You will choose to focus on one of the following essay topics: a) This topic rel

You will choose to focus on one of the following essay topics:
a) This topic relates to market segmentation, digital marketing and social influence. What are the benefits of using traditional media, versus social media in communicating with consumers? Discuss.
b) This topic relates to needs/motivations, personality, perception. What is a “self-brand connection” and how important is it in shaping brand loyalty (behavioural and identity loyalty)? Discuss.
c) This topic relates to decision-making. Are consumers rational or emotional buyers? Discuss.
Requirements:
You must support your answer with theory. You must use a minimum of 8 journal articles (from sources classified as Journals). Your response should demonstrate a clear understanding and articulation of scholarly research on the topic.
You may incorporate brand examples to support your narrative – these should be secondary to your focus on theoretical analysis and critical discussion. See rubric on iLearn (PDF) for grade level requirements.
The word limit is strict – 2000 words.
This essay assessment targets the development of students understanding of core consumer behaviour. It focuses on enhancing critical thinking skills and encourages students to understand the complex nature of consumer behaviour.
Failing to meet the 8 journal article minimum will lead to a 2/50 mark deduction

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