The assignments for Clients & Markets involve a real life case study, which will enable you to apply your newly acquired understanding of marketing and customer behaviour to the development of appropriate marketing strategies and marketing initiatives, in both business to consumer (B2C) and business to business (B2B) contexts.
The Darwin Symphony Orchestra
During the unit the teaching team has provided you with insights into the Darwin Symphony Orchestra’s (DSO) marketing situation, its significant B2C and B2B customer segments, and some of the challenges that it faces.
Word limit 3500
B to C target market ( 1500)
B to B target market (1500)
Assignment continues on directly from Assignment 1 and moves to the positioning and marketing mix planning stages of the market segmentation process. \
In Assignment 2 you are required to describe the behaviour of your chosen segments in detail using the psychology concepts and theory covered in the unit. You are then to make recommendations for the marketing mix that clearly build upon this understanding of buyer behaviour.
More specifically the assignment will:
Specific assignment tasks
In middle weeks of this unit (lessons 4 to 9) you are introduced to the key areas of psychology that influence and explain buying behaviour, with the last three lessons reiterating the application of this buyer behaviour understanding to effective marketing mix development.
This assignment seeks to reinforce your learning about the theories and concepts covered, understand their relevance to describing customer behaviour and apply them in B2C and B2B marketing contexts.
The assignment is flexible in that you can also choose which particular aspects of theory and the marketing mix elements that you wish to focus on. For example, you may take themes from all the core theoretical areas and illustrate an application from each, or you might choose to focus on just one or two areas in more detail. Furthermore you may decide to make recommendations for all, or just selected elements of the marketing mix.
More specifically this assignment requires you to complete a customer behaviour evaluation and make marketing mix recommendations for your:
To do this effectively you will provide a detailed description of the buying behaviour associated with your target customers using the key concepts and theories covered in the unit, namely:
You are also required to make recommendations for the marketing mix that are clearly linked to and build upon an understanding of buyer behaviour.
To successfully complete this assignment, you should prepare a report that: