Length: Maximum 15 typed and 1

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Length: Maximum 15 typed and 1.5 spaced pages (Font: Times New Roman 12), excluding references, tables, figures, or other supplemental materials (if any). 

This group project requires students to analyse a real-world consumer marketing problem and develop recommendations based on that analysis. Each group is responsible for preparing a report, in which the team synthesises and applies the concepts covered in this course to a specific marketing problem faced by a brand or an organisation of their choice. By working through consumer behaviour problems and exercises, students will get a chance to experience some of the professional challenges, issues, and decisions that marketers face and to acquire necessary skills relating to strategic marketing decision making.

 

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A.            Executive Summary 

The purpose of the executive summary is to present a brief overview of the report. It should be within one page (single-spaced). A good summary should address key points such as the objectives, context and focus of your analyses as well as your recommendations. 

 

 

B.            Introduction or background 

Begin with the selection of a brand (or organisation) of interest. Acquire background information on this brand/organisation using commercial publications (e.g., Business Week, Forbes, Fortune, The New York Times, Wall Street Journal, etc.) or publicly available information on corporate websites. The next important step is to identify the key consumer marketing problem to be addressed in the project, including why the issue is of managerial importance. Bear in mind that the more specific the problem statement is, the better and more insightful the subsequent analysis will be. 

 

 

C.            Consumer analysis 

The central focus of this project is the critical analysis of the basic consumer behaviour issues relevant to the marketing problem identified (e.g., are the issues related to perception, consumer attitudes, decision making or socio-cultural differences?). The analysis should include an explanation of relevant consumer behaviour concepts and theories, and how these concepts or theories are applied to the problem. 

 

 

D.            Recommendations     one page of recommendations 

In this section, students are required to write 2 – 3 pages of recommendations or solutions based on the consumer analysis (Part C) they have conducted. It is important that the recommendations address the marketing problem they have identified. Students may also suggest how these recommendations could be implemented and the potential barriers that may hinder the execution of the plan. 

 

 

E.            Conclusion

 

F.            References – APA referencing style. Each team is expected to use a minimum of 15 references to construct the report.

 

 

G.           Appendices (if any) – The appended information may include materials such as sample ads and packages, promotional materials, TV/radio commercial transcripts/URLs, website materials, and any other relevant marketing materials that support the analysis, conclusion and recommendation.