A take-home exam consisting of a related short essay questions (below) will be completed independently and outside of class.
Students are expected to draw on knowledge derived from independent thoughts, assigned reading materials and class discussions to further analyze the behavioral issues and marketing challenges suggested by the case selected for the course.
Must display a thorough understanding of:
fundamental consumer behavior concepts
theories
frameworks
featured social phenomenon
Submit a 2-page paper answering the following essay questions:
Explain the dynamics of consumer behavior as it pertains to this case study.
How can success in men’s grooming be achieved and sustained by using technology and/or media?
Assume you are the CMO (Chief Marketing Officer) at AmorePacific. You are developing a new line of natural lip gloss for men. Which segment will you target among those presented in the case? Why?
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