Mapping Consumer Digital Journey

Mapping a consumer purchase journey is an effective method for marketers to improve customer
experiences. Mapping helps marketers diagnose relevant issues that are critical to target customers, and
formulate innovative ways of delivering them a ‘wow’ experience. For this purpose, marketers need to
understand the steps (i.e. need recognition, awareness, research, evaluate, purchase, pay and post
purchase service) that consumers go through before purchasing a product online or offline.
For this individual assessment, you are asked to map your digital journey while purchasing a product or
service online. You need to select a brand, or a firm that has a significant online presence (in English
language) in order to develop your map. If you are likely to interact with both online and offline contexts
throughout the purchasing process, please consider both while mapping the journey. You are required to
prepare a report covering the following key issues –
a. General introduction about the product or service, its nature, and targeted customers of the firm.
b. Create a map (e.g. a diagram or flowchart) that shows your journey from need recognition to post
purchase service that you have received from the selected brand or company. Specify each TOUCH
POINT of your journey in the diagram.
c. Critically discuss how the brand or firm uses different e-marketing channels and tools such as SEO,
SEM, AdWords, company owned and earned media including its social media content, emails, etc. in
each step of your journey. Your critical discussion should include both positive experiences and
negative experiences that you had with the brand’s / firm’s online presence. Your discussion should
also include the interaction of online and offline context if you have used both the platforms (online
and offline) while purchasing the product or service (i.e. specify the TOUCH POINTS when you have
gone offline and discuss why you have done so).
d. Recommend if there are other useful e-marketing tools that the brand or firm could use to make
your online purchase journey more rewarding. Discuss with examples how these tools could facilitate
your journey further. Your recommendation could be based on other competitor firms’ practices
within the industry.
Please DO NOT select the same brand or firm that you will select for Online Media Campaign i.e., AdWords
group project. The length of the assessment should not be more than 8 pages (12 font; 1.5 line space; and
1 inch margin in all sides) excluding the cover page, table of contents, references and appendices. Your
write up beyond first 8 pages will NOT be marked.
You are required to submit the assessment through blackboard. The submitted assignment will be
transferred to Turnitin automatically for plagiarism monitoring. Students will not be able to see the Turnitin
report; and, first time submission will be considered as final submission. Penalties will be applied for late submission.