mapping consumer digital journey

Criteria

Levels of Achievement

Below Expectations

(Fail: 0 – 49%)

Meets Expectations

(Pass: 50-59%)

Meets Expectations

(Credit: 60 – 69%)

Exceeds Expectations

(Distinction: 70-79%)

Exceeds Expectations

(High Distinction: 80-100%)

Introduction

(Discuss about the brand / firm, its industry and targeted customers)

(Weight- 4 marks)

<2.00

Insufficient description of the firm, its products / services, and customers. There are some omissions and/or errors either in the content or in the references.

2.00 – 2.36

Sufficient description of the firm, its products / services, and customers. There are some omissions and/or errors either in the content or in the references.

2.40 – 2.76

Adequate description of the firm, its products / services, and customers. There are no omissions and/or errors either in the content or in the references.

2.8 – 3.16

Good description of the firm, its products / services, and customers. There are no omissions and/or errors either in the content or in the references.

3.2 – 4.00

Thorough description of the firm, its products / services, and customers. There are no omissions and/or errors either in the content or in the references.

Purchase Process

(Specifying the steps of purchasing the product/service and the key touch points of having interaction with the brand / firm)

(Weight – 5 marks )

<2.50

Insufficient description of the steps of the purchasing the product/service and the key touch points of having interaction with the firm. There are some omissions and/or errors either in the content or in the references.

2.50 – 2.95

Sufficient description of the steps of the purchasing the product/service and the key touch points of having interaction with the firm. There are some omissions and/or errors either in the content or in the references.

3.00 – 3.45

Adequate description of the steps of the purchasing the product/service and the key touch points of having interaction with the firm. There are no omissions and/or errors either in the content or in the references.

3.5 – 3.95

Good description of the steps of the purchasing the product/service and the key touch points of having interaction with the firm. There are no omissions and/or errors either in the content or in the references.

4.00 – 5.00

Thorough description of the steps of the purchasing the product/service and the key touch points of having interaction with the firm. There are no omissions and/or errors either in the content or in the references.

Mapping the digital Journey

(Mapping the purchase journey through a diagram or a flowchart covering the entire process and each touch points)

(Weight – 4 points)

<2.00

Inadequate depiction of the purchase journey in the map (i.e. in the diagram or in the flowchart). There are some omissions and/or errors in covering the entire process and each touch points.

2.00 – 2.36

Sufficient depiction of the purchase journey in the map (i.e. in the diagram or in the flowchart). But there are some omissions and/or errors in covering the entire process and each touch points.

2.40 – 2.76

Adequate depiction of the purchase journey in the map (i.e. in the diagram or in the flowchart). There are no omissions and/or errors in covering the entire process and each touch points.

2.8 – 3.16

Good depiction of the purchase journey in the map (i.e. in the diagram or in the flowchart). There are no omissions and/or errors in covering the entire process and each touch points.

3.2 – 4.00

Thorough depiction of the purchase journey in the map (i.e. in the diagram or in the flowchart). There are no omissions and/or errors in covering the entire process and each touch points.

Critical analysis of the customer experience

(Critically discuss about the brand’s / firms’ online presence. Point out the areas that you liked and disliked. How the firm uses different internet marketing tools and the concept of SEO to offer the current online experience? You should discuss both the areas that you liked and disliked.

<4.00

Poor critical analysis of the brand’s / firm’s online presence and its use of different internet marketing tools to offer the current online experience. There are some omissions and/or errors either in the content or in the references.

4.00 – 4.72

Sufficient critical analysis of the brand’s / firm’s online presence and its use of different internet marketing tools to offer the current online experience. There are some omissions and/or errors either in the content or in the references.

4.80 – 5.52

Adequate critical analysis of the brand’s / firm’s online presence and its use of different internet marketing tools to offer the current online experience. There are no omissions and/or errors either in the content or in the references.

5.60 – 6.32

Good critical analysis of the brand’s / firm’s online presence and its use of different internet marketing tools to offer the current online experience. There are no omissions and/or errors either in the content or in the references.

6.40 – 8.00

In-depth critical analysis of the brand’s / firm’s online presence and its use of different internet marketing tools to offer the current online experience. There are no omissions and/or errors either in the content or in the references.

Recommendation

(Recommend and discuss useful e-marketing tools that the firm or brand could use to make your online purchase journey more rewarding.)

(Weight – 6 marks)

<3.00

Insufficient description of various useful e-marketing tools that the firm or brand could use to make your online purchase journey more rewarding. There are some omissions and/or errors either in the content or in the references.

3.00 – 3.54

Sufficient description of various useful e-marketing tools that the firm or brand could use to make your online purchase journey more rewarding. There are some omissions and/or errors either in the content or in the references.

3.6 – 4.14

Adequate description of various useful e-marketing tools that the firm or brand could use to make your online purchase journey more rewarding. There are no omissions and/or errors either in the content or in the references.

4.2 – 4.74

Good description of various useful e-marketing tools that the firm or brand could use to make your online purchase journey more rewarding. There are no omissions and/or errors either in the content or in the references.

4.8 – 6.00

In-depth description of various useful e-marketing tools that the firm or brand could use to make your online purchase journey more rewarding. There are no omissions and/or errors either in the content or in the references.

Quality of Communication

(Weight – 3 marks)

<1.50

Quality of communication and the language choices are inappropriate for the discipline or inadequate for the task. Numerous grammatical errors cause difficulty for the audience.

1.50 – 1.79

Quality of communication and the language choices are appropriate for the discipline and the task. There are some grammatical errors that do not hinder readers’ understanding.

1.8 – 2.07

Quality of communication and the language choices are appropriate for the discipline and the task. Grammar is largely correct (with few errors) for readers’ understanding.

2.1 – 2.37

Quality of communication and the language choices are appropriate for the discipline and the task.

Grammar is mostly correct (with rare minor errors) for readers’ understanding.

2.4 – 3.00

Quality of communication and the language choices are flexibly and effectively used and appropriate for the discipline and the task. The presentation is virtually error free.