mba404 consumer behaviour and marketing psychology marketing issues related to consumer

Assessment Description
This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviours such as perception, attitudes, motivation, culture, family and lifestyle influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes.
Assessment Instructions
To start preparing this final piece of assessment, you are first required to conduct extensive online research to find examples of the recent integrated marketing campaign of your chosen product/service. You may wish to use information that you have gathered in the second step of the consumer decisionmaking process that you have prepared earlier in your video submission.
By the end of week 11, you are required to submit a two-page document that contains screenshots of the integrated marketing campaign to your workshop facilitator via MyKBS, under assessments tab> Integrated Marketing Campaign Validation icon.
This validation step is worth 5% of your grade for this assessment, and you will not be able to submit the recommendations report until your workshop facilitator has validated your research, so be wise and dont be late.
Once submitted, your final task is to imagine that you have just been employed by the company of your chosen product or service that you analysed in your earlier assessments and that the marketing department of this company has asked you to prepare a 1500 – word report in which you must:
1. Write a concise one-page executive summary that covers all of the significant findings of your report (not included in the word limit of this submission).
2. Critically examine the companys current integrated marketing campaign by considering how it targets consumers attitudes, culture, family and lifestyle influences, group and individual differences, social class, consumer learning processes, and personal buying decisionmaking processes. Please note that not all of these topics may apply to your chosen product or service.
3. Critically analyse whether or not the integrated marketing campaign demonstrates a strong alignment to your findings in assessment 1 and 2.
4. Provide at least three strategic recommendations that either address previously identified misalignment OR proposed ways in which identified alignment can be strengthened. Please incorporate recent peer-reviewed literature to justify your proposed recommendations. Your recommendations should not include manufacturing or operational improvements. 5. Reference List (mandatory and it is not included in the word count).

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