MBS537 Strategic Marketing Management
Assessment 2: Discussion Paper – Individual and Group Buying Behaviour This assignment is designed to demonstrate your knowledge, understanding and insight about the buying processes for individuals and groups. Students are to provide a detailed discussion of the chosen products or services, with excellent use of theory and practical examples to support discussion. Key elements of the assignment should include: • Overview of the buying processes for individuals and groups. • Use a practical example within your discussions (can be based on your own experiences or interview friends or colleagues). • Link the practical experience with academic literature and theory on buying behaviour. MBS537 – Murdoch University 11 • Clear, insightful discussion of the differences between the two processes and where similarities exist, with strong use of theory and practical examples to support discussion.
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