Introduction
The assessment for Buyer Behaviour and Ethics requires you to draft an Introspective and Reflective Report on your buyer behaviour. Using consumer behaviour theories (e.g., Theory of planned behavior, Theory of reasoned action, and the psychology of consumer decision making), prepare a report on key aspects of ethical buying informed by your own weekly shopping.
You are advised to keep a weekly diary (for two weeks minimum) on what you buy, why and what considerations inform your purchase decisions (e.g., fair trade, organic, pricing).
You should include a reflection on the use of ethical approach to marketing communications (e.g., ethics of visual representation) and how it is employed to persuade consumers. How, for example, did it persuade you to choose a certain product? You need to think about the theoretical lens (e.g., TPB, TRA etc) you will use to examine this topic. Also, reflect on methods you will use in collecting information 2 (e.g., your weekly diary, participant observation of the marketplace dynamics and other consumers). You can complete individual sections of your report using secondary data (i.e., resources in the published domain). However, PLEASE NOTE THAT YOU HAVE THE CHOICE TO COLLECT EMPIRICAL DATA IF IT IS READILY AVAILABLE (e.g., via interviews or questionnaires administered to staff, other students and / or customers), YOU WILL NEED TO FILL IN THE ETHICS FORM D AND SUBMIT IT WITH YOUR ASSIGNMENT IF YOU MAKE USE OF PRIMARY DATA. [The tutor will fill this on behalf of the whole class (attach it as an appendix in your work)].
On successful completion of this module, students will be able to:
PC Programme Competency Statement (DM&A MSc Digital Marketing and Advertising Management)
PC 1 Develop and apply advanced theories, processes, and best practice in digital marketing and advertising to evaluate and address real world challenges.
PC 6 Demonstrate global-mindedness and inter-cultural sensitivity, and show a heightened critical appreciation of diversity and inclusivity in digital, cross-cultural settings.
PC 10 Practice moral and ethical dimensions of responsible digital marking and advertising practice and comply with professional values.
PC 12 Demonstrate integrated and synthesised understanding of the global dimensions of business environment and intercultural mix in a local and international context.
PC Programme Competency Statement (MM MSc Marketing Management)
PC 1 Develop and apply advanced marketing management theories, processes, and best practice to deliver transformational change in a real-world marketing context
PC 6 Demonstrate global-mindedness and inter-cultural sensitivity and show a heightened critical appreciation of diversity and inclusivity in digital, cross-cultural settings.
PC 10 Practice moral and ethical dimensions of responsible marketing management practice and comply with professional values and standards.
PC 12 Demonstrate integrated and synthesised understanding of the global dimensions of business environment and intercultural mix in a local and international context.
Individual Report Assignment : Resit
Introduction
Please choose a company and critically evaluate its ethical approach to marketing communications and in particular how it influences consumers’ purchase decisions. You need to think about the theoretical lens you will use to examine this topic so for instance, this assignment can focus on motivation theory, consumer learning, or risk and uncertainty, ethical approaches in marketing communications. You can draw upon your own purchase decisions and how they are influenced by firms’ marketing approaches
Your Task In this exercise, you are asked to carry out the following:
Choose a company and critically analyse a range of methods employed to persuade consumers to buy their product/services/ideas. You should reflect on the ethical procedures followed and their implications for marketing.
1. Explain why this research is important and why you chose this organisation.
2. Provide a literature review of the chosen theory you are focusing on.
3. Explain how you will conduct your research within your chosen organisation.
4. Critically evaluate the communications strategy of the organisation given your focus on the consumer behaviour theory you have selected. 5. Critically evaluate the organisation’s ethical stance.
