3. Mapping Consumer Digital Journey (30% of the unit mark) (Due in week 9 by 10th May 2019) Mapping a consumer purchase journey is an effective method for marketers to improve customer experiences. Mapping helps marketers diagnose relevant issues that are critical to target customers, and formulate innovative ways of delivering them a ‘wow’ experience. For this purpose, marketers need to understand the steps (i.e. need recognition, awareness, research, evaluate, purchase, pay and post purchase service) that consumers go through before purchasing a product online or offline. For this individual assessment, you are asked to map your digital journey while purchasing a product or service online. You need to select a brand, or a firm that has a significant online presence (in English language) in order to develop your map. If you are likely to interact with both online and offline contexts throughout the purchasing process, please consider both while mapping the journey. You are required to prepare a report covering the following key issues – a. General introduction about the product or service, its nature, and targeted customers of the firm. b. Create a map (e.g. a diagram or flowchart) that shows your journey from need recognition to post purchase service that you have received from the selected brand or company. Specify each TOUCH POINT of your journey in the diagram. c. Critically discuss how the brand or firm uses different e-marketing channels and tools such as SEO, SEM, AdWords, company owned and earned media including its social media content, emails, etc. in each step of your journey. Your critical discussion should include both positive experiences and negative experiences that you had with the brand’s / firm’s online presence. Your discussion should also include the interaction of online and offline context if you have used both the platforms (online and offline) while purchasing the product or service (i.e. specify the TOUCH POINTS when you have Faculty of Business and Law School of Marketing MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law Page: 6 of 15 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS gone offline and discuss why you have done so). d. Recommend if there are other useful e-marketing tools that the brand or firm could use to make your online purchase journey more rewarding. Discuss with examples how these tools could facilitate your journey further. Your recommendation could be based on other competitor firms’ practices within the industry. The length of the assessment should not be more than 8 pages (12 font; 1.5 line space; and 1 inch margin in all sides) excluding the cover page, table of contents, references and appendices. Your write up beyond first 8 pages will NOT be marked. You are required to submit the assessment through blackboard. The submitted assignment will be transferred to Turnitin automatically for plagiarism monitoring. Students will not be able to see the Turnitin report; and, first time submission will be considered as final submission. Penalties will be applied for late submission.
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