Unit 33: Marketing Insights and Analytics

Assignment 1 Brief
Programme Title Pearson BTEC Level 5 Higher National Diploma in Business
Student Name/ID Number:
Unit Number and Title: Unit 33: Marketing Insights and Analytics (5120)
Academic Year:
Unit Tutor:
Assignment Title: ASSIGNMENT 1
Issue Date:
Submission Date:
Submission Format:

Format:

 This is an individual assignment.

 You must use font Calibri, Arial, or Times New Roman size 12, set number of the
pages and use multiple line spacing at 1.5. Margins must be: left: 1.25 cm; right: 1
cm; top: 1 cm and bottom: 1 cm.
 The presentation should adhere to a formal structure, including these components:
 Table of Contents
 Executive Summary
 Discussions (main content of the report)
 Conclusion
 Reference List
 Appendix (if necessary)
 You should use in text references and a list of all cited sources at the end of the
essay by applying Harvard referencing style.
 The recommended word limit is 5500-6000 words (+/-10%), excluding the tables,
graphs, diagrams, appendixes and references. You will not be penalized for
exceeding the total word limit.
 The cover page of the report has to be the Assignment front sheet 1 (to be attached
with this assignment brief).

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Submission:

 Students are compulsory to submit the assignment in due date and in a way
requested by the Tutor.

 The form of submission will be a soft copy posted on http://cms.btec.edu.vn/.

 Remember to convert the word file into a PDF file before the submission on CMS.

Note:

 The Assignment must be your own work, and not copied by or from another
student(s).
 If you use ideas, quotes or data (such as diagrams) from books, journals or other
sources, you must reference your sources, using the Harvard style.
 Make sure that you understand and follow the guidelines to avoid plagiarism.
Failure to comply with this requirement will result in a failed assignment.

Unit Learning Outcomes:

This assignment satisfies the following learning outcomes:
LO1 Investigate characteristics and influences on consumer decision-making processes in
different organisational contexts
LO2 Apply techniques to enhance the customer experience and develop customer
relationships for marketing purposes
Transferable skills and competencies developed
This unit helps students to:
 Understand important principles in their field and how they've changed over time.
 Use these principles in different situations, even at work.
 Use digital tools to find information.
 Effectively communicate information, arguments and analysis in a variety of forms,
and deploy key techniques of the discipline effectively.
 Develop skills needed for jobs that involve taking personal responsibility and making
decisions that can be applied in different work settings

Vocational scenario

You are employed as a Marketing Analyst at a well-known company operating in Vietnam,

referred to as X organization. Your role involves understanding consumer behavior,

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developing strategies to enhance customer experiences, and evaluating measures and metrics
to improve overall customer satisfaction within the organizational context.

This task entails completion of both assignment 1 and 2.

Your first assignment focuses on investigating the characteristics and influences on consumer
decision-making processes across different organizational contexts. You need to pick the main
competitor of X organization and investigate characteristics and influences on consumer
decision-making processes in the two organisations. Also, explain why it's important for
marketers to understand how to map a path to purchase and understand consumer decision
making.

Your main goal is to create a strategy, selecting appropriate techniques to enhance customer
experience to meet marketing opportunities.

Assignment activity and guidance

The report should include the followings content:

1. An analysis of characteristics of the chosen organisations’ customers, including types

of customers, organisation context, customer needs, values proposition.

Phân tích đặc điểm của khách hàng của tổ chức được lưa chon, bao gồm loại khách
hàng, bối cảnh tổ chức (overal công ty đang cung cấp dịch vụ/sản phẩm nào), nhu cầu
của khách hàng, đề xuất giá tri (khách hàng cá nhân + doanh nghiệp).

2. Introduction to consumer decision-making process.

While consumer decision-making journeys can vary, tutors should advise students to select
the five-stage buying process for the assignment.
Lý thuyết về decision making process (mô hình 5 bước).
3. Examine each stages of the consumer decision-making journey for products or services
from your chosen organisations. The examination should be supported by relevant data.
(P1)

Chứng minh ở 2 công ty. Ở từng bước trong mô hình ra quyết định, sinh viên cần trả
lời 3 câu hỏi: - Khách hàng nghĩ gì? (chứng minh bằng số liệu thực tế) - Công ty đã
làm gì để đáp ứng suy nghĩ đó? (chứng minh bằng số liệu thực tế) Tương tự đối thủ là
gì ( Chứng minh bằng số liệu thực tế )

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 4. Discuss why it is important for marketers to map a path to purchase and understand
consumer decision making. (P2) The value of mapping a path to purchase, e.g. the
consumer-decision journey from pre-purchase, purchase, receive and post-purchase.

Suggest analyzing at least 3 main points.

Định nghĩa và tầm quan trọng của 3 giai đoạn: pre-purchase, purchase và post-purchase
(Lý thuyết)

5. To enhance, evaluate how marketers understand the consumer decision-making process

for a range of products and services from different organisations. (M1)

The answer would be varied but here are some common approaches:

- Conduct market research: thực hiện nghiên cứu thị trường (số liệu)

- Understand the needs and preferences of different consumer segments: nhu cầu và sở
thích của các nhóm khách hàng khác nhau.

- Use consumer journey mapping: sơ đồ hành trình khách hàng

- Use data analytics : phân tích dữ liệu

Student may evaluate these approaches base on strengths or weaknesses, advantages or

disadvantages, relevance or significance.

6. Design a customer experience strategy, selecting appropriate techniques to enhance

customer experience to meet marketing opportunities.

Đặt mục tiêu cụ thể cho CJM: tăng sự hài lòng, tăng sự giữ chân,...

- In order to design an effective customer experience strategy for your target customer
segments, you may apply Customer Journey Map to understand the customer's
perspective.

Vẽ sơ đồ hành trình khách hàng đối với công ty của bạn (pre-purchase, purchase,
post- purchase)

- Beside, explain how your business intends to deliver value and satisfaction to its
customers across all touchpoints and interactions on the customer journey map.

Giair thích hành trình khách hang mà các bạn vừa vẽ, touchpoint nào, điểm tương tác
nào ?
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 Design a customer experience strategy, selecting appropriate techniques to enhance
customer experience to meet marketing opportunities (P).

Your ideas and tactics to improve the overall customer experience should be describe
in detail (M2)

To enhance, student should define specific goals for your customer experience
strategy, such as increasing customer satisfaction, retention, and advocacy.

Identify all touchpoints where customers interact with your brand, from initial
awareness to post-purchase support.

Map out the customer journey to understand the sequence of interactions and
opportunities for improvement. Beside, student also needs to select appropriate
techniques, such as:

+ Applying digital technologies, e.g. online forums, comparison websites, social

media, online buying.

+ Personalization: Use data to tailor experiences based on individual preferences and

behaviors.

+ Implement systems to gather feedback at various touchpoints and use insights to

improve processes.

+ Reward customers for their loyalty and encourage repeat purchases

Trong quá trình đề xuất, sinh viên cần phải sự dụng các technique như hệ thống thu
thập feedbacks, hệ thống chăm sóc khách hàng VIP, cá nhân hoa, điểm thưởng, v.v.

7. In addition, you should critically evaluate the consumer decision-making process to

develop a strategic customer experience.

The response might differ, but it's important for the tutor to ensure that the analysis
remains critical.

Đánh giá quy trình ra quyết định bên trênđã phát triển trải nghiệm khách hàng như thế
nào.

Please note: Students have the flexibility to modify the format logically, ensuring alignment
with all Learning Outcomes and Assessment Criteria.
Recommended Resources
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Note: the resources listed are examples for you to use as a starting point in your research – the
list is not definitive.

Books:

NEUMEIER, M. (2016) The Brand Flip, why customers now run companies and how to profit
from it. Harlow: Pearson.

SHIFFMAN, L. and WISENBLIT, J. (2019) Consumer Behavior. 12th Ed. London: Prentice
Hall.

SOLOMON, M. (2020) Consumer Behavior, Buying, Having and Being. 13th Ed. Harlow:
Pearson.

SORENSEN, H. (2017) Inside the Mind of the Shopper. Harlow: Pearson.

SWINSCOE, A. (2016) How to Wow: 68 Effortless Ways to Make Every Customer Experience
Effortless. London: FT Press.

Learning Outcomes and Assessment Criteria:

Pass Merit Distinction

LO1 Investigate characteristics and influences on consumer decision- D1 Critically

making processes in different organisational contexts evaluate the
consumer
P1. Examine the stages of the consumer
M1. Evaluate how marketers decision- making
decision- making journey for products
understand the consumer process to develop
and services from different
decision- making process for a strategic
organisations
a range of products and customer
P2 Discuss why it is important for
services from different experience
marketers to map a path to purchase and
organisations.
understand consumer decision making.

LO2 Apply techniques to enhance the customer experience and develop

customer relationships for marketing purposes

P3 Design a customer experience M2 Design a detailed

strategy, selecting appropriate customer experience strategy,
techniques to enhance customer selecting appropriate
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 techniques to enhance
experience to meet marketing customer experience to
opportunities. maximise marketing
opportunities.

1. Importance of Mapping the Consumer Path to Purchase

o 3.1 Definition of Consumer Journey Mapping
o 3.2 Why Mapping is Crucial for Marketing Strategy
 Enhancing customer satisfaction
 Identifying pain points and opportunities
 Improving customer retention
o 3.3 Comparative Analysis of Mapping Approaches in Rohto Vietnam and L'Oréal
Vietnam
2. Designing a Customer Experience Strategy for Rohto Vietnam
o 4.1 Objectives of the Strategy
 Increase customer satisfaction by 20% within 12 months
 Improve customer retention through personalized experiences
 Strengthen brand loyalty via targeted loyalty programs
o 4.2 Customer Journey Map (CJM) for Rohto Vietnam
 Pre-Purchase: Digital engagement and awareness
 Purchase: Streamlined processes and promotions
 Post-Purchase: Feedback and loyalty programs
o 4.3 Techniques to Enhance Customer Experience
 Digital Technologies (e.g., virtual consultations, social media)
 Personalization (e.g., tailored product recommendations)
 Feedback Systems (e.g., real-time feedback integration)
 Loyalty Programs (e.g., tiered reward systems)
o 4.4 Evaluation of Strategy Effectiveness
 Strengths and weaknesses
 Opportunities for future enhancements
3. Conclusion
o 5.1 Summary of Key Insights
o 5.2 Strategic Recommendations for Rohto Vietnam
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Importance of Mapping the Consumer Path to Purchase Mapping the consumer journey is
essential for identifying and optimizing key customer touchpoints. According to Kalbach (2016),
the primary benefits include:
 Improved Customer Satisfaction: By understanding customer expectations, businesses can
provide tailored solutions.
 Enhanced Customer Retention: Continuous engagement throughout the consumer journey
fosters loyalty.
 Optimized Marketing Strategy: Identifying pain points helps businesses improve service
delivery and increase conversions.

5. Customer Experience Strategy for Rohto Vietnam

5.1 Objectives:
 Increase customer satisfaction by 20% within 12 months.
 Improve retention through personalized engagement and loyalty rewards.
5.2 Proposed Customer Journey Map:
 Pre-Purchase: Enhance awareness through personalized digital marketing and virtual
consultations.
 Purchase: Streamline the buying process with targeted promotions and simplified
checkouts.
 Post-Purchase: Implement feedback systems, personalized follow-ups, and a tiered loyalty
program.
5.3 Techniques to Enhance Customer Experience:
 Use digital technologies (e.g., chatbots, social media engagement).
 Offer personalized experiences through data-driven product recommendations.
 Establish customer feedback mechanisms to capture real-time insights.
 Implement loyalty programs to reward repeat purchases and foster brand advocacy.
5.4 Evaluation of Strategy Effectiveness: By adopting these approaches, Rohto Vietnam can
strengthen its market position, enhance customer experiences, and increase long-term brand loyalty.
Regular monitoring and consumer feedback will guide continuous improvements.

Critical Evaluation of the Consumer Decision-Making Process

 Rohto Vietnam Strengths: Affordability and accessibility drive mass adoption.
 Rohto Vietnam Weaknesses: Less emphasis on personalized luxury experiences.
 L'Oréal Vietnam Strengths: Premium quality and tailored customer engagement.
 L'Oréal Vietnam Weaknesses: Higher pricing limits accessibility.

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5. Customer Experience Strategy for Rohto Vietnam
5.1 Objectives:
 Increase customer satisfaction by 20% within 12 months.
 Improve retention through personalized engagement and loyalty rewards.
5.2 Techniques:
 Implement advanced customer feedback mechanisms.
 Enhance personalized marketing through data analytics.
 Launch a tiered loyalty program with exclusive benefits.

Conclusion A deep understanding of consumer decision-making is essential for crafting effective

customer experience strategies. By analyzing Rohto Vietnam and L'Oréal Vietnam's approaches, we
identify that a combination of personalized engagement, digital innovation, and customer-centric
loyalty programs is key to long-term success.

BTEC HN Assignment Brief Template

Issue Date: Jan 2024 Owner: HN QD
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