PSY 322 Consumer Psychology & Research /Complete Class
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PSY 322 Week 1 Individual Consumer Psychology and Marketing Communications Article Analysis Locate at least two peer-reviewed articles concerning consumer psychology, using the University Library, the Internet, or other resources. Prepare a 750- to 1,050-word paper in which you analyze your articles. Address the following: •
Define consumer psychology.
Describe the psychological concepts discussed and their importance in developing a successful marketing communication message.
Utilize your articles to explain the relationship between consumer psychology and marketing communications. PSY 322 Week 1 DQ 1 PSY 322 Week 1 DQ 2 PSY 322 Week 1 DQ 3
PSY 322 Week 2 Individual Marketing Communications Memo Select one of the following scenarios, where an organization is creating an integrated marketing communications plan to increase its customer base, as the basis for your memo: • • •
You are the owner of a small business in a large metropolitan area. You specialize in designer women’s clothing. You have been hired by a national toy manufacturer to develop and create a new line of educational toys for kids aged 7-10. You are the marketing director for a military veteran’s foundation that must raise money to create a fallen heroes monument.
Prepare a 1,050- to 1,400-word memo to the organization’s management team and discuss the importance of demographic and psychographic information in developing marketing communications. Choose two demographics, such as race, age, location, income, religion, or marital status; and two psychographics, such as personality, buying motives, interests, attitudes, beliefs, and values.
Determine the influence these elements have on the marketing communications for the organization. Decide which types of demographic data and psychographic information would be most helpful to the organization as they create their plan.
Provide a rationale for each of your decisions.
PSY 322 Week 2 Team Consumer Traits and Behaviors Paper and Presentation References Submit an annotated reference list, showing the works cited in the paper, which must include at least eight peer-reviewed sources from the University Library. PSY 322 Week 2 DQ 1 PSY 322 Week 2 DQ 2 PSY 322 Week 2 DQ 3 PSY 322 Week 3 Individual Marketing Research and Promotional Message Select one of the following consumer groups: teenagers, Baby Boomers, females, or minorities. Prepare a 700- to 1,050-word paper in which you analyze different facets of your group. Conduct research on your group using secondary sources. Summarize your research. Identify consumer needs, perceptions, and attitudes.
Explain how your groupâ€™s consumer needs, perceptions, and attitudes may be used to create marketing communication messages. Include at least two examples.
PSY 322 Week 3 Team Consumer Traits and Behaviors Paper and Presentation Formal Outline Prepare a 1,050- to 1,400-word formal outline covering the initial preparation for the Consumer Traits and Behavior Paper. Include a thesis, major topics, and sub points. PSY 322 Week 3 DQ 1 PSY 322 Week 3 DQ 2 PSY 322 Week 3 DQ 3
PSY 322 Week 4 Individual Environmental and Consumer Influences Analysis Paper Select a product or service with which you are familiar. Prepare a 1,050- to 1,400-word paper in which you analyze factors that affect consumer purchasing decisions related to your product or service. Identify the psychological and social factors, such as motives, perception, attitudes, personality, family, social class, and reference groups, that influence consumer behavior toward your product or service.
Choose three external factors that affect consumer behavior. Examine how these factors influence the consumer’s decision-making process and their behavior toward your product or service. • • • • • •
Political Legal Social Ecological Cultural Technological
PSY 322 Week 4 Team Consumer Traits and Behaviors Paper and Presentation PSY 322 Week 4 DQ 1 PSY 322 Week 4 DQ 2 PSY 322 Week 4 DQ 3
PSY 322 Week 5 Individual Case Study Analysis Read and analyze Cross-Cultural Consumer Behavior: An International Perspective in Consumer Behavior. Prepare a 1,750- to 2,100-word case study analysis in which you evaluate the consumer behavior and purchasing decisions illustrated in both case studies. •
Case One: Japan to Apple’s iPhone: “No Thanks!” o Identify the lessons learned by Apple® regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. o Evaluate how the differences in consumer behavior across these cultures may affect the marketing mix strategy.
Case Two: Would Mickey Mouse Eat Shark’s Fin Soup? o Identify the lessons the Walt Disney Company® learned about consumer behavior and purchasing decisions at Hong Kong Disneyland®.
Explain global issues that may influence consumer behavior.
PSY 322 Week 5 Team Consumer Traits and Behaviors Paper and Presentation Prepare a 2,100- to 2,450-word paper in which you examine consumer traits and behaviors. Address the following: •
Identify at least three psychological processes and three social processes that may influence consumer behavior.
Explain the importance of understanding the influence of psychological and social processes on marketing communications.
Explain the relationship between consumer traits and behavior. Provide a specific example.
Analyze how social and cultural settings influence consumer behavior.
Examine the reasons why consumers interpret marketing messages differently.
Include at least eight peer-reviewed sources. Prepare a 10- to 15-minute oral presentation accompanied by an 8- to 10-slide Microsoft ® PowerPoint® presentation.
Submit an 8- to 10-slide Microsoft® PowerPoint® presentation with speaker’s notes if you are an Online Campus student. PSY 322 Week 5 DQ 1 PSY 322 Week 5 DQ 2 PSY 322 Week 5 DQ 3