1. 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.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.

2. Textbook Unit 1 3 cover mainly the basic consumer decision making (CDM) (i.e. Textbook Unit 1 - Module 1 & Unit 2 - Module 1; Lecture Notes L01) and the internal factors influencing consumer behaviour like perception, learning and memory etc (i.e. Textbook Unit 3 Module 1 3; Lecture Notes L02 L04). In your discussion specific and relevant consumer behaviour concepts/theories should be applied. It is NOT necessary to cover all 3 Units nor all 4 sets of lecture notes in your answer.

3. 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. The examples selected should be CURRENT, which have been launched / executed within the past 12 months. Evidence or support of the selected examples should be provided in the assignment appendix.

4. How to structure your answer:

i) Describe the chosen marketing example.

ii) 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.

iii) Evaluate the chosen examples in terms of specific consumer behaviour concepts or theories (i.e. comment on whether they 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.

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