1. Consumer Behaviour
PROJECT WORK
Laura Grazzini

2. GROUP PROJECT/1
Groups project counts 2-4 extra points to the final exam
Each final project should enclose a ppt presentation and a paper of at least 15 pages
The presentations will help students boost confidence, adaptability, communication and skills.
Presentations should be carried out with either PowerPoint, Prezi.
Students are expected to work in group.

3. GROUP PROJECT/2
Aim: To provide you with the opportunity to apply course concepts and ideas to a specific brand/product
The project consists of analyzing a new product of an existing brand with specific regard to some internal and external influences that may influence consumers’ behavior toward it. Also you will be asked to develop a social media strategy to promote your product.
Your job, as a group, is to discuss what was covered in class and in the materials and write how it relates to your product. It is not necessary to discuss every vocabulary word or concept from each chapter.

4. GROUP PROJECT/3
For your oral presentation, each group is expected to deliver:
a .ppt file
a paper in word file, describing more in detail the .ppt file.
via to the instructor the day before the presentation, by 4.00 pm.
Please engage in a critical search for information by looking at the Internet (e.g. company’s website, annual report, etc.) but also at books, articles, and whatever else may help you provide a more complete and deeper explanation of the topic you chose.

5. GROUP PROJECT/4 For preparing your .ppt file:
Min. 15 slides, everything included (es. cover page, figures, etc.)
Choose your favorite template, font, etc.
Clearly indicate your name
For preparing your word file:
A paper of at least 15 pages
Times New Roman, Font 12, 1-inch margins all around, 1.5 line spacing
Make sure it provides a proper bibliography
The Internet should not be the only source of information
You have 15 minutes for presenting your work. Then a Q&A session will follow.

6. ORAL PRESENTATION – FINAL PROJECT
The audience must interact with the presenter by asking questions/clarifications/further explanation on the work
Your grade will be based on both the quality of the paper and of the oral presentation, and will be evaluated by:
understanding of the topic, analysis and relevance of contents (60%);
exposition skills and how clear you express the arguments that support your opinion; how clear you answer questions raised by the audience (40%).

7. ORAL PRESENTATION – FINAL PROJECT
Calendar:
Monday, December 3, 2018
Groups presenting their work
Tuesday, December 4, 2018

8. PRESENTATION OUTLINE
Part 1: at least 1-2 pages including the following information (PRODUCT):
Choose an existing brand and give a brief overview of it
Provide a description of your product (see the following point)
Highlight the novelty of your product (incremental innovation – radical innovation)  This new product must be something that is not currently marketed by the company, that you think would interest the same customers who are now buying the company products.

9. PRESENTATION OUTLINE
Part 2: at least 4-5 pages including the following information (CONSUMERS):
Provide a detailed description of the SEGMENTATION PROCESS AND THE TARGET you choose for your product. Do some informal research for this part (interviews or survey of a small group of current users of a product similar to yours). Try to gather some simple information on demographics and psychographics that might be helpful.
State most important customer need that your product meets; don't tell me several needs, tell me only the most important customer need.
State to which specific decision making process (cognitive, habitual, emotional) your product belong to and explain why.
State which internal (e.g., personality, values, perceptions) or external (e.g., culture, situational factors) influences relate to your product, and write how and why it is important. Just the MOST RELEVANT AND IMPORTANT IN YOUR OPINION

10. PRESENTATION OUTLINE
Part 3: at least 4-5 pages including the following information (SOCIAL MEDIA):
Develop a social media strategy for your product/brand:
Describe how your brand is active (on how many social media it is present) and perceived (how many followers, brand reputation) on social media
Analyze your competitors. Research how many followers your competitors have on various networks to get an idea of where your target audience might be most active. You can also see what responses competitors are getting for different types of content to learn which tactics might be most successful
Choose one or two social media platforms (e.g., Facebook, Instagram, Pinterest…) for promoting your specific product and explain why you choose that one (e.g., demographics of your target)
State which is your main goal (create brand awareness, generate demand…), which are the main content types (video, photo, emotional or rational content) you want to share online and how (timing, use of influencers….)