A. Core Readings List
1) Wang, X., & Lu, X. (2020). Understanding the Effects of Social Media on Consumer Experience: Evidence from a Natural Experiment. Journal of Business Research, 118, 252-265.
2) Shaikh, A. A., & Karjaluoto, H. (2021). Role of Social Media Influencers in Brand Loyalty and Purchase Intention. Journal of Business Research, 131, 357-368.
3) Chaffey, D. (2019). User Experience Management: Essential Skills for Leading Effective UX Teams. Kogan Page Publishers.
4) Hassenzahl, M., & Laschke, M. (2020). UX As a Brand Asset: Designing Delightful Experiences to Foster Brand Attachment. Journal of Brand Management, 27(3), 295-306.
5) Kim, J., & Kim, W. G. (2019). Exploring the Effects of Mobile Interface Design Elements on User Experience, Satisfaction, and Loyalty. International Journal of Hospitality Management, 76, 58-66.
6) Wedel, M., & Pieters, R. (2013). A Review of Eye-tracking Research in Marketing. Review of Marketing Research, 10, 123-147.
7) Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, 52(4), 427-435.
8) Morin,C, & Renvoise,P. (2018). The Persuasion Code : How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime. Wiley.
9) Karmarkar, U. R., & Plassmann, H. (2019). Consumer Neuroscience: Past, Present, and Future. Organizational Research Methods, 22(1), 174–195. https://doi.org/10.1177/1094428117730598
10) Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of Neuromarketing. Journal of Consumer Behaviour, 7(4/5), 293–302. https://doi.org/10.1002/cb.252
11) Batat, W. (2019). Experiential Marketing : Consumer Behavior, Customer Experience and The 7Es. Abingdon, Oxon: Routledge.
12) Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the Total Customer Experience. MIT Sloan Management Review, 43(3), 85–89.
13) Smith, A. (2019). Consumer Behaviour and Analytics: Data Driven Decision Making (1st ed.). Routledge.
14) Harrell, E. (2019). Neuromarketing: What You Need to Know. Harvard Business Review, January.
B. Supplementary Reading List
1) Mills, J. (2018). Shopify: The Complete Guide to Building an Amazing E-commerce Store and Making Money with Shopify! Independently Published.
2) Lindstrom, M. (2010). Buyology: Truth and Lies About Why We Buy. Currency.
3) Lohr, S. (2015). Data-ism: The Revolution Transforming Decision Making, Consumer Behavior, and Almost Everything Else. Harper Business.
4) Barbasso, L., Tardivo, G., Viassone, M., & Serravalle, F. (2018). Neuromarketing in Customer Behaviour - Customers’ Diencephalic and Mid-Brain Implications in Purchase Dynamics. In Innovation and Capacity Building (pp. 11-29). Palgrave Macmillan, Cham.
5) Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91, 205-220.
6) Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the Jungle! The Neuromarketing Literature Through the Eyes of a Newcomer. European Journal of Marketing.
7) Abramah, P. (2020). Shopify, Dropshipping and Blogging. Independently Published.
8) Boysen, N., de Koster, R., & Weidinger, F. (2019). Warehousing in the E-commerce Era: A Survey. European Journal of Operational Research, 277(2), 396-411.
9) Ballestar, M. T., Grau-Carles, P., & Sainz, J. (2018). Customer Segmentation in E-commerce: Applications to the Cashback Business Model. Journal of Business Research, 88, 407-414.
10) Sastry, V. V. L. N. (2020). Current Technologies Employed in e-Commerce Customer Service by Leading Players. Idea Publishing.
11) Liu, G., Nguyen, T. T., Zhao, G., Zha, W., Yang, J., Cao, J., ... & Chen, W. (2016, August). Repeat Buyer Prediction for E-commerce. In Proceedings of the 22nd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 155-164).
Phillips, J. (2016). Ecommerce Analytics: Analyze and Improve the Impact of Your Digital Strategy. FT Press.
Please find the video here.
What are the key aspects of consumer behaviour? What impact do they have on online businesses?
Please answer these questions and write 100 to 150 words in the forum.
Please find the video here.
Additional Readings:
- Leahy, R., Fenton, P. and Barry, H. (2022) Experiential Marketing. 1st edn. SAGE Publications Ltd. Available at: https://www.perlego.com/book/3740343
- Mc Donalds "Day of Joy" with Jessie J- Case Study:
https://www.promohire.co.uk/blog/case-study-mcdonalds-boom-bus-featuring-jesse-j
Formative Assessment 1 – 25%
Omnichannel Marketing
Name one well-known e-Commerce brand (website) that uses an omnichannel marketing concept to optimize the customer experience.
Name the different touchpoints that make the platform relevant in terms of omnichannel marketing. Support your answers with screenshots of the touchpoints.
Create a PowerPoint or other type of presentation of at least 4 slides and upload it to the formative assignment.
This is an individual task.
Please find the video here.
Activity 2
Influence of cultural difference on consumers
Watch this video
about cultural differences:
Describe why you think it´s important to understand the cultural context of consumers for the businesses.
If you don´t think so, explain about it.
-Individual task
-100 to 150 words
Please find the video here
Create a Buyer Persona
Choose an ecommerce company of your choice, it should be small to medium company and have an English website. Create a buyer persona or several buyer personas that this company is catering for using the template provided. Upload a presentation with at least 3 slides to the VLE platform
-Individual task