Reference no: EM132923700

MBA404 Consumer Behaviour and Marketing Psychology

Assessment - Strategic Video Pitch

Your 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 that 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 are first required to conduct extensive online research to find at least five visual examples of the recent integrated marketing campaign of your chosen product or service. This campaign must be relevant to the country in which you have purchased this product or service. For example, if you bought your chosen product or service in Australia, you must focus on the Australian integrated marketing campaign. Consider using information that you have gathered in the second step of the consumer decision-making process that you have prepared in the first assessment as the starting point.

Once you 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 current integrated marketing campaign by presenting at least five found examples and considering how it targets 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 chosen product or service.

2. Critically evaluate whether the integrated marketing campaign 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?). Please support your evaluation with the work you have produced in the first and second assessments.

3. Propose at least three strategic recommendations that either address previously identified weak alignment OR proposed ways to strengthen the strong alignment. You must incorporate recent scholarly literature to justify your proposed recommendations. Please note that these recommendations should not include pricing, quality, manufacturing, or operational improvements.

In addition to your written analysis and survey results, you are required to use at least 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.

Attachment:- Marketing Psychology.rar