Introduction to Marketing
Choose a company and discuss how this company uses online marketing to grab the attention of their online customers. What are the main characteristics of these customers?
LO1 To have a basic understanding of Marketing
LO2 To deal with basic Marketing situations
LO4 To understand the dimensions of consumer behaviour
LO6 To understand the use of new technologies and their effectiveness in marketing
LO1 To have a basic understanding of Marketing
LO2 To deal with basic Marketing situations
LO4 To understand the dimensions of consumer behaviour
LO6 To understand the use of new technologies and their effectiveness in marketing
LO8 To develop presentation skills
ASSESSMENT CRITERIA
? Quality of secondary data (maybe, primary data, also) research
? Analysis of the strategy used by the company
? Clear understanding of the concepts involved
? Discussion of the advantages and disadvantages of online marketing
? Discussion on consumer behaviour and the characteristics of the new type of customer (online consumer)
? Sound proposals/suggestions for the future (supported by evidence)
? Structure of the report
? References
ASSESSMENT CRITERIA
? Quality of secondary data (maybe, primary data, also) research
? Analysis of the strategy used by the company
? Clear understanding of the concepts involved
? Discussion of the advantages and disadvantages of online marketing
? Discussion on consumer behaviour and the characteristics of the new type of customer (online consumer)
? Sound proposals/suggestions for the future (supported by evidence)
? Structure of the report
? References
DETAILED DESCRIPTION
PART I (35%): Students are asked to choose a company and discuss how this company uses online marketing to grab the attention of their online customers. Also you need to discuss who are those customers? What are their characteristics? Why do they choose this type of communication?
Theoretical framework is required: email marketing, online marketing, and consumer behaviour.
Your assignment should be separated into two main parts: a literature review on online marketing and consumer behaviour and your remarks on the company.
Your assignment should be separated into two main parts: a literature review on online marketing and consumer behaviour and your remarks on the company.
Step 1: Choose your partner (group of two)
Step 2: Choose a company which uses electronic tools to communicate with its customers
Step 3: inform your lecturer upon your choices through e-mail by week 3
Step 4: Read the theory behind online marketing and consumer behaviour (see below for more specific criteria)*
Step 5: Experience the online services so as to make your observations and keep some notes
Step 6: Write together with your partner the assignment. You should not be descriptive rather theoretical and critical. This is why you are strongly advised to use the academic literature on online marketing, and consumer behaviour.
Step 2: Choose a company which uses electronic tools to communicate with its customers
Step 3: inform your lecturer upon your choices through e-mail by week 3
Step 4: Read the theory behind online marketing and consumer behaviour (see below for more specific criteria)*
Step 5: Experience the online services so as to make your observations and keep some notes
Step 6: Write together with your partner the assignment. You should not be descriptive rather theoretical and critical. This is why you are strongly advised to use the academic literature on online marketing, and consumer behaviour.
Step 8: Submit your assignment
*Your analysis should include a theoretical framework. You need to include:
? What is your company doing to grab the attention of its audience
? Why they decided to use this tool?
? What are the advantages and disadvantages of online marketing?
? Who are those customers who subscribe themselves (i.e. Generation C?)
? What are their characteristics?
ATTENTION: All parts of the project should draw upon academic literature.
? What is your company doing to grab the attention of its audience
? Why they decided to use this tool?
? What are the advantages and disadvantages of online marketing?
? Who are those customers who subscribe themselves (i.e. Generation C?)
? What are their characteristics?
ATTENTION: All parts of the project should draw upon academic literature.
SUBMISSION
Students are expected to submit their work in hard copy. Assignments should be 1400 words long per student (Group of two students: 2,800 words), (excluding tables, graphs and spreadsheets). There will be a penalty of 10% for those reports exceeding the word limit by more than 10%. In case the word limit has been exceeded by more than 20%, the report will get a mark of 0.
Following the guidelines of the “Students Handbook”, reports should be written using the Century Gothic font at a size of 10 and with 1.5 spacing between lines. There should be clear spacing between paragraphs, sections and subsections. The assignment must have a Departmental cover sheet attached.
In case of group-work, upon completion of the project each student is required to download (from MOLE) and complete the peer evaluation form. If this form is not filled in, then marks will not be released.
Students are expected to follow the below report structure:
? Abstract
? Table of Contents
? Introduction
? Literature Review
? Recommendations for actions that should/could be/have been undertaken
? Conclusion(s)
? Bibliography – you must utilise the Harvard Reference System. Please check the link:
? http://uecho.shef.ac.uk:8080/ess/echo/presentation/8f982041-ea67-475e-9091-4290b6ca793d
? Appendices – optional
? Table of Contents
? Introduction
? Literature Review
? Recommendations for actions that should/could be/have been undertaken
? Conclusion(s)
? Bibliography – you must utilise the Harvard Reference System. Please check the link:
? http://uecho.shef.ac.uk:8080/ess/echo/presentation/8f982041-ea67-475e-9091-4290b6ca793d
? Appendices – optional
