Assessment 3 Information
Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title: Strategic Video Pitch
Assessment Type:Individual, Video Recording with accompanying Slides
Length 8 – minutes (no more)
Weighting: 35%
Submission:Online
Due Date: Week 13
MBA404 Consumer Behaviour And Marketing Psychology Assignment-Kaplan Business School Australia.

Your task:
Individually, you are required to record an 8-minute video, in which you must pitch strategic recommendations based on the critical examination of the chosen product or service integrated marketing campaign, and critical analysis of the findings that you have prepared in the first and second
assessment.

Assessment Description.
This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in the first and second assessments. More importantly, you will be given a chance to demonstrate 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 at least five visual 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 decision-making process that you have prepared in the first assessment as the starting point.

Once you found the required examples, you are then to presume 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 an 8-minute pitch in which you must:

MBA404 Consumer Behaviour And Marketing Psychology Assignment-Kaplan Business School Australia.

1.Critically examine the company’s current integrated marketing campaign by presenting at least five found examples and by considering how it targets consumers’ attitudes, culture, family and lifestyle influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. Please note that not all of
these topics may apply to your chosen product or service.

1.Critically analyse whether or not the integrated marketing campaign demonstrates a strong alignment to your findings in assessment 1 and 2. For example, how do the findings of your survey compare to how your chosen product or service current marketing campaign? Make sure
you include actual data from your survey to assist in this section.

2.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 scholarly literature to justify your proposed recommendations. Your recommendations should not include pricing, quality, manufacturing or operational improvements.

In addition to your written analysis and survey results, you are required to use at least 8 sources of information and use Kaplan Harvard Referencing Style. Wikipedia and other ‘popular’ sites are not to be used. These may include government publications, industry reports, and journal articles.
These references should be presented as in-text citations and a reference list at the end of your video.

MBA404 Consumer Behaviour And Marketing Psychology Assignment-Kaplan Business School Australia.

Assessment Submission
Students are encouraged to submit their work well in advance of the deadline to avoid any possible technical difficulties. For those students who have limited experience in video making techniques, it is recommended to read video FAQs document that is available to you under the assessments tab in My KBS.