For this assessment, students are to analyse the marketing initiatives (including advertising, retention activities, market positioning, shelf-positioning and in-store promotions) of 2 companies and make connections between the company's tactical choices and consumer behaviour theories and concepts (such as semiotics, behavioural learning theories, perceptual techniques, cross-cultural analysis, family life cycle, motivational conflicts, post purchase dissonance, memory, group influence, attitude change strategies). Students need to identify and explain the most relevant consumer behaviour concepts, drawing upon academic literature from academic journals (note: these references must go beyond using the textbook as your main reference source). The main purpose of this assessment is for students to demonstrate that consumer behaviour (marketing/social/psychology/economics) theories underpin most of the marketing initiatives that companies undertake. Students will be discovering and then communicating the application of consumer behaviour concepts. Students should select two to three companies that sell products or services to end consumers (eg fast-moving consumer goods (FMCG) companies, banks, retailers, car companies). You may select from Australian and/or international companies.