Individual Assignment Question
Module: Consumers, Brands and Communications
Module Code: MN7011
Assessment: Individual Assignment
Method of Submissions: Turnitin of Module Blackboard Site
Length: 3000 words (+/- 10%)
Due: 3:00 pm, Friday, 18th December 2020
50% of your final module mark is assessed via an individual assignment in the form of a 3000-written word essay. The 3000-word limit does not include the list of references and appendices (if used).
Critically discuss how the COVID-19 pandemic has affected contemporary consumer culture and consumer behaviour in one of the following fields and how branding or strategic communication to consumers should respond accordingly.
In this essay, please focus on one consumer behavior or consumer culture manifestation and discuss how it is affected by the COVID-19 pandemic. Then, discuss how branding and strategic communication to consumers should be updated accordingly. Contextualize your discussions in the field you choose (one of the four mentioned above).
The topics of behaviors or cultural manifestations could be, but are not limited to, resource sharing, emotional reaction such as anxiety, DIY, hoarding, social distancing, online shopping, dynamics of social groups, interpersonal trust, information seeking, and so on. Please use theories, frameworks, analytic tools, and/or concepts introduced in the module materials to support your argument. Please make sure that you draw on academic literature beyond the module materials while justifying your rationale, which reflects your independent study. You should also draw on real-life examples.
You may want to consider the following guidance to help structure your essay.
California Management Review; Consumption, Markets and Culture; European Journal of Marketing; Harvard Business Review; International Marketing Review; Journal of Advertising; Journal of Brand Management; Journal of Business Ethics; Journal of Consumer Culture; Journal of Consumer Research; Journal of Customer Behaviour; Journal of International Marketing; Journal of Macromarketing; Journal of Marketing; Journal of Marketing Management; Journal of Marketing Research; Journal of the Association for Consumer Research; Journal of Product and Brand Management; Marketing Letters; Marketing Theory; Place Branding and Public Diplomacy; Tourism Management
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