Page 1 of 10 MKT 10007 FUNDAMENTALS OF MARKETING Assignment 2: Video Presentation on the Consumer Decision Making Process (CDMP) Task Description + Template + Rubric. Weighting: 20% Submission Week 6 Time limit: 15 minutes (+/- 10% = between 15 and 18 minutes. Time beyond 18 minutes will not be marked.) Assessment overview This is a group assignment. You will demonstrate your critical thinking by stepping through the five steps of the Consumer Decision Making Process (CDMP) for the purchase of a product of your choice. Your completion of this assignment will demonstrate your understanding of the key drivers that influence a purchase, and that your group can present a convincing, professional-standard business presentation to the managers of your Brand + Sub-brand. Assessment details You will present about the CDMP for your product. This is a hypothetical situation. You do not need to buy your product. Perform your presentation as if you are a group of independent consultants presenting to the Marketing Managers of your Brand + Sub-brand. The Purpose of the Presentation is for your Group to present your recommendations to the Marketing Managers about how, at each step of the CDMP, they can be more effective at directing consumers to your Brand + Sub-brand. You will use marketing theories and concepts appropriately. You will find sources of information to justify the points you make. Therefore, you will cite your References* and include a List of References at the end of the video presentation. You will make a video documentary reflecting upon each of the five stages. All members must be present themselves in the video. All members of the Group speak as part of the Presentation. You will make a short video presentation (15 minutes) which demonstrates how a consumer would step through the five stages of the Consumer Decision Making Process in order to purchase the product of your choice. Submission of the video: Youtube (unlisted version) Refer to "Submission Document" for the instructions. MKT 10007 Assignment 2 - CDMP Task & Descriptions_SUTS.docx
Page 2 of 10 Selecting a product For this assessment you will need to select a product. Please note that you will do the next assignment (Assignments 3) based on the same product too. Product must be a physical good (not a service). . Product is defined as an individual Brand + Sub-brand (e.g. Ford Focus Trend Hatch, not "Ford" (because "Ford" includes many sub-brands such as Falcon, Fiesta and Mondeo). Where there is a further choice available to the consumer, you need to make that choice. For example, for a Brand + Sub-brand of motorbike there might be a choice of engine size. If so, you need to choose one engine size - that is the product the customer is buying and engine size would be an important attribute for the comparison with competitors. And so, as closely as you can, the competitors you discuss in the Evaluation step should have attributes as similar to "your" Brand + Sub-brand's attributes as possible. (For