MKT 344 (Consumer Behavior) – Final Project Guidelines

For the Final Project, each group has to work on the consumer behavior application
theories by companies’ in their IMC activities. Each group will be assigned a particular
industry to work on. Each member of the group must choose TWO different consumer
behavior theories and then find one national and one international IMC example for that
theory from the given industry. Also, one non-marketing example needs to be given (this can
be anything like a personal experience/a character from a movie or serial or novel, a real
person/country/place/organization etc.). That means in total a member will present FOUR
IMC examples and TWO non-marketing example for TWO theories. For the Group Report,
compile all the group members’ works together by maintaining a formal report writing
format.

- Your slide and report part should include:

 the theory you are discussing
 the type of IMC you have chosen
 details of the IMC, screenshot of the IMC
 source (link/reference) of the IMC
 how it is related to the theory you have chosen
- There must be NO REPETITION of THEORY among the group members. Each member
must present TWO different theories.
- There is no page limit, but do not write unnecessary things.
- Proper referencing must be there. Do not copy paste the theories, use your own
words to describe the theory concepts in brief.
- Variation of IMC would be an important marking criteria. Please try to choose as many
different types of IMC as possible.
- For the Writing part, refer to the report share on the Group page. Please note that this
report was for a particular company and did not have a non-marketing example part.
But in your case, yu can choose any company from your given industry and must
include non-marketing example.