Mid Term Project – Consumer Learning

Individual Project – Consumption Journal

The Mid Term Project

set: 8 November 2016          due: 24 November 2016

in class time: 17 November 2016 is for you make your analysis and to prepare your report

ie. There is no formal class this week

For the following week you will keep a diary of consumption activity. This should primarily be your own consumption, but you could observe others, as well. Include EVERYTHING you purchase, from morning to evening.

You will make a full week’s entry, day by day, as part of your report.

The objective of this assignment is for you to develop a reflective and evaluative approach to your own consumption. The approach is interpretive, similar to an anthropologist’s fieldwork diary. Reflecting on your own personal consumption should help you to put yourself in the place of other consumers.

Consumption can cover actual real life consumption, as well as activities online that do not conclude with a purchase.

Consumer behavior concepts from our class, as well as extra readings should be applied to help you interpret and analyze the experience or observation.

Each entry should comprise:

  1. A description of the experience. You may want to include copies of the advertisements or promotions seen. Use your smartphone to take photos in store.
  2. Analysis – Analyze what you think is happening. For example, how does the behaviour fit (or not) with the concepts and theories discussed in class?
  3. Pay particular attention to the theory on
    • segmentation, targeting and positioning
    • consumer motivation and personality
    • consumer perception
    • consumer learning.
    • consumer attitude formation and change

Once the week is finished, make your analysis, and email your report to your instructor  karen.howells@neu.edu.tr 

Remember to add your student number and name at the top of your report.


Assignment 4 – Sentiment Analysis

With reference to Chapter 9 of Tuten, we are going to perform Sentiment Analysis for this final assignment.

Pick a major brand you like with a large social footprint and monitor it across at least seven of these tools or others for a week. Observe differences and similarities between the tools you’ve chosen.

Brand: e.g., McDonalds    

Social monitoring tools
Posts (representative of the channel sampling)
Observations, thoughts
e.g., Hashtags e.g., “I’m craving #McDonaldsFries” e.g., For the most part these are favorable, fan posts and brand-generated posts
Twitter Search   e.g., Same results as previous tool
Same Point    


Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Keyword: e.g., McDonaldsFries    
Social monitoring questions Answers Observations & Thoughts
1. How many times was the search term found?    
2. When was the search term found?    
3. Where was the search term found? e.g., Twitter  
4. Who mentioned the search term? e.g., @McDonaldsFan  


Again taking the same brand you used previously, gather consumer posts reflecting changes in sentiment. Positive and negative sentiment are easy to interpret. Find sample posts of each of these as well as ambivalent posts.  How common do you think similar ambivalent posts are? How do you interpret them for the most part from the brand’s perspective?

Tool used Positive sample consumer posts Negative sample consumer posts Ambivelent consumer posts Thoughts & observations
e.g., HashTags e.g., “I’m craving #McDonaldsFries” e.g., “Just got #McDonaldsFries & they were too greasy!” e.g., “Anyone want my free coupon for #McDonaldsFries?” e.g., I believe the ambivelent posts are just everyday people saying what they feel and its fine. People aren’t always going to have extreme feelings toward a brand. At some point brands become part of everyday life, including the “ho-hum” moments.



Mid Term Project Guerrilla Marketing Strategy with Social Media

Mid Term Project for Social Media Marketing MARK526

Guerrilla Marketing Plan with extensive use of Social Media

 Set: 15 March 2016           Due: 5 April 2016 (Presentation in Class)

The assignment is to create a PowerPoint slide presentation of 5 to 15 slides to convey your guerrilla marketing strategy for a particular organisation, including analysis of the social media selected.

Presentation time will be 5 to 15 minutes.

The Organisation: Any product or business service

Red-Bull-Minis (1)

Imagine you have finished your business plan for your business, you have weighed up the risks, and have decided to go ahead with your plan. It’s one month before the opening of your business, and you need a marketing strategy.

The assignment is to present to the class your marketing strategy.

Your strategy could include:

  • The product brief
  • The market (as a micro market)
  • SWOT analysis
  • Trends and future growth possibilities
  • Product usage,
    • who is using?
    • why do they use?
    • when do they use?
    • how is it used?
  • Attitudes of customers,
    • Towards product category
    • To the product
    • Do they like the product or not?
    • A unique characteristic of our customers?
  • Description of the purchasing process
  • Buying decision making process
  • Sources of information
  • Who makes the purchase?
  • Who or what may influence the purchase?
  • The competition
    • Primary competitors
    • Secondary competitors
  • Pricing strategy


The important section ************

  • Current promotional strategy
  • Promotion objectives
  • Strategies and themes used
  • Promotional tools
  • Design of materials
  • Timing of promotional activities
  • Market segmenting, targeting and positioning,


Your marketing strategy plan should specify which social media you have decided to include, and mockup of your social media ideas should be specifically mentioned. You can do this with the use of storyboards and rough sketches.

As well as presenting your ideas on the set time, you will also be required to complete your presentation in a slide format (Powerpoint, Prezi), and upload these to a suitable online media (Slideshare, Google Docs, Prezi) and include a URL link for your project in the comments section below.

extra resources: scarb_eesbm7e_ppt_08_GE