Assignment Briefing

With a firm of your choice

Include in your document screenshots of some of the following which you see as most relevant/important in presenting your ideas. I would expect 10-20 such screenshots.

Relevant ads (e.g. search, programmatic, social media ads, affiliate links etc)

Relevant graphs from Google Trends

Screenshots of their owned media, e.g. website, social media, app etc.

Calls to actions on their product pages

Screenshots from Statista, IBISWorld, or equivalent.

Screenshots of customer reviews

Any other relevant material, e.g. SimilarWeb (only free content)

Do not pay for any content. Use material available through Kent or free online content.

20% on attracting and retaining customers [Individual Work]

Making use of your portfolio, your task is to analyse how a well-known retailer, dot com or multi-channel attracts and retains customers. You need to clearly draw on the portfolio when answering the question. You can also use other exhibits as well as the usual academic references.

On the first page the standard KBS cover page plus a word count [not counted in word count]

On the next page the Table of Contents [TOC] page which includes all headings and page numbers after the TOC [not counted in word count]

1. Introduction: Introduce your work, explain your choice of firm and give key background on the firm [150 words].

2. Attracting users: Analyse the key methods the firm you have looked at use to attract users. Categorise the methods into owned, paid and earned media as covered in the lectures (Stephen and Galak, 2012) [700 words].

3. Retention: Using the model outlined by Anderson and Swaminathan (2011), which will be covered in lectures and seminars, analyse how the firm drives customer satisfaction, which in turn influences loyalty [500 words].

4. Conclusion: Briefly conclude your work, summarizing your findings and areas you think you could be looked at in more detail [150 words].

5. Reference list: All references with full details provided. [not counted in word count]

Essay guidelines will be available on Moodle which will be explained in the module.

Deadline: See Moodle

Word Limit: 1,500 words with a 10% allowance (1,650 max). The Academic Regulations state what is included in the word limit.

In short, all text from to the final word in

The word allocation above is a guide to help you. You can vary a bit but this is roughly what is expected.