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A take-home exam consisting of a related short essay questions (below) will be c

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?

Consumer Decision Making & Journey Map – The objective of this assignment is to

Consumer Decision Making & Journey Map – The objective of this assignment is to explore the “lived” customer journey and to examine a consumer purchase process through a psychological lens. Individually, students will gather insights by interviewing a consumer and using data from that interview to develop an annotated consumer journey map. The graded individual assignment entails a written point-of-view describing a key behavioral finding for marketing execs. The behavioral finding should advocate rethinking of the customer decision making process for greater behavioral impact within a specific industry or shopping context.
The final submission will consist of a one-page journey map plus a written analysis and point-of-view. (APA formatting (double spaced), 2-5 page for the entire exercise).