MKT201-Consumer Behavior SU2020

Individual Assignment
- Assignment Objectives:
o Understand basic concepts and major research that has relevance to consumer
behavior
o Integrate these concepts into a framework that can be applied to the analysis of the
individual consumer and the market.
- Important notes:
o Late submission will get a -10% penalty per day.
o Any plagiarism detected will lead to a cancellation of your work.
- Assignment Brief:
In today's digital revolution, individuals can communicate with huge numbers of people with a
click of a mouse. Information is no longer spread from a few sources; rather, it is generated by
people and flows across people. People are free to interact with each other and build upon each
other's ideas.
Discuss the concepts, process of consumer behavior and critically explain how Internet and
social media influence different stages of consumer behavior process. Outline suggestions for
marketers to apply these changes into understanding and managing (Vietnamese) consumer
behavior in the digital world.
- Requirements of final work:
o Your final work should be formatted in an essay. The length of your essay should be
1,500 words (+/-10%).
o You essay should include:
 Cover Sheet (including word count), following the sample provided at the end of
this instruction file.
 Introduction into the topic
 Importance of the topic
 Structure of the essay
 The definition of consumer behavior (with discussion of basic concepts within the
definition).
 How social media platforms have changed consumer behaviors
 Suggest managerial applications for marketers in understanding and managing
consumer behaviors.
 Conclusion
MKT201-Consumer Behavior SU2020

 Reference List
- Evaluation criteria:

Criterion Explanation Weight

Theory - Clearly explain the important concepts of consumer behavior, and 30%
stages the process.
- Your explanation should show the evidence of extensive reading
and thorough understanding.
Discussion - Critically discuss the influences of the Internet and social media 40%
on different stages of consumer behavior process (at least 3 points)
- Your discussion should be backed up with specific and up-to-date
theories and examples (in Vietnamese context is more preferable).
Managerial - Logical and constructive suggestions on the way in which 20%
Applications marketers can understand and manage consumer behavior under
the revolution of the Internet and social media (at least 2 points).
- Appreciation of justified and practical solutions (with pros and
cons of each suggestion; the specific course of actions in step by
step for each)
Presentation - Information and ideas presented in a clear, accurate and 10%
interesting manner.
- Appropriate use of academic English.
- Appropriate format of an essay following the instruction file
Total 100%
Overall mark 10
MKT201-Consumer Behavior SU2020

MKT201-Consumer Behavior

Assignment Cover Sheet

Individual Assignment (Essay -10%)

Student Date Due: 01-Oct-2019

Code:

Student No of
Name: Words:

Topic Word 1,500 (+/-10%)

Chosen: Limit:

Assignment Brief:
In today's digital revolution, individuals can communicate with huge numbers of people with a
click of a mouse. Information is no longer spread from a few sources; rather, it is generated by
people and flows across people. People are free to interact with each other and build upon each
other's ideas.
Discuss the concepts, process of consumer behavior and critically explain how Internet and
social media influence different stages of consumer behavior process. Outline suggestions for
marketers to apply these changes into understanding and managing (Vietnamese) consumer
behavior in the digital world.