In CW2 (Individual report) each student is required to build on what has beenaccomplished in the group Presentation. Each student then delves into consumerbehaviour theory in more detail and takes this knowledge to help a company / brandunderstand more about the customer journey. Using this understanding each studentthen identifies the gaps in consumer insight that exist for the company / brand and usethese to set research objectives. The student will then go on to outline (from theperspective of a research supplier) the options for data collection to inform marketingdecisions on satisfying customer needs.CW2 Assessment – Individual Report (3000 words)Each student must (from the perspective of the company / brand chosen) look in moredetail at consumer behaviour (learning, perception, decision-making, motivation, andattitudes). The customer journey map (created by the Group / Project Team in whichthe student was involved) will form the basis for identifying for the company / brandchosen the gaps in consumer insight which require research.The student will then (from the perspective of a research supplier – consultant /agency) isolate research objectives and outline options for collecting data to inform themarketing decisions raised by the gaps in consumer insight. A questionnaire will bedeveloped to consider how to collect information on consumer behaviour for thecompany / brand chosen.
CW2 Overview
Type of Assignment: Report
Word Count: 3000 words Maximum (excluding list of references and appendices)
Weighting: 75% module grade
Submission Date: Monday January 9th, 2023, via Blackboard by 13.00
Learning Outcomes Assessed LO2: Evaluate consumer insights in research data by applying majorconsumer behaviour concepts, theories, and frameworks in variouscontextsLO3: Appraise an organisation’s consumer directed activities through anexamination of the customer experience / journey using 360-degreeinformation / data miningLO5: Create marketing research briefs, presentations, and reports(individually and in teams)CW2 Details / Requirements from student(s)Each student must delve more into how consumer behaviour / CB is formed using themodels / frameworks that look at learning, perception, motivation, and attitudes ofcustomers towards the company / brand chosen. The Customer Journey Map / CJMproduced in CW1 will help this understanding.Using at least two appropriate models / frameworks that can help the company / brandchosen to understand their customers, a more in-depth evaluation of CB & CJM iscompleted.Note: There is no maximum on the number of models / frameworks that can be usedBUT if only one model / framework is included then only 10% can be obtained in termsof ‘Further evaluation of CB & CJM (& use of at least 2 models / frameworks)’.The report must then identify (for the company / brand chosen) the gaps in consumerinsight / CI that emerge from the evaluation using CB theory and CJM.The CI gaps must be clearly outlined.Each student will then assume the role of a research supplier (consultant / agency) toset out the research that is needed to obtain insight into the gaps identified.Focus needs to be on: research objectives; discussing research options (ResearchBrief) that can be recommended for collecting data to inform the marketing decisionsthat link to the gaps in CI identified.
