ASSESSMENT 3:
CONSUMER BEHAVIOR VIDEO PRODUCTION
Assignment type: Promotional video production, group report & presentation
Due: As assigned in detailed schedule
Marks weight: 25%
Length:
▪ Promotional/ commercial videos:
3-10 minutes (20%)
▪ PPT Report: max 10 slides
(+/- 10%)
(5%)
▪ Presentation: 10 minutes of presentation and video, and 5 minutes of Q&A
1.
Objectives:
A significant part of the course grade will be determined by students’ participation in a team
project. It consists of working as part of a team of 4 to 5 students to design, produce, and
present a promotional/ commercial video project focused on an aspect of consumer behavior
chosen by the group.
The objective of this assignment is to determine the extent to which students understand and
integrate consumer behavior concepts into a so-called content marketing activity.
2.
Tasks:
Like a content marketing producer, students are required to carry out a team project in
which they select a particular concept/ topic related to consumer behavior, propose, and
carry out either:
(1) A promotional video to convey this concept/ topic, that may help audiences
understand this concept/ topic.
e.g. Customer Delight*
(2) OR a commercial video (TVC) towards a brand/ product that is applied to any
consumer behavior related theories, aiming at helping brand/ product influence the
audiences’ attitude and behavior.
e.g. TVC Neptune Tết*
NOTES:
* Click to the link for your reference.
* A video created from slides will NOT be accepted.
3.
How to do:
1) Topic proposal:
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For promotional video: choose an interesting concept related to consumer
behavior, (e.g., customer delight, customer experience, customer
empowerment; perception, motivation, emotion, personality.…); review
literature related to this concept.
For commercial video: choose a specific brand/product in the Vietnamese
market. Review related consumer behavior concepts you want to apply to help
this brand/product influence the audiences’ attitude and behavior.
2) Design a storyboard (what will be included in the video).
3) Produce the video.
4) Upload the video on a suitable social media platform.
5) Prepare a PPT report: the PPT report should briefly explain your video (e.g.,
objectives of the video, fundamental consumer behavior concepts/key messages the
video conveys).
6) Submit video and PPT report to eLearning.
7) In-class presentation.
4.
In-class presentation and promotional/ TVC show:
Each group will post their video on a certain social media platform.
Each group has max 15 minutes to present their video, and show video, and a short Q&A (if
needed) in the presentation day
A maximum time of 15 minutes is per group, including:
●
●
●
5.
Present PPT report:
Show the video:
Q&A:
5 minutes.
5 minutes.
5 minutes.
Marking methods
Grading will be based on four sources:
●
●
●
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Lecturers
Invitees (faculty members, industrial expertise)
Students
The number of views on one social media platform where the video is uploaded.
The prizes will be offered to the top 3 highest score videos.
PROJECT TIMELINE
Session 1: Meet your group
Students are grouped randomly by the lecturer which
will be announced soon in Session 1. Groups then
inform us of their group leaders. Last term, I let
students choose their own members and it resulted in
some unwanted situations. This time, I'll let the
computer choose.
Session 6: Project instruction
Brief project instruction
Session 7: Submit project
proposal
Submit a brief proposal describing what topic and idea
to present it
Session 10: Join
project coaching session
The feedbacks are discussed with the instructor in class
Groups proceed to work on their video: storyboard,
and others
Session 13: Join project coaching Project discussion
session
Session 14: Join project
coaching session
Project discussion
Session 15: Post video, submit
final Report and video and
present Your Project
Groups submit PPT reports and videos.