Using relevant consumer behaviour theory, illustrate how and why real-world marketing activities do (do not) work.

Using relevant consumer behaviour theory, illustrate how and why real-world marketing activities do (do not) work.

• a title page and a contents page (not included in the word count)
• an executive summary showing the main findings of your report
• main body, where you discuss relevant theories, use them to evaluate the effectiveness of marketing tactics or strategies, and critically evaluate these theories, highlighting their limitations
• conclusion
• references (not included in the word count)

Theory 1: theory of planned behaviour

Definition –
Explained –
Uses / limitations –
Concept/model/theory 1: examples from marketing practice e.g. retail
Example –
Conclusion as to why it is useful /not –

Theory 2: Elaboration likelihood model

Definition –
Explained –
Uses / limitations –
Concept/model/theory 2: examples from marketing practice
Example –
Conclusion as to why it is useful /not –

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