Using relevant consumer behaviour theory, illustrate how and why real-world marketing activities do (do not) work.
a title page and a contents page (not included in the word count)
an executive summary showing the main findings of your report
main body, where you discuss relevant theories, use them to evaluate the effectiveness of marketing tactics or strategies, and critically evaluate these theories, highlighting their limitations
conclusion
references (not included in the word count)
Theory 1: theory of planned behaviour
Definition –
Explained –
Uses / limitations –
Concept/model/theory 1: examples from marketing practice e.g. retail
Example –
Conclusion as to why it is useful /not –
Theory 2: Elaboration likelihood model
Definition –
Explained –
Uses / limitations –
Concept/model/theory 2: examples from marketing practice
Example –
Conclusion as to why it is useful /not –
