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BIBM654/1902 Consumer Behaviour

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Assignment 1 (group presentation) For this assignment you should form groups of three and select a New Zealand based company. This group assignment is worth a maximum of 30% of marks for this BIBM 654 paper overall and corresponds to Learning Outcome 1 and 2. This assignment consists of three parts. First you need to identify the target market of your chosen company. Then, unpack and describe the company’s current marketing communication strategy. For the last part, you should discuss and explain how the company’s communication strategy is formulated and shaped by their consumers’ decision-making process. Step one: target market identification As part of the description and analysis: Determine what needs your product fulfills. Who is most likely to use the product/service? Who is most likely to be interested in the values your product or service offers? You need to clearly identify the main target market using geographic, demographic, psychographic and behaviouristic characteristics. Step two: unpacking market communication strategy Connecting with a specific market through media and targeted messages is what marketing communications is all about. The primary goal of marketing communication is to reach a defined audience to affect its behaviour by informing, persuading, and reminding. Successful marketing communication relies on a combination of options called the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. As part of the description and analysis: You should identify the components (at least three components) of your company’s communication strategy and clearly explain how they reach the main target market. Step three: influences of decision-making process on communication strategy Here your task is to discuss how consumers’ process of decision making has shaped and formulated the communication strategy of your selected company. Here you should draw from your understanding of the decision-making process, consumers attitude & perception, and concept of motivation to discuss how communication strategy is formed to affect consumers’ attitude, motivation and decisions. Assignment guideline: Due in the lecture time in 14th August 2019 Group presentation Each group will give an 8 minutes presentation, plus 2 minutes for discussion. Essential course content – lecture 2 / 3 / 4 Presentation requirements: . Please do not ‘read’ your notes out loud for the presentation, if you do so you will fail the ‘presentation style’ element of the assessment). You certainly can use cue cards with key words to prompt you but no reading out whole sentences. Use PowerPoint but are advised not to make your presentation elaborate because of the time constraints. Use the rule of thumb that one slide will require at least a one-minute explanation. Your presentation is assessed both on content and technique; gimmicks, surprises, samples are allowed. Please note 1f you do not turn up for your presentation in 14th of August (during the usual lecture time), you will be penalised 10% of the overall available marks. Please note all groups should record their group meetings’ minutes and hand it over on the presentation day. Submitting meeting minutes is compulsory. A meeting minute’s template is prepared for you. Find the template at the final page of this document.

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