Learning objective: The underlying learning objectives of this assessment includes the ability
to demonstrate an understanding of key marketing concepts (pricing or buyer behaviour),
compare marketing theories and practice, and discuss comparative application of these
fundamental marketing concepts.
Assignment Details: Tasks involved in this assignment are:
1. Choose to work on buyer behaviour or on pricing related concepts.
1a. For those who prefer to work on buyer behaviour need to select a product category
from the following list:
a. Toothpaste
b. Soft drink
c. Coffee/Café
d. Airline
e. Education provider
1b. For those who prefer to work on pricing need to select a product category from the
following list:
a. Chemist
b. Supermarket
c. Cinema
d. Sporting Event
Please note:
• If you are working on buyer behaviour, the theory/concept that you will focus on is
Consumer Decision Making Process.
• If you are working on pricing, the theory/concept that you will focus on is Common
Pricing Tactics.
2. Write an Application of Marketing Concept Report.
The report is expected to include the following key aspects in the main body of the report.
a. Observations and Patterns
Identify and discuss any pattern or regularities that you have observed in relation to buying
from that product category. This section is descriptive in nature and may involve describing
buying behaviour or pricing tactics in terms of what, when, frequencies etc.
For example, if you choose to work on buyer behaviour, what regularities have you observed
in your or other people’s purchases or choices in terms of buying from the product category
that you have selected.
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If you choose to work on pricing, it could be regularities or pattern in pricing tactics that you
have observed regarding the product category of your choice.
b. Comparing theory(s) with practice
Discuss the extent to which your real-life purchase behaviour or observed pricing
strategy/tactics compare with Consumer Decision Making Process or Common Pricing
Tactics respectively. You must also provide comments critiquing about the similarities or
differences between actual purchase/observation and respective theories.
c. Comparing buyer behaviour or pricing strategies/tactics of two different
products from the list provided (one of which is your focal product).
Compare and critique regularities/patterns in purchase behaviour or pricing strategies/tactics
that you have observed regarding the focal product with another product from the list.
d. Conclusion and recommendations for managers
Based on the previous three sections, discuss some concrete conclusions about buying
behaviour or pricing strategies/tactics and what are the learnings for managers.
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Some guidelines and additional information
1. Follow a report structure. This includes, Executive Summary (optional and not
counted in word counts), Introduction, Body (patterns and comparisons), Conclusion
and Recommendation, References and Appendix. References and Appendix are not
counted in word counts. Provide appendix only if applicable
Reference list must include credible sources such as Textbook, Journal articles or/and
Industry publications. Recommended to use Harvard Referencing Style.
in text referencing