BMGT 496 Consumers and Marketing

BMGT 496 – Project 2: Consumers and Marketing Purpose: In this project you will assess marketing from a business perspective. Specifically you will complete research and use the course material to discuss a product brand or industry discuss how the product is suited to marketing of a particular company. You will also learn about the responsibilities of marketers in relation to ethics. Outcomes met by completing this project: 1. identify ethical issues that arise in domestic and global business environments using an understanding of ethical concepts and of legal and business principles How to Set Up the Paper Create a Word or Rich Text Format (RTF) document that is double-spaced 12-point font. The final product will be between 6-8 pages in length excluding the title page and reference page. Write clearly and concisely. Instructions: The five “conceptions of a consumer” presents a framework for examining and organizing the purchase decision process of consumers. Thus the framework presents an opportunity to examine the responsibility of the marketer to consider the ethical ramifications to its consumer base i.e. Corporate Social Responsibility. The following 5 conceptions are defined and explained in the Business Ethics Workshop eBook Chapter 12. 1. The wary consumer 2. The contracting consumer 3. The protected consumer 4. The renegade consumer 5. The capable consumer Course Material and Research This project requires you to do research on the Internet. You are expected to use course material going beyond defining terms. You are expected to explain the why and how of a situation. Avoid merely making statements but close the loop of the discussion by explaining how something happens or why something happens which focuses on importance and impact. In closing the loop you will demonstrate the ability to think clearly and rationally showing an understanding of the logical connections between the course material and the question(s) being asked. Using one or two in-text citations from the course material throughout the entire paper will not earn many points on the assignment. The support must be relevant and applicable to the topic being discussed. Points are not earned for mentioning a term or concept but by clearly and thoroughly explaining or discussing the question at hand. Your Role As consumers we can define our attitudes and acceptance or rejection of advertising based upon our perceptions and experience. But as students of Business Management we are called upon to examine the topic more in depth and from a corporate perspective. Project 2 will address the following questions from the perspective of a business owner or chief marketing officer. Use this link: Project 2 Template to complete this project. Review the Paper Read the paper to ensure all required elements are present. The following are specific requirements that you will follow. Use the checklist to mark off that you have followed each specific requirement. Checklist Specific Project Requirements Proofread your paper Read and use the grading rubric while completing the memo to ensure all requirements are met that will lead to the highest possible grade. Submit file in Assignment Folder as a Word or RTF file. No pdf files will be graded. Third person writing is required. Third person means that there are no words such as “I me my we or us” (first person writing) nor is there use of “you or your” (second person writing). If uncertain how to write in the third person view this link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third-person. Contractions are not used in business writing so do not use them. Paraphrase and do not use direct quotation marks. Paraphrase means you do not use more than four consecutive words from a source document. Instead put a passage from a source document into your own words and attribute the passage to the source document by using an in-text citation. Changing words from a passage does not exclude the passage from being a direct quote. If more than four consecutive words are used from source documents this material will not be included in the grade and could lead to allegations of academic dishonesty. Use in-text citations and provide a reference list that contains the reference associated with each in-text citation. Note that a reference within a reference list cannot exist without an associated in-text citation and vice versa. You are expected to use the weekly course materials to develop the analysis and support the reasoning. See the module Learn How to Support What You Write. There should be a robust use of the course materials along with a thorough analysis. The citations must contain the title of the eBook the chapter title and year. The case scenario facts are not cited but do not use more than four consecutive words when completing the project. If more than four consecutive words are used from source documents this material will not be included in the grade and could lead to allegations of academic dishonesty. You may not use books in completing this project. Dictionaries encyclopedia and Wikipedia may not be used. Criteria 1 Introduction Writes an introduction that captures the readers attention gives context to the paper and builds to the thesis (in the last sentence of the introduction) that defines all of the main points to be discussed in the paper. Identify from which perspective the paper will be written: business owner or chief marketing officer. Criteria 2 (Select and discuss one good example of a product brand or industry and its typical consumer. The product selection can be of your choice but the information presented about it is from a reliable source and properly cited and referenced. Selects and thoroughly discusses one good example of a product brand or industry and its typical consumer. Product selection is from a reliable source and properly cited and referenced. Define the consumer purchase decision by one or more of the five “conceptions”. Correctly defines the consumer purchase decision by three or more “conceptions” using course materials to support the reasoning. Explain how the product is suited for marketing to one or more of the 5 conceptions and why not to the others. Correctly explains how the product is suited for marketing to three or more conceptions and explains why not to the others using course materials to support the reasoning. Explain what ethical principles would apply to the marketing of the selected company’s or industry’s products? Include an alignment of the principles selected in relation to caveat emptor. Thoroughly and correctly explains what ethical principles would apply to the marketing of the selected company’s or industry’s products and Includes an alignment of the principles selected in relation to caveat emptor using course materials o support reasoning. Explain the responsibilities of the marketer in relation to ethics concepts you have studied including HOW its application would impact the marketer’s message and programs. Thoroughly and correctly explains the responsibilities of the marketer in relation to ethics concepts studied including HOW its application would impact the marketer’s message and programs. using the course materials to support reasoning. Explain what specifically would be prescribed for the company’s social media and data privacy policies related to the advertising of its product(s). Thoroughly and correctly explains what specifically would you prescribe for the company’s social media and data privacy policies related to the advertising of its product(s) using the course materials to support reasoning. Conclusion In a clear and concise manner comprehensively concludes the paper by restating/ summarizing the main topics covered in the paper and reflect on the importance of the arguments made. Criteria 3 The paper contains all major assignment tasks. The paper also includes completion of all required elements (Word or rtf file third person writing paraphrasing no more than four consecutive words from source no contractions page/paragraph numbers/Chapter Titles). Criteria 4 Strictly adheres to standard usage rules of written English using paragraphs and sentence rather than bullets including but not limited to capitalization punctuation run-on sentences missing or extra words stylistic errors spelling and grammatical errors. No jargon used. Few writing errors noted. Criteria 5 Excellent use of APA style; few usage errors; Proper citation of source material is used throughout paper; Reference titles follow APA with only the first word the first word after a colon and proper nouns capitalized.

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