Assignment Briefing:
Critically evaluate how your case study/client brand can utilise an understanding of
the buyer decision making process to develop more effective marketing activities. Reflect
on how your understanding and interpretation of the buyer decision-making process might
influence your thinking in future.
More specifically, in this assignment you are required to take on board the brand’s
perspective of your case study brand and critically evaluate how the brand’s marketing
activities can influence the buyer decision making process at each (and every) of the 5
stages. You will need to use theoretical concepts and models examined in this module to
indicate how brand marketing could determine buyer decisions towards your case study
brand. Additionally, you will need to reflect on how your understanding and interpretation of
the buyer decision-making process might influence your thinking in the future and your
recommendations towards the brand.
The key to success in this assignment is the critical evaluation of psychological and
sociocultural forces influencing every stage of the buyer decision making process; this can
be achieved with the use of theoretical concepts along with plenty of examples related to
your case study brand. All arguments made should be evidenced and well-justified.
Case study/Client Brand:
Students from the MBA International Marketing course can work on a Live Project. Please
feel free to choose one of the below case study/client brands:
– Hello Halfpenny (http://www.hellohalfpenny.com/)
– Fi & Becs (http://www.fiandbecs.com/)
– Coventry University London (https://www.coventry.ac.uk/london)
– Oral B (https://oralb.com/)
– Dove (https://www.dove.com/uk/)

Indicative Structure:
 Anonymous Cover Sheet (available on Moodle)
 Title page
 Executive summary (no more than one page)
 Table of contents
 Introduction (a brief synopsis of the report and the case study brand).
 Need Recognition
o Theoretical concepts/models and Brand Examples
 Information Search
o Theoretical concepts/models and Brand Examples
 Evaluation of Alternatives
o Theoretical concepts/models and Brand Examples
 Purchase
o Theoretical concepts/models and Brand Examples
 Post-purchase Evaluation
o Theoretical concepts/models and Brand Examples
 Recommendations for the case study brand.
 Conclusion
 List of references
 Appendices (optional)
NB: As indicated in the assignment briefing and indicative structure above, you will need to
use at least one concept related to psychological factors influencing buyer behaviour and at
least one concept related to social factors influencing buyer behaviour at each (and every)
stage of the decision making process.
One theory might be useful in more than one stage, and thus you can apply the same theory
in more than one stage. Yet, you will need to ensure that you effectively apply the theory in
accordance with the stage at each time, and also ensure that you use various theories,
concepts and examples throughout your work.
In all stages you will need to take the brand’s point of view – i.e. to critically evaluate and
indicate how the brand can facilitate the 5-stage process for their potential buyers, and also
provide recommendations for your client brand.