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BUSINESS SCHOOL

MKTG6104
Psychology of Marketing Decisions
Semester 2, 2025

Group Project (45%): Psychological influences/tactics in action

Assessment weight: Poster: 1-page + approx. 500 words synopsis (15%) &
Report: 2,500 words (30%)
Due date: 7th November 2025 (Friday) – week 13

In this unit, we learn about how our decisions are subjected to many internal vs. external
influences/factors. For example, think about the heuristics (mental shortcut) and associated
decision biases/traps that may arise from their use. These conceptions predominantly stem from
Kahneman and Tversky’s (1974) foundational heuristics (i.e. availability; representativeness;
anchoring & adjustment) and their implications on decision-making. Since then, many other
types of cognitive biases and psychological influences have also been identified & documented.

The aim of this group project is to get you to further explore and deepen your understanding of
these psychological concepts and their influences on decision-making. More specifically, you will
collaborate with your group members to gather some real-life examples you have come across
this semester, analyse them and showcase how these psychological influences/tactics come into
play, and the insights/lessons you can draw from them.

This will be achieved by first, identifying an agreed area/topic of interest (i.e. serving as your
context), gather the relevant examples and create a 1-page poster (e.g. using Canva;
https://www.canva.com/) along with a 500-words synopsis to showcase your story/insights.
Then, through an analytical & critical lens (2,500-words written report) of your group’s gathered
examples, you will provide more detailed complementary insights e.g. surrounding their
applications, effectiveness, appropriateness, and lessons on decision-making. Through your
analysis & synthesis, you will unpack how these psychological influences or tactics are used by
businesses or marketers (can be for-profit or non-profit context) to achieve their goals e.g. to
trigger a purchase decision, steer towards an attitude or (in)action towards a brand/cause etc.

The following criteria will be used for this project:
Marking guide Allocated marks
Poster – 15%
• Content: Informativeness, relevance & connection of materials
gathered including the ~500-words synopsis
15
• Display: originality, creativity, clarity & visual effectiveness e.g.
aesthetics, overall design, flow, layout
15
Report (2,500 words) – 30%
• Coverage of relevant issues & insights/lessons 15
• Integration of theories/frameworks to strengthen discussion 15
• Depth of analysis and critique 15
• Overall written presentation including structure, format, writing
style, referencing etc.
5
Note: The above should be considered holistically. Collaboration and Context are crucial.

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Please note:
The nature of the group project requires that you collaborate as a coherent team to produce your best
performance possible. It is important that members are aware of individual work styles, circumstances, be
adaptive and constructive in a team environment, and strive to complement each other’s skills and
experiences. Should you or your team encounter any issues or concerns during the semester, they should
be brought up to me as soon as they surface to maximise the chance of resolving them.

Peer evaluations (form to be completed by each member and submitted at the end of the semester) will
be used for this project.

The following provides some broad guidelines when writing up your report:

NOTE: this is NOT your report structure

1. Scope and Structure:
• Does your report have a clear outline/scope of the issues to be covered?
• Does your report have a clear theme/structure and organisation?
• Are your main points developed & conveyed logically?
• Is there an effective analysis/discussion?

2. Content:
• Is there evidence of adequate reading/research/insight?
• Is the breadth vs. depth of coverage adequate?
• Are the issues highlighted appropriate, and analysed in sufficient depth?
• Are your arguments supported by relevant evidence (examples) and references?

3. Critical Analysis, Discussion and Insights:
• Are your arguments logical, persuasive, and consistent?
• Are your opinions supported and/or based on logical premises?
• Does your report show evidence of original or critical thought?
• Any insights/lessons or decision-making/marketing implications to be brought into awareness?

4. References:
• Are all sources acknowledged?
• Are all references cited?
• Are in-text citations aligned with the reference list?
• Was consistent citation/referencing style (e.g. APA) used throughout your report?
• Refer to the referencing guide posted in Canvas LMS.

5. Layout of Report:
• Subheadings, tables and visuals may be used to organise and convey your key points and
insights.
• Consider the flow of your ideas, arguments, fluency and writing style.
• Remember to check the spelling, punctuation, grammar, and paragraphing.

6. Overall:
• Read through your report again … Have the intended issues identified been clearly addressed and
discussed?
• Are the layout and formatting in place?
• Suppose you are attending a job interview; would you be proud to bring this report with you?

Nuts and Bolts:
• For the report, please use 12-point font, at least 2cm margin spacing throughout, 1.5 line
spacing, and full justification. Remember to insert page numbers.
• Include all team members’ “Full Name”, “SID” & “Workshop Day/Time/Group Number” e.g. Tue
10:00 Group 2 on the cover/title page.
• Submit your finalised work through Canvas by its due date/time. Please convert your work into a
single PDF document in this order: 1. cover page + 2. poster + 2.1 synopsis + 3. report, prior to
submission. This will ensure that visuals and report formatting remain intact.
• Only 1 submission per group is required.
• Appendices (if required) should not exceed 5 pages (not included in word limit).
• Yes, there is a 10% leeway on the word limit for the report.
• The reference list is not included in the word limit.

Feel free to reach out if you have any queries. Have fun exploring for your examples �!

� Happy mind, healthy life!

学霸联盟