This document contains the details for the individual and group assignments for BUMK5902 Marketing Management for Semester 1, 2015. Included are aspects such as: · The assignment requirements; · How they meet the Learning Outcomes—refer to the course description; · How the assignments are to be formatted; and · They will be assessed by using an Assessment Criteria Sheet. You must read these in conjunction with the course description which contains other pertinent information on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not clear on any aspect please speak with your lecturer.This assignment is rewarding in terms of building your knowledge of marketing and consumer behaviour theories/concepts. The overall purpose of this assignment is to help you build your understanding of the consumer and how an understanding of consumers is a key input to the development of an effective (the right type) and efficient (minimal or no waste) marketing mix strategy. You need to collect data about your personal shopping and analyse your shopping behaviour given knowledge of relevant marketing and consumer behaviour theories/concepts. First step It is important that you begin (even before starting the data recording) by describing yourself as a consumer before you have analysed your shopping. For example, 'The consumer is a 32 year old male who has been married for 8 years, has a wife who also works part-time in health services, has one child in a private school, is in full-time employment as a professional manager, favours branded products—particularly for high tech products—rarely goes grocery shopping and prefers to search and buy online for as many products as possible'.