Demonstrate their theoretical understanding of important consumer behaviour concepts
- Country :
Australia
The Brand Case Analysis is a group report that will allow students to demonstrate their theoretical understanding of important consumer behaviour concepts. Students are required to analyse and present solutions to real-life practical marketing problems in the context of a "brand analysis" as part of the research to writing the case study report. Once you have derived some interesting research insights from your "brand analysis", you will be required to write a short 2500 words case study report. The assessment brief is available on Blackboard. This assessment will need to be submitted on TURNITIN.Assessment information A Overview: This is a written assessment that allows students to demonstrate their theoretical understanding and application of consumer behaviour concepts discussed in modules they have completed. Guidelines:
• You are required to choose a single brand (i.e. Uber) within an industry (i.e. ridesharing) in which you can find and collect brand-related information (i.e. advertisements, news/business articles, social media, websites etc). • When developing your case study, the discussions should be in response to 3 or 4 questions (which you will develop) that will engage and challenge critical thinking in the context of consumer behaviour/psychology. For example, "How are Uber drivers encouraging positive disconfirmation whilst dealing with surge pricing?" or "How is Uber putting equity theory into practice"?
• A minimum of TWO different consumer behaviour theories will need to be applied in your discussion. The key is to identify how the company marketing the chosen brand are attempting to influence, modify or impact the consumer's behaviour using specific consumer behaviour theory.
• The assignment can be structured (or written) as a report, case study or an opinion piece (i.e. discussion paper). Be creative and draw on external resources to support your case study.
• You are recommended to include pictures, tables, figures and statistics where relevant throughout your assignment.
• A minimum of FIVE different academic references (peer-reviewed journals) should be used to support the 2 concepts and theories you have chosen. •
