Written assignment: Customer behaviour based marketing planning
|Due date:||Sunday, Week 12|
|Task:||Assignment 3 builds upon the first assignment and involves marketing planning for the same organisation. In assignment 2 you identified the B2C and B2B target segments that you will focus on in this assignment.
You are now required to apply marketing and buyer behaviour concepts and theories covered in the unit to develop appropriate marketing mixes that will maximise appeal to these targeted B2C and B2B customer groups. The rationale for your marketing mix recommendations must be clearly explained in terms of the buyer behaviour theory and concepts covered in the unit.
|Preparation:||You will be guided through the assignment during the unit. In preparation you should the detailed assignment instructions in the Learnline assessment folder. However, please don’t stress about the assignment or attempt to start it before you have been given further instruction. Initial preparation is therefore best spent familiarizing yourself with the Learnline learning materials and resources. Be sure to participate in the assignment relevant activities as the unit progresses.
|Presentation:||Please follow the assignment instructions closely and use the same headings. Please indicate the number of words written in each section, as well as the total word count. You may attach appendices to provide context to your assignment, but please note that appendices do not contribute to the marks. Please use a recognized journal style referencing format such as Harvard or APA. Be sure to consult the assignment rubric and detailed instructions in the Learnline assessment folder for more details.
NB. Please submit a Microsoft Word document and not a pdf.
|Assessment criteria:||For the purpose of this assignment you must clearly link marketing mix recommendations to buyer behaviour theory and a demonstratedunderstanding of the targeted client segments.
See the Learnline assessment folder for full details of the assessment criteria.
Assignment 2: Positioning and mix development
|Description/Focus:||Client evaluation and marketing planning.|
|Value:||45% of unit total|
|Due date:||Sunday, Week 12|
|Length:||3000 (max) words (excluding references)|
The assignments for MKT503 Clients & Markets involve a real life case study, which enables you to apply your newly acquired understanding of marketing and customer behaviour to the development of appropriate marketing strategies and marketing initiatives, in both business to consumer (B2C) and business to business (B2B) contexts.
During the unit the teaching team has provided you with insights into a company’s market situation, its B2C and B2B customer segments, and some of the challenges that it faces.
In Assignment 1 you identified one specific B2B and one specific B2C niche market segment for the company to target. Assignment 2 continues on directly from Assignment 1 and moves to the positioning and marketing mix planning stages of the segmentation process.
In Assignment 2 you need to describe the behaviour of your chosen segments in detail using the psychology concepts and theory covered in the unit. You then make recommendations for the marketing mix that clearly link to this understanding of buyer behaviour.
More specifically the assignment will:
Specific assignment tasks
In middle weeks of this unit (lessons 4 to 9) you are introduced to the key areas of psychology that influence and help to explain buying behaviour, with the last three lessons reiterating the application of this buyer behaviour understanding to effective marketing mix development.
This assignment seeks should reinforce your learning about the theories and concepts covered, and provides an opportunity to apply them in a real world B2C and B2B marketing context.
The assignment is flexible in that you can also choose which particular aspects of theory from the unit and the marketing mix elements that you wish to focus on. For example, you may take themes from all the core theoretical areas and illustrate an application from each, or you might choose to focus on just one or two areas in more detail. Furthermore you may decide to make recommendations for all, or just selected elements of the marketing mix.
More specifically this assignment requires you to complete a customer behaviour evaluation and make marketing mix recommendations for your:
To do this effectively you will provide a detailed description of the buying behaviour associated with your target customers using the key concepts and theories covered in the unit, namely:
You then make recommendations for the marketing mix that are clearly linked to and build upon an understanding of buyer behaviour.
To successfully complete this assignment, you should prepare a report that:
Submission & mark allocation
The assignment must be submitted on time via Learnline.
The following table provides the marks breakdown for the various assignment components:
|B2B target market behaviour evaluation & marketing mix recommendations||40|
|B2C target market behaviour evaluation & marketing mix recommendations||40|
|Evidence of adequate research||10|
|Report structure / presentation||10|
(See Learnline for further details of assessment submission and marking procedures / policy).