“Digital Marketing individual assignment
Order Description
70% extended essay on attracting and retaining customers [3500 words]
Your task is to compare and contrast a well-known multi-channel firm and a well-known dot com firm (i.e. 1 firm of each type).
1. On page 1 the standard KBS cover page plus a word count.
2. On the next page the Table of Contents [TOC] page which includes all headings and page numbers after the TOC.
3. On the next page the Executive Summary [400 words approx].
4. Introduce your work explain your choice of firms giving key background on the firms [500 words].
5. Compare and contrast the key methods the firms you have looked at use to attract online customers [950 words].
6. Using the model outlined by Anderson and Swaminathan (2011) which will be covered in lectures and seminars compare and contrast how the two firms drive customer
satisfaction which in turn influences loyalty [950 words].
7. Identify the most important 3 things you have learnt from doing the assessment [350 words].
8. Briefly conclude your work summarising your findings and areas you think you could be looked at in more detail [350 words].
9. Reference list with full details provided.
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