Module 1 discussion
Branding in the
Digital Age
Branding strategies are changing due to the popularity of
the Internet and changing consumer behavior. There are various functions of
branding. Branding is not only utilized to differentiate the focal brand from
the competing ones, but also to increase brand/product awareness, change
consumer attitudes, and encourage purchases. On the other hand, consumer brand
experience and online consumer reviews are increasingly influencing branding
strategies in the digital age.
Read the following articles:
Edelman, D. C. (2010). Branding in the digital age: You’re
spending your money in all the wrong places. Harvard Business Review, December,
retrieved from
https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places
Anderson, M. (2014, July 7). 88% of consumers trust online
reviews as much as personal recommendation. Retrieved from
http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803
Please address the following issues regarding online
consumer reviews and brand management in the digital age.
Evaluate the pros and cons of online consumer reviews from
the consumer’s perspective.
Discuss the use of online consumer reviews from the brand
manager’s perspective.
Note: Please check the Discussion grading rubrics to better
understand the requirements for Discussions.
Module 2 discussion
Competitive
Advantages through Online Promotion
According to the following article, about 77% of luxury
advertisers are expected to increase their investments in online marketing in
2012:
http://www.marketingprofs.com/charts/2012/8806/luxury-brands-boosting-online-marketing-spend#ixzz28gVdyP98
In addition, Manta’s Small Business Survey found that 78% of
surveyed online small business achieved at least 25% of their new business
leads via online and social channels in 2012.
Read more:
http://www.marketingprofs.com/charts/2012/8966/9-in-10-online-small-businesses-network-online-8-in-10-gain-new-business#ixzz28gWpw1hh
What do you think of the effectiveness of online marketing?
How could the firms use online marketing channels to gain competitive
advantages?
Note: Please check the Discussion grading rubrics to better
understand the requirements for Discussions.
Module 3 discussion
Online
Distribution
The Discussion for Module 3 explores online distribution.
First, check out the following news articles on Amazon’s online grocery
service.
http://www.cnbc.com/id/100916844
http://www.canadianbusiness.com/companies-and-industries/a-new-threat-for-big-grocery-2/
Then, answer the following questions:
What do you think of Amazon’s move to online grocery
delivery? Does it give the company a competitive advantage?
Identify one of your favorite grocery stores. What attracts
you to it? Can you think of anything the store has done to draw your patronage
and stop you from buying online? Is there anything further they could do to
retain your loyalty?
Note: Please check the Discussion grading rubrics to better
understand the requirements for Discussions.
Module 4 discussion
Free Offers and
Pricing
A survey from MARC Research found that among a variety of
holiday specials and shopping tactics, store coupons and free-shipping offers
were the two incentives most used by shoppers during the fourth-quarter 2009
holiday-shopping season.
Read more:
http://www.marketingprofs.com/charts/2010/3542/shoppers-seek-coupons-and-free-shipping-offers#ixzz28gf7i57W
In addition, read the article below on the importance of
“free” in online commerce:
http://www.marketingprofs.com/short-articles/2555/the-importance-of-free#ixzz28gdt7f4u
Based on these articles and other readings you may find,
what do you think of the “free” offers used by online retailers or marketer? Do
you think the “free” offers would be more effective than coupons? Use some
concepts you learned from module 5, as well as other modules to discuss these
issues.
Note: Please check the Discussion grading rubrics to better
understand the requirements for Discussions.
Module 4 reflective
discussion
End of Session
Self-Reflection
Given the Case and SLP outcomes that appear at the beginning
of every home page of every module, identify and briefly discuss two learning
outcomes you achieved which are applicable to your current or desired career or
professional objective. For each identified learning outcome, explain why
achieving that outcome is applicable to your current or desired profession.
ScholarMatic: Explanation & Answer
Your ready answer from a verified tutor is just a click away for as little as $14.99
Click Order Now to get 100% Original Answer Customized to your instructions!
