group project of MKTG410

Group projects – MKTG 410 – Consumer Behavior

Group projects will help you to practice collaborating with other people. This is an important aspect of any future jobs that you might take. In this class, you will have the opportunity to work in a group to apply learning from theories into real life examples.

Students are expected to form groups of five members by Oct 2nd to work on the projects. The sign-up sheet is provided through blackboard. Make sure to sign up to the correct group since it might not be possible to change the group number after you have signed up.

Although I will offer couple of minutes in class in each session for you to discuss the progress of group project, you are still expected to meet out of class to work together. You can either meet in person or via Zoom and other available collaboration technologies. You are expected to submit one paragraph every week (for five specified weeks) about the progress of the project. Specifically mention when and how you met, which group members were present, and what are some of the ideas that have been discussed. You should make this submission through the assigned area on blackboard. Each week, one group member is responsible to submit the weekly report. You should mention the name of the person who submitted the report as well.

· Make sure to cooperate with others in your group. There are some rare cases that one student will completely become unresponsive to intragroup communications and does nothing related to the project. In order to address this matter of free ridership, the members of a group can unanimously fire a team member by Oct 10th, 2019. The fired student then will have to write a project of his/her own (10 pages long).

· If there is a concern that one or more of the group members are not cooperative enough, other group members can ask for peer evaluation. Peer Evaluation is a confidential survey that will be filled by all the students after the final submission of the project. This is how it works: if the team members in a group evaluate a given student with 80, 85, and 90 for his/her performance (average= 85) and the grade for the project is 90. The student will receive (.85*90=76.5) as his/her grade for the project.

Here are the deliverables of your group work:

· Submit the final group project idea by Oct 9th

· Weekly group progress report

· Diversity assignment by Nov 4th

· Final group project (written report and presentation) on Nov 27th

There are two independent projects that you will need to work on in your groups. One of them is the final group project (15% of final grade) and the other one is the diversity assignment (5% of final grade). More information about these projects are provided below:

Final group project . Students are required to form groups of five by signing up to groups on blackboard by Oct 2nd. The objective of this project is to deepen students' understanding of the utility of the consumer behavior concepts discussed in class and to sharpen your appreciation of the difficulties encountered when trying to apply those concepts in a real business context. This project accounts for 15% of your final grade. The project requires each team to develop a well-detailed and supported profile of consumers of some product or service to be selected by the team members. In order to understand consumers it is necessary:

(1) To describe them in terms of demographics and lifestyles, and identify a useful basis (or bases) for segmenting the market

(2) To highlight those factors that affect consumer's perception of the product consumption

(3) To understand the impact of learning on consumption

(4) To determine how consumers attitudes form and change by marketing communication activities of the company

(5) To explicate the nature of the typical purchase decision process for the product category

（The #5 is the part of the task I need to complete And I need to answer follow questions:

what are the positive sides of marketing communications

(ads,promotions etc.)

How wold you change the marketing communications

to improve it?

I have to write three pages and discuss：

-identify me pro duct / prand

- provide pictvres of the ads or links to the Comexcial

-Answer the above

The brand we analyzed in our group is McDonald's.

Your presentation and final report should cover all of five questions mentioned above.

This project has multiple deliverables. First, each group is required to email their topic (consumers of a product or service) to me by Oct 9th for my approval. Second, you are required to make a 10-minute final presentation (end of quarter) and a 15-page (max) report of your project (due at the presentation date). All group members must be present at the presentation date. For more information about the group projects, refer to the assigned section in blackboard. You must submit weekly progress reports for this group project.

Format: Your paper should be double-spaced with 1-inch margins, and you should use 12-point, Times New Roman font. All the sections listed above together should be about 15 pages long. Number your pages. Be sure to also include a reference/bibliography section.

Diversity Assignment. This group project aims to study the multicultural marketing activities by companies. You are expected to work on this project throughout chapter 13 when we discuss subcultures. As a group, think about one product or brand that is targeted to a specific ethnic subculture.

• What are the positive sides of the marketing communications (ads, promotions etc )?

• How would you change the marketing communications to improve it?

• You have to write three pages and discuss:

– Identify the product/brand

– Provide pictures of the ads or links to the commercials

– Answer the above questions

• Submit your work as a group through blackboard by Nov 4th end of the day.