Dear Student,
Please take a few minutes of your time to evaluate the course/module you are about to complete. Your feedback is invaluable to help us improve your educational experience. Most of the questions require you to rate your satisfaction with various aspects related to the main two categories:
- Course/module delivery
- Lecturer performance
The survey is anonymous, and it shouldn't take more than 5 minutes to complete it.
Thank you!
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.
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
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
Please find the video here
Case Study/Research Project:
10 Loyalty Program Examples to Emulate [+ One Bonus!]
Read the following article: https://referralrock.com/blog/loyalty-program-examples/
Describe and evaluate each of the loyalty programs described in the article.
-Find other types of loyalty programs (besides those listed in the article) that you can use for each loyalty example.
- Please create a video with a small presentation with your findings, including 4 slides, and upload it into the VLE platform.
Individual Task
Please find the video here.
Please find the video here.
Please open www.foodforhealth.ch
Assess the platform and answer the following questions:
-What attracts customers to certain technologies?
-Do the online channels used on the platform meet customers' needs?
-Does the company have the technology it needs to engage with its customers?
-What would you recommend the company do to overcome e-Commerce technology challenges?
Individual task
-Write 100 to 150 words
Please find the video here.
Please find the video here.
Formative Assessment 3 – 25%
Case Study Alibaba vs. Amazon FBA:
Let’s be creative - Case Study:
Alibaba.com is one of the biggest e-Commerce giants in the world. They mostly use drop shipping business models, B2B that has been successful in establishing multiple other e-Commerce platforms such as AliExpress, Shopify and more.
They use many automation techniques to optimize their customers in exporting products to different platforms.
On the other hand, Amazon FBA or Fulfillment by Amazon does the same thing, but in this case, you can stock merchandise in a stock house and interact with Amazon.
Question:
How would you suggest Amazon FBA automate their process to help clients avoid stocking costs to get a competitive edge over Alibaba?
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.
Use Hubspot to create a workflow + landing page
-You will get free access with your student email to Hubspot. Choose a small to medium ecommerce company with an English website. Design a workflow with Hubspot, create a corresponding landing page.
Upload a presentation documenting the process and the completed landing page and workflow with screenshots.
-Individual task
Please find the video here.
Formative Assessment 4 – 25%
Usability of Shein Website
Visit the Shein international website: https://www.shein.com/ and answer the following questions:
Analyze the home page of the website and the purchasing process.
Identify the UX issues that might hinder the customer's conversion (e.g., load time, payment process, checkout, etc.), explain each issue, and make appropriate recommendations.
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.
Individually select a retail company that does not have an e-Commerce site. Critically evaluate the benefits of integrating an e-Commerce site into the omnichannel marketing strategy of this organization by analyzing the behavior of current customers and advantages that an e-Commerce site can provide to them and a new possibility for attracting new customers via digital channels, including proposing a strategy for e-Commerce customers’ acquisition.
Objectives:
The objective of this assignment is to help the student develop critical thinking skills in implementing an omnichannel marketing strategy and integrating the e-Commerce site into an existing online platform to attract customers through the digital channel. In addition, the objective is also to help the student develop his or her mind to propose a relevant and appropriate e-Commerce customer acquisition strategy.
Guidelines:
· Arial Size 11
· APA referencing
· 1000 words
Allocation of Marks:
· Introduction – 5%
· Evaluation and identification of key issues faced by the retail company – 20%
· Market Analysis of the retail company – 20%
· Customer Acquisition strategies/recommendations – 50%
· Conclusion – 5%
· Total Marks – 100%
Description: Each student individually prepares a set of recommendations to the owners of the e-Commerce site analyzed in groups where he/she should recommend:
1) Improvements in
● customer journey,
● automation strategies,
● gamification initiatives,
● personalization,
●
customization, etc.;
2) Actions needed to be associated with changing trends and technology.
3) Design of a new e-Commerce loyalty program and customer retention strategy for the company.
Objectives:
Students are doing the project for them to be able to implement e-Commerce customer loyalty and retention strategies to an existing company in line with emerging trends and technology in the industry.
Guidelines:
· Arial, 11
· Referencing: APA
· 2000 words
Allocation of Marks:
● Give an executive summary – 5%
● Situational and market analysis of the business – 20%
The challenges
The competition
The market positioning, etc.
● Improvement recommendations – 40%
- Customer journey
- Automation strategies
- e-Commerce gamification strategies
- e-Commerce personalization
strategies
● Actions needed to be associated with changing trends and technology – 15%
● Design of a new e-Commerce loyalty programme and customer retention strategy for the company – 20%
Total Marks – 100%