Introduction to consumer behaviour and trends
In this module I will be exploring why people think and behave in certain ways for successful marketing and communications. I will explore the trends that are currently driving consumer culture, while also learning how to analyse audiences so that you can target them effectively. From basic market research skills and learn how to apply consumer insights.
Assessment 1 is a group work project that is an original content team at Netflix. Netflix aims to ramp up its production now that it has secured a production facility. Netflix is trying to keep up with stiff competition from its rival, Amazon, by producing even more original content than it already does. In addition to Amazon, competition is everywhere, ranging from traditional players like the BBC, Channel 4 or ITV as well as emerging companies like Hulu.
Assessment 2 is that the bosses at Netflix really liked the concept (which was assessment 1) and wants to put together some preliminary thoughts on promoting the show so that it has a big viewership. The Netflix management team wants a deeper look at specific groups of consumers and how they may need to be marketed to in different ways and develop a basic marketing plan outlining. To promote the show for two different consumer segments.
Mock up for Vogue magazine for Assessment 2 of the main cast.
