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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.
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%