Decision 4

MKTG-6018 Consumer Behavior Final Project

Sport Participation Project

30% Purpose of Assignment The purpose of this assignment is for you to apply concepts discussed in class, conduct your own research and develop a social media marketing program targeted at a segment of consumers that you should be able to understand. Structure Part A: Group proposal (Pass/Fail) Part B: Assignment documentation 20% Part C: Project Presentation 10% Expectation of Assignment Working as an individual or in a group composed of no more than a total of three (3) students to create a team. Using your understanding of consumer behavior from class, information from posted readings, supplemented by your own secondary and primary research you are to develop a social media(website) marketing plan that you think will increase youth participation in sport by one segment of Canadian youth aged 12-19 or in Canadian Children 7- 11 years old. Groups will choose which category of age they wish to work on. Your assignment is to submit a 15 page paper by Week 12 describing both the fruits of your research and your plan.

Part A: Proposal 1. At the start of Week 4, all Team will submit a 7-page proposal (via FOL). The proposal

will include the following: a. Page 1- Title page b. Page 2- List of team members, their emails and Fanshawe ID number , (only

require the last 2 digits) c. Page 3- Role of each of the team members d. Page 4- Overview of plan(digital) e. Page 5- Limitations f. Page 6- Team goals, along with a working schedule for the assignment g. Page 7- Team commitment form, along with individual signatures

MKTG-6018 Consumer Behavior Final Project

Part B: Document 1. Due Date: Week 12 2. Length and elements:

a. Length of document: 10-12 typed pages. b. Double spaced and typed (this does not include your title page, abstract, or

references page). c. You must include a cover sheet with the title of your paper, your name, student

identification number, name of the Professor, name of the institution, and due date of the assignment.

d. After the cover page (but before the body of the paper) you must include an abstract, which is a brief, comprehensive summary of the paper, no longer than 120 words.

e. Finally, references should be listed on a separate page after the body of the paper. Margins should be no wider than 1". Please number your pages.

3. Number of references: Your paper should include a minimum of seven (7) references. Appropriate sources include: a. Research articles from management or Leadership journals (not popular articles

such as Psychology Today and Omni). b. Books (but not encyclopedias or textbooks). I want you to use sources that have

strong management support. c. Wikipedia cannot be used as resource. d. You must be able to cite your source according to one of the following formats: APA.

6th edition

4. Appearance: All final papers should be stapled, proofread, and easy to read (no fading or smudging of ink).

5. Demonstrate critical thinking and writing skills by: a. Selecting and using appropriate research evidence from readings. b. Quote from organizational materials to contextualize challenge.

6. Final document must be submitted to drop box. I highly recommend consulting the writing center for this element of the assignment.

Part C: Presentation: The project will require a 15 minutes presentation for the final project. Students can use any method to record their presentation.

MKTG-6018 Consumer Behavior Final Project

Written Report Format: Double -spaced, one inch margins, no length limit. Whenever you cite any data/information, please list the source as citation. Extra Help You can setup group meetings with me if necessary. Note that many groups tend to meet with instructor in the last 2 weeks before presentation, it may be hard to arrange a meeting around that time. Therefore, I strongly urge you to meet me as earlier as possible.

MKTG-6018 Consumer Behavior Final Project

Relationship to Vocational Learning Outcomes

VLO 1

VLO 2

VLO 4

VLO 7

VLO 9

VLO 13

VLO 14

VLO 15

develop a promotion mix for marketing a product or service based on an identified target market. develop pricing strategies which take into account perceived value, competitive pressures, and corporate objectives.

determine strategies for developing new products and services that are consistent with evolving market needs.

communicate marketing information persuasively and accurately in oral, written and graphic formats.

evaluate the viability of marketing a product or service in an international market or markets. develop personal professional development strategies and plans to enhance leadership, management skills, and marketing expertise.

develop strategies to establish working relationships with clients, customers, and consumers which maintain and strengthen their loyalty to his/her organization.

apply the principles of business ethics and corporate social responsibility.