DGM22702 Project Brief
Consumers' behaviour and their journey across digital and physical channels as they engage with a brand is an important part of understanding how to manage and market any brand. The ability to understand your potential consumer can be transformative for your customer relationships and allow you to better understand their pain points, challenges and interests, which will feed into developing more effective marketing strategies. For this assessment, choose a brand within a sector that interests you, and complete the following two tasks (on the same brand).
Report -2,000 words +/-10%
You will identify 1 brand of your choice that sells both online and offline (omnichannel), and you will evaluate its strategy. To help with your research, the brand needs to have a presence in the UK, and ideally be a brand you are familiar with / shop from.
1. Carry a situation analysis of the brand, including macro, micro and internal analysis (to include primary research and primary sources)
2. From the analysis, develop a customer journey map and evaluate the company's strategy to provide seamless customer experiences throughout the journey.
3. Evaluate and develop a set of recommendations.
Areas to cover (compulsory):
- Carry out a Situation Analysis for your chosen Brand.
- Analyse and provide an in-depth overview of its primary target audience.
- Evaluate the internal and external factors that drive this target audience's consumer behaviour. Apply relevant theories where appropriate.
- Identify the brand's digital customer journey and the respective channels/touchpoints (digital and physical) with which
- The target audience can engage with the brand.
- Examine the brand's application of marketing strategies and tactics to provide positive customer experiences across digital and physical channels at each stage of the target audience journey.
- Provide recommendations on what the brand could do better to effectively engage with consumers.
- Apply and analyse at least one method of primary research.
You must:
- Employ at least one primary research method. Utilise quantitative and qualitative data collection techniques and carry out thorough secondary research.
- Use both primary and secondary sources of information.
- Your report must include graphs, charts and images/screenshots of your findings where relevant.
- You will be graded on your data collection interpretation. Add to the Appendix all your primary research.
- All recommendations and findings must be supported by evidence from your primary research and your own research on the brand's digital channels and other current market resources. Highly theoretical and generic reports will not be successful.
Demonstrating both brand and target audience research:
1. Use research & analysis to demonstrate a clear understanding of the brand and selected strategy, identifying appropriate examples.
2. Identify key theories to underpin your research and evaluate your strategy.
3. Frame your experiences from the module content, explore appropriate themes, theories and concepts and relate to your Report.
Structure your material to form a coherent Report and presentation. Your analysis should be presented and backed up with evidence through your research. This means thinking critically, reasoning, making choices, and weighing evidence as you read and research to structure and write your report.
Presentation -10 minutes
- Apply your relevant knowledge of consumer behaviour and the brand you have chosen to research, to create a visual presentation of your brand's customer journey and apply a user persona that supports your findings.
- Consider both digital and integrated marketing strategies according to the touchpoints you identified in the report.
Important: Claiming Al-generated output as one's own original work without full and transparent acknowledgement of any
Instructed contribution from AI technology will be flagged as academic misconduct.
Module Learning Outcomes
By the end of the module, students will be able to:
- Use research and case studies to assess the journey a digital consumer takes through the purchasing process.
- Critically reflect on their own and others' buying experiences to improve their understanding of the consumer journey.
- Create a marketing plan around the consumer journey based on consumer behaviour, marketing theory and psychology research.
- Apply marketing and business theories to a range of consumer scenarios, enabling students to consider and better understand and influence consumer thought processes ethically.
- Critically assess a brand's marketing strategy and effectiveness for the consumer journey by analysing their channels, messaging, and tactics.
Assessment Criteria
1. EXPLORE (weighting: 40%)
- Research & Analysis
- Subject Knowledge
- Critical Thinking & Reflection
- Problem Solving
2. CREATE (weighting: 30%)
- Ideation
- Experimentation
- Technical Competence
- Communication & Presentation
3. INFLUENCE (weighting: 10%)
- Social, Ethical and Environmental Impact
4. INTEGRATE (weighting: 20%)
- Entrepreneurship & Enterprise