BU7723 Understanding the Digital Customer Portfolio Assessment Brief | UoC

BU7723 Assessment Task

• 4,000-word individual assessment, in the form of a portfolio, that applies contextual understanding of the digital customer, including the development of a detailed and evidence-based customer persona and customer journey

Learning Outcomes of BU7723 

• Examine and critically evaluate models of online and offline buyer behaviour and their relevance in different contexts.
• Critically evaluate a range of influences on the online purchasing process.
• Critically analyse customer data to drive customer insight;
• Systematically deploy knowledge to develop in-depth customer journey maps and customer personas that align to different business contexts.

Specific Criteria / Guidance

Using an organisation to illustrate your discussion, you are required to produce a portfolio of 4,000 words.

The portfolio needs to include the following:-

• A critical discussion of TWO consumer behaviour theories, one of which must be the Messy Middle. The two theories MUST be sourced from those discussed in class. (1,500 words)
• A data-driven persona for an organisation of your choice. The organisation must agree with the tutor. The persona must be supported by clear evidence of the sources utilised to develop the persona. Evidence should be presented via screenshots, reference to reports, data, etc. The persona should also include a data-driven customer journey. ALL elements of the persona, including, must also be supported by evidence, including via screenshots, reference to reports, data, etc. (2,500 words).