NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) ASSIGNMENT BRIEF

Unit Code, Number and Title L/618/5120 - Unit 33: Marketing Insights and Analytics

Semester and Academic Year Semester 1 / Academic year 2024 - 2025

Unit Assessor(s) Le Thi Thu Mai / Do Minh Diep

MIA A1.1: Consumer decision-making process and customer

Component Number and Title
experience
Issue Date 25th September, 2024
10:00 am, Friday, 28th October, 2024 (Week 8)
Submission Date
(soft-copy only via Moodle)

Student name Mai Phuong Linh

NEU Student ID 10220280 Pearson ID

I certify that the evidence submitted for this assignment is my own. I

Learner declaration have clearly referenced any sources used in the work. I understand that
false declaration is a form of malpractice.

Student name / Signature Linh Date: 28/10/2024

Submission format

This is an individual assignment.

The submission format is in the form of an E-report. Please refer the “Turnitin Submission Rules”
that was posted on Moodle.
The file on Turnitin must be in Word format and include the first page of this cover sheet. The first
page of the cover sheet should be in the picture format in order to ensure the accepted similarity of
Turnitin.
The similarity allowed is up to 25% after excluding references.
Name of the file includes Student ID_Unit name_Assessment no. (E.g. “1010001_MIA_A1.1”)
Ensure that authenticity declaration has been signed electronically.
Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is
identified in your work. There are no exceptions.
Your evidence/findings must be cited using Harvard Referencing Style. Please refer to Reference

1
 guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.
This assignment should be written in a concise, formal business style using Arial 11 or Times New
Roman 13 font size and 1.5 spacing.
The word limit is 4000 words (+/- 10%).
 You MUST complete and submit softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit. This rule is not waived under any circumstances.
 Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully.
To pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).

Unit Learning Outcomes

LO1: Investigate characteristics and influences on consumer decision-making processes in different
organizational contexts.

LO2: Apply techniques to enhance the customer experience and develop customer relationships for
marketing purposes.

Vocational Scenario
In 2024, the Vietnamese sector of e-commerce and food delivery apps are expected to grow even more.
The country's five biggest online retail platforms are Shopee, Lazada, Tiki, Sendo, and TikTok Shop while
the most dominat food delivery apps include Shopee Food, Grab Food, Go Food, beFood, Loship,
AhaMove, Capichi Delivery, Delivery K. These are expected to generate growing revenues in the future.
The peak season in this market is just getting started.
In that context, Vietnam's e-commerce industry as well as food delivery apps are very competitive and
developing, with no obvious market leader. The market will probably continue to shift as new companies
enter the scene and established ones adjust to the shifting demands and preferences of customers.
Your task
Select one e-commerce platform or food delivery app in Vietnam to be your employer. As a marketing
executive, you are asked by the Chief Marketing Officer of your company to evaluate whether your
company’s current marketing strategies can influence consumption behaviors of your target audience (TA).
To do so, you need to explain if the company has comprehended how different individual and external
factors can influence your TA’s consumer behaviors and whether your company’s marketing strategies
have successfully responded to these factors to influence your TA’s consumer behaviors. You also need to
recommend other marketing decisions the company can make to influence their consumer behaviors more
effectively. Second, you are asked to consult ideas of developing a customer experience strategy to create
more positive customer experience for their target customers.

Assignment activity and guidance

You are preparing to write a report to the Chief Marketing Officer of your company. The report

2
encompasses two sections.
Task 1: The consumer-decision making process
In this section of the report, you need to discuss and analyze the following areas:

- Characteristics of your company’s customers

- TWO of the individual influences on buyer behaviour, e.g. motivations, values, the digital
environment, consumer learning, perceptions, e.g. dynamics, imagery and risk; attitudes,
lifestyles.
- TWO of the external influences on buyer behaviour, e.g. ethical considerations, climate change,
sustainability, global pandemic, group influences on buyer behaviour, e.g. reference groups,
culture, opinion leaders.
- The five-stage buying process of your company’s consumers

Hints:

- Characteristics of the company’s customers

Tips: You can use existing definitions and descriptions in books, journals or internet to identify
characteristics of your company’s customers, including types of customer, organizational context,
needs, wants, values. Moreover, you need to relate to the characteristics of customers of the chosen
company.

- TWO of the individual influences on buyer behaviour

Tips: Use existing definitions and theories in books, journals or internet to identify individual factors that
can influence buyer behaviour (motivations, values, the digital environment, consumer learning,
perceptions, e.g. dynamics, imagery and risk; attitudes, lifestyles). Select and discuss 02 of these
factors that can influence customers in their buying behavior of your company’s products which are
related to health concerns. Be sure to evaluate any of your company’s current marketing strategies for
these products to see whether your company’s current marketing strategies seem to apply knowledge
of these factors well or not. For example, your discussion of ‘perception’ may reveal how Gestalt
principles influence perception, and in arguing that it is relevant for the purchase decisions of the
chosen product; and you notice that currently, the client does not use any Gestalt principles in its
marketing strategies. This recognition of a ‘shortfall’ in implementing theories about perception (or any
of the influencing factors) would lead to a recommendation of what your company can do to influence
their buyer behavior more effectively.

- TWO of the external influences on buyer behaviour

Tips: Use existing definitions and theories in books, journals or internet to identify factors that
influence buyer behaviour (ethical considerations, climate change, sustainability, global pandemic,
reference groups, culture, opinion leader). Select and discuss 02 of these factors that can influence
customers in their buying behavior in your e-commerce platform. You then need to provide TWO
recommendations on how your company could better influence consumer buyer behaviour by
changing their current marketing strategies to incorporate your insights regarding the two external

3
 influencing factors you selected. Don’t forget to review the existing practices, and ensure that
your recommended practices can help the company influence the buyer behavior more
effectively.

- The five-stage buying process of the brand’s (company’s) consumers

Tips: You can use existing definitions in books, journals or internet to describe the five-stage buying
process. You also need to clarify the importance of marketers’ mapping a path to purchase. More
importantly, you need to relate to how the target consumers of your company go through this buying
process and describe the consumer-decision journey of these consumers.
Task 2: A strategic customer experience
The company now is keen to understand the customer journey, customer touch points and customer
experience of their target customers. You then can analyze and evaluate the strengths and weaknesses of
the current customer experience strategy of the company (both online and offline ones). Based on this, you
are expected to recommend a new customer experience strategy and actions to deliver a positive customer
experience and raise satisfaction levels for their customers (both online and offline ones).
Hints

- Use definitions and theories in books, journals and articles to identify the concept of the
customer journey; the influence of digital technologies on the customer journey; the customer
touch points; and how technology is used at each touch point.
- Discuss how digital technologies can be applied to manage the customer experience.
- Analyze the current customer journey and touchpoints of the company.
- Critically analyze the current customer experience strategy that your company is conducting.
Does it have any strength or weaknesses? Why?
- Provide a set of justified recommendations on how your company can adapt iits marketing mix
to enhance customer experience and raise customer satisfaction levels. Evaluate how the
application of these will help your company achieve its objective? Are there any strengths or
weaknesses your company may have in applying these strategies or actions?

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1: Investigate characteristics and influences on consumer

decision-making processes in different organisational contexts

P1: Examine the stages of the M1: Evaluate how marketers

consumer decision- making understand the consumer D1: Critically evaluate the consumer
journey for products and services decision- making process for a decision- making process to develop
from different organisations. range of products and services a strategic customer experience.
from different organisations.
P2: Discuss why it is important for
marketers to map a path to

4
purchase and understand
consumer decision making.

LO2: Apply techniques to enhance the customer experience and

develop customer relationships for marketing purposes

P3: Design a customer experience M2: Design a detailed customer

strategy, selecting appropriate experience strategy, selecting
techniques to enhance customer appropriate techniques to
experience to meet marketing enhance customer experience to
opportunities. maximise marketing opportunities.

* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed by the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.