Assessment 1 – Case Study Analysis and Individual Presentation (40%)
Report Component
The principles of consumer behaviour can be used to market goods, services and ideas. Your task is to use the concepts and theories learned so far to conduct a consumer behaviour analysis for a company or brand and product of your choice. You will also have to identify a marketing initiative based on the analysis.
You will condense the detailed findings from your analysis into a concise presentation that serves as a ‘highlights package’ of your written analysis.
For this assessment, you will
drawing on and applying various concepts and theories from this module to date, explain how consumer behaviour is influenced by the company in making this compan or brand and product a success;
conclude with a brief summary of the marketing initiative.
In your analysis, you may draw reference to ethical marketing, sustainable marketing, and corporate social responsibility, BRAND AWERNESS (if applicable)
The word count for the written component of this assessment is 1,500 words. This excludes the executive summary, table of contents, reference list, and appendices.
The report will be marked in accordance with the rubric provided on pages 13 – 15 of the module handbook.
