MKT20025 Consumer Behaviour Assessment 3 Brief S2, 2025-26 | Swinburne

MKT20025 Assessment 3

Assessment 3: Video Presentation – 25% (5 minutes)

External Influencing Factors on Consumer Behaviour

Marketers typically need to present their ideas, analysis and strategic recommendations to clients or members of their department or organisation. To do so requires the presenter to include relevant content, deliver it well, and use appropriate visual aids. This assessment requires you to record your own powerpoint presentation, using the video function, to produce a professional presentation. This could end up being an item you later choose to include in your portfolio to showcase your capabilities to prospective employers. A professional and polished video recording is therefore required.

Your Task

Select the topic set in either assignment 1 (changing a behaviour of students at home to address a sustainability issue) or assignment 2 (increasing the sales of a brand of electric vehicles (EVs) for your client). Now add an additional layer of analysis by considering the external factors that influence consumer behaviour. You need to select TWO external factors from the following list, which was covered in the course: Family, Socialisation, Reference Groups (choose one of three), Culture, Sub-Culture, Diffusion of Innovation (choose one of three). Discuss how these factors influence the target market, drawing upon relevant theory.

You then need to provide TWO MORE recommendations on how the company (your client) could better influence consumer behaviour by changing their current marketing strategies to incorporate your insights regarding the two external influencing factors you selected. Don’t forget to review your existing recommendations and ensure that your new ones are complementary (not conflicting) with them.

Summary of requirements: You need to include analysis of TWO external factors that influence your TM then provide TWO recommendations on how your client can better reach/satisfy them.

Presentation:

Ensure your presentation contains the following:

-A front slide with project title, your name, the client and date (1 slide)
-A brief review of your client, purpose of the first report, and your previous 2 recommendations (one line each) (1 slide)

Analysis of the two external factors and how they affect consumer behaviour of your TM (2 slides)
Proposal of two recommendations for how your client could improve their current marketing strategies in response to your analysis (2 slides)

Powerpoint slides that summarise the above 

– using minimum font size of 20 (max 7 slides)

Video recording of you speaking to your powerpoint slides (note, we require both video and audio for this assessment)
Once you are happy with your recording (this might take a few tries before you get there), you need to upload your video somewhere- you may try to create a youtube channel and upload it (using private settings, not public)
 – then upload ONLY THE LINK to your video recording onto canvas.

Guideline for length: 5 minutes, maximum 5 content slides + title slide + references slide (7 in total)

Marks allocation guideline:

Marks will be allocated as follows:

Content – your analysis and selection of content to include (10)
Professional presentation – your delivery (10)
Quality of visual aids (your slides) (5)