MKTG1052 Assignment: Buyer Behaviour

MKTG1052: Buyer Behaviour

RMIT University

This individual summative assessment requires you to write a 2000-word paper, about the case study of “Tesla’s Novel and Environmental Approach Drives Amazing Brand Loyalty”. The assessment has two (2) parts: Part A, having six (6) questions; and Part B, having four (4) questions but only three (3) needs to be answered.

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This assessment is designed to test how well students can apply Buyer Behaviour theories to a complex, real-world brand case, rather than simply recalling definitions. Using Tesla as the central case study, strong answers demonstrate clear links between theory and practice. Particularly in how situational, social, psychological, and personal influences shape consumer decision-making.

A common pitfall we see is students writing descriptively about Tesla’s success without anchoring their arguments in course concepts such as reference groups, attitude change strategies, the extended self, or post-purchase behaviour. High-scoring scripts are concise, theory-driven, and selective. You must choose relevant concepts and apply them precisely to each question rather than attempting to include everything.

Given the strict word limit and multi-part structure, clarity and focus are critical. Well-organised answers that directly address each question, supported by consumer behaviour theory and strategic insight, tend to perform significantly better under marking conditions

Answer the question directly
Each question is tightly scoped. Avoid broad brand commentary that does not clearly address the specific concept being tested.

Apply theory to Tesla, not the other way around
Use consumer behaviour models as analytical tools, not as standalone explanations.

Be selective with concepts
Choose the most relevant influences or strategies and analyse them well, rather than listing multiple ideas superficially.

Use structure to your advantage
Sub-headings, short paragraphs, and point form (where appropriate) help maintain clarity within the word limit.

Demonstrate strategic thinking
Especially in Part B, markers look for insight, creativity, and justification, not generic marketing ideas.

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