the Dropbox. You should be able to get a free account for either of these without too much trouble. Make sure you give yourself time to upload the video or audio, as they can take quite a while to upload.

Uploaded By : jack
Posted on : April 17th, 2018
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