Project
PROJECTGuidelines
The objective of the project is to give students the opportunity to understand and explain consumer behavior concepts and present concrete applications.
Groups of 3-4 students have to be formed.
Part 1 – Presentation of your topic
The first part of the project will serve as an overview of a Consumer Behavior topic of your choice. The goal of this assignment is to present a definition and a description of the topic. Through research, this portion is meant to illustrate your understanding of the chosen theoretical concept and will serve as background knowledge to the second part of the project. In other words, you have to demonstrate a solid understanding of this topic.
Your topic could be selected in the table of contents from your textbook. Below are examples of topics:
Perception Learning Memory
Attitudes Persuasion Decision making
Culture Social groups Networked CB
Brand personality Motivation Ethics and CB
Reference groups Social class Motivation
Attitude change Personality Lifestyles and psychographics
Part 2 – Analysis of application of the theory to Consumer Behavior
The second part of the project will serve as a concrete application of the theoretical component presented in the first part. More specifically, you will offer an application of the relevance of the theory by offering marketing examples based on this approach. In other words, you will illustrate your arguments as to the value of the theoretical approach by supporting them with examples of ads and other promotional tools (promotions, public relations, brochures, flyers, posters, billboards, direct communications, etc.) This portion of the project will therefore emphasize the theoretical application behind specific examples.
In order to do so, you should concentrate on one type of product, one brand or one industry. Demonstrate how the theory is used in advertising for a brand, a product category or an industry. This part of the project will be evaluated based on your ability to show the connection between theory and application.
Specific instructions
Choose a type of product you like and gather a variety of ads or marketing tools used in that industry.
Sort through these ads and try to find those that prove or illustrate the various components of the theory you presented in your first part.
Grading Rubric for a Final Project MKT 314
Total Marks Marks Obtained
Format/Layout
• Follows requirements related to format and layout (length, font, style, margins, etc.) 1
• References (APA style, consistency between in-text citations and bibliography) 1
Content /information Ideas :
? Responds to assignment.
? Interesting, demonstrates sophistication of thought.
? Central idea/thesis is clearly communicated
? Understands and critically evaluates its sources, appropriately limits and defines terms.
3
Organization and coherence
? Uses a logical structure appropriate to paper’s subject, addresses all elements of the topics.
1
–
? Uses evidence appropriately and effectively, providing sufficient evidence and explanation to convince. 1
? Coherence of information (clear logic, no conflicting ideas, paragraphs clearly relates to paper’s central idea and to the paragraph title) 1
• Logical progression of ideas, uses transitional sentences often develop one idea from the previous one. 1
Quality of Writing
• Clarity of sentences and paragraphs
• No errors and spelling, grammar and use of English 1