Background:
In Module 4, we explored the principles of marketing and why consumers make the choices they do. Specifically, Chapter 11 of Business Essentials, “Marketing Processes and Consumer Behavior” provides you with a five-stage model that highlights the stages of the consumer buying process. In your Module 5 and 6 readings, you learn what differentiates a good presentation, report, or proposal from a poor one, and how to effectively conduct and cite research to support the objectives of your presentation.
Assignment Details:
Assume that you are considering attending graduate school in your field. Select three colleges or universities that you would be interested in attending.
Using this five-step model of rational decision-making, create a voice-over “how to” presentation that describes how you used the model effectively to select a graduate school.
In the presentation, explain in detail how psychological, personal, social and cultural factors influenced the each of the five stages in the model.
Similarly, address specific marketing factors presented by each of the graduate schools in the context of product (graduate program), pricing (tuition/program costs/housing), promotion (rankings, news stories, reputation, scholarship offers, etc.), and place (university location) and how marketing influenced your decision to select a graduate program. You may want to refer back to Module 4 – Common Examples of Persuasive Business Messages and Module 4 – Developing Marketing and Sales Messages in examining how these marketing concepts apply to colleges, universities, and their academic programs–and how they are used to get students to attend.
Using three of the “six ways to make a lasting impression” from Part II of Carnegie’s How To Win Friends as a contextual guide, explain the ways in which your final choice made a lasting impression during your marketing and consumer behavioral decision-making analysis. How did the marketing techniques used by the college/universities you researched appeal to:
How they took interest in your interests
Discussed/conveyed what matters to you in selecting a grad program
How they left you “feeling a little better” than the other two choices you considered
Include at a minimum, 12 different resources in a works-cited slide at the end of the presentation that you used to create your presentation and support your arguments in your presentation. You may use your Business Essentials textbook as one unique reference.
Make sure you:
Review the presentation rubric before you get started for grade details.
Include a works-cited slide in APA format that has all 12 references you used in the creation of your presentation.
Upload your presentation to Canvas when you are finished.
Stages of the Consumer Buying Process Presentation (1)
CRITERIA:
Student demonstrates full knowledge by addressing all aspects of the assignment with explanations and elaboration. Student presents information in a way that the audience can easily follow. The presentation features an introduction that provides context for the presentation, a logical order of slides, and an effective summary conclusion.
Student effectively uses graphics with correct and consistent font, interesting slide background and supporting visuals to enhance audience understanding and interest in the topic.
Student speaks with excellent fluctuation in volume, inflection, and cadence with fully proper pronunciation to maintain audience interest and emphasize key points.
Student demonstrates full knowledge by answering all class questions with explanations and elaboration.
Student references more than six credible sources throughout the presentation and includes a Works Cited slide at the end of the presentation.
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