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Posted: December 28th, 2021
SM120 Capstone Project: Overview and Part 1 Capstone Project
Paper details SM120 Capstone Project: Overview and Part 1 Capstone Project Overview:It’s almost impossible to create a successful brand without embracing the solid principles and best practices of consumer behavior, consumer psychology, and consumer research. Throughout this quarter, we will learn and discuss the procedures and strategies that great marketers use to ensure theirbrand’s success. The Capstone Project will consist of 5 parts, each centering on a particular aspect of consumer psychology. Upon completion, you’ll have a good understanding of the evolution of a great marketing strategy using the tried and true principles of consumer psychology. For the entirety of the Capstone Project, you will play the role of the marketing research brand manager for a large well-known consumer brand. Choose one of the following products for your project: MacBook Air (Apple); Air Jordon (Nike); On-the-go Crossbody Bags (Vera Bradley); Diet Pepsi (Pepsico); or 4-Series (BMW).Remember, you will use the same product for all 5 parts, so choose your brand carefully.
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