This module develops the skills and knowledge required to enable strategic decision-making for the management of digital channels, and the knowledge to understand the customer journey and the desired customer experience.
2024-08-15 16:49:46
MKTG32900 Digital Customer Experience
2023/24
Summative Assessment Brief
Introduction
This module develops the skills and knowledge required to enable strategic decision-making for the management of digital channels, and the knowledge to understand the customer journey and the desired customer experience.The module covers assessing customer insights, channel selection, managing channels, and planning digital customer experiences.
This module adopts the syllabus of the Chartered Institute of Marketing (CIM).In addition to the academic quality of the module, this enhances the professional and practical standards of the module and also enables students from BA (Hons) Marketing to submit their work for a CIM qualification.Please note that students from BA (Hons) Business Management & Marketing and BA (Hons) International Business are not eligible for the CIM submission because their courses are accredited by different professional bodies.
The summative assessment (Graded- 100% weightage)
This element is in the form of an individual report that is in the format of a consultancy report for an organisation of students’ own choice.
Summative Assessment: Individual Report (Task 1, 2 and 3)
You are required to work individually on the summative individual report in the form of a consultancy report for an organisation of your choice. You need to select a theme, and based on that theme, you need to complete a set of tasks.
You are required to submit all the tasks (Task 1,2 and 3) as a summative assessment.
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Before you begin
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How to choose your organisation
The organisation could be of your choice.
You need to apply your learning to all of the tasks in this assignment. It is important, therefore, to choose an organisation that you are familiar with, and where there is sufficient scope for exploring one of the themes in the detail required.
If you do not have an insider view of the organisation (as an employee or consultant), then ensure there is sufficient available information on the organisation to complete the tasks.
In addition, you are required to focus your responses on the behaviour of a selected key customer segment for the chosen organisation.
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How to choose an appropriate theme
The themes relate to marketing approaches which any organisation may follow. You should select a theme which fits with activities/plans that your chosen organisation has adopted, or could adopt. You need to select the theme you are most comfortable with, where you will be able to access relevant information to address the tasks.
You will be required to justify why you have selected your theme in the organisation summary.
Before settling on a final choice of theme, please go through all of the tasks and sub-tasks to make sure that you will be able to apply them to your chosen organisation, in terms of the information you have available to you. Time spent at this selection stage will be well invested.
You will need to select ONE theme on which to base all tasks within the assignment. Finally, discuss your choice of theme and its suitability to your chosen organisation with your tutor, and maybe some of your study partners. It may also be advantageous to select a theme which helps to develop your personal skills and enhance your career development, where possible.
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You are required to select ONE of the following themes
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Themes
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As a Digital Marketing Manager, you have been asked by the Senior Management Team (SMT) to consider the digital customer experience that will help your chosen organisation meet its objectives.
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Theme 1: Competitive advantage through improved return on marketing investment (ROMI)
Your organisation views analysing performance, marketing effectiveness and return on marketing investment (ROMI) as increasingly important, particularly to help drive marketing strategy to support the achievement of their objective of competitive advantage. The SMT has asked you to identify and evaluate appropriate channels to support the customer journey experience, with the aim of achieving an effective return on marketing investment for your chosen organisation. You are required to develop a digital customer experience improvement plan in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.
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Theme 2: Optimising the supply chain to support the organisation’s environmental sustainability goals
The SMT has asked you to take responsibility for delivering a digital customer experience improvement plan that improves the ecological efficiency and effectiveness of the organisation’s supply chain to support achievement of the organisation’s environmental sustainability goals. The SMT has asked you to evaluate appropriate channels to support the customer journey, with the aim of achieving this objective for your chosen organisation.You are also required to develop a digital customer experience plan in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.
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Theme 3: Improving the organisation’s product/service portfolio for sustained business growth
The SMT has asked you to take responsibility for delivering a digital customer experience improvement plan, with the objectives of improving your chosen organisation’s product/service portfolio and demonstrating sustained growth across either or both portfolios. The SMT has asked you to evaluate appropriate digital channels to support the customer journey, with the aim of improving the product/service portfolio for your chosen organisation.You are also required to develop a digital customer experience plan in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.
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Theme 4: Leveraging the use of technology
The SMT has asked you to take responsibility for a major technological initiative with the objective of improving communications with a key stakeholder group. The SMT has asked you to evaluate appropriate channels to support the customer journey, with the aim of achieving this objective for your chosen organisation. You are also required to develop a digital customer experience plan in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.
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This module develops the skills and knowledge required to enable strategic decision-making for the management of digital channels, and the knowledge to understand the customer journey and the desired customer experience.
In line with the theme you have selected for this assignment, you are required to carry out the following tasks.
Task 1
a) Provide a background to your chosen organisation, including:
· organisation name
· organisation information – to include type of organisation, size of organisation, range of products and services, customer base and main competitors
· stakeholders – summary of the organisation’s key internal and external stakeholders
· key customer segment – an overview of the selected key customer segment
· theme chosen and rationale for choice.
b) Define your digital channel goals and identify THREE digital channels that can help you achieve them, along with detailed justification of the channel selection process.
c) Create a key persona to help achieve the goals outlined in Task 1 (b), using competitive insights, internal company data, and data from third party digital tools to justify the content. (Organisation summary maximum page count – two sides of A4 paper) (Tasks 1 (b) to 1 (c) maximum word count – 1,250 words)
Task 2
(a) Evaluate the methods of generating awareness for the persona identified,using the channels selected, along with details of how you could measure success/failure.
(b) Analyse the paid, owned, and earned channels used by competitors in your sector, and recommend the best approach to engage/convert the persona used in Task 1.
(c) Review best practice for digital compliance for the channels discussed in Task 1 (b), taking ethical and legal considerations into account.
(Task 2(a) to 2(c) maximum word count – 1,750 words)
Task 3
a) Evaluate and appraise the existing user experience across the customer journey touchpoints across different channels from acquisition to conversion.
b) Develop a plan to improve the customer journey experience to increase conversions, considering the impact of future technology, such as hardware, software or Artificial Intelligence.
(Tasks 3 (a) to 3 (b) maximum word count – 1,800 words)
Submission Details
The summative assessment is due Monday, 29th April 2024 by 11 pm. The report will be submitted digitally to the Dropbox on NOW learning room.order now
The marking criteria used for assessment are provided in Appendix 1.
Students should use the NBS Cover Page (Appendix 2) in their submission.
Key Details
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Brief
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Address all three tasks identified
(see Assessment Brief)
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Format
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Individual Report
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Formatting Requirements
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See NBS Coursework Cover
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Word / Page Count
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See Assessment Brief
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Deadline
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11 pm, 29th April 2024 (Monday)
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Weighting
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100%
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Please note that you are not expected to conduct any primary research.
Learning Outcomes Assessed
This module develops the skills and knowledge required to enable strategic decision-making for the management of digital channels, and the knowledge to understand the customer journey and the desired customer experience.The module covers three units: the first unit develops skills to assess digital customer insights and strategic options for channel selection: the second unit develops knowledge about the effective management and legalities of digital channels and campaigns; and the third unit covers the techniques to understand the customer journey and develop planning skills to improve user digital experience.Our samples
The module assignment is based upon and designed to assess the following learning outcomes:
Channel Selection and Customer Insights
• Assess the strategic options for channel selection
• Understand relevant insights into digital customers
Managing Channels
• Understand how digital channels are managed effectively in practice
• Define requirements for legal compliance in digital campaigns
Digital Customer Experience
• Understand the customer journey
• Develop plans to improve the user experience
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