As an E-Marketing Consultant, Do the Following
Essay by Pui Man TSE • March 26, 2016 • Study Guide • 957 Words (4 Pages) • 1,104 Views
As an e-marketing consultant, do the following:
- For your Group Assignment, select a real company that frequently does e-marketing. If there is a HK webpage/website for this company, analyze the embedded strategies the company uses for HK people specifically. If there is only an international version, you can still study the company; the strategies may not be particular specific for HK market. Select carefully.
- Note well that you must keep studying this company in your Group Project later.
- Seek approval on company selection from your lecturer before you start this assignment. Approval will be granted on first-come-first-serve basis.
- Design a questionnaire and conduct a real survey to measure people’s perceived importance of the 7Cs of Customer Interface of the company’s official website. There should be only 7 key statements (one from each C) in 6-point Likert Scale.
- You can use the following suggested statements directly, then you miss a chance to earn more marks by designing new statements. Or you can select other dimension in each C, e.g. functional (not beautiful) in statement 1, so as to match the nature of your company and earn more marks; but if your new statements are problematic you may loss marks. Make your decision carefully and you need to justify your design during the discussion.
Please circle an option best represents your agreeableness on the statements below: (1=Strongly disagree, 2=Disagree, 3=Slightly disagree, 4=Slightly agree, 5=Agree, 6=Strongly agree) | |
When I visit the official website of [the company name of your choice]…. [the dimension of customer interface] … is important to me: 1. The website is beautiful. 2. The website has many multimedia elements. 3. The website provides an online community, e.g. discussion forum. 4. The website provides me personalization, e.g. personalized email, content configuration. 5. The website has online customer service chatting function to handle my enquiries. 6. The website has many links from or to other websites for my quick references. 7. The website has built-in online shopping function, i.e. shopping cart and online payment. | 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 |
Gender: Female / Male Age group: 14 or below / 15-17 / 18-20 / 21-23 / 24 or above |
- Collect 15 usable questionnaires from each of the following channels, so you will have 30 in total:
a) Face to face with hard copy
b) An online social medium (e.g. facebook, WhatsApp)
- Report the findings in a PowerPoint file:
a) Briefly compare the efficiencies (no. of hours used and difficulty) between these two
channels. Provide explanation of commonalities and differences discovered.
b) Rank the average means of the 7 statements. Explain why certain dimensions of the 7Cs are
particularly important/unimportant to the respondents, e.g.: it is because of:
i) the nature of the industry, ii) gender/age difference, or iii) branding effect
Submission of soft copy pack AND Discussion
A soft copy pack is due on 28 Feb 2016 mid night (Sunday). Email it to your lecturer. The pack should contain an 8-slide PowerPoint file (including cover and contents, animation is not allowed) and your questionnaire (blank version). We will have open discussion on the findings and no formal presentation is required.
Submission of hard copy pack (PowerPoint and questionnaire)
A hard copy pack is due by the class in week 7, which MUST BE exactly the same to the soft copy. The pack should contain the assignment cover page, the PowerPoint file and the questionnaire.
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