Consumer Behaviour and Market Research
Assignment
Students must choose an advert, or series of adverts, to be critically analysed in the context of impacting consumer behaviour. The assignment should explore whether the advert is successful/effective and why. A significant portion of marks will be assigned to the critical analysis of HOW and WHY the advert is/is not effective in influencing consumer behaviour.
Sample Format
Cover Page: Name, student number, title, date, chosen advert/series of adverts, etc.
One page context summary: What the advert is, who it is for, what is the role/scope/purpose of the advert. Do not simply place a YouTube weblink - use screen grabs (200 words, approx.)
Analytical Report: Engaging with external marketing literature, and showing capacity for detailed analysis. Students should be able to detail how the chosen advert illustrates a given concept, or indeed fails to deliver in its intended application.
Format of Report: You must have a written one page summary, and a written one page reflection report. Beyond that the analytical report can be provided in one of many formats including an annotated picture portfolio; written esssay (essay of approx 1000-1500 words // or video submission of approx 4-5 minutes // A to Z document 26x 50-60 words, etc).
External Reading: There should be evidence of external reading. Academic, peer reviewed journal articles are higher quality than websites and magazines.
One page reflection/review: Things I learnt doing this project, what I did not learn, what questions remain unanswered, what more would you like to know, what would you suggest as the next step to develop your learning on this topic. What key questions have you answered? What key questions remain unanswered or would you like to know more about? (300 words, approx. Bullet points perhaps)