MKT2CBE Consumer Behaviour - Group Assessment

MKT2CBE Assessment Task  (Group Task) 

Major report 2000 – 2500 word report – group work, teams of five. 

Form a team of five (must only be with a student from your tutorial – no exceptions). 

Select a current video advertisement for a good or service which is of interest or relevance to you both from YouTube. To effectively demonstrate the application of consumer behaviour principles a suitable advertisement must be selected. The YouTube link must be presented with your report. Assignments must be lodged electronically via the subject LMS and plagiarism checked by each student using Turnitin before final submission. The advertisement you use as the basis of the assignment may be lodged as an attached file if necessary.

The advertisement must be in English. NO EXCEPTIONS. Assignments which analyse an ad which is not in English will receive a zero mark. 

Notes: A report format is required for this assignment – not an essay. Reports consist of headings and discrete sections whereas essays consist of continuous prose. The required report format will be given to students. Assignments submitted in essay format will receive a zero mark. 

b) Analyse in a detailed and structured way (in a logical report format) the consumer behaviour issues involved, their relevance and why they are important. These consumer behaviour issues may include: product positioning relevant to competitors (eg differentiation), emotional appeals, decision-making prompts, cultural appeals, consumer motivations, decision-making processes and any other issues relevant to the product. Marks will be awarded on the basis of the relevance and thoroughness of the consumer behaviour analysis.