Week 1 Assessments
By Day 1 (Thursday), submit the Academic Integrity
Declaration
By Day 1 (Thursday), submit your Personal Introduction
to the Collaboration Forum
By Day 3 (Saturday), submit your Key Concept Exercise
to Turnitin
By Day 3 (Saturday), post your Key Concept Exercise to
the Collaboration Forum
By Day 7 (Wednesday), respond to your colleagues’ in
the Collaboration Forum
Key Concept Exercise: The importance of consumer behaviour
‘The company hadn’t grasped the notion that ads increasingly
interact. For instance, a TV spot can prompt a Google search that leads to a
click-through on a display ad that, ultimately, ends in a sale. To tease apart
how its ads work in concert across media and sales channels, our client
recently adopted new, sophisticated data-analytics techniques’. (Nichols, 2013)
Examining consumer behaviour is important for all
industries as it contributes to the designing of more effective marketing
strategies. In the Key Concept Exercise, you focus on the industry you are
working in and critically evaluate the importance and benefits of understanding
consumer behaviour.
Reference:
Nichols, W. (2013) ‘Advertising analytics 2.0’, Harvard Business Review [Online]. Available from: http://hbr.org/2013/03/advertising-analytics-20/ar/1 (Accessed: 24 August 2016).
Nichols, W. (2013) ‘Advertising analytics 2.0’, Harvard Business Review [Online]. Available from: http://hbr.org/2013/03/advertising-analytics-20/ar/1 (Accessed: 24 August 2016).
To prepare for this Key Concept Exercise:
Read the Required Learning Resources for Week 1.
Think about the importance of consumer behaviour
within your industry.
To complete this Key Concept Exercise:
By Day 3 (Saturday)
In an approximately 500-word response, address the
following issues/questions:
Evaluate the importance of consumer behaviour and
explain its role in designing marketing strategies. Justify your arguments by
providing examples from your experience.
In formulating your Key Concept Exercise, consider the
following question:
Why is it important to study consumer behaviour in the
industry you are working?
By Day 3 (Saturday), submit your Key Concept Exercise.
When writing your responses you should synthesise the
theory with real-world experience and use examples of the theories in action in
a real organisation about which you have read or one in which you have worked.
Be sure to read over your Key Concept Exercise before
submitting it to your Instructor. Make sure the spelling and grammar are
correct and the language, citing and referencing you use when providing your
opinion are appropriate for academic writing.
The Key Concept Exercise for this week is not graded,
but you will receive feedback from your Instructor to help you improve your
work. Please take advantage of this opportunity to learn from your Instructor’s
feedback—give the assignment your full effort and ask for clarification on any
feedback you do not understand.
To submit your Key Concept Exercise to Turnitin, click
the “View/Complete” link for Week 1 Key Concept Exercise -- Turnitin - FF.
By Day 7 (Wednesday)
Post 3–5 responses to your fellow students in one or
more of the following ways:
Supporting others’ views or providing an alternative
perspective
Discussing ways in which different consumer
characteristics could be incorporated in effective marketing strategies
Assessing the role of other disciplines in explaining
consumer behaviour
Asking probing questions to learn more about your
colleagues’ views
Extending the conversation into new but relevant areas
(e.g. luxury products, the role of social media in understanding consumer
behaviour, innovative methods of consumer research, etc.)
Ensure that you spread your collaboration posts across
at least 3 separate days of each week. This will help maximise the
value of your collaboration with colleagues and serve to meet the learning
objectives for each activity.
To access the Collaboration Forum, click on the "Week
1 Collaboration Forum" link.
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Week 2 Assessments
By Day 3 (Saturday), submit your Key Concept Exercise
to Turnitin
By Day 3 (Saturday), post your Key Concept Exercise to
the Collaboration Forum
By Day 7 (Wednesday), respond to your colleagues’ in
the Collaboration Forum
Key Concept Exercise: Cognitive and affective responses in advertising
Consumers respond positively or negatively to an
advertising stimulus.
Determinants of forming a positive or negative
attitude towards the advertised product include cognitive and affective
processing. Consumers rely on cognitive and/or affective systems to respond to
a particular advertisement.
This week, you will focus on cognitive and affective
consumer responses in advertising and critically evaluate the differences
between them.
To prepare for this Key Concept Exercise:
Read the Required Learning Resources for Week 2.
Consider the differences between cognitive and
affective consumer behaviour.
Recall or search for examples of advertisements that
exhibit the differences between cognitive and affective responses discussed in
your Key Concept Exercise.
To complete this Key Concept Exercise:
By Day 3 (Saturday)
In an approximately 500-word response, address the
following issues/questions:
Critically analyse the differences between cognitive
and affective consumer responses to advertising. Provide relevant examples for
supporting your arguments.
In formulating your Key Concept Exercise, consider the
following questions:
What are the main differences between cognitive and
affective consumer responses to advertising?
Bring up two relevant examples from your personal or
professional experience for supporting your arguments.
By Day 3 (Saturday), submit your Key Concept Exercise.
When writing your responses you should synthesise the
theory with real-world experience and use examples of the theories in action in
a real organisation about which you have read or one in which you have worked.
Be sure to read over your Key Concept Exercise before
submitting it to your Instructor. Make sure the spelling and grammar are
correct and the language, citing and referencing you use when providing your
opinion are appropriate for academic writing.
To submit your Key Concept Exercise to Turnitin, click
the “View/Complete” link for Week 2 Key Concept Exercise -- Turnitin.
Collaboration: Influencing cognitive decisions
In cognitive behaviour, consumers purchase a product
after information processing.
The cognitive decision-making is influenced by various
factors. Advertisement, which was discussed in the Key Concept Exercise, is one
factor that may significantly affect consumers in cognitive decisions. In the
Collaboration, you will analyse other factors that could affect the cognitive
decision-making process.
This week’s Collaboration will enable you to engage
with your colleagues in a further exploration of the important ideas and issues
you studied in your Key Concept Exercise.
To prepare for this Collaboration:
Review the Required Learning Resources and your Key
Concept Exercise for Week 2.
Consider which factors, apart from advertisement,
influenced your decision to buy the car you currently own (or the car you would
like to own). You may refer, for example, to psychological, sociocultural,
promotion and/or product mix influences.
To complete this Collaboration:
Day 3 (Saturday)
Post your Key Concept Exercise from Week 2 to the
Collaboration Forum.
By Day 7 (Wednesday)
Post 3–5 replies to your classmates’ posts in the
Collaboration Forum by:
Supporting others’ views or providing an alternative
perspective
Discussing ways in which marketers could encourage
consumers making both cognitive and affective decisions
Analysing consumer emotions that play an important
role in affective behaviour
Asking probing questions to learn more about your
colleagues’ views
Extending the conversation into new but relevant areas
(e.g. the influence of demographic characteristics in cognitive and affective
consumer behaviour, the role of mood in affective decisions, the impact of
personality, conflicts that may exist between affect and cognition, etc.)
Ensure that you spread your collaboration posts across
at least 3 separate days of each week. This will help maximise the
value of your collaboration with colleagues and serve to meet the learning
objectives for each activity.
To access the Collaboration Forum, click on the "Week
2 Collaboration Forum" link.
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Week 3 Assessments
By Day 3 (Saturday), submit your
Key Concept Exercise to Turnitin
By Day 3 (Saturday), post your
Key Concept Exercise to the Collaboration Forum
By Day 7 (Wednesday), respond to
your colleagues’ in the Collaboration Forum
By Day 7 (Wednesday), submit your
Personal Development Portfolio
Key Concept Exercise: High and low involvement in the wine market
Involvement may play a central
role in the wine market and this consumer characteristic could significantly
affect marketing strategies.
Low- and high-involvement wine
consumers have different demographic and behavioural characteristics. Bruwer et
al. (2014) discuss the profile for low- and high-involvement wine consumers,
which could lead to important marketing implications for the wine market.
To prepare for this Key Concept
Exercise:
Read the Bruwer et al. (2014)
article as well as the additional two required Learning Resources for Week 3.
Reflect on differences between
low-involvement and high-involvement wine consumers as discussed by Bruwer et
al. (2014).
To complete this Key Concept
Exercise:
By Day 3 (Saturday)
In an approximately 500-word
response, address the following issues/questions:
·
Critically analyse the marketing implications of
low- and high-involvement products.
·
In formulating your Key Concept Exercise, consider
the following issues:
·
Summarise and critically comment on the most
important differences between low-involvement and high-involvement wine
consumers as discussed by Bruwer et al. (2014).
·
Briefly discuss the managerial implications based
on the article’s results.
By Day 3 (Saturday), submit your
Key Concept Exercise.
When writing your responses you
should synthesise the theory with real-world experience and use examples of the
theories in action in a real organisation about which you have read or one in
which you have worked.
Be sure to read over your Key
Concept Exercise before submitting it to your Instructor. Make sure the
spelling and grammar are correct and the language, citing and referencing you
use when providing your opinion are appropriate for academic writing.
To submit your Key Concept
Exercise to Turnitin, click the “View/Complete” link for Week 3 Key Concept
Exercise -- Turnitin.
Collaboration: Influencing consumer involvement
Low-involvement products are not
as important for consumers and, thus, are usually selected without significant
effort (e.g. impulsively).
Marketers would ideally prefer
consumers to have high involvement for their product categories. Changing low
into high involvement may be challenging and time consuming.
Focusing on the wine industry, in
this Collaboration you will propose specific strategies that wine companies
could adopt for changing low involvement into high involvement.
This week’s Collaboration will
enable you to engage with your colleagues in a further exploration of the
important ideas and issues you studied in your Key Concept Exercise.
To prepare for this
Collaboration:
Review the Required Learning
Resources and your Key Concept Exercise for Week 3.
Reflect on the two strategies by
which wine marketers could change consumers’ involvement from low to high.
To complete this Collaboration:
By Day 3 (Saturday)
Post your Key Concept Exercise
from Week 3 to the Collaboration Forum.
By Day 7 (Wednesday)
Post 3–5 responses to your fellow
students in one or more of the following ways:
Supporting others’ views or
providing an alternative perspective
Discussing methods and techniques
for measuring involvement
Analysing the differences between
situational and enduring involvement
Discussing relevant examples
based on your personal and professional experience
Asking probing questions to learn
more about your colleagues’ views
Extending the conversation into
new but relevant areas (e.g. the influence of demographics on involvement,
characteristics of high- and low-involvement advertisements, motivations and
high-involvement products, social media and involvement, etc.)
Ensure that you spread your
collaboration posts across at least 3 separate days of each week.
This will help maximise the value of your collaboration with colleagues and
serve to meet the learning objectives for each activity.
To access the Collaboration
Forum, click on the "Week 3 Collaboration Forum" link.
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Personal Development Portfolio
How will the subject of consumer
behaviour inform your personal and professional development goals?
Throughout this module, you will
reflect upon consumer behaviour to update goals, modify steps, add resources
and adjust timelines as you continue through your master’s programme.
To prepare for this PDP
assignment:
Reflect on your definition of
consumer behaviour.
To complete this PDP assignment:
By Day 7 (Wednesday)
Explain how understanding
consumer behaviour would contribute to the improvement of your personal and
professional skills.
By Day 7 (Wednesday), submit your
Personal Development Portfolio.
This assignment is not graded,
but you will receive feedback from your Instructor to help you improve your
work. Please take advantage of this opportunity to learn from your Instructor's
feedback—give the assignment your full effort and ask for clarification on any
feedback you do not understand.
The final submission of your PDP
will be in Week 8.
To submit your Personal
Development Portfolio to Turnitin, click the “View/Complete” link for Week 3
Personal Development Portfolio -- Turnitin - FF.
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well-researched plagiarism-free paper in line with UOL standards. Please
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Week 4 Assessments
By Day 3 (Saturday), submit your
Key Concept Exercise to Turnitin
By Day 3 (Saturday), post your
Key Concept Exercise to the Collaboration Forum
By Day 7 (Wednesday), respond to
your colleagues’ in the Collaboration Forum
Key Concept Exercise: Attitude-behaviour gap
Research studies have
demonstrated that there is a gap between consumers’ intentions and their actual
behaviour.
Although this gap is important
for consumer behaviour, researchers have not yet given a full explanation. This
gap is more prominent for some product/service categories than others.
In this week’s Key Concept
Exercise, you will evaluate the gap between consumer intentions and actual
behaviour.
Read the Carrington et al. (2010)
and Lee et al. (2014) articles from the Week 4 Learning Resources.
Consider the gap between consumer
purchase intentions and actual buying behaviour.
Search for additional academic
articles related to the topic in the University’s online library.
To complete this Key Concept
Exercise:
By Day 3 (Saturday)
In an approximately 500-word
response, address the following issues/questions:
·
Critically evaluate the gap between consumer
intentions and actual behaviour.
·
Based on the weekly readings and other academic
sources found in the University’s online library:
·
Explain why there is a gap between consumer
purchase intentions and actual buying behaviour.
·
For which products or services is the gap more
significant? Why?
When writing your responses you
should synthesise the theory with real-world experience and use examples of the
theories in action in a real organisation about which you have read or one in
which you have worked.
Be sure to read over your Key
Concept Exercise before submitting it to your Instructor. Make sure the
spelling and grammar are correct and the language, citing and referencing you
use when providing your opinion are appropriate for academic writing.
To submit your Key Concept
Exercise to Turnitin, click the “View/Complete” link for Week 4 Key Concept
Exercise -- Turnitin.
Collaboration: Changing attitudes
When consumers have a negative
attitude towards a brand or a product, they do not buy it and they usually
spread negative WOM (word of mouth).
As a result, negative attitudes
could have undesirable consequences for the company. Negative attitudes could
be formed due to various reasons (e.g. bad experience in the past, negative
WOM, low assessment of certain important characteristics, etc.). For this
Collaboration, you should focus on a particular brand and describe the factors
that played a role in forming your negative attitude towards the brand. Ways
for potentially changing your negative attitude should also be proposed.
This week’s Collaboration will
enable you to engage with your colleagues in a further exploration of the
important ideas and issues you studied in your Key Concept Exercise.
To prepare for this
Collaboration:
Review the Required Learning
Resources and your Key Concept Exercise for Week 4.
Select a brand for which you have
a negative attitude. Consider two key factors that contributed to the formation
of this negative attitude. Think of two ways through which the company could
potentially change your attitude towards the product.
To complete this Collaboration:
By Day 3 (Saturday)
Post your Key Concept Exercise
from Week 4 to the Collaboration Forum.
By Day 7 (Wednesday)
Post 3–5 replies to your
classmates’ posts in the Collaboration Forum by:
Supporting others’ views or
providing an alternative perspective
Discussing strategies for
changing consumer attitudes
Discussing factors that
contribute to the existence of the gap between attitudes and real behaviour
Discussing relevant examples
based on your personal and professional experience
Asking probing questions to learn
more about your colleagues’ views
Extending the conversation into
new but relevant areas (e.g. the influence of demographics and personality
traits on self-reporting of attitudes, methods and techniques for effectively
measuring attitudes, innovative strategies for changing the attitudes of loyal
consumers, etc.)
Ensure that you spread your
collaboration posts across at least 3 separate days of each week.
This will help maximise the value of your collaboration with colleagues and
serve to meet the learning objectives for each activity.
To access the Collaboration
Forum, click on the "Week 4 Collaboration Forum" link.
For only $30, our experts will help you get a
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Week 5 Assessments
By Day 3 (Saturday),
submit your Key Concept Exercise to Turnitin
By Day 3 (Saturday),
post your Key Concept Exercise to the Collaboration Forum
By Day 7 (Wednesday),
respond to your colleagues’ in the Collaboration Forum
By Day 7 (Wednesday),
submit your Individual Assignment
Key Concept Exercise: Case study
Several past research
studies have shown that consumer behaviour of older consumers differ compared
to the behaviour of younger individuals.
Cuddeford-Jones
(2014) describes some important characteristics of female fashion consumers
over 50 and argues that this age group may be an attractive segment for
marketers.
For this Key Concept
Exercise you will begin to analyse differences in decision-making process among
age groups.
To prepare for this
Key Concept Exercise:
Read the Required
Learning Resources for Week 5.
Consider the
Cuddeford-Jones (2014) article. You may also find the East et al. (2014)
article useful for detecting some unique characteristics of older consumers.
Search for additional
academic articles related to the topic in the University’s online library.
To complete this Key
Concept Exercise:
By Day 3 (Saturday)
In an approximately
500-word response, address the following issues/questions:
Based on
Cuddeford-Jones’s (2014) article and on your own personal or professional
experience, critically analyse the main characteristics of female fashion
consumers over 50 years old.
In formulating your
Key Concept Exercise, consider the following questions:
What are the
differences in decision-making process among age groups?
What are some important
marketing implications for fashion retailers targeting women over 50?
By Day 3 (Saturday), submit your Key
Concept Exercise.
When writing your
responses you should synthesise the theory with real-world experience and use
examples of the theories in action in a real organisation about which you have
read or one in which you have worked.
Be sure to read over
your Key Concept Exercise before submitting it to your Instructor. Make sure
the spelling and grammar are correct and the language, citing and referencing
you use when providing your opinion are appropriate for academic writing.
To submit your Key
Concept Exercise to Turnitin, click the “View/Complete” link for Week 5 Key
Concept Exercise -- Turnitin.
For only $30, our experts will
help you get a well-researched plagiarism-free paper in line with UOL
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Collaboration: Types of decision-making
processes
Behind a simple
decision-making process, there are many processes which influence the
decision-making.
A consumer may take
an emotional decision, or he/she may take a well-researched decision. Based on
his/her observation, different processes can be defined for decision-making.
Decisions are usually
important for the consumer (e.g. a potential wrong decision includes a high
level of perceived risk or the product is relatively expensive). On the other
hand, some decisions require less effort and are less time consuming as the
alternative products are not thoroughly evaluated.
This week’s
Collaboration will enable you to engage with your colleagues in a further
exploration of the important ideas and issues you studied in your Key Concept
Exercise.
To prepare for this
Collaboration:
Review the Required
Learning Resources and your Key Concept Exercise for Week 5.
Identify one clothing
item, pair of shoes or accessory that you recently purchased following the (a)
extensive and (b) limited types of decision-making. Provide an example of using
both types of decision-making processes for different items.
Compare and contrast
your two experiences.
To complete this
Collaboration:
By Day 3 (Saturday)
Post your Key Concept
Exercise from Week 5 to the Collaboration Forum.
By Day 7 (Wednesday)
Post3–5 replies to
your classmates’ posts in the Collaboration Forum by:
Supporting others’
views or providing an alternative perspective
Discussing the impact
of demographics on the decision-making process
Discussing factors
that influence the ‘search’ and ‘evaluation’ stage of the decision-making
process
Discussing
differences in extended, limited and automatic decision-making process and
relevant marketing strategies
Asking probing
questions to learn more about your colleagues’ views
Extending the
conversation into new but relevant areas (e.g. ethical dimensions or dilemmas
in the decision-making process, satisfied vs. dissatisfied consumer behaviour
in the last stage of the decision-making process, the influence of family,
etc.)
Ensure that you
spread your collaboration posts across at least 3 separate days of each week.
This will help maximise the value of your collaboration with colleagues and
serve to meet the learning objectives for each activity.
To access the
Collaboration Forum, click on the "Week 5 Collaboration Forum" link.
Individual Assignment: Brand positioning
In this module, you
work on a project focussing on the positioning of a product or service in a
targeted market segment.
The project consists
of two parts. Part 1 needs to be submitted this week. Part 2 and the final
version of the project should be submitted in Week 7.
The project should
focus on a product/service brand you are familiar with and its position in a
targeted market segment.
To prepare for this
Individual Assignment:
For Part 1, think
about a product/service brand you are familiar with.
To complete this
Individual Assignment:
By Day 7 (Wednesday)
·
Perform a real or a hypothetical segmentation of
the market using only one criterion/variable (demographic, psychographic or
behavioural). Describe the profile of each segment.
·
Identify the segment targeted by the company.
·
Describe the positioning of the brand and compare
it to the positioning of two competitive brands.
By Day 7 (Wednesday),
submit your Individual Assignment.
Be sure to read over
your Individual Assignment before submitting it to your Instructor. Make sure
the spelling and grammar are correct and the language, citing and referencing
you use when providing your opinion are appropriate for academic writing.
This assignment is
graded. See the rubric for specific grading criteria.
To submit your
Individual Assignment to Turnitin, click the “View/Complete” link for Week 5
Individual Assignment -- Turnitin.
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Week 6 Assessments
By Day 3 (Saturday),
submit your Key Concept Exercise to Turnitin
By Day 3 (Saturday),
post your Key Concept Exercise to the Collaboration Forum
By Day 7 (Wednesday),
respond to your colleagues’ in the Collaboration Forum
Key Concept Exercise: Managing WOM
Word of mouth
significantly influences consumers when purchasing a product.
Positive WOM could
contribute to the better evaluation of the product, whereas negative WOM could
prevent consumers from buying it. Companies could find ways for reducing the
negative and maximising the positive effects of WOM.
For this Key Concept
Exercise you will begin to evaluate the role of WOM in the decision-making
process.
To prepare for this
Key Concept Exercise:
Read the Required
Learning Resources for Week 6.
Search for additional
academic articles related to the topic in the University’s online library.
To complete this Key
Concept Exercise:
By Day 3 (Saturday)
In an approximately
500-word response, address the following issues/questions:
Critically discuss
the role of WOM in decision-making process.
In formulating your
Key Concept Exercise, consider the following questions:
·
What is the role of WOM in
the decision-making process?
·
What strategies could companies
use for encouraging positive WOM and reduce the consequences of negative WOM?
By Day 3 (Saturday),
submit your Key Concept Exercise.
When writing your
responses you should synthesise the theory with real-world experience and use
examples of the theories in action in a real organisation about which you have
read or one in which you have worked.
Be sure to read over
your Key Concept Exercise before submitting it to your Instructor. Make sure
the spelling and grammar are correct and the language, citing and referencing
you use when providing your opinion are appropriate for academic writing.
To submit your Key
Concept Exercise to Turnitin, click the “View/Complete” link for Week 6 Key
Concept Exercise -- Turnitin.
Collaboration: Characteristics of
opinion leaders
Opinion leaders
usually influence others in one product category.
It’s important to
detect opinion leaders as their role could be incorporated in the company’s
marketing strategies. In this week’s Collaboration, you need to identify your
characteristics as opinion leaders.
This week’s Collaboration
will enable you to engage with your colleagues in a further exploration of the
important ideas and issues you studied in your Key Concept Exercise.
To prepare for this
Collaboration:
Review the Required
Learning Resources and your Key Concept Exercise for Week 6.
Reflect on which
product category you are (or are likely to be) an opinion leader.
To complete this
Collaboration:
By Day 3 (Saturday)
Post your Key Concept
Exercise from Week 6 to the Collaboration Forum.
Explain which of your
personality and behavioural characteristics contribute to you being an opinion
leader in a certain product category.
By Day 7 (Wednesday)
Post 3–5 replies to
your classmates’ posts in the Collaboration Forum by:
Supporting others’
views or providing an alternative perspective
Asking probing
questions to learn more about your colleagues’ views
Extending the
conversation into new but relevant areas (e.g. , WOM vs. WOM based on rumours,
the future of e-opinion leadership, etc.)
Ensure that you
spread your collaboration posts across at least 3 separate days of each week.
This will help maximise the value of your collaboration with colleagues and
serve to meet the learning objectives for each activity.
To access the
Collaboration Forum, click on the "Week 6 Collaboration Forum" link.
For only $30, our experts will help you get a
well-researched plagiarism-free paper in line with UOL standards. Please
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Week 7 Assessments
By Day 3 (Saturday), submit your
Key Concept Exercise to Turnitin
By Day 3 (Saturday), post your
Key Concept Exercise to the Collaboration Forum
By Day 7 (Wednesday), respond to
your colleagues’ in the Collaboration Forum
By Day 7 (Wednesday), submit your
Individual Assignment
Key Concept Exercise: Analysing national cultural
dimensions
Hofstede’s model is the most
popular tool for defining national cultures. It includes five dimensions: Power
Distance, Individualism/Collectivism, Masculinity/Femininity, Uncertainty
Avoidance and Long-/Short-Term Orientation.
Analysing cultural
characteristics based on the above dimensions could reveal interesting insights
for marketers and could enhance marketing strategies.
In this week’s Key Concept Exercise,
you will explore the impact of culture on consumer behaviour. You will also
apply Hofstede’s model to your own national culture.
To prepare for this Key Concept
Exercise:
Read the Required Learning
Resources for Week 7.
Read the de Mooij and Hofstede
(2011) article.
Search for additional academic
articles related to the topic in the University’s online library.
To complete this Key Concept
Exercise:
By Day 3 (Saturday)
In an approximately 500-word
response, address the following issues/questions:
Critically analyse the role of
culture in consumer behaviour as described by de Mooij and Hofstede (2011) by
applying Hofstede’s model to your own national culture. Provide relevant
examples that support your point of view.
In formulating your Key Concept
Exercise, consider the following questions:
·
What impact does culture have on
customer behaviour?
·
How would you apply Hofstede’s
model to your own national culture?
By Day 3 (Saturday), submit your
Key Concept Exercise.
When writing your responses you
should synthesise the theory with real-world experience and use examples of the
theories in action in a real organisation about which you have read or one in
which you have worked.
Be sure to read over your Key
Concept Exercise before submitting it to your Instructor. Make sure the
spelling and grammar are correct and the language, citing and referencing you
use when providing your opinion are appropriate for academic writing.
To submit your Key Concept
Exercise to Turnitin, click the “View/Complete” link for Week 7 Key Concept
Exercise -- Turnitin.
Collaboration: Characteristics of subculturest
Subcultures are part of national
culture. Consumers belonging to a particular subculture may exhibit patterns of
behaviour and use products or services that significantly differ from other
subcultures.
This week’s Collaboration will
enable you to engage with your colleagues in a further exploration of the
important ideas and issues you studied in your Key Concept Exercise.
To prepare for this
Collaboration:
Review the Required Learning
Resources and your Key Concept Exercise for Week 7.
Select two subcultures from your
country (national culture). Describe their unique characteristics (e.g.
products/services they purchase, influences, involvement levels, attitudes towards
brands, etc.).
To complete this Collaboration:
By Day 3 (Saturday)
Post your Key Concept Exercise
from Week 7 to the Collaboration Forum.
By Day 7 (Wednesday)
Post 3–5 replies to your
classmates’ posts in the Collaboration Forum by:
Supporting others’ views or
providing an alternative perspective
Discussing the impact of culture
and subcultures in consumer behaviour
Discussing the relationship
between culture and marketing strategies
Discussing various
characteristics of different subcultures
Asking probing questions to learn
more about your colleagues’ views
Extending the conversation into
new but relevant areas (e.g. standardisation vs. localisation and adaptation,
cultures of consumption, failures of global marketing strategies due to lack of
cultural sensitivity, subcultures as niche markets, etc.)
Ensure that you spread your
collaboration posts across at least 3 separate days of each week.
This will help maximise the value of your collaboration with colleagues and
serve to meet the learning objectives for each activity.
To access the Collaboration
Forum, click on the "Week 7 Collaboration Forum" link.
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Individual Assignment: Marketing practices
For your second Individual
Assignment, you will evaluate, propose and analyse marketing practices.
To prepare for this Individual
Assignment:
Revise Part 1 based on your
Instructor’s feedback.
To complete this Individual
Assignment:
By Day 7 (Wednesday)
Complete Part 2: In approximately
1,000 words, propose and analyse marketing practices through which the brand
could become more competitive and increase its market share.
By Day 7 (Wednesday), submit your
Individual Assignment.
Be sure to read over your
Individual Assignment before submitting it to your Instructor. Make sure the
spelling and grammar are correct and the language, citing and referencing you
use when providing your opinion are appropriate for academic writing.
This assignment is graded. See
the rubric for specific grading criteria.
To submit your Individual
Assignment to Turnitin, click the “View/Complete” link for Week 7 Individual
Assignment -- Turnitin.
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Week 8 Assessments
By Day 3 (Saturday), submit your
Key Concept Exercise to Turnitin
By Day 3 (Saturday), post your
Key Concept Exercise to the Collaboration Forum
By Day 7 (Wednesday), respond to
your colleagues’ in the Collaboration Forum
By Day 7 (Wednesday), submit your
Personal Development Portfolio
By Day 7 (Wednesday), submit your
final Personal Development Portfolio
Key Concept Exercise: Segmenting a consumer market
Segmentation offers multiple
benefits for the company as consumers’ needs are explored in depth.
Segmentation may be based on
different variables/criteria. Press and Simms (2010), for example, present a
benefit segmentation analysis of tooth whitening services. Khoo-Lattimore and
Prayag (2015) offer several segmentation examples from the travel industry.
To prepare for this Key Concept
Exercise:
Read the Required Learning
Resources for Week 8.
Read the articles by Press and
Simms (2010) and Khoo-Lattimore and Prayag (2015) for identifying examples of
segmentation.
Search for additional academic
articles related to the topic in the University’s online library.
To complete this Key Concept
Exercise:
By Day 3 (Saturday)
In an approximately 500-word
response, address the following issues/questions:
Critically evaluate two
variables/criteria that are often used in consumer segmentation.
Segment a market of your choice
and describe the derived groups (the segmentation should be theoretical and
should be based on secondary sources and your personal and professional
experience—no data collection is needed).
In formulating your Key Concept
Exercise, consider the following questions:
What are the criteria/variables
used for segmenting consumer markets?
What segmentation tools can you
apply in a consumer market?
By Day 3 (Saturday), submit your
Key Concept Exercise.
When writing your responses you
should synthesise the theory with real-world experience and use examples of the
theories in action in a real organisation about which you have read or one in
which you have worked.
Be sure to read over your Key
Concept Exercise before submitting it to your Instructor. Make sure the
spelling and grammar are correct and the language, citing and referencing you
use when providing your opinion are appropriate for academic writing.
To submit your Key Concept
Exercise to Turnitin, click the “View/Complete” link for Week 08 Key Concept
Exercise -- Turnitin.
Collaboration: Brand positioning
In the Key Concept Exercise you
segmented a market of your choice and described the derived segments. The next
step is to analyse the product/brand positioning based on the characteristics
of the consumer groups.
This week’s Collaboration will
enable you to engage with your colleagues in a further exploration of the important
ideas and issues you studied in your Key Concept Exercise.
To prepare for this
Collaboration:
Review the Required Learning
Resources and your Key Concept Exercise for Week 8.
Reflect on the positioning of a
brand/product/service targeting a specific segment derived from the
segmentation you performed in the Key Concept Exercise.
To complete this Collaboration:
By Day 3 (Saturday)
Post your Key Concept Exercise
into the Collaboration forum.
By Day 7 (Wednesday)
Post 3–5 replies to your
classmates’ posts in the Collaboration Forum by:
Discussing segmentation
techniques and product positioning strategies
Discussing the advantages and
disadvantages of different segmentation variables
Discussing various characteristics
of different segments described in your colleagues’ Key Concept Exercises
Asking probing questions to learn
more about your colleagues’ views
Extending the conversation into
new but relevant areas (e.g. hybrid segmentation, segmentation as a dynamic process,
the impact of culture in the segmentation of international markets, criteria
for effective targeting, etc.)
Ensure that you spread your
collaboration posts across at least 3 separate days of each week.
This will help maximise the value of your collaboration with colleagues and
serve to meet the learning objectives for each activity.
To access the Collaboration
Forum, click on the "Week 8 Collaboration Forum" link.
For only $30, our experts will help you get a
well-researched plagiarism-free paper in line with UOL standards. Please
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Personal Development Portfolio: Reflecting on your Personal
Development Portfolio
This week, you will complete the
final phase of your Personal Development Portfolio.
Throughout this module, you have
been working towards the creation of your Personal Development Portfolio.
Your PDP will be a document you
will regularly revisit throughout your programme; be sure to keep it in an
accessible place so you can update it with new goals, reflections on your
learning and plans for further study, development and research.
To prepare for this PDP
assignment:
Revise Part 1 based on the comments
received from your Instructor.
To complete this PDP assignment:
By Day 7 (Wednesday)
Complete Part 2: Identify two
topics/issues analysed in this module that are the most important for you and
discuss how these could benefit your professional career.
By Day 7 (Wednesday), submit your
Personal Development Portfolio.
This assignment is graded. See
the rubric for specific grading criteria.
To submit your Personal
Development Portfolio to Turnitin, click the “View/Complete” link for Week 8
Personal Development Portfolio -- Turnitin.
For only $60, our experts will help you get a
well-researched plagiarism-free PDP in line with UOL standards. Please contact
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