Grading Scale:
Grading Scale
Reflection Paper:
Reflection Paper This will be a paper 4-5 pages in length. The purpose of the reflection paper assignment is to provide you with an opportunity to critically evaluate emerging marketing trends and issues in consumer goods. Your creativity comes into play here in so far as you envision scenarios, make predictions and then future recommendations. You should select a product category that you use and are familiar with so you may include your own customer behavior, insights and experiences. You have a great deal of latitude in the selection of your category and topic. Your paper will combine learning objectives in the book along with available literature (academic and trade/industry).
Team Project:
Team Project Hands-on opportunity to practice consumer research. You will form a group of [X] individuals. Choose 2 competitors belonging to the same product category. Select a category that you as a consumer are familiar with. Propose and carry out a study to analyze consumer behavior: How do consumers engage in the pre-purchase, purchase, and post-purchase processes? What are the most relevant external influences on these processes? What can the companies learn from these processes and how can they influence them? How should the companies change their marketing strategies to improve image and product positioning, enhance consumer experience with the product, and influence consumer satisfaction and loyalty? Report Summary is a MS PowerPoint presentation along with MS Word outline. Generously use graphics, pictures and videos to add context and interest.