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Analyzing the Application of Consumer Behavior Theories in Starbucks Brand

Learning about the Starbucks brand and its social media platforms

The Brand in focus for this year’s consumer behaviour course is the Starbucks brand. Ranked No.24 in this year’s Financial Times ‘Top 100 Global Brands’ BrandZ Ranking. 

You should start the task by learning about the Starbucks brand - Visit the Starbucks website. Also see the brand’s social media platforms by following the relevant social media links through the website.

Choose any Four Consumer behaviour Theories/concepts – This can be any theory or concept discussed in the lecture sessions and consider how such theory/concept has been applied by this brand. 

In your theoretical applications for each chosen theory/concept, consider:

a. What does the theory/concept propose? 

b. Why is this theory/concept particularly important in the context of marketing? Use relevant research (journal articles), other relevant academic sources to support your arguments.

c. How has this theory/concept been applied by the brand?

In our lectures, we will be looking at a diverse number of theoretical applications as we explore several consumer behaviour theories and conceptual frameworks. Ensure that you follow the analytical approach 

used during the lectures to explore these theories and concepts and their relevance in the context of marketing. Many examples will be used to show the applications of such theories and concepts in practice. There will also be relevant discourse on why they are important for the context of marketing.

Note: There are many theories and concepts covered over the duration of this module. It is therefore important to attend lectures and clarify any confusions you may have about what we mean by theories and concepts and/or the choices of theory/concept that can be used in your essays. 

Choosing Theories and Concepts:
• It is not compulsory to choose any particular concept or theory

• Concepts to consider may include: ‘Involvement’ from the session on Decision making; ‘Perception’; ‘Personality and self’; ‘Reference groups and Opinion leaders’; and ‘Culture’ 

Theories to consider may include the ‘Learning theory’ and the ‘Attitude Theory’ 

However, if you choose to apply Learning theories in your essay, ensure that you Use no more than two ‘Learning’ theories ensuring that the learning theories chosen fall under ‘both’ categories - Behavioural and Cognitive.  Meaning you will choose only one Behavioural learning theory and only one Cognitive Learning. 

Evidence of extended reading:
For each week of lectures, there are relevant reading materials for extended reading available under ‘Weekly activities and Readings’ – See Canvas.

You should have a ‘minimum’ of ten academic sources in your work – the more sources you use will demonstrate evidence of extended reading and also allow for ‘stronger’ support of arguments and analysis. Academic sources expected include journal articles (peer reviewed articles) and relevant textbooks. Ensure that you use a good range of sources and avoid being over reliant on only a few sources.

Use of literature - in the support of arguments and discourse as well as scope (number of relevant academic literature) and range (avoiding over reliance on core text and demonstrating evidence of extended reading) of literature used.

Referencing using the Harvard System – Always ensure there is consistency across the essay

Use of specific Marketing evidence including links to campaigns (Videos and Print images) to support analysis and discourse – Avoid a generalised discourse and analysis by including specific marketing evidence that show the way in which the brand incorporates the theory/concept.

Quality of analysis – including the specific use of marketing evidence as well as a discourse that is not generalised but shows specific applications of the theory/concept including other interrelated aspects of themes/issues introduced across relevant lecture(s).

Learning Outcomes:
• Understand relevant consumer behaviour theories and concepts.
• Demonstrate analytical skills in the application of relevant consumer behaviour theories and concepts in the practice of marketing.
• Demonstrate evidence of wider reading.
Use academic literature to support arguments and analysis made 

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