代写 MKF2111 Cunsumer Behaviour Report
REPORT STRUCTURE
1 Company Background (approximately 300 words):
1 Target Market.
2 Briefly describe the company’s target market(s) and identify ONE target market you will focus on for the purposes of this report.
3 Communications Strategy Overview.
4 Briefly describe the communications strategy used by the company with regards to the chosen target market. What marketing communication mix tools (e.g., advertising, sales promotion, PR, events, word of mouth, personal selling) and the media channels (e.g., TV, radio, print, billboards/public spaces, online, social media, etc.) does the company use? Please do not go into detail, simply list the marketing communication mix tools and the different types of media used.
2 Communications Strategy Analysis (approx. 1800 words). Analyse the appropriateness of the company’s communications strategy with regards to the chosen target market. Your analysis should address each of the following aspects:
1 Customer motivation and engagement.
2 How successful is the company’s communications strategy in conveying the relevance of their offering to the target customers? You can refer to concepts such as needs, wants, goals, values, self-concept, as well as ability and opportunity. Analyse the strengths and the weaknesses of this aspect of their strategy.
3 Awareness, attention, and perception.
How successful is the communications strategy in building brand awareness, getting consumers’ attention, and influencing perceptions? Analyse the strengths and the weaknesses of this aspect of their strategy.
4 Brand knowledge.
5 How successful is the communication strategy in building a positive brand schema in consumers’ mind? What tactics do they use to facilitate learning and memory for the brand? Analyse the strengths and the weaknesses of this aspect of their strategy.
6 Forming and changing attitudes.
How successful is the company in building and maintaining positive attitude towards its offering? What attitude-related tactics do they use in their communication strategy? Analyse the strengths and the weaknesses of this aspect of their strategy.
7 Influencing customers’ decision making process.
Which stage(s) of the consumer decision-making process does the communication strategy relate to (i.e., problem identification, information search, judgment and decision making, post-purchase evaluation)? How successful is it? Analyse the strengths and the weaknesses of this aspect of their strategy.
3 Recommendation (approximately 250 words). Make recommendations, based on your previous analysis of the strengths and weaknesses of the company’s communications strategy.
4 Conclusion (approximately 150 words).
Word limit:
2,500 words (plus or minus 10%), excluding title pages and references.
Submission:
The assignment is due at the beginning of Week 10. Please submit a soft copy of the assignment BY 9:00am on MONDAY, 9th MAY, using the assignment submission box in Moodle. A penalty of 10% of the available marks for this assignment will be deducted for each calendar date that the assignment is late. This means any submission from 9:00am May 9th – 11:59pm May 9th will be penalized 10%, any submission on May 10th – 20%, etc.
Report formatting requirements:
You must use Times New Roman size 12 font, 1.5 line spacing, fully justified paragraphs and 3cm margins on A4 pages. Please number the pages. The first page is a title page which includes your lecturer's and tutor’s names, your name and student ID. This is to be followed by the first page of the assignment (numbered pg 1 – the title page is not numbered).
Your assignment must be all in one document only, preferably in .pdf format, but acceptable as a .doc or .docx if you can't create a pdf. No other formats will be accepted.
You are NOT required to include an official assignment cover sheet. Instead, you are required to complete an online plagiarism declaration and student statement. This will be available in Moodle alongside the assignment dropbox link.
代写 MKF2111 Cunsumer Behaviour Report
Referencing requirements:
• Only list references that you cite in the essay
• Follow APA Referencing Style
• Use at least 5 academic journal articles
Make sure you reference all resources used (including company online pages, consumer blogs, youtube videos, etc.).
代写 MKF2111 Cunsumer Behaviour Report
