Mktg 303 Marketing

This individual assignment aimsto deepenyour conceptual understanding ofconsumer behaviour. It involves writing anessayabout the merits of key learning theories, where you will integrate theoretical ideas, and then apply your knowledge by developing a relevant advertisement. The Learning Objectives: a)to gain experience in developingacoherent argument takinginto account the complexities of an issuewithin a consumption contextb)to develop skills in integrating ideas across areas of the coursec)to develop an ad using a creative execution which provides a contextually applied solutiontoa business issued)to independently develop clear written communication skillsThe assignment is in two parts but will be graded as one assignment. It is outlined in two parts to make clear what is required and where you should place your emphasis. Part A: Essay (20%)Learning Theory and MarketingWrite an essay discussing why learning theorieshavebeenregarded asimportant within consumer behaviour theory, and how they are useful for marketers. Discuss whether these theories are still relevant today for marketers given changing consumption patterns(for examplethe growth ofon-line communications and social media).In your answer explain how theorists claim information is acquired (learned), and how marketers make use of this knowledge. Your explanation will include a discussion of operant conditioning, classical conditioning, and cognitive learning theories. Although this is an essay on learning, the integrationof other consumer behaviour theories (e.g. involvement,attitude change, self,perception, memory, motivation etc.) should be included to inform your answer.Illustrate your main points by providing marketing examples.Part B: Design an Ad (5%)Developan original advertisement for abrand(for a product, service, or social cause),that you are familiar with. The design needsto illustratethe application ofONElearning theory.You must state a marketing aim for your ad to frame the problem. Write a briefparagraph (no more than half a page) discussing firstly, the aim of your ad; and secondly, justifyingwhy you think this ad will be effective forthe type of consumer learning. Your advertisement may use visual or verbal cues, or both. This is not a test of artistic ability, but rather a test of your ability to apply your understanding of learning theory. You may hand draw or use existing pictures/images. However, it must be original –do NOTcopy an existing ad (even if it’s not from NZ!).