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Length : Maximum of 2000 words, comprised of; • Introduction
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Length : Maximum of 2000 words, comprised of; • Introduction – 250 words maximum • Analysis, inclusive of application and integration of theories – 900- 1000 words approximately • Marketing implications – 400-500 words approximately • Conclusion– 350 words maximum TOPICS: Based upon your critical analysis of four (4) academic journal articles, explore health star ratings on grocery items. In your essay, you should consider two to three (2-3) relevant consumer behaviour concepts (e.g., labelling and package design, attitude changes strategies, situational influences, perception, learning and memory, and more). Provide marketing implications for brands on how health star ratings influence consumer buying behaviour. Marking Criteria : Quality of analysis of four (4) academic journal articles (30%) Quality of application and integration of consumer behaviour concepts (30%) Quality of marketing implications (30%) Adherence to guidelines, including spelling, referencing, quality of references, and overall quality of written communication (10%) Details: Students are to prepare a critical analysis on a topic selected from a list that will be supplied in Week 1 (see Moodle for list of topics). This critical analysis includes an analysis of four (4) academic journal articles, which need to be linked to the topic of the question, including discussing and integrating two to three (2-3) consumer behaviour concepts. Students are not limited to consumer behaviour concepts/theories covered up to the assessment due date and are welcome to use theories covered in later weeks by referring to the learning materials available on Moodle. Students are then required to provide a series of marketing implications to achieve behavioural change goals. Detailed information will be discussed in class. style and format: Your report should contain line spacing, margins, Times New Roman font and use Harvard Style referencing. Assignments should be spell checked.
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