Requirements: Apply relevant consumer behaviour concepts/theories from textbook Unit 1 - 3 and evaluate TWO current, real-life marketing examples to illustrate your understanding on these topics.

Assignment Guide: About CB Concepts

Concepts or theories applicable to Assignment 1:

Basic consumer decision making (CDM) (i.e. Textbook Unit 1 - Module 1, Unit 2 - Module 1; Lecture Notes LS01) Internal factors influencing consumer behaviour like perception, learning and memory etc (i.e. Textbook Unit 3 Module 1 - 3; Lecture Notes LS02 - LS04).

Specific and relevant consumer behavior concepts/theories should be applied. You should select and state very clearly

which concept or theory you are applying in your answer.

It is NOT necessary to cover all 3 Units nor all 4 sets of lecture notes in your answer.

Assignment Guide: About Marketing Examples

Marketing examples refer to any forms of marketing activities (e.g. product, price, distribution or promotion strategies or tactics etc) of companies/organizations in real-life. E.g. New product features, price changes, new store open / renovation, new ads or new social media posts, new promotional events ...etc The examples selected should be CURRENT, which have been

launched / executed within the past 12 months.

The TWO examples can be from two different companies / organizations. Evidence or support of the selected examples should be provided in

the assignment appendix. E.g. Providing screenshots of the source of information about the new product or new ads (i.e. to show the features and the date of release launch) etc.

Assignment Guide: How to structure your answer

Describe the chosen marketing examples. Identify specific consumer behaviour concepts or theories in Unit 1 - 3 which are relevant to these examples and explain how these concepts or theories are applied in your examples. Evaluate the chosen examples in trms of specific consumer behaviour concepts or theories (i.e. comment on whether

their designs are good or not, e.g. does the ad example selected a good way to enhance viewers' memory towards the ad message according to the memory concepts/theories discussed in your answer? with justification and discuss the marketing implications (e.g. lesson learnt from this example? any improvement could be made?) etc.