Write a report for the marketing director of an organisation of your own choice that critically evaluates contemporary consumer behaviour theory for a specified consumer segment

Instructions - Coursework Two

Individual Coursework 2 (CW2)

This individual coursework counts 50% toward your final course mark.

Course Learning Outcomes: This coursework has been designed to  test your achievement of the following course learning outcomes (CLOs):

1. Apply relevant marketing and consumer psychology concepts, theories and principles to inform creative solutions within diverse marketing settings.
2. Critically evaluate marketing and consumer psychology theory and practice to bring about positive change in the context of contemporary consumer society.
3. Synthesise marketing and consumer psychology theory and practice to develop a reflective, socially-responsible approach to engaging with diverse stakeholders needs.
4. Evaluate marketing ideas and approaches to construct professional and sustainable solutions to contemporary consumer issues and trends.

Coursework instructions: 

This assignment (50%) requires you to write a report focusing on consumer segmentation and subcultures.

• How does an understanding of the behaviour of a particular consumer group help a company develop its marketing strategy? Write a report for the marketing director of an organisation of your own choice that critically evaluates contemporary consumer behaviour theory for a specified consumer segment and makes suitable recommendations for marketing management in their company. (1500 words)

Along with examples, at least 15 academic journal articles should contribute to your discussion. You should follow the Harvard style of referencing. 

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