MK2204 BUYER BEHAVIOUR
The assignments are designed to assess outcome one and part of outcome two.
1 Identify and understand concepts which facilitate understanding of buyer behaviour in practical situations.
2 Think critically about the believability, reasonableness and practical utility of established models and theories of buyer behaviour, especially in the light of neuroscience
Assignment three consists of an individual essay of 3000 words maximum length
You are required to answer the question:
ï¿½â‚¬ï¿½Understanding the processes of Consumer Buyer Behaviour helps us very little in understanding Organisational Buyer Behaviour. Discuss
Assessment criteria for essay
Coherence and logic of argument 40%
Use of relevant examples 20%
Appropriate use of theory drawn
from class material and reading
Use of academic journal articles is expected 40%
The assignment must be properly referenced in the Harvard style.