This assignment should demonstrate:
1. Critically evaluate current theory and practice related to psychological approaches to marketing, sales and advertising in consumer psychology.
2. Evidence an in-depth knowledge of the underlying motivations, attitudes and perceptions of consumers, including analysis of related models.
3. Evidence and evaluate knowledge of consumer psychology methods and applications to applied contexts.
Coursework 1: Product/brand analysis report and marketing research design
Your task is to choose a famous product/service or brand and analyse it using consumer psychology theory. You are also required to produce a marketing research plan using the same product/service or band. Below you may find more information about the structure and marking of your coursework. (Marking rubric below).
Background of the Product/Service (approx. 400 words. 15 marks available)
Firstly, you should clearly introduce a famous product/service of your choice. This
should be a short section explaining the main characteristics of the product and why
you chose it. You should use information covered during this module. This may include, for example, marketing mix, targeting and product lifecycle.
Analysis of the Product Brand (approx. 800 words. 40 marks available)
There are many reasons for you to pick a product/service. It can be because the product is very successful (e.g. iPhone), because it faced some issues that had an impact on consumer behaviour (e.g. VW and the gas emissions case) or just because it did things differently (e.g. Uber).
In this section, you should apply psychological theory to analyse your product and to
justify why this is a product/brand it worth to study.
Marketing Research Plan (approx. 800 words. 35 marks available)
In this section, you should present a market research strategy for the product/service that you previously identified. This should include a research question (what you hope the research will achieve) and sections covering: methodology, sample/participants, and analysis. Be as creative as you like but try to be realistic/feasible. We are looking for an application of good research practice here.
