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Instructions:
US4024 Capella Customer Knowledge and the Internet Discussion
Topic Selection
This assignment is the first step in the course project. The overall project will involve determining approaches and variables that a company would consider in marketing an existing product or a service to a new type of customer. This type of expansion of the customer base is a common tactic for marketers. Hence, understanding the consumer behavior aspects of such actions is important. Complete the following for this assignment:
Before selecting your topic, take a few moments and review the Choosing a Product – Project Topic Selection presentation linked in Resources.
After you have reviewed the presentation, identify and describe the product or service with which you would like to work. You may use the same product that you used for the Unit 7 assignment.
Provide a preliminary description of the market segmentation and type of customer to whom you may target your product. In the next unit, you will provide more detail about the customer.
Note: The actual writing for this part of the project may only require a few sentences, but it may take a great deal of thinking and brainstorming.
Once complete, submit your assignment to your instructor. Refer to the Topic Selection Scoring Guide to ensure you have met the requirements of the assignment, prior to submitting.
Resources
Topic Selection Scoring Guide.
Choosing a Product – Project Topic Selection.
Customer Knowledge and the Internet
Customer Knowledge and the Internet Scoring Guide.
Describe the firm and its business.
Locate the Web site address of the firm. Analyze the Web site, and how the firm uses it for brand recognition.
Explain how Web site is used to educate customers about the products. Provide examples.
Describe how the Web site is used to create a lasting, favorable impression with customers. For example, consider how the firm may use its Web site to increase top-of-mind awareness of its products.
Describe how the strategies used may affect customer behavior toward its products.
Resources
Many companies, or firms, use the Internet to help customers better understand their products and to allow them to become more familiar with their brands. In this assignment, consider all of the firms of which you are a customer. Select one and conduct a case study analysis on how it uses the Internet to better educate its customers—and potential customers—about its products, in order to build a greater brand recognition. Include the following:
Once complete, submit your assignment to your instructor. The content of your paper should determine the length. Refer to the Customer Knowledge and the Internet Scoring Guide to ensure you have met the requirements of the assignment, prior to submitting.
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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US4024 Capella Customer Knowledge and the Internet Discussion |
US4024 Capella Customer Knowledge and the Internet Discussion