Understanding the Digital Consumer

“We introduce the idea of brand community. A brand community is a specialized, non‐geographically bound community, based on a structured set of social relationships among admirers of a brand. It is specialized because at its center is a branded good or service. Like other communities, it is marked by a shared consciousness, rituals and traditions, and a sense of moral responsibility. Each of these qualities is, however, situated within a commercial and mass‐mediated ethos, and has its own particular expression. Brand communities are participants in the brand’s larger social construction and play a vital role in the brand’s ultimate legacy.” (Albert M. Muniz, Jr. and Thomas C. O’Guinn, 2001, p.412).

You are required to discuss the above statement in relation to the strategies marketers employ to create an online brand identity and using practical as well as theoretical insight to frame your answer.

Marks will be awarded for:

1. Identifying an online Brand community.

2. Identifying and critically analyse the issues related to the creation and sustaining the online brand community.

3. Identify and critically analyse the narrative surrounding the brand.

4. Identify and evaluate the potential inter-brand brand relationships and their impact.

5. Identify and illustrate the importance of the shared consciousness, rituals and traditions, and a sense of moral responsibility.

6. Critically analyse the interaction of Consumers with the brand name, logo, language, stereotypes and culture perceptions, and any other aspect of the brand in terms of their membership of the online brand community.

7. The role of perceived benefits in online marketing communications.

8. Systematic, logical approach to the essay.

9. Correct use of the Harvard referencing system and at least 15 sound academic references that have not been simply gleaned from lecture material.

Assessment criteria
Identifying an online Brand community. 20%
Identifying and critically analyse the issues related to the creation and sustaining the online brand community. 10%
Identify and critically analyse the narrative surrounding the brand. 10%
Identify and evaluate the potential inter-brand brand relationships and their impact. 10%
Identify and illustrate the importance of the shared consciousness, rituals and traditions, and a sense of moral responsibility. 15%
Critically analyse the interaction of Consumers with the brand name, logo, language, stereotypes and culture perceptions, and any other aspect of the brand in terms of their membership of the online brand community. 10%
The role of perceived benefits in marketing communications. 10%
Systematic, logical approach to the essay. 10%
Correct use of the Harvard referencing system and at least 15 sound academic references that have not been simply gleaned from lecture material. 5%

Assignment guidance:
This is a 3000 word assignment (+ or – 10%), assignments that go over the word count WILL have marks deducted. Ensure that you cite a minimum of FIFTEEN DIFFERENT ACADEMIC SOURCES using the HARVARD referencing system (in text and as a bibliography).

If you just research using just the recommended text from the reading list and/or base your essay on the lecture material alone you will not gain high marks. If you wish to gain higher marks you will need to engage in further reading using not just textbooks and but also articles, and you should read around the topics.
You must acknowledge ALL your source(s) and all work should be correctly referenced using the Harvard system, with a complete reference list at the end of the paper. A guide is on Moodle there are no excuses.

You may include appendices, however, they serve only as a point of reference and NOT another way to write more. Please note, marks will not be given for appendices
If you wish to include relevant images/ theoretical models to assist you in your explanation then do so. Please note that inclusion of any images or models will NOT be attributed any marks.

Tutors will NOT read or comment on any draft or finished assignments before the hand in date, however, there will be plenty of opportunities to discuss your work with tutors.

Your assignment should be word-processed, clearly marked with the module name, module code and module leader.

Your work should not contain your name only your student number.
Marks for each assessment criterion will be awarded with reference to the standard Cardiff Metropolitan University marking criteria.

Learning outcomes:
• Critically evaluate the conceptual paradigms, frameworks and theories of customer behaviour with respect to customer choices in and behaviour and apply this understanding to digital marketing management and campaign development and evaluation.
• Demonstrate cognisance of the changing nature of customer behaviour and understand the implications for digital marketing and marketing communications theory and practice.
• Determine and critically evaluate the characteristics of digital customers and their buying habits and preferences when matched to organisational goals.
• Map and determine digital consumer needs and wants to ensure customer focus.

Deliverables and submission:
All work is to be submitted through ‘TurnItIn’ to Understanding the Digital Consumer folder found on Moodle no later than 4pm Friday 3rd May 2019.

Key skills:
This assignment contributes evidence towards attainment of the following key skills:
• Communication through writing
• Independent working
• Research using a range of sources
• Problem solving
• Improving own learning and performance

Note that re-sits may be capped at 40%
The coursework will be marked and graded in accordance with the mark allocations shown above. Marks for each assessment criterion will be awarded with reference to the standard Cardiff Metropolitan University marking criteria
Please note that if you do not submit work this is classed as a non-attempt, a mark of 0 will be given and you will be required to resit the work in the resit period in the summer where your mark will be capped at 40% unless there are approved mitigating circumstances by the university.

All marks are subject to agreement at the Examination Board.

Marking Criteria

70%+
An answer that demonstrates an excellent understanding of the question and of the complex issues involved. There is a sound basis of relevant factual knowledge and/or theoretical issues included. Most of the important issues as dealt with in a detailed, specific and systematic way. Evidence of creativity, critical analysis and a wide base of referenced material beyond that of the core subject matter are included. No significant omissions or errors in written or oral communication.

60-69%
An answer that demonstrates a clear understanding of the question and grasp of the complexity of the issues involved. There is a sound basis of relevant factual knowledge and/or theoretical issues involved, with a few significant omissions of errors. The issues involved are dealt with overall in a systematic way. Some of the issues may be limited in critical approach but organised to show a comprehensive understanding.

50-59%
An answer that demonstrates an understanding of the basic issues in the question. There is a basis of factual knowledge and/or/ relevant theoretical issues. Although some errors and omissions may be apparent, most issues are dealt with clearly and accurately. The majority of issues have been dealt with at a level available through course material. The answer shows planning in its construction, with a clear train of thought or development of argument present. Average competent performance will be presented.

40-49%
An answer that demonstrates limited understanding of the main issues. There is relevant factual knowledge and/or awareness of theoretical issues, however, this may be dealt with in a patchy and/or poor and confused for lower D grades. Many significant errors may be present. Lacks clarity of expression. The answer may be poorly planned and with little development of argument.
FAIL GRADES: may be compensatable if other assessments gain high marks

35-39% An answer that fails to demonstrate any appreciable understanding of the basic issues of the question. Relevant factual knowledge and/or factual awareness of theoretical issues, if present at all, are very poor and limited. Many significant errors and omissions are apparent. Much or all of the answer is irrelevant to answering the particular question. Poorly organised.

>35% Attempts an answer, but relevant factual knowledge and/or awareness of the theoretical issues is very poor. Only superficial points are made. The answer is so short or irrelevant that only a few marks are justified. For example, one or two points made which show only some peripheral awareness of possibly relevant issues.

0% No answer presented. A zero mark may also be warranted for unfair practice such as plagiarism or collusion.