The abstract should briefly state (1) what is the identified consumer behaviour or psychological reaction (explained in a specific concept), (2) what are the relevant theories/concepts applied in the analysis, (3) what are the future trends and recommendations.

• Brand overview (20%) - 400 words

You need to briefly introduce the background of the company/brand.

• Consumer behaviour identification (15%) - 300 words

You should identify a specific consumer behaviour or psychological reaction and explain why it is important to the success of this company.

• Critical analysis of marketing actions (55%) - 1100 words

This section requires you to (1) choose 2~3 relevant consumer behaviour theories/concepts, (2) apply them to evaluate how the current marketing actions adopted by the chosen company attempt to address/influence the identified consumer behaviour or psychological reaction, (3) analyse the results and effectiveness of the aforementioned marketing actions by using the selected theories/concepts.

• Future trends and recommendations (10%) - 200 words

This section should be a brief discussion demonstrating your understanding of how consumer behaviour may influence marketing practice. This section requires you to look at the future, describe the trends of your identified consumer behaviour and offer practical recommendations for the chosen company. In particular, you need to discuss how the chosen company can benefit from better leveraging insights of the chosen consumer behaviour theories/concepts in the future?