Explain the importance of branding to the customer when accessing an organisation online.

TASK 1 REPORT

In your role within the chosen organisation, your manager has asked you to write a report which demonstrates the importance of understanding customer expectations in a digital marketing context and the role branding plays online.

Required:

(a) Using the organisation summary guidelines, provide a background to your chosen organisation.

(b) Outline the differences in customer expectations between offline and online organisational interaction.

(c) Explain the importance of branding to the customer when accessing an organisation online.

TASK 2 REPORT

Customer experience components and frameworks underpin good experiences for customers of any organisation. For this task you are required to produce a report that considers customer experience components and frameworks and how they can influence the role of elements of the marketing mix.

Required:

(a) Describe how customer experience components are integrated into your organisations digital offering.

(b) Assess how the use of a quality framework could help the organisation to improve the digital customer experience.

(c) Discuss how the people, processes and promotional elements of the marketing mix can be enhanced through the use of digital technologies.

TASK 3 DISCUSSION PAPER

Measurement of customer experience is essential in understanding if the organisations digital marketing activities are meeting customer experience expectations. You are required to produce a discussion paper to explore relevant customer experience metrics, using the results from them as a basis to make improvements to that experience.