CONSUMER BEHAVIOUR

Take the position of a marketing executive in your firm – an ad agency. The agency is planning a competitive pitch to win the Tourism Tasmania account. The CEO of the agency has heard about your sharp and ingenious insights into consumer behaviour and has asked you personally to provide a critique and make recommendations on a new approach to a key tourism initiative. She has asked you to write a response to a brief for the agency team to work to using your knowledge of consumer behaviour research and theory and experience in packaging tourism-related products.
You will need to critically analyse the strengths and weaknesses of the feasibility study and other documents on which the initiative is based, in such a way as to show your command of consumer behaviour theory and research and how it can be used to inform marketing practice.
Your “brief” for the critique and recommendations (i.e. the test paper) will be made available to you at 9am on the 21st of October – the deadline being 9am on the 25th of October. Detailed marking criteria and rubrics will be provided simultaneously.
Collusion, which means collaborating with another person to complete this test, is cheating and is therefore not permitted. Exams showing evidence of collusion will be disqualified on these grounds. Any technical issues you experience should be reported immediately to the lecturer by email – it is important that you do not contact other students or your tutor

4,500-5000 WORDS
Lessons learnt: How can different settings inform each other? Using one topic as an example, discuss psychological theories and research findings across multiple contexts.

1,500 words: topic (what consumer behaviour is; how it develops; impacts on behaviour)
1,000 words: consumer behaviour within identified educational setting (Sponsoring of tablets and effects on educational performance? School choice and impact on values?)
1,000 words: second context (Health education around diabetes and obesity? Draw parallels to educational context above)
1,000 words: third context (Draw parallels to educational and to health context)
500-800 words: intro and conclusion (conclude about consumer behaviour and “policy borrowing” – try to make recommendations)