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Field : Customer Behavior
In a scope file do part B & C i.e Documentation of marketing plan and power point presentation
MKTG-6018 Consumer Behavior
Final Project
Sport Participation Project
30%
The purpose of this assignment is for you to apply concepts discussed in class, conduct your
own research and develop a social media marketing program targeted at a segment of
consumers that you should be able to understand.
Structure
Part A: Group proposal (Pass/Fail)
Part B: Assignment documentation 20%
Part C: Project Presentation 10%
Expectation of Assignment
Working as an individual or in a group composed of no more than a total of three (3) students to
create a team. Using your understanding of consumer behavior from class, information from
posted readings, supplemented by your own secondary and primary research you are to
develop a social media(website) marketing plan that you think will increase youth participation in
sport by one segment of Canadian youth aged 12-19 or in Canadian Children 7- 11 years old.
Groups will choose which category of age they wish to work on.
Your assignment is to submit a 15 page paper by Week 12 describing both the fruits of your
research and your plan.
Part A: Proposal
1. At the start of Week 4, all Team will submit a 7-page proposal (via FOL). The proposal
will include the following:
a. Page 1- Title page
b. Page 2- List of team members, their emails and Fanshawe ID number , (only
require the last 2 digits)
c. Page 3- Role of each of the team members
d. Page 4- Overview of plan(digital)
e. Page 5- Limitations
f. Page 6- Team goals, along with a working schedule for the assignment
g. Page 7- Team commitment form, along with individual signatures
MKTG-6018 Consumer Behavior
Final Project
Part B: Document
1. Due Date: Week 12
2. Length and elements:
a. Length of document: 10-12 typed pages.
b. Double spaced and typed (this does not include your title page, abstract, or
references page).
c. You must include a cover sheet with the title of your paper, your name, student
identification number, name of the Professor, name of the institution, and due
date of the assignment.
d. After the cover page (but before the body of the paper) you must include an
abstract, which is a brief, comprehensive summary of the paper, no longer than
120 words.
e. Finally, references should be listed on a separate page after the body of the
paper. Margins should be no wider than 1″. Please number your pages.
3. Number of references: Your paper should include a minimum of seven (7) references.
Appropriate sources include:
a. Research articles from management or Leadership journals (not popular articles
such as Psychology Today and Omni).
b. Books (but not encyclopedias or textbooks). I want you to use sources that have
strong management support.
c. Wikipedia cannot be used as resource.
d. You must be able to cite your source according to one of the following formats: APA.
6th edition
4. Appearance: All final papers should be stapled, proofread, and easy to read (no fading
or smudging of ink).
5. Demonstrate critical thinking and writing skills by:
a. Selecting and using appropriate research evidence from readings.
b. Quote from organizational materials to contextualize challenge.
6. Final document must be submitted to drop box.
I highly recommend consulting the writing center for this element of the assignment.
Part C: Presentation:
The project will require a 15 minutes presentation for the final project. Students can use
any method to record their presentation.
MKTG-6018 Consumer Behavior
Final Project
Written Report Format:
Double -spaced, one inch margins, no length limit. Whenever you cite any
data/information, please list the source as citation.
Extra Help
You can setup group meetings with me if necessary. Note that many groups tend to
meet with instructor in the last 2 weeks before presentation, it may be hard to arrange a
meeting around that time. Therefore, I strongly urge you to meet me as earlier as
possible.
MKTG-6018 Consumer Behavior
Final Project
VLO 1
VLO 2
VLO 4
VLO 7
VLO 9
VLO 13
VLO 14
VLO 15
develop a promotion mix for marketing a product or service based on an identified target
market.
develop pricing strategies which take into account perceived value, competitive
pressures, and corporate objectives.
determine strategies for developing new products and services that are consistent
with evolving market needs.
communicate marketing information persuasively and accurately in oral, written
and graphic formats.
evaluate the viability of marketing a product or service in an international market or
markets.
develop personal professional development strategies and plans to enhance leadership,
management skills, and marketing expertise.
develop strategies to establish working relationships with clients, customers, and
consumers which maintain and strengthen their loyalty to his/her organization.
apply the principles of business ethics and corporate social responsibility.
- Purpose of Assignment
Structure
Expectation of Assignment
Part A: Proposal
Part B: Document
Part C: Presentation:
Written Report Format:
Extra Help
Relationship to Vocational Learning Outcomes
Presentation Rubrics Name of Group:
Name of student Grader/Student ID number:
Category
Scoring Criteria
Total
Points
Score
Organization
(15 points)
The type of presentation is appropriate for the topic
and audience.
5
Information is presented in a logical sequence. 5
Presentation appropriately cites requisite number of
references.
5
Content
(45 points)
Introduction is attention-getting, lays out the problem
well, and establishes a framework for the rest of the
presentation.
5
Technical terms are well-defined in language
appropriate for the target audience.
5
Presentation contains accurate information.
10
Material included is relevant to the overall
message/purpose.
10
Appropriate amount of material is prepared, and
points made reflect well their relative importance.
10
There is an obvious conclusion summarizing the
presentation.
5
Critical Thinking
Were the main issues in this area clearly identified? 5
Were both theoretical positions and empirical
evidence presented?
Did the presenter make recommendations for further
work in this area?
5
Presentation
(40 points)
Speaker maintains good eye contact with the
audience and is
Appropriately animated (e.g., gestures, moving
around, etc.).
5
Speaker uses a clear, audible voice. 5
Delivery is poised, controlled, and smooth. 5
Good language skills and pronunciation are used. 5
Visual aids are well prepared, informative, effective,
and not distracting.
5
Length of presentation is within the assigned time
limits.
5
Information was well communicated. 10
Score Total Points 100
Presentation Rubrics Name of Group:
Name of student Grader/Student ID number:
Social Media Strategy Template
To create a social media strategy is to bridge the gap between where you currently are in social media and where you want to
be. Use this template to help you create a social media strategy to guide you in your daily online activities. Follow along with
the case study example and answer the questions in each step for your own company’s strategy. Once you answer these
questions, you can put your plan in action by knowing what your goals are, how to achieve them and how to measure your
success.
Questions to Ask Case Study Example
What do you want to achieve with social media?
Build trust and brand recognition within the home decor
community and our customers.
Do your social media objectives align with your overall
company vision, mission and marketing strategy?
Drive traffic to website and convert visitors to leads.
Are your objectives S.M.A.R.T: specific, measurable,
attainable, relevant, and time-bound?
Objective is to increase traffic to the website via social
media channels by 20% within 12 months.
Case Study Example
Brandon is the owner of an interior design studio, Sanctuary Designs, that specializes in retail and office decor. They have
recently established a presence on social media and are looking to build a strategy in accordance with their overall
company goals.
Step 1: Set Business Objectives
Developing an audience persona can help you understand where your audience is online and what type of content is going to
impact them the most.
Questions to Ask Case Study Example
What would be a broad description of your ideal customer?
Robb is the operations manager at a restaurant chain, a
customer of Sanctuary Designs. He is in charge of hiring
design firms and liaising with them to complete the
projects in their office on time.
What do they do and what do they care about?
He cares about getting the most out of his budget as well
as having good quality work completed according to their
project deadlines.
What is important to them when conducting business with
our company? Catelyn is the owner of a up-and-coming small fashion
boutique, also a customer of Sanctuary Designs. She is
currently researching for inspirations to design her dream
store and is very active on social media platforms like
Pinterest?.
Audits are key for benchmarking previous efforts and planning for new ones. If you’re just getting started on social media, begin
with an initial kick off audit. This means understanding which accounts are currently linked to your company and what they’re
being used for.
Questions to Ask Case Study Example
Which accounts are currently attached to my company?
Sanctuary Designs currently has a Facebook Page, Twitter
account, Google+ Page, Flickr account and Pinterest
account.
How are they currently being used?
The Facebook, Twitter and Google+ accounts are currently
used to communicate relevant interior design content. The
Pinterest page is used to showcase projects.
Have they gone dormant/ are they being used for spam?
The Flickr account has gone dormant, no content has been
posted for over 6 months.
Are your current messaging and social networks the best
possible networks for your intended audience? Migrating the Flickr content to Pinterest as there is more
engagement there and we have more female customers on
social.
How often do you post content to these accounts? Most accounts are updated 1 – 2 times per week.
How relevant is the content you are sharing with your
audience?
Pretty relevant, as we usually publish industry-related
content and information that our customers usually seek.
What are your engagement rates like?
Followers and likes have not increased by very much since
the conception of the accounts.
How does your present social media progress compare to
the past?
Went from 50 likes on Facebook to 1,000 and 500 Twitter
followers to 1,500 in 12 months.
How is your company’s reputation online according to
Google or Yelp?
Customers are very satisfied with their experience with us
and a number of them would hire us again.
What are people saying about your competitors?
Our main competitors, Luxury Interiors, a larger design firm
offers lower rates but customers feel that our work is of
better quality.
What are they doing that’s working for them?
They are running a number of contests which are gaining
them more social media traffic.
Where are your buyers? Give your favorite customer a phone call, send them an email or if they’re concerned about their
information, create an anonymous survey online for them. Find out where they are online and how best you can reach them.
Questions to Ask Case Study Example
Which social media networks are my customers more
active on?
Facebook, Twitter, Instagram and Pinterest.
Which social networks should I focus on based on my
audience profile.
Facebook, Instagram, and Pinterest.
What kind of initiatives can I take based on the findings
from my social media audit? �Blogging: Guest posts on blog by respected interior
designers and happy clients.
�Post behind the scenes as well as transformation photos
and videos on Facebook.
�Have clients pin photos of completed spaces as well as
inspirations.
�Follow and engage with noted interior designers and
customers on Instagram.
Questions to Ask Case Study Example
What types of content resonates with my customers the
most?
Photos, decor inspiration ideas, how-to blog articles.
What types of content will help me drive people to my
website?
Yelp reviews, contests, Pinterest pins of completed projects
with link to item on website.
Based on the findings from your Social Media Audit, create tactical steps for your business
objectives as well as metrics to measure them.
Blogging Metric: Increase blog subscribers
1. Create a content strategy
2. Create an editorial calendar (monthly)
3. Research guest posters
4. Send 2 emails per week to prospective guest posters (weekly)
5. Write one blog post per week (weekly)
6. Promote new posts on Twitter and Pinterest (weekly)
Monthly Success: An increase of 10 blog subscribers
per month
Quarterly Success: At least 40 blog subscribers by
end of Q1
Yearly Success: At least 160 blog subscribers by end
of the year
Facebook
Metric: Increase website traffic from
Facebook by 5%
1. Create a content strategy
2. Create weekly content calendar
3. Post enticing photos and videos everyday according to
content calendar
4. Review Facebook Insights every month, look at which posts
were more engaging and build on that.
Monthly Success: Increase traffic to the website via
Facebook
Quarterly Success: Increase traffic to the website via
Facebook by 15% by end of Q1
Yearly Success: Increase traffic to the website via
Facebook by 20% by end of the year
Pinterest Metric: Increase leads from Pinterest
1. Create a content strategy
2. Create boards for project galleries, behind the scenes
snapshots and inspirations
3. Invite clients/ influencers to pin on boards
4. Engage with clients/ community by pinning on their boards
Monthly Success: At least 4 leads from
Pinterest per month
Quarterly Success: At least 12 leads from
Pinterest by end of Q1
Yearly Success: At least 48 leads from
Pinterest by the end of the year
Instagram Metric: Increase Instagram subscribers
1. Create a content strategy
2. Follow IG accounts of noted interior designers/ clients
3. Post behind the scenes snapshots of projects
4. Engage and comment on client’s IG accounts
Monthly Success: At least 75 new Instagram
followers per month
Quarterly Success: At least 250 new Instagram
followers at the end of Q1
Yearly Success: At least 1,100 Instagram followers by
the end of the year
- Step 2: Develop an Audience Persona
Step 3: Conduct a Social Media Audit
Step 4: Set Social Media Initiatives
Step 5: Set Tactical Steps
