g r o u p p r o j e c t- universityof lethbridge（g r o u p p j r o e c t -莱斯布里奇大学）（6页）.docVIP

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g r o u p p r o j e c t- universityof lethbridge（g r o u p p j r o e c t -莱斯布里奇大学）（6页）.doc

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g r o u p p r o j e c t- universityof lethbridge（g r o u p p j r o e c t -莱斯布里奇大学）（6页）

MANAGEMENT 3210Y CONSUMER BEHAVIOUR GROUP RESEARCH PROJECT GUIDELINES Overview Companies that fail to meet the changing needs and wants of their customers ultimately lose out to those who can and do. Meeting these needs and wants requires not only an understanding of consumer behaviour but also a comprehensive marketing plan based on that knowledge. The group research project is a semester-long project designed to integrate and apply the course material to the development of a real-world marketing strategy. The project requires a team of three to five people to select and research a product or service category, select a brand within that category, reposition it according to the needs of a new market segment, and then develop a marketing plan for the repositioned brand. It consists of a written report and two class presentations and is worth 35% of the final grade. Part of the research for this project will involve primary research collected through a questionnaire administered to a small sample of the target market. Teams will be self-selected and must be formed by the 3rd week of class, i.e. January 26th. . Since leaving the project to the end of the semester is counterproductive it needs to be completed in three phases. As the aim of the first two phases is to provide feedback and to the team make steady progress they will not be graded. For each phase not handed in on time, however, the group will lose 10% of the overall project grade. Phase one requires a two to three page description of the product category the group has chosen to focus on, a breakdown of the responsibilities among group members, and a project plan. Phase one is due Feb. 9. Phase two, due March 8, involves a profile of your product categorys market, a description and justification of your new target segment, and a draft of your questionnaire. You will also be required to give a short (5-7 minute) oral presentation to the class describing your product or service and its new targe