Individual Report Assessment Marketing Paper

Individual Report Assessment Marketing Paper
The Individual Report is designed to provide students with the opportunity to demonstrate their
understanding of consumer behaviour theories and the application of these theories in
developing marketing strategies. Students are required to analyse adverts from a range of
sources and apply a range of consumer behaviour theoretical concepts to three consumer
behaviour topics below.

Topic 1 – Perceptual Theory: Use the perceptual process to discuss how marketers use
areas such perceptual attention, symbolism and interpretation in constructing their
messages. Give a range of appropriate examples.
Topic 2 – Learning Theory: Use (1) stimulus-response models such as classical
conditioning; instrumental conditioning and (2) cognitive learning theory to discuss how
learning theory underpins communication & branding theory. Provide a range of appropriate
examples.

Topic 3 – Motivation Theory: Use content theories of motivation; such as Maslow’s
Hierarchy of Needs and/or McClelland’s “Three Needs Theory” to show how the company
has targeted various segments with their products. Give a range of appropriate examples.
Topic 4 – Consumer Lifestyle theory: Use psychographic lifestyle models such as VALS 2
to illustrate how the company has used psychographics & lifestyle as a segmentation tool.
Provide a range of appropriate examples.