| Category |
Assignment |
Subject |
Marketing |
| University |
Swinburne University |
Module Title |
MKT10009 – Marketing and the Consumer Experience |
Assessment Overview
This assessment will help you to achieve these Unit Learning Outcomes.
- Demonstrate a broad understanding of the major conceptual and theoretical principles upon which the practice of marketing is based.
- Demonstrate a general understanding of marketing management tasks and of how marketing fits into and interacts with other business functions within an organisation.
- Use research information and apply marketing concepts and principles to propose ethical, creative solutions to a range of marketing-related problems that arise in business contexts.
- Work and communicate effectively as an individual or in teams.
In this Assessment, you will write about how a brand used elements of “the marketing mix” - the 4 P’s (product, place, price, promotion) to influence your purchase decision for a product and show your understanding of the Consumer decision-making process in context of the advertisements of your
product.
Assessment Details
- Choose and purchase a product from the Chocolate aisle in your local supermarket (not an online purchase, no convenience stores or corner stores), limiting your purchase to $20 or less.
- Marketing Mix analysis - Explain (with references) the marketing mix. Write about how the brand used the 4Ps of the marketing mix (product, place, price, promotion) to influence your purchase decision.
- Consumer Decision-Making Process (CDMP): Explain (with references) the CDMP. Choose one advertisement of your chosen product, and identify which stage of the CDMP it aligns with. Justify your choice by making use of the theory and the advertisement.
Follow the template below, and use the Assessment Rubric to guide your work. Your work will be assessed using the provided assessment Rubric, so please review it carefully.
Assessment Template
Cover Page
- Clear and professional cover page for the report including your name, student number, unit code and title, and assessment title.
Table of Contents
- Clear table of contents with headings and page numbers.
Introduction
Clearly state the purpose of the report, name the chosen chocolate product, and outline the key aspects of the marketing mix and Consumer Decision-Making Process (CDMP) that will be analysed.
Product Category
- Define and explain the term “product category” with appropriate references.
- Identify and explain the product category and sub-category to which your purchased chocolate belongs with appropriate references.
The Marketing Mix
- Define and explain the marketing mix with appropriate references.
- Product: Analyze and describe the product characteristics of the chocolate you have purchased, considering its packaging, design, and any unique features.
- Place: Analyse and describe the distribution strategy (Place) of the chocolate you have purchased, considering where it is sold and how it reaches the consumer.
- Price: Analyze and describe the pricing strategy of the chocolate you have purchased, considering its price point, value for money, and any pricing promotions.
- Promotion: Analyze and describe the promotional strategies used for the chocolate you have purchased, considering advertising, in-store promotions, and any other marketing efforts.
Consumer Decision-Making Process(CDMP)
- Define and explain the consumer decision-making process with appropriate references.
- Find an advertisement for the chocolate you purchased, either online or by taking a picture instore. Analyse the advertisement to identify which stage of the CDMP it aligns with.
Conclusion
- Summarize the main findings and relate the conclusion to the report's purpose.
