Consumer behavior

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AssignmentNetworkTheoryinMarketing.pdf

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Network Theory in Marke"ng

This assignment is mandatory and will therefore be evaluated as part of your final grade. This assignment must be completed individually. Before a!emp"ng the assignment, you should study the module’s content; sec"on 3 is par"cularly helpful.

Instruc"ons:

In this module we’ve seen the role networks in marke"ng. Let’s prac"ce the skill of applying network theory through a case study. The assignment will be similar to what you did in the last sec"on of the module, but here you will be asked to apply more thought. If you like, you may present here again the same case example you wrote up in the last sec"on of the module—but here you are asked to think about it more carefully. Here is your task:

1. Choose a marke"ng example that interests you. If possible, please make it a situa"on from your work experience. If you do not have professional experience to draw from, choose a brand you like as your case example, or a good cause that you could treat as a marke"ng organiza"on (i.e.,an organiza"on that needs to solicit dona"ons).

2. Design a media strategy based on network theory—in other words, find a way to get your message or offering in front of the audience using the internet or other media.

3. Use the Marke"ng Brief format to clarify the goals and context (and for the purpose of this case study, you may need to make some specula"ve assump"ons about all of the following):

Goal or business objec"ve Audience descrip"on Desired outcome (what we want the audience to think, do, or feel) Key insight about the audience Marke"ng ac"on (in this case, it will be a media strategy—how will you use the network theory concepts of hubs, nodes, and fitness to reach your audience and achieve the desired outcome?) Test and learn: What are your specific predic"ons? How will you know if your hypothesis is refuted or not? Is there a way to make this an A/B test or even a test of more than two alterna"ves?

You have the op"on to complete step 3 using this Marke"ng Brief Template here.

Recommended length: between 1 and 2 pages/500 - 1000 words

Format: Text Input/Word Document/PDF Document/PowerPoint/Web Page

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February 2023

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