Subject Code & Title :- ABS306 Advanced Digital Marketing
Assessment Type :- Assignment 1
Weighting :- 40%
Relevant chapters :- Chapter 1
Assessment format :- Customer Persona Profile (.doc/.docx)
Length :- 1,500 words (10% allowable either way does not include title page table of contents appendix and references)
ABS306 Advanced Digital Marketing Assignment 1
Specific requirements :-
» Use a minimum of 3 references including chapter resources academic journals papers books sourced from the university library or other academic resources.
» Use either Times New Roman (12 pt), Arial (11 pt), Calibri (11 pt)
» Set page margins to 2.54 cm
» Double-space text including headings
» Include page number on every page
ABS306 Advanced Digital Marketing Assignment 1
LEARNING OUTCOMES :-
On completion of this assessment, students will be able to:
a. Explain the key factors of effective marketing through digital channels
b. Analyse and interpret digital consumer behaviour to inform business decision-making
c. Explain the function and relevance of various digital tools and techniques in relation to digital marketing strategies.
ASSIGNMENT INSTRUCTIONS
For this assignment you will examine the consumer behaviour for an online product or service by completing the following: select several research methods to collect customer behaviour examine the customer life cycle journey and develop a customer persona.
You should select a product or service offering from your current or past workplace and must be able to purchase it online. For example a cup of coffee would not be an appropriate product but social media consulting services would be acceptable.
You will also use your selected product service for the second assessment. So you should select an offering that will keep your interest and be applicable for both assignments.
For your customer segment analysis use the following elements as a guide:
1.Company and Product Overview
a. Briefly introduce the company and product or service offering you have selected. Consider including information about its mission vision value statements market share product value proposition etc.
ABS306 Advanced Digital Marketing Assignment 1
2. Consumer Behaviour Research (refer to Chapter 1)
a. Select two relevant research methods you would use to collect customer behaviour data for your ideal customer. Explain how the research methods would help you understand your customer behaviour.
b. Use the theories, models, and concepts in your readings to support your explanations and reasoning. Be sure to include in-text citations to indicate where you used a reference.
3. Customer Lifecycle Analysis (refer to Chapter 1)
a. Examine your current customers’ journey. Select a consumer behaviour model most relevant to your product/service and articulate the buying process or journey your customers go through to purchase your product/service. Use the guiding questions in Chapter 1 to help with your evaluation.
b. As you examine the customer journey you should highlight various customer pain points. You should also assess how your product offering and/or marketing activities addresses these pain points.
ABS306 Advanced Digital Marketing Assignment 1
4.Customer or User Persona (refer to Chapter 1)
a. Create a customer or user persona for an ideal customer. Your persona should include a detailed description of a potential customer. Give your persona name a job title and other defining characteristics pertaining to your online offering.
b. Create a customer persona illustration. Customer persona templates are available in the learning management system.
ABS306 Advanced Digital Marketing Assignment 1
SUGGESTED STRUCTURE
The following structure may be used to guide your customer’s personal profile
1. Cover or Title Page
2.Company and Product Overview
3.Consumer Behaviour Research Methods
4.Customer Journey Analysis
5.Customer Persona
a. Customer persona description
b. Customer persona illustration
6.List of references (list in APA format)
7.Appendix, if needed
ABS306 Advanced Digital Marketing Assignment 1
CONSIDERATIONS
» If you are having trouble with your customer persona your academic instructor should be your first source of assistance.
» Have you identified and defined the academic models or concepts related to the assessment task using current academic literature and research?
» Have you demonstrated the ability to apply and integrate relevant theories models or concepts in your profile?
» Have you used a wide variety of sources? Consider using both academic and industry sources.
» Have you illustrated your customer persona in a professional and detailed manner?
» Does your assignment flow logically and sequentially?
» Have you met all specific formatting requirements?
» Does your assignment meet the minimum length and APA referencing requirements?
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