Students are asked to choose a company and discuss how this company uses online marketing to grab the attention of their online customers. What are the main characteristics of these customers

PART I (35%): Students are asked to choose a company and discuss how this company uses online marketing to grab the attention of their online customers. Also you need to discuss who are those customers? What are their characteristics? Why do they choose this type of communication?

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Theoretical framework is required: email marketing, online marketing, and consumer behaviour.

Your assignment should be separated into two main parts: a literature review on online marketing and consumer behaviour and your remarks on the company.

Step 1: Choose your partner (group of two)

Step 2: Choose a company which uses electronic tools to communicate with its customers

Step 3: inform your lecturer upon your choices through e-mail by week 3

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Step 4: Read the theory behind online marketing and consumer behaviour (see below for more specific criteria)*

Step 5: Experience the online services so as to make your observations and keep some notes

Step 6: Write together with your partner the assignment. You should not be descriptive rather theoretical and critical. This is why you are strongly advised to use the academic literature on online marketing, and consumer behaviour.

Step 8: Submit your assignment

*Your analysis should include a theoretical framework. You need to include:

• What is your company doing to grab the attention of its audience
• Why they decided to use this tool?
• What are the advantages and disadvantages of online marketing?
• Who are those customers who subscribe themselves (i.e. Generation C?)
• What are their characteristics?

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