BUS8404 Consumer Behaviour and Marketing Communication Assignment 3

Type: Project, individual (weighting: 40%)

Due: W15 / Wednesday, 10^th June 2020 / 11:59 pm

Learning outcome assessed: 3 and 4 (ref. p. 5 of course outline)

LO3: Formulate and evaluate communication strategies for a target market using findings and recommendations of current research

LO4: Justify the selection of a communication strategy for a target market and a desired market position.

Task

Write a report from your secondary research and critically evaluates the marketing communication strategies for the chosen organization (same as A1 and A2). Your discussion should make reference to relevant advanced and contemporary IMC theories and practices.

Justify the chosen organization comprehensive integrated marketing communication (IMC) campaign by analysing media data for the target market, and justify selected IMC strategy on the basis of reach, impact, and a positive return on investment. The IMC strategy should take into account all potential channels and tactics but not limited to:-

1. Advertising
2. Personnel selling
3. Sales promotion
4. Direct marketing
5. Public relations & publicity
6. Social media
7. Interactive marketing (display, SEM, Website etc)
8. Sponsorship, partnership, and evens (if applicable)

Ultimately, the report should be based on your research into/analysis of the situation, target audience needs, challenges, and opportunities faced by the sustainable fashion brand.

Topic and restrictions

The topic remains the same as A1 and A2 – sustainable fashion consumption behaviour of a specific target market in New Zealand.

Structure your assignment according to the following format:

1. Introduction
   • Provide an overview of the chosen organization current IMC
   • Briefly discuss the issues relating to how the chosen organization achieving marketing objectives by targeting the right audience(s) with the compelling, relevant message(s) through the proper medias or channels in New
   • Provide the background information on their brand strategy, including positioning statement and brand essence (brand mantra).

2. Target market analysis
   • Critically discuss the market segment characteristic(s) with information, research, and analyses that establish a clear picture of the IMC campaign situation, opportunities, needs, and Market segmentation characteristics including, but not limited
3. Demographics, psychographics, as well as key consumer insights behaviour, lifestyle, benefits sought, and other segmentation
4. Growth rate, market size, and relevant

• Brand awareness, and any other available marketing data to the current situation
  • Critically discuss the relationship with the brand, category, key needs, motivations, triggers,

3. IMC campaign analysis
   • Critically discuss the key communication points and message by objective and target This is where the students require to critically evaluate product messages, specific promotional offers, etc.
   • Evaluate the current media/channels for each target/objective of the IMC campaign including the rationale for their selections.
   • Critically discuss the important factors and skews related to geography and timing those are articulated as part of the IMC campaign.
   • Discuss the IMC campaign monitoring programme, key metrics (KPI’s) and measurement tools

that the IMC campaign is on track toward achieving the objective(s).

• Discuss the major issues and debates about the IMC

5. Conclusion
   • This is the dominant part of the assignment. Content will first remind the reader of IMC campaign objective and provide a compact summary of the most important finding/s from analysis and media communication analyses for the
   • Then, a critical evaluation of the present (your) analysis findings in reference to the relevant past research will provide the reader with a rigorous discussion.
   • Later, highlight one or two genuine factors that thwarted the capacity of your research and its
   • Finally, contemplate the contributions of your research at theoretical and managerial (to practice)
6. Recommendation
   • This is based on the conclusions and are suggested for solving the identified IMC issues and
   • Present your recommendations based on the inferences
   • Discuss the importance of your recommendations in addressing the challenges and issues marketers faced in understanding the IMC strategy, which you identified in the introduction.
   • It should be clearly demonstrated that details thoughts have been given to how the recommendations should be implemented
   • Conclude with the criteria that good IMC objectives must satisfy.
7. Reference

Page layout

Header contains course code, trimester, assignment, and student id numbers, and word count; footer contains page number.

Title and headings

On a separate line. Title is centre aligned, upper case, and bold. Section headings are up to two levels; distinguish the levels typographically very clearly (e.g., Level 1: normal font + bold, Level 2: italics); capitalise only the first letter of the initial word in headings.

Text

Twelve font size (except for illustrations and appendices1) and 1.5 line spacing everywhere; and leave an empty line after a paragraph. Word limit: 3,000 ≤ finished work ≤ 3,500.

Resources

5 ≤ scholarly journal articles ≤ 8 to compare findings from the present research conducted to the findings of past research cited in earlier A1 and A2. Use available public and secondary research in developing background for your report. In additional, prefer relevant, recent, and influential scholarly resources and credential resources like corporate website and commercial publications (e.g., business magazines, press, editorial, etc.) are acceptable. Use the APA 6 style for the formatting of source acknowledgements within the text and in entries to the reference list.

Originality

Measures including Turnitin similarity report must indicate the uniqueness ofyour intellectual produce (also see information on Turnitin in the box below).Utilise paraphrasing and summarising skills to ensure the content of your paperis original.

We encourage students to use Turnitin as a learning tool and allow multiple submissions until due so that they could observe their creations for possible weaknesses and make necessary improvements in quality. It is strongly recommended that you use this opportunity and aim to submit a final version that is edited at least once after receiving feedback from Turnitin.

Submission process

You will submit two files, each into a separate box online. Submit report viaTurnitin; resubmissions are possible until the due; do not include a cover page,the online submission box displays the assignment cover-page information.Submit Excel data file via Moodle; one-time upload is allowed, no resubmission for the data file. By uploading an assignment, students declare that their workcomplies with the Whitireia New Zealand policy relating to plagiarism as statedin the Assessment Misconduct Policy (see pp. 6-7 of the course outline).

Important! If an assessment is not submitted on time by the prescribed process, a mark of zero will be

recorded. For further details, see the ‘Extensions’ sectionin the Programme Handbook.