Topic: Consumer Behavior
Description:
Investigative essay
Essay topic is as follows:
‘While marketers do their best to imbue brands with positive, motivation values and associations, marketers do not decide a brand’s ultimate meaning. Consumers do and sometimes they find relevance, purpose and significance that the brand’s creators may not have seen or intended. Discuss.
This Assessment Task relates to the following Learning Outcomes:
• 1. Identify, understand, and articulate a range of influences on consumer behaviour.
• 2. Critically analyse, discuss, evaluate and integrate the theoretical literature to create a
coherent and theoretically rigorous argument.
• 3. Critically evaluate and reflect upon specific marketing decisions and marketing strategies through the use of applied questions.