understand the effects of self-perception on purchase intention of personal luxury products amongst 18-25 year old affluent Indian consumers
Individual Assessment (40%)
This assessment is designed to allow the student to deepen their knowledge of one selected theme from the Consumer Behaviour syllabus (this cannot be a theme chosen for dissertation subject). The student will also have the opportunity to apply their theoretical knowledge from a self reflexive perspective on the chosen theme.
The outputs of the process of undertaking the assessment will be:
1. A 2000 word referenced paper on a subtopic within the theme chosen. A minimum of 8 academic sources, including at least 3 journal articles, must be provided
And
2. A 1000-word paper self reflexive paper addressing the issue of ‘My Consumer Behaviour’ in consideration of the themes on the Consumer Behaviour syllabus. It is envisaged that this paper will be completed on the basis of a Consumer Behaviour reflective diary kept by the student throughout the semester, addressing each theme as it is treated in class.
The assessment is to be submitted on Brightspace no later than 1200 December 14th, 2020.
Consult the course document regarding penalties for late submission.
The quality of written English and referencing is to be as prescribed in the School Reference Handbook.
The assessment will be marked according to the following scheme:
1: 65% (Depth and quality of research (30%), Quality of written English including
ability to synthesise, referencing (35%)).
2: 35% (Insight (15%) Synthesis of theory and reflection (20%)).
Question 1-Own brand has become increasingly important in the contemporary market. Discuss own branding strategy for the company or organisation that you have chosen.
Execute a Competitive analysis and evaluate competitive schools Points of parity and points of difference for coding bootcamp
Step 2: Leverage the point of difference to create a positioning strategy and create their value proposition.
Points of parity
Points of differences
Analysis
Critical Success factors
Recommendation
Price
Duration
Languages
List of colleges
UCI
UCLA
Lambda School
Learning Fuze
Sabio
Coding Dojo
Description
This is a research assignment – therefore your report should explore the impact of existing and future technologies, on your selected companies’ target audience and industry.
The Audience: Your research report should be written for an audience such as the senior management of your chosen organization.
The Structure: The research report has a prescribed structure, use this as the framework for your assignment. So make sure that you have covered each of the specified areas below:
Executive Summary
Research Methodology
Target Audiences
Evolution and Impact of Digital Technologies Relevant to the Target Audiences
Digital Disruption and its Impact on Industry – Locally and Globally
Future Trends that will Impact the Target Audience and Industry,
References and Appendices
Make Your Report a Report: Aside from following the assignment structure above, include a cover page, add a table of contents at the beginning, apply a professional presentation tone throughout, and write your assignment in the third person – so do not use terminology like “we” and “I”. Use headings, sub-headings, tables, diagrams and include page numbers. Don’t use Wikipedia in your reference list and always include your original source. Do all this and your report will have a look, feel and tone that ticks all the right boxes.
Your Word Count: Your Assignment 1 is a 5,000 word research report. You are allowed a 10% tolerance, without penalty.
Grammar: Use good English and correct grammar. Therefore make sure you proofread the complete report before submission.
Essay Submission: 3000 Words
Learning Outcomes Assessed 1,2,3 and 4.
1.Critically understand the connectivity between marketing and consumption, customers & customer behaviour.
2.Assess and appraise customer behaviour theories and concepts from a critical perspective.
3.Apply this critical evaluation of customer behaviour theory to the creation of strategic and responsible marketing practice.
4) Critically investigate research evidence, theories and practice to evaluate change agents predicted to significantly influence the behaviours of customers and event participants in the future.
Your task is to write an essay that addresses the following question in 3000 words:
Evaluate the impact of the rising awareness of sustainable consumption on consumer behaviour in any country and one sector/industry of your choice. From your evaluation, draw conclusions and recommendations on how marketing to consumers will need to evolve in the future.
Please note, your choice of sector/industry can have products or services that are either considered sustainable or unsustainable or both. You must take a macroscopic view of the industry/sector (rather than being brand specific) and assess how consumer awareness of sustainable consumption influences their behaviour and how in turn this impacts marketing to them. While your assignment cannot be brand-specific, you can use examples from various brands in your narrative.
Your evaluation must include a critical appraisal of relevant theory to inform your arguments. Additionally, you must include evidence of relevant changing consumption behaviours and predictions from relevant experts and credible media sources.
What is this question asking you to do?
In this question you are being asked to evaluate how awareness of sustainable consumption is transforming the behaviour of consumers and consequently how marketing will need to adapt its interactions with its existing and prospective customers in the future. You should include an account of the chosen transforming/transformed behaviour. Focus on one only one sector/industry and one country.
Your paper must include a critical review of relevant academic theory and therefore must include a relevant theoretical framework/model to structure and present your analysis of consumer attitudes and behaviour. You should give a very brief explanation of the theory and then focus on critically applying and evaluating it.
We suggest you focus on the impact of this changing behaviour on a 5-10 year time period; however you may look further into the future if relevant to your selected industry/country.
To address this question you will need to review current evidence and ideas/future predictions from ‘experts’ and credible media sources in order to identify and frame your chosen influence. You will then need to evaluate the existing scholarship on your chosen issue, appraising it against the ‘future predictions’ evidence you have assimilated.
In your conclusion you must build on the argument presented in your paper (do not ignore it!) to evaluate how marketing will need to evolve, including specific examples of your chosen transforming/transformed behaviour. Additionally you must give recommendations to marketing practitioners on the adaptations to their thinking and practice that they will need to implement, this can be stated in your conclusion.
Sky – launch their products and services in Norway
They now wish to assess the viability of introducing one of those companies to a different country, outside of the UK, where they do not currently operate. The company CEO has asked you to work with two other marketing consultants to select a company one or more of you have researched, and present how it could successfully enter the target country.
The presentation will use the SOSTAC framework, to illustrate how this could be planned. Each element of SOSTAC should be applied separately, but a holistic overview needs to also be used so that each element is integrated within the company’s planned strategy. Each of you will lead on one of the three tasks, below.
Task one, for consultant one.
Present the following SOSTAC elements – Situation and objectives
SOSTAC diagram to be included as part of your introduction.
S Brief overview of PEST of the country you recommend moving to. facts/ figs. It may be worth highlighting Hofstede of the country (if available) compared to the UK
O Ensure objectives are SMART. They could relate to financial, operational, Human Resource and Customer related elements of the business.
Conclusion
Justify why you have chosen this country as a new market for the company. You can do this in two ways:
1) Link this to the PEST findings of the SOSTAC. Things to consider might be:
OR
2) you can complete a Porter’s Diamond. Here is an example of a Porter’s Diamond created to move Merlin Entertainment Group plc to Cuba:
1. In your opinion, how should an organization’s marketing strategy link to its strategic plan?
2. Why do many health professionals and even members of the general public resist the idea of using advertising to promote health services?
***each question should be 200 words minimum***
**each question should include at least two peer-reviewed article/journal/book as a citation (not including the course textbook)**
*Use APA formatting to cite all of your sources and make sure they are within the last 5 years*
This case study will reinforce concepts related to market segments, targeting, and positioning. In addition to these strategic components, the case will bring pricing strategy into the strategic planning process.
Clean Edge Razor is a ‘wet shave’ company that sells nondisposable razors (i.e., consumers buy replacement razors); very much like Gillette Fusion blades.
As you review the case (attached) and prepare your case study submission, please keep the following discussion points in mind:
What are the dynamics of the non-disposable razor category. Is it stable, growing, or declining? Include numbers from the case. What is Paramount’s (company that sells Clean Edge) position in the industry (i.e., market share leader, etc.)
Be sure to identify, describe, and discuss the three price/quality price tiers (value, mainstream, premium). Notice the different names. What is happening in each of those price tier segments (i.e., growing, stable, declining)? In addition to the price/quality price segments, please discuss the ‘benefits sought’ segments (e.g., aesthetic shavers) in your discussion – these segments need consideration for assessing growth trends and whether to target the mainstream or premium segment.
The central issue, in this case, is how to position Clean Edge (the newest razor technology); mainstream vs. premium segment. Discuss the pros/cons of targeting the mainstream segment; do the same for the premium segment. Discuss the potential profits for both segments (premium vs. mainstream) – this will require using pricing, estimated sales volume (units), and costs (variable and fixed).
Make a recommendation based on your analysis. Be sure to include potential short-term consequences and long-term consequences of your decision. Marketing managers usually put more emphasis on short-term results over long-term results (short-term sacrifice with long-term growth). Please include these considerations in this case.
Follow How to Analyze document (attached).
Thank you
The report must provide answers to questions concerning strategic issues in marketing. Your report consisting of 3,000 words (+/-10%)This is an individual assignment. Assignment Brief:In a report style assignment, address the following:1.Evaluate and discuss advantages and challenges of Corporate Social Responsibility (CSR) from the perspective of organisations, with reference to academic literature and real world examples. (c900 words)2.Choose an organisation that operates internationally and propose a CSR initiative (NB suggest a specific CSR based activity with clear objectives and benefits). You should make reference to how this initiative links to the United Nations Sustainable Development Goals (UNSDGs). Use theory and real world examples to underpin your arguments as needed (c900 words)3.Argue how your proposed initiative should and could be adapted by your chosen organisation in 2 different country markets, taking account of factors including differing cultures and business environments, use theory and real world examples to underpin your arguments as needed (c900 words)NB Guidelines on word count are included above, but it is up to students how closely they follow them as they are for guidance only. This also leaves c300 words for introduction and conclusion.Each of the above 3 questions carries equal weight/marks.The overall assignment is worth 100% of marks for the unit.Assignment Structure. Contents page3. Executive Summary 4. Introduction – Where you should briefly discuss the background of the report. 5. Address questions one by one. For example, Question 1 and then write your answer, then Question 2, and Question 3. 6. Conclusion – Summarise the key issues/findings related to the 3 questions. 7. References (BU Harvard Referencing Style) 8. Appendix (If any) This work tests Intended Learning Outcomes 1, 2 and 3
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