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Individual Paper: Consumer Behavior of a Target Group Presentation

Students will find one or more advertisements or a website for a product or brand, preferably a global brand that targets a specific market segment, group, sub-group or reference group. Students will develop a presentation to assess the behavior of a specific market segment, group, sub-group or reference group which the product or brand targets. The research of the target should address the values, attitudes, lifestyle, personality, perceptions, attitudes, and motivation along with any social attributes such as culture. Students should make recommendations to address how these consumer behaviors can assist marketers to anticipate reactions to changes in the marketing mix or product mix.

The presentation will be based on course curriculum, information from secondary sources, company web sites, as well as professional experiences and insights. Surveys and primary research are encouraged but not required. Presentation must include presenter notes.

Each student will have 15 minutes to present, with 5 minutes of that time devoted to Q&A. All students are expected to attend all individual presentations to listen and participate in Q&A. Students should turn in a copy of their slides prior to their presentation. The final presentation is suggested be between eight to twelve slides.


Graduate Percentage Scale:	0.00 - 68.74%	68.75 - 86.24%	86.25 - 93.74%	93.75 - 100%
Graduate Scaled Score:	0.0 - 1.5	1.6 - 2.9	3.0 - 3.5	3.6 - 4.0
	% of Grade	Below Standard	Approaching Standard	At Standard	Exceeds Standard
Depth and detail of consumer behavior and motivation	30	Little or no consideration of identifying, describing, and analyzing behavior of a specific market segment, group, sub-group or reference group.	Some consideration and use of identifying, describing, and analyzing behavior of a specific market segment, group, sub-group or reference group.	Good consideration and use of identifying, describing, and analyzing behavior of a specific market segment, group, sub-group or reference group.	In addition to meeting “At Standard” criteria, includes additional pertinent research, insights and thoughts.
Assumptions, analysis, and research	30	Assumptions for analysis are not described and/or not warranted; Reasoning does not reflect through understanding of consumer behavior and motivation. Reasoning is not based on important facts and/or not linked to research issues identified.	Some assumptions not warranted; Some reasoning does not reflect thorough understanding of consumer behavior and motivation. Reasoning is partially based on important facts and/or not linked to research issues identified.	All assumptions warranted; Reasoning reflects through understanding of consumer behavior and motivation. Reasoning is based on important facts and linked to research issues identified.	In addition to meeting “At Standard” criteria, includes additional pertinent research, insights and thoughts.
Slide presentation	20	Did not present key points of the report; Presentation sequence of information is not logical; Little or no visuals, too much information.	Presents key points of report briefly; Needs additional elaboration; Presentation jumps around and lacks clear transitions; Visuals are used but not well explained or put in context.	Clear and succinctly presents key points of report; Presents information in logical sequence; adheres to key principles of effective slide presentation; Appropriate visuals are used.	In addition to meeting “At Standard” criteria, includes exceptional visuals; includes additional pertinent research, insights and thoughts.
References	10	Resources selected are not appropriate for the purpose of this work and demonstrate little to no research. APA citation style is not followed at all.	Some resources are appropriate for the purpose of this work with limited research demonstrated. There are frequent errors in APA citation style.	Resources selected are appropriate for the work and reflect ample research. APA citation style is used with minor errors.	Resources selected are appropriate for the purpose of this work and reflect substantial research. APA citation style is used with no errors.
Writing Mechanics	10	Improper use of grammar, spelling, syntax, punctuation, and style (7+ errors).	Some improper grammar, spelling, syntax, punctuation, and style (4-6 errors).	Mostly proper grammar, spelling, syntax, punctuation, and style (2-3 errors).	Proper grammar, spelling, syntax, punctuation, and style (0-1 errors).
TOTAL	100%