Discuss what e-CRM strategies could be used to drive customer loyalty including strategies for cross selling and upselling. Address what ethical and legal aspects should be considered in doing so.
Assessment 2: Individual Report (2000 words)
Learning Outcomes
LO 1: Critically evaluate the role and use of data to create insight and the relevant legal and ethical implications.
LO 2: Research a range of brands, analyse marketing data, draw conclusions and insights and make recommendations.
LO 3: Critically evaluate the range of digital, interactive and social media in relation to a range of business contexts.
LO 4: Understand and apply digital marketing theory in a range of media in different contexts.
Brief:
You have recently been employed as a Digital Marketing Strategist for an online fashion retailing business. You are required to propose a plan to the senior management by compiling a professional business report (2000 words +/-10%) addressing the following aspects.
- Give a brief introduction to your business addressing aspects related to product mix, target customer segment(s) and online marketing/sales channels used.
- Design an appropriate digital multi-channel strategy considering the customer journey of the online fashion retailer. Suggest the metrics that can be used to measure success.
- Discuss what e-CRM strategies could be used to drive customer loyalty including strategies for cross selling and upselling. Address what ethical and legal aspects should be considered in doing so.
- You can justify your proposals using examples of success stories in the same industry and also from other business contexts.
- Ensure you include a single reference list at the end of document and use in-text citations.
Suggested report structure
Title page
Executive summary (300 words)
Table of contents
Introduction (250 words)
Main body (1200 words)
Conclusion (250 words)
References
The assessment criteria for the report:
- To what extent has the student constructed their investigation to propose a plan of action made in a detailed report, demonstrating evidence-based decision-making.
- To what extent has the student been able to synthesise theory and models in translating knowledge into a new context, tailored to the audience and medium.
- To what extent has the student been able to employ appropriate applications to communicate information. Effective and logical structure using applications to construct a professional business report showing understanding of complex information and drawing conclusions. Correct grammar and punctuation.
- Correct use of Westminster Harvard referencing.
