The Marketing Director is asking you conduct a sentiment analysis to some of the marketing issues. How would you resolve those challenges in developing the customer value proposition to gain (or with the objective of gaining) competitive advantage of your (chosen) brand?
Your task is to conduct a sentiment analysis for a brand as a marketing consultant. In answering the tasks, you are expected to consider the following areas:
a) Customer Behaviour and Motivations b) The Use of Digital Elements (i.e. social media, e-commerce website; mobile application etc.) c) Customer Experience d) Value Propositions
You will be taught how to conduct sentiment analysis through manual processing to analyse sentiment data and convert it from unstructured data into meaningful information. You are expected to gather consumer sentiment from relevant social and feedback sources and identify marketing issues under four key areas.
Please make sure your work includes an introduction, a conclusion and a bibliography. You should refer as appropriate to the books and references highlighted during the course, supplemented by your own literature research. Please provide the full reference for the quotes (date and book or article). A maximum of 3000 words, excluding references
The assessment will be further discussed in more detail during the class and any questions students may have are welcome in class.
Marking: Your performance on the assignment will be marked according to the level 7 learning objectives (see attached). You must consider the following areas in your assignment as the marks will be awarded accordingly (though not necessarily equally weighted).
a) You should demonstrate your understanding of how digital activity draws on the structures of traditional marketing and how it extends them. b) You should demonstrate a clear, concise, well-structured account of the benefits and potential pitfalls of marketing in the digital environment and the way in which the brand you have chosen can make use of them to align with the behaviour and motivations of your target markets.
c) Through sentiment analysis, you should identify issues related to customer experience management and the digital customer journey (e.g. issues during their experiences across all touch points),
d) You should analyse your findings considering elements: customer behaviour & motivation, the use of digital elements, customer experience, and you should identify brand’s challenges in developing value proposition to gain competitive advantage.
f) You should provide brief recommendations to state how would you resolve those challenges in developing the customer value proposition to gain competitive advantage for your chosen brand. Your recommendations, however, should be derived from the sentiment analysis featured in the main task.
g) You should demonstrate your abilities to generate an in-depth discussion, conduct appropriate analysis and show evaluative skills in the report.
h) The report should be completed in a coherent and consistent manner. Relevant literature from academic journals should be reviewed. You should also provide a range of evidence for the quality of the critical evaluation.conduct a sentiment analysis to some of the marketing issues. How would you resolve those challenges in developing the customer value proposition to gain (or with the objective of gaining) competitive advantage of your (chosen) brand?
Your task is to conduct a sentiment analysis for a brand as a marketing consultant. In answering the tasks, you are expected to consider the following areas:
a) Customer Behaviour and Motivations b) The Use of Digital Elements (i.e. social media, e-commerce website; mobile application etc.) c) Customer Experience d) Value Propositions
You will be taught how to conduct sentiment analysis through manual processing to analyse sentiment data and convert it from unstructured data into meaningful information. You are expected to gather consumer sentiment from relevant social and feedback sources and identify marketing issues under four key areas.
Please make sure your work includes an introduction, a conclusion and a bibliography. You should refer as appropriate to the books and references highlighted during the course, supplemented by your own literature research. Please provide the full reference for the quotes (date and book or article). A maximum of 3000 words, excluding references
The assessment will be further discussed in more detail during the class and any questions students may have are welcome in class.
Marking: Your performance on the assignment will be marked according to the level 7 learning objectives (see attached). You must consider the following areas in your assignment as the marks will be awarded accordingly (though not necessarily equally weighted).
a) You should demonstrate your understanding of how digital activity draws on the structures of traditional marketing and how it extends them. b) You should demonstrate a clear, concise, well-structured account of the benefits and potential pitfalls of marketing in the digital environment and the way in which the brand you have chosen can make use of them to align with the behaviour and motivations of your target markets.
c) Through sentiment analysis, you should identify issues related to customer experience management and the digital customer journey (e.g. issues during their experiences across all touch points),
d) You should analyse your findings considering elements: customer behaviour & motivation, the use of digital elements, customer experience, and you should identify brand’s challenges in developing value proposition to gain competitive advantage.
f) You should provide brief recommendations to state how would you resolve those challenges in developing the customer value proposition to gain competitive advantage for your chosen brand. Your recommendations, however, should be derived from the sentiment analysis featured in the main task.
g) You should demonstrate your abilities to generate an in-depth discussion, conduct appropriate analysis and show evaluative skills in the report.
h) The report should be completed in a coherent and consistent manner. Relevant literature from academic journals should be reviewed. You should also provide a range of evidence for the quality of the critical evaluation.. How would you resolve those challenges in developing the customer value proposition to gain (or with the objective of gaining) competitive advantage of your (chosen) brand?
Your task is to conduct a sentiment analysis for a brand as a marketing consultant. In answering the tasks, you are expected to consider the following areas:
a) Customer Behaviour and Motivations b) The Use of Digital Elements (i.e. social media, e-commerce website; mobile application etc.) c) Customer Experience d) Value Propositions
You will be taught how to conduct sentiment analysis through manual processing to analyse sentiment data and convert it from unstructured data into meaningful information. You are expected to gather consumer sentiment from relevant social and feedback sources and identify marketing issues under four key areas.
Please make sure your work includes an introduction, a conclusion and a bibliography. You should refer as appropriate to the books and references highlighted during the course, supplemented by your own literature research. Please provide the full reference for the quotes (date and book or article). A maximum of 3000 words, excluding references
The assessment will be further discussed in more detail during the class and any questions students may have are welcome in class.
Marking: Your performance on the assignment will be marked according to the level 7 learning objectives (see attached). You must consider the following areas in your assignment as the marks will be awarded accordingly (though not necessarily equally weighted).
a) You should demonstrate your understanding of how digital activity draws on the structures of traditional marketing and how it extends them. b) You should demonstrate a clear, concise, well-structured account of the benefits and potential pitfalls of marketing in the digital environment and the way in which the brand you have chosen can make use of them to align with the behaviour and motivations of your target markets.
c) Through sentiment analysis, you should identify issues related to customer experience management and the digital customer journey (e.g. issues during their experiences across all touch points),
d) You should analyse your findings considering elements: customer behaviour & motivation, the use of digital elements, customer experience, and you should identify brand’s challenges in developing value proposition to gain competitive advantage.
f) You should provide brief recommendations to state how would you resolve those challenges in developing the customer value proposition to gain competitive advantage for your chosen brand. Your recommendations, however, should be derived from the sentiment analysis featured in the main task.
g) You should demonstrate your abilities to generate an in-depth discussion, conduct appropriate analysis and show evaluative skills in the report.
h) The report should be completed in a coherent and consistent manner. Relevant literature from academic journals should be reviewed. You should also provide a range of evidence for the quality of the critical evaluation.
