Marketing Management

Assignment Details

This document contains the details for the individual and group assignments for BUMK5902 Marketing Management for Semester 1, 2017. Included are aspects such as:

• The assignment requirements;

• How they meet the Learning Outcomes—refer to the course description;

• How the assignments are to be formatted; and

• They will be assessed by using an Assessment Criteria Sheet.

You must read these in conjunction with the course description which contains other pertinent information on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not clear on any aspect please speak with your lecturer.

The overall purpose of the assessment is for you to demonstrate an “advanced and integrated understanding of a complex body of knowledge” (AQF Level 9 – Masters http://www.aqf.edu.au/aqf/in-detail/aqf-levels/ )

Good luck with the assignments.

Assessment Task 1 & 2: Turnitin

For both Task 1 and 2 you will be required to submit your reports via the Turnitin tab on Moodle. Turnitin is an electronic text matching system that compares text in a student assignment against a database of sources. The database contains copies of electronic text on the Internet, in published works, on commercial databases, and in assignments previously submitted to Turnitin by students in universities all over the world, including assignments obtained from internet sites that sell student papers.

See - http://federation.edu.au/current-students/learning-and-study/online-help-with/plagiarism and http://policy.federation.edu.au/university/student_plagiarism/ch02.php

Assessment Task 1: Individual Business Report – 20%

Reports are to satisfy the following requirements—in this order.

• Report format—business (not an essay) – see Report Writing notes on Moodle and resources below.

• DO NOT write in the first or second person (I, we, our)—write in third person only.

• Proof-read at least three times for spelling, grammatical and logic errors.

• Font— Any San Serif font, e.g. Arial.

• Size—11.

• Paragraphs—fully justified.

• Paragraph spacing—one space before and after.

• Line spacing—1½ lines.

• All tables and diagrams labelled—they do not form part of the word count—check APA 6th Ed. manual

• APA reference style. http://www.ballarat.edu.au/library/assignment-and-research-help/referencing

Structure Assessment Task One — Individual Business Report

• Title page

  • BUMKT5902 Marketing Management

  • IIBIT, Sydney Semester 1, 2017

  • Individual Assignment—Consumer Behaviour Insights

  • Your name (Individual Assignment). If you are an international student and also have an English name please write both names

  • Your student ID

  • The Due Date and Time— Saturday 22nd April 2017

  • Submitted to—Divya Judge

• Executive Summary (not part of word count – graded based on Report Writing notes)

  • Introductory sentence/short paragraph

  • Major findings—key insights and justifications

• Table of Contents

• Introduction – See Report Writing notes for explanation on structure

  • Background to the task

  • Purpose of the report

  • Format of the report

• Description of the consumer (MUST be completed BEFORE you record/analyse your shopping).

• Analysis 1—Analysis of overall purchase behaviour. Integrate marketing theory with an emphasis on buyer behaviour.

• Nominated product—Clear description of the product

• Analysis 2—Factors that influenced purchase of nominated product

• Analysis 3 – Compare and contrast analysis #1 & #2

• Provide overall key insights and explain relevance to marketing manager

• Appendix (separate Excel file: see Moodle)—Listing of ALL purchases for seven days with a relevant and structured categorisation of ALL purchases. See the example on Moodle for assistance (NB: as the matrix is likely to be large you must submit it separately from the report—use the correct folder in Moodle)

Overview

The overall purpose of this assignment is to build your understanding of the consumer and how an understanding of consumers is a key input to the development of an effective (the right type) and efficient (minimal or no waste) marketing mix strategy (assessment 2).

You must develop and overall insight regarding the consumer, making the focus of the report on “proving” your insight to a marketing manager. The insight could be regarded as your “answer” and your analysis and the integrated theory is your “working out”; the same approach if you were explaining an answer to a math problem. See notes on Report Writing.

The overall purpose of the assessment is for you to demonstrate an “advanced and integrated understanding of a complex body of knowledge” (AQF Level 9 – Masters http://www.aqf.edu.au/aqf/in-detail/aqf-levels/ )

First step

It is important that you begin (even before starting the data recording) by describing yourself as a consumer before you have analysed your shopping. For example, ‘

Psychographics

(The Whole Brain Group, 2012)

• Concerned with health and appearance

• Wants and enjoys a healthy lifestyle but is limited by time

• Finds fulfilment in family and career

• Prefers the radio over the TV

• Loves spending any time available with her daughter

• Does not enjoy shopping activities without a purpose

• Prefers to save than spend

Personality traits

Myer Briggs – ESFJ (ESFJ Personality Type According to MBTI Typology, 2013) Myer Briggs – ESFP (ESFP Personality Type According to MBTI Typology, 2013)

• Loves people and society, altruistic, supports and cares

• Tidy and willing to help

• No problem to adapt to the majority, avoids controversy

• Respects authority

• Seeks contact with other people

• Likes control over environment

• Strongly oriented to reality and presence

• Looks for meaningful activities

If you are studying in Australia you should place yourself in one of the Roy Morgan Values Segments. Go to www.roymorgan.com click on Products, click on Values Segments and then read all of the segments to decide which segment you belong to.

If you are studying at an overseas location you could look for an ‘equivalent’ in your country to the Roy Morgan segments. Roy Morgan is a major Australian market research firm and there may be one in your country doing similar work.

At the end of the above description offer an overall insight as the consumers shopping profile. Use theory to support your insight – see https://www.youtube.com/watch?v=9Loljm0Zlxg or https://www.youtube.com/watch?v=YVsJhH_55ws for general explanation on insight theory.

Second step

You will track and detail every purchase you make over seven days and note what occurred in the decision making process (DMP) and the influences on the DMP for every purchase decision. These purchases need to be recorded in a matrix—in an Excel spreadsheet. An example of a matrix is available on Moodle. This is an example — you should amend according to your needs. The purchases you record here will, in the main be those products you buy weekly, e.g. milk, food, fuel, rent, entertainment and the like but should also cover clothes, small household items such as a toaster, etc. These tend to be classified as low-involvement purchases (why are they low involvement? Are all your weekly purchases low involvement?).

Explain what influenced your purchase decision over the week. Analyse of your purchase over the week and combine this with marketing and consumer behaviour theories/concepts to explain your decision making process for your purchases. Integrating theory does not mean cut and paste of theory. It means using the theory to structure the logic of your argument or to justify a specific insight or to provide credibility / validity to an assertion. Please aim to provide at least three different academic (text or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library –

Third Step

Detail a recent purchase of what is generally known as a high-involvement product, e.g. a new TV or a new car or an overseas family holiday (why is this purchase high involvement? It is higher involvement than some of your weekly purchases? Why?). Be sure to provide a full description of the product. If you have not made such a purchase then you can write about such a product that you will make in the near future. Please note that the term product includes services such as a family holiday.

You need to detail how and in what ways marketing and consumer behaviour theories/concepts, influence (or influenced) your decision making process for your nominated. Integrating theory does not mean cut and paste of theory. It means using the theory to structure the logic of your argument or to justify a specific insight or to provide credibility / validity to an assertion. Please aim to provide at least three different academic (text or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library - Referencing

Fourth Step

Compare and contrast your buying behaviour for the products purchased over the week with your buying behaviour of your nominated product. This section is critical to the report and is the opportunity to fully explain your key contention or insight regarding the behaviour of the consumer developed as a result of the three steps above. Please aim to provide at least four different academic (text or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library - Referencing

Fifth Step

Provide key overall insights and justification (use theory to support) regarding what you have discovered. Describe how Marketers could use these insights to develop more persuasive Marketing strategies.

You need to detail how and in what ways marketing strategy (changing / influencing consumer behaviour) can occur as a result of your insights from step four. Again, you will frame your response integrating theory to structure your response. Please aim to provide at least three different academic (text or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library - Referencing

THIS ASSIGNMENT MUST BE DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR SHOPPING

YOU THEN PUT YOUR SHOPPING BEHAVIOUR IN THE CONTEXT OF MARKETING AND CONSUMER BEHAVIOUR THEORIES/CONCEPTS.

DO NOT WRITE A THEORETICAL PAPER TO WHICH YOU ADD A FEW COMMENTS ABOUT YOUR SHOPPING.