You are to Assume the Role of an Executive Working within the Marketing Department: Consumer Behaviour Assignment, SMU, Singapore

Assignment Brief:

For the purposes of this assignment, you are to assume the role of an executive working within the Marketing department of a company of your choice. This company must offer a medium to high involvement brand and product line.

You have been tasked by the Managing Director of the chosen company to prepare a Consumer Behaviour Report that addresses the following areas:

• Situation Analysis of the Company
• Target Market Description
• Target Market Decision Making Process
• Two Social Influences on Buying Behavior
• Two Psychological Influences on Buying Behavior
• Two Personal Influences on Buying Behavior
• Four Marketing Strategy Recommendations

This individual assignment is a combination of theory and practical application of key concepts relating to the module on Consumer Behaviour. The required report must provide evidence of wider research and be adequately presented, investigated, and argued in a logical and coherent manner. Appropriate conclusions made must be explained, justified and appropriately referenced as is expected of a report at this level of study.

The report further requires a MINIMUM of 10 different sources of information (most assignments achieving the top two grade levels available include 10 references). You must use the APA Referencing system to acknowledge your sources of information (both in-text and as a reference list at the end). Further information on the structure and other details of the assignment will be shared by the lecturer during the conduct of the sessions.