MOD0003480 Consumer Behaviour

For this task,

1. You must assume the role of the marketing manager for ROLEX company. You must prepare an essay (500 words) to the CEO of that company, in a board room setting on the future marketing plans for relaunch of an existing product.

2. You must prepare for the real-life business setting where marketing managers must make real life marketing and advertising decisions that will affect the overall profitability of the company.

3. The marketing manager must explain and pitch to the CEO the new advertising campaign with clear evidence back justifications on why the chosen plan should be implemented and performed.

• The marketing plan should include (but not limited too) the USP of the product, the segment targeted, the position of the product in relevance to competition, the chosen communication platform to engage target audience, the demographics, location, timing, source of message, message volume and valence, as well as other factors that will positively affect the new advertising campaign.
  
  
• Correct use of consumer behaviour theory with academic justification and reasoning. Logical and practical application of marketing communication channels towards realistic future advertising direction for chosen product (100 Marks)

A minimum of 10 academic sources should be listed in Harvard style

• Consumer Behavior book: Buying, Having, and Being, Global Edition, 13th Edition Michael R. Solomon
  
  
• academic journal databases. Factors of theories and models such as Segmentation Targeting and Positioning (STP), Theory of Reasoned Action (TRA), Diffusion of Innovations (DOI), Elaboration Likelihood Model (ELM), Product Life Cycle (PLC)