This task brings together the main themes of the module and requires you to build a portfolio of developed materials. The portfolio is comprised of three parts:
Part One: Infographic (15 marks)
– You are required to produce an infographic which provides insights on:
o Your chosen target market
o Your chosen product category
– You will use secondary research to develop a professional standard document which will provide both a detailed understanding of the customer and identify trends in the product category.
Part Two: Database Activity (30 marks)
– Using the CRM software and customer database provided, you are required to:
o Create distinct customer segments based on suitable data fields;
o Set clear objectives for each customer segment and justify these in an email marketing plan;
o Develop targeted email communications designed to achieve the stated objectives.
Note: Parts One and Two are not subject to the word count.
Part Three: Critical Analysis of Theory (30 marks)
For this section you are required to select one of the below topics:
– Online service quality
– Data Privacy
– Online Customer Loyalty
You are required to develop a 2,000 word discussion (broken into sections as appropriate) which demonstrates an understanding of your chosen topic and provides a critical discussion of theory in this area. This will be supported by a range of academic sources (largely journal articles and textbooks) but may be supplemented by more practical sources. You will conclude the discussion by identifying current trends in your chosen area which may be relevant to digital marketers.
Note: Part Three of the portfolio is subject to the stated 2,000 word count and does not need to be based upon M&S.