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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.
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