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Applying consumer behavior principles to marketing practice

Key Tasks for the Reports

Overview: The goal of these reports is for you to demonstrate an understanding of the practical application of principles, concepts and theories of consumer behaviour by reviewing an article that references actual marketing practice. Key Tasks for the Reports: For Individual Report #1, select ONLY ONE article from the Session One folder located in “Assessments”. For the article selected, prepare a brief report that addresses the following: Summary of the article; and Analysis of the article with specific reference to HOW multiple principles, concepts and theories of consumer behaviour FROM CLASS MATERIALS/TEACHINGS/TEXTBOOK are applied in the article. The goal is to show that you can apply class learning to the article, using proper terminology. For Individual Report #2, you will do the same as above, but with an article from the Session Two folder (which will be posted in the coming weeks). General Instructions: Reports are to be submitted on Blackboard, uploaded as a Microsoft WORD document or a PDF. No other formats will be accepted (no “Pages” nor RTF nor other file format will be accepted). All GBC students have access to Apps Anywhere where you can access the MS Office suite including Word document formats. Reports should be formatted using 12-point Arial font, 1.5 spaced, and presented in a professional manner, with proper sentence format, though bullets can be used sparingly. In the report, use only two headings: 1) Summary; and 2) Analysis. It is recommended you use approximately one-quarter of your document for the article summary and three-quarters of your document for your article analysis. In your report, do not provide any other sections such as “Introduction” or “Executive Summary”; rather, focus on the two key tasks: article summary and article analysis. Remember to include a title at the top of the first page of your report, and use page numbers – this is standard for professional reports. A bibliography will not be required but you must provide the FULL article title on your cover page (no need for author, date of publication, etc.). You must only use one article from the set provided. Ensure that all terminology/concept names are identified just once in bold font. (Not the entire definition or application, just the name/term, and only the first time it is mentioned.) Reports should be close to, but no more than, 2 pages in length (NOT including cover sheet). Reports should include a cover sheet on which you provide only the Date of submission and Title of article - DO NOT INCLUDE your name or student ID, as SafeAssign will be used to check for plagiarism, and your submission will go into a public database. Individual Report #1 is due before the Week 9 class (before 8am). Individual Report #2 is due before the Week 15 final exam starts (before 8am). Late reports will NOT be accepted. Instructions not followed will result in a loss of marks. This includes instructions announced during lectures or provided in writing, by the professor. NOTE: Plagiarism or any breach of academic honesty will result in a zero grade for the report. Please refer to George Brown College policies. Your work will be checked for plagiarism using SafeAssign as noted above.

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