Learning outcomes:
On completion of this assignment you should be able to undertake:
1. This module aims to give students an academic understanding in social media marketing, to enable them to evaluate current practice in the field and recommend marketing strategies that integrate academic thought.
2. The module addresses social media from a grassroots perspective to question how consumer-to-consumer interaction has evolved with the technology and where businesses fit into this discourse.
3. It also encourages students to become reflective social media users by developing their social media literacy skills.
4. Develop interactive marketing communication campaigns, particularly digital marketing campaigns for organisations enabling them to develop relationships with customers.
5. Be able to make recommendations on how to develop an interactive marketing communications campaign for an organisation and to relate this understanding to the planning and implementation of strategies which seek to enhance company profitability.
Required:
1. You should briefly outline an organisations technological customer engagement strategy please choose one of the following companies: BooHoo, Tesco, Lego, Pepsi, Amazon, or KFC. Alternatively you can choose a company that you are familiar with for this task, which must be approved first by either Dr Brad McKenna or Dr Lucill Curtis.
2. Discuss and apply the theories and frameworks of technological customer engagement covered in the module so far to critique their current activity and technology usage, such as: consumer engagement, word of mouth, and affordance theory please also review all the lecture slides for other examples.
3. Suggest any recommendations for improving the technological customer engagement strategies of your chosen organisation, and justify these suggestions
1
The information required from the list above should be included within a report. A suggested outline for this report is included below:
1. Executivesummary
2. Introduction:(Briefintroductiontotheorganisationandanoverviewofthe
different technological customer engagement strategies they currently use)
3. Discussandapplythetheoriesandframeworksoftechnologicalcustomer
engagement covered in the module so far to critique their current activity
4. Suggest any recommendations for improving the technological customer
engagement strategies of your chosen organisation
5. Conclusion
6. References (Harvard or APA 6)*
7. Appendices (Any data to support either your evaluation or recommendations)*.
* excluded from word count.
Marking
You will be marked based on the UEA Senate Scale (Masters): coursework criteria, which is available here: https://portal.uea.ac.uk/documents/6207125/8551351/senate- marking-scale-masters-level-coursework.pdf/283e8e7c-3929-450b-933f- 44b31a3c4904
