Part A: Essay (20%) Learning Theory and Marketing
Write an essay discussing why learning theories have been regarded as important within
consumer behaviour theory, and how they are useful for marketers. Discuss whether these
theories are still relevant today for marketers given changing consumption patterns (for
example the growth of on-line communications and social media). In your answer explain
how theorists claim information is acquired (learned), and how marketers make use of this
knowledge. Your explanation will include a discussion of operant conditioning, classical
conditioning, and cognitive learning theories.
Although this is an essay on learning, the integration of other consumer behaviour theories
(e.g. involvement, attitude change, self, perception, memory, motivation etc.) should be
included to inform your answer. Illustrate your main points by providing marketing
examples.
Part B: Design an Ad (5%)
Develop an original advertisement for a brand (for a product, service, or social cause), that
you are familiar with. The design needs to illustrate the application of ONE learning theory.
You must state a marketing aim for your ad to frame the problem.
Write a brief paragraph (no more than half a page) discussing firstly, the aim of your ad;
and secondly, justifying why you think this ad will be effective for the type of consumer
Sample Solution