What are you required to do in this assignment?
This assignment requires you to write a Critical Reflective Report to demonstrate your knowledge and understanding of the role of ‘Digital Consumer Intelligence’ in the context of Digital Marketing. The Report should demonstrate a real-world understanding of digital business marketing successes and their challenges.
The report will provide an opportunity to reflect critically on the ways in which advances in digital technology are fundamentally changing consumer behaviour, and the opportunities and challenges this presents to organisations in a global context.
The visual appearance of the report VERY IMPORTANT is entirely your choice and I hope that you have, by now, found a template / style that you intend to use. If not, please make this a priority. My lecturer does not just want words jumbled together
The flow of your content is entirely up to you. However, the structure (headings / sub-headings) must ensure that your report cover certain key sections:
Table of Contents
List of Figures
List of Tables (if appropriate)
Headings & sub-headings throughout to enable you to convey what you want to convey
Appendices (Weeks 1 – 8 must be attached, plus any other appendices you feel relevant)
The report must cover the following (as per the Module Outline)
Summative Assessment – Individual research report, 3000 words (+/- 10%) (100% TMM)
“This individual assessment will enable students to develop and use research skills to gain in depth understanding of digital customers. Students will be encouraged to consider the extent to which academic theory is helpful to marketing practitioners in shedding light on consumer behavior and to reflect critically on the ways in which advances in digital technology are fundamentally changing consumer behavior, and the opportunities and challenges this presents for organisations.”
I suggest that the title of the report uses the bold text above and you might also decide to find a shorter name for the report as well once you have written it.
Consumer Intelligence: the extent to which academic theory is helpful to marketing practitioners in shedding light on consumer behavior and to reflect critically on the ways in which advances in digital technology are fundamentally changing consumer behavior, and the opportunities and challenges this presents for organisations.
By referring to this (long) report title at all times, will help you to decide what headings and sub-headings you feel you need in the main part of the report.
You must also ensure that the contents of your report fully covers all the Learning Outcomes (as per the Module Outline) so I suggest inserting an appendix which lists the Learning Outcomes which will enable you to cite each LO within your narrative.
A. Knowledge and understanding
Upon successful completion of this module the students will be able to:
A1 Operate in complex and unpredictable and/or specialised contexts, requiring selection and application from a wide range of advanced techniques and information source. Ethically undertake analysis of complex, incomplete or contradictory evidence / data and judge the appropriateness of the enquiry methodologies used. Recognise and argue for alternative approaches
A3 Have a deep and systematic understanding within a specialised field of study and its interrelationship with other relevant disciplines. Demonstrate an understanding of current theoretical and methodological approaches and how these affect the way the knowledge base is interpreted.
B. Skills Upon successful completion of this module the students will be able to:
B2. Ethically design and undertake substantial investigations to address significant areas of theory and/or practice. Select appropriate advanced methodological approaches and critically evaluates their effectiveness.
B4 Incorporate a critical ethical dimension to their practice, managing the implications of ethical dilemmas.
Finally, the Assessment Brief (in the Assessment folder) provides the percentage weightings for each Assessment Criteria. It is very important that, as you are drafting your report, you take these criteria into account because that is how you will achieve the best marks.
% Weighting Assessment Criteria
40% To use research skills to demonstrate an indepth understanding of digital consumers and relevant academic theory (useful to marketing practitioners) to shed light on consumer behaviour and consumer intelligence
30% To reflect critically on ways in which advances in digital technology are fundamentaly changing consumer behaviour, including ethical considerations
20% To reflect critically on the opportunities and challenges this change in consumer behaviour presents for organisations
10% Professionalism of report in terms of both clarity and appearance – headings / references / flow etc
The report is centred around the topics taught on the module from week one to eight below (Please read the attached coursework details for further understanding.)
TOPICS TO BE MENTIONED
Digital Consumer Intelligence
2 Socratic Thinking & Critical Thinking
3 Storytelling & Data-Storytelling
4 Digital Marketing Trends & Digital Analytics Trends
5 Envisaged Company / Role Job in mind ie target audience
6 Social Listening & Social Monitoring
7 Consumer Behaviour / Consumer Experience / Personas CRM (Customer Relationship Management) &
8 MEI (Marketing Entrepreneurship Interface)