MKT 7001 Understanding the behavioural elements of

marketing:
Knowing your consumer (Pres-1) Sept2019 cohort

GROUP PRESENTATION: 30%

Assignment Hand-Out Date : 3rd March 2020

Group Presentation to be completed by : 21st March 2020

1a) Group Project Presentation (30%):

You are required to work in a GROUP of 4(four) to carry out a comparative secondary
research study on 2 (two) Apparel/Garment brands critically assessing the various
behavioural elements of consumer behaviour and prepare a 20-minute presentation. Your
presentation must have a contribution of 1800 words per group member.
Your presentation should consider the following aspects:

a. Critically analyse the buyer behaviour theories towards building a promotional

strategy 25 Marks

b. Critically evaluate the influence of consumer preferences towards building of a

market research strategy to map customer preferences. 25 Marks

c. Critically evaluate the social influence of consumer groups towards individual

buying behaviour
25 Marks

d. Build a model on consumer decision-making process based on the theoretical

learning. 25 Marks

Deliverables and submission:

Students should submit to the Programme in Charge (Universal Business School) Office by the
due date:
 One softcopy of his / her report, One Soft Copy of the Report to be uploaded for TurnItIn
check.
 All Reports must have the Harvard Referencing and Source Identification

A minimum of SIX different sources as secondary research should be given (e.g. textbooks or
business reports/Cardiff Met Library/ websites but not lecture presentation material or general
websites). All material, including charts, diagrams and statistics should be referenced using the
Harvard system.
 MKT 7001 Understanding the behavioural elements of
marketing:
Knowing your consumer
(Group Presentation, September 2019 Cohort)
Marking and Feedback Sheet (S2 2019-20)
Name: Student number:

Assessment Criteria (see Cardiff Met Full Marks Feedback

generic marking criteria) Marks Scored (also see assignment)
25
Critically analyse the buyer behaviour
theories towards building a promotional
strategy
Critically evaluate the influence of 25
consumer preferences towards building of
a market research strategy to map
customer preferences
Critically evaluate the social influence of 25
consumer groups towards individual
buying behaviour

Build a model on consumer decision- 25

making process based on the theoretical
learning.
Sources Referencing
FEEDFORWARD

1st Marked by: Signed Dated: Grade

:

Second Markers comments (if relevant):

2nd Marked by: Signed Dated: Final

:

External Examiner comments (if relevant):