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Midterm Brief Module code and title Assignment title/No. Grading percentage Deadline/ Hand-in ACOL 101 Midterm 20% Report format Assignment description: Students will understand customer behaviour by analysing how personal characteristics can influence the way the target audience responds to advertising. In addition, they will investigate how the target audience interprets and stores marketing communication messages, which will help in enabling marketers to define the important factors that will affect the targeted segment and change the behaviour of the customer. Project learning outcomes: • • • • Analyze consumer’s characteristics and behaviour by data gathering using research techniques. o Understanding Segmentation o The difference between consumer and customer o Building bonds with consumers Apply learned theoretical principles and techniques to develop solutions for complex challenges arising in localizing global brands in Saudi Arabia. o Behavioural

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