Word limit: 2500 (+10%)
You are expected to choose a brand from five (listed below) and evaluate this brand’s marketing effects on consumer behaviours in the digital environment via integrating multiple perspectives (i.e., cognitive, affective, and behavioural dimensions).
• HelloFresh
• TripAdvisor
• LEG
• COS
• Glossier
1. Apply concepts and theories associated with online consumer behaviour
2. Explain and interpret the role of effective marketing practice in securing customer loyalty
3. Critically evaluate the impact of the digital environment on consumer behaviour and the marketplace
4. Understand how to best engage specific audiences
6. Recognise the social, ethical, and environmental factors that influence organisations.
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