of the Assignment:
Choose a recent launch of a product or service from a Brand:
Introduce the company, its positioning, the primary target and main competitors on the market
place.
Using all your knowledge and research on existing models of motivation on consumer
decision-making processes, please analyse, describe and explain the techniques used by the
marketers.
Exposure, Attention, Perception, learning, Attitude, Purchase and Post-Purchase.
Structure of the Assignment:
Brief introduction of the Company (10 marks)
Describe the positioning, the primary target and main competitors on the market place
for the brand and product/service you have chosen (30 marks)
Explain using theory of motivation and secondary research: (30 marks)
o Symbolism used in advertising, packaging etc…
o needs, features, benefits the brand is trying to exploit
o Values communicated by marketers
o Use visual material in your oral presentation to explain the concepts
Explain how the seven sequential stages were strategically used to be coherent with
their goals: Exposure, Attention, Perception, learning, Attitude, Purchase and PostPurchase.
(30 marks)
o Exposure: research and describe all the communication used and their reach
(Tv, press, social media…)
o Identify the techniques used to get attention and a positive perception
o Search in forum or social media the product/brand buzz in term of satisfaction
or dissatisfaction of the purchase.
Format of the Assignment :
Groups will be created by the lecturer; each student will present his-her own part for a
maximum of 20 minutes per group .
A word document to be submitted a power point document for the in-class presentation ( each
group is expected to make a 20 minute-presentation of the group project )
Cover page with Date, Course indication, name of Lecturer, Paper title and names of all Group
members.
One Table of Contents, with indicated page numbers and with an indication as to which
student is responsible for which section(s) of the paper.
Minimum of 2,000 words per student, plus eventual supporting charts and graphs (as judged
appropriate).
Each students individual contribution must be clearly indicated who is to assume
responsibility for each section of this paper is a Group decision to be negotiated within the
Group itself.
References and bibliography (obligatory) should be formatted using the Harvard system (a
guide to use the Harvard system is to be found on the ESE student web site.)
Format of the Power Point -PDF Presentation:
No more than twenty minutes in length. No more than twenty slides
No crowded chart contents a bit of strategic discipline is to be appreciated.
Each member of the Group will be expected to participate in the actual class
presentation.
Group Project (2-4 people) Length Weighting
Group Component 4000-8000 words 10%
Individual Component 2000 words 25%
Oral Component 20 minutes 5%
Deadline for submission by email and on Turnitin: (by midnight)
Deadline for submission of hardcopy: at the start of class, Week 6
Date of presentation: (Week 6)
STRUCTURE AND FORMAT OF THE PROJECT:
Make sure your writing is precise and to the point. Your individual component should not
exceed 2000 words +/- 10% per student, excluding appendices and references.
Format of the Project:
1. The report should display a coherent structure: title page should include student name,
module name, lecturer name, date and school name followed by contents page, introduction,
executive summary, methodology, findings, analysis, conclusions, recommendations,
referencing and appendices.
2. The project should be prepared as a neatly typed Word document (Times New Roman 12
points), with double spacing and page numbering.
3. All projects will be discussed in class in a PowerPoint presentation of no more than 15
minutes. The presentation should be a summary of your work. The PowerPoint presentation
should be printed 4 slides per page and submitted attached to your project, otherwise
submission will be rejected.
4. Tables or work/data taken from other sources may be included in an appendix.
5. All sources must be referenced in the text and a full bibliography must be provided
(including visited websites) in the Harvard style referencing system. Paraphrasing or direct
quotes taken from other sources must be clearly indicated with citations. No footnoting!
6. Students are reminded that depth, relevance and variety are the crucial elements of quality
research. (Wikipedia is not considered to be a relevant source of information; any students
referencing Wikipedia will be deducted marks! Alternatively if you find information on
Wikipedia use the original sources listed at the bottom of the article)
7. Students are reminded to use valid and peer-reviewed references to support their work.
Websites should only be used if they represent an established source and only for facts and
figures. Students should make the most of academic and practitioner books and articles.
8. Submission should be by the deadline below and should include a hard copy to the
lecturer and an electronic copy to your academic coordinator
9. All work must conform to University regulations on Cheating, Collusion and Plagiarism
as described in your program handbook. You are advised to use the Harvard referencing style
and avoid plagiarism.
