Course work Brief
Your Task
As a
newly appointed Marketing Assistant at one of the below department stores, you
will need to create an infographic which demonstrates the customer journey of
your chosen market segment. Your work
will be presented at a forthcoming ‘Away Day’ for your company’s product
category and marketing managers.
v
John
Lewis
v Debenhams
v Harrods
v Marks & Spencer
v
Selfridges
Retail Ltd
The
infographic will be assessed on how well the subject's relevance is
communicated to the target audience, its underpinning academic application; and
its visual clarity.
Ø A report
justifying the content and design is to be submitted with the poster.
Ø Senior management will also see your report so it should contain fully referenced
evidence supporting your commentary.
1) Your infographic should include the following elements:
Ø Visual representation
of the target customer persona & Customer Journey
Ø All elements of
all the touch-points
Ø An explanation on
what the customer is thinking, feeling and doing?
Your Report:
Ø A brief
explanation of the customer journey
Ø Identify elements
of the customer journey, which could be improved.
Ø Your
recommendation regarding your company’s potential response to the problems and
enhance customer experience.
Ø The use of
relevant theory to support your recommendation (pay close attention to the lectures and seminars content).
2) Your manager's objectives in setting
this task are:
Ø To assess your
ability to utilise a range of source materials.
Simple
replication of data or material from the available sources will not be enough
to reach a good standard (i.e. you will not get beyond 59%).
Ø To assess your
ability to structure the presentation of your ideas to a designated audience.
3) Ask yourself the following questions when structuring your supporting
report:
Ø Have you clearly explained the customer journey and your choice of
strategy?
Ø How can you use your formative feedback to help you shape your work?
Ø Is your report presented in a clear, understandable form? Poor
English will be penalised as it indicates a lack of care in presenting your
work.
In order to show your ability to structure
the information in a clear, concise manner your manager requires the supporting
report to BE LIMITED TO 2
sides of A4 (EXCLUDING APPENDICES, TABLES, ETC.).
A title page showing just
your name and a short list of contents DOES NOT count against the word
limit. Your Bibliography and References DO
count as part of your word count.
