Consider any organization that you are well acquainted with. This might mean it is an organization that has digital operations and/or manufacturing, or one that is having already digital commerce activity, and you plan to convert it to manufacturing. It can be a top 100 organization or your start-up. It needs not be a financial services firm, but it should be in a position to benefit from value chain adjacent financial services / technology.
Put yourself in the position of consultant to the firm and write a consulting paper meeting each course’s individual assignment requirements:
A. Background and intro of the organization :
a. Clarify what your relationship to the organization is and give necessary background information about the business of the organization.
c. Research – history and background of the organization, sales, and profit growth,
d. Define the overall business strategy of the organization, emphasizing the vision and mission as well.
d. Please mention all channels available to customers and the business model of the organization.
e. Please mention and describe the e-commerce operations of the organization as well as any other digital operations the firm may have that are relevant to this assignment.
f. Please mention examples of important events that have helped shape the organization. If the
case, please explain how online is embedded within the organization and provide the operating model of the organization.
B. Required sections for the Digital Commerce:
a. Customer information needs:
i. Information Delivered Analysis: Review how the company currently provides information to customers to facilitate their purchase decisions.
ii. Information Gaps and Preferences: Identify gaps in the current information delivery process and what information customers need for better decision-making.
b. Fulfillment model(s) analysis:
i. Review of Fulfillment Model: Assess the company’s fulfillment methods and how they
align with customer preferences.
ii. Information Gaps and Best Practices: Use publicly available benchmarks to identify
common fulfillment challenges and best practices in logistics, delivery times, and customer satisfaction.
c. Customer-focused framework (the four-quadrant) evaluation:
i. Positioning in the Framework: Determine the company’s current quadrant based on existing practices.
ii. Expansion Opportunities: Evaluate which quadrants the company could expand into
for improved information delivery and fulfillment.
d. Developing an omnichannel strategy:
i. Enhancing Customer Experience: Develop a strategy that focuses on improving the customer journey creating an omnichannel costumer experience.
ii. Action Plan: Outline an implementation plan, including milestones, resources, and required partnerships, proposing solutions for each.
iii. KPIs: Define KPIs to measure the strategy’s success, such as customer satisfaction,
return rates, and engagement.
e. Conclusions:
i. Omnichannel Impact Analysis: Critically analyse how the omnichannel approach fills
current gaps and supports business growth.
ii. Omnichannel alignment: Highlight how the omnichannel strategy aligns with the company’s vision and can position it competitively in the market.
C. Required sections for the Digital Marketing:
a. Recommend at least three digital channels through which this firm can communicate with
their potential and current customers.
b. Demonstrate how each channel represents and communicates the key value proposition(s)
of the chosen firm,
c. Explain how the channels align with the targeted segment(s) and
d. Describe what the message(s) would be for the targeted segments.
will be assessed using the rubrics below.
DD1(Both)5% Criterion 1 – Overview of the company and the e-commerce operations:
The paper provides an excellent overview of the company and e-commerce operations using additional information and ample references.
DD2 (DC) 5% Criterion 2 – Customer Information Needs:
Thorough analysis of customer information delivery, identifying gaps and providing comprehensive insights into customer preferences.
DD2 (DC) 5% Criterion 3 – Fulfillment Analysis:
Comprehensive analysis of fulfillment models, identifying challenges and thoroughly applying best practices to logistics, delivery, and customer satisfaction.
DD2 (DM) 5% Criterion 4 – Lists and understands relevant digital communication options:
Three or more digital channels are very well described, and their implementation is properly discussed.
DD3 (DC) 5% Criterion 5 – Customer-Focused Framework:
Comprehensive analysis of quadrant positioning with well-grounded references.
DD3 (DC) 5% Criterion 6 – Expansion Opportunities:
Detailed recommendations for quadrant expansion, logically linked to the analysis and findings.
DD 3 (DC) 10% Criterion 7 – Enhancing Customer Experience through Omnichannel
Strategy:
Comprehensive strategy to enhance customer experience with logical recommendations.
DD3 (DC) 5% Criterion 8 – Action Plan:
Comprehensive and clear action plan linked to the strategy.
DD3 (DC) 5% Criterion 9 – KPIs:
Relevant KPIs to measure the strategy’s success with an outstanding analysis.
DD3 (DC) 5% Criterion 10 – Omnichannel Impact
Analysis:
Thorough and comprehensive analysis of omnichannel impact.
DD3 (DC) 5% Criterion 11- Alignment with Vision and Competitive Position:
Comprehensive alignment with the company’s vision, demonstrating competitive positioning.
DD3 (DM) 5% Criterion 12 – Evaluate a data set indicating various digital communication channel options and identifying their effectiveness in relation to a particular segment.
DD3 (DM) 5% Criterion 13 – Link the chosen digital communication channels with the key value proposition of the chosen firm and the selected segment:
Digital Communication is very well described and aligned extremely well with the chosen segment.
DD4 (Both) 10% Criterion 14 – English grammar and spelling:
The paper contains accurate grammar and no spelling mistakes and written concisely.
DD4 (Both) 10% Criterion 15 – Use of APA referencing consistently:
The paper is consistently and accurately referenced throughout using APA referencing.
DD5 (Both) 5% Criterion 16 – External Data, Papers, and Resources:
The paper uses external data, papers, and resources extensively in its analysis (more than 7).
DD5 (Both) 5% Criterion 17 – Quality of External Data, Papers, and Resources:
The information resources are of excellent quality, with all sources being reliable.
course contact of the digital commerce and digital marketing:
Topics covered in this course will include:
– [ ] • Google Analytics
– [ ] • SEO
– [ ] • SEA
– [ ] • Affiliate marketing
– [ ] • Email marketing
– [ ] • Conversion optimization
– [ ] • Content marketing
– [ ] • Covid-19 and current trends.
Core course literature Digital commerce
1. How COVID-19 is changing consumer behaviour – now and forever.
(2020). https://www.mckinsey.com/industries/retail/our-insights/how-covid-19-is-changing-
consumer-behavior-now-and-forever
2. Lehrer, C., & Trenz, M. (2022). Omnichannel business. EM, 32(2), 687–
699. https://doi.org/10.1007/s12525-021-00511-1
3. Gupta, S. (2018). Driving Digital Strategy: A Guide to Reimagining Your Business. Boston:
Harvard Business Review Press, chapter 6
4. Wiener, M., Hoßbach, N., & Saunders, C. (2018). Omnichannel businesses in the publishing
and retailing industries: Synergies and tensions between coexisting online and offline business
models. Decision Support Systems, 109, 15–26. https://doi.org/10.1016/j.dss.2018.01.008
5. Bell, D. R., Gallino, S., & Moreno, A. (2014). How to Win in an Omnichannel World. MIT Sloan
Management Review. https://sloanreview.mit.edu/article/how-to-win-in-an-omnichannel-world/
6. Barwitz, N., & Maas, P. (2018). Understanding the omnichannel customer journey:
Determinants of interaction choice. Journal of Interactive Marketing, 43, 116–
133. https://doi.org/10.1016/j.intmar.2018.02.001
7. Ricker, F., & Kalakota, R. (1999). Order fulfilment: the hidden key to e-commerce
success. Supply chain management review, 11(3), 60-70.
Syllabus Digital Commerce & Marketing – June 2024 Page 5
8. Davis‐Sramek, B., Ishfaq, R., Gibson, B., & Defee, C. C. (2020). Examining retail business
model transformation: a longitudinal study of the transition to omnichannel order
fulfilment. International Journal of Physical Distribution & Logistics Management, 50(5), 557–
576. https://doi.org/10.1108/ijpdlm-02-2019-0055
9. von Viebahn,C. Auf der Landwehr, M., Trott.M. The Future of Grocery Shopping? A Taxonomy-
Based Approach to Classify E-Grocery Fulfillment Concepts. Online:
https://doi.org/10.30844/wi_2020_j2-viebahn
10. Liu, Y., Xiao, Y., & Dai, Y. (2022). Omnichannel retailing with different order fulfillment and return
options. International Journal of Production Research, 61(15), 5053–
5074. https://doi.org/10.1080/00207543.2022.2092430
11. Rodríguez-García, M., Romero, I. G., Ortíz, Á., & Prado, J. C. P. (2024). E-fulfillment cost
management in omnichannel retailing: An exploratory study. Computers in Industry, 159–160,
104094. https://doi.org/10.1016/j.compind.2024.104094
12. Chen, T., Fenyo, K., Yang, S., & Zhang, J. (2018). Thinking inside the subscription box: New
research on e-commerce consumers. In High Tech.
13. Lidicker, J., Lipman, T., & Williams, B. (2011). Business model for subscription service for
electric vehicles including battery swapping, for San Francisco Bay Area,
California. Transportation Research Record, 2252(1), 83–90. https://doi.org/10.3141/2252-11
14. Choi, W. J., Liu, Q., & Shin, J. (2024). Predictive Analytics and Ship-Then-Shop
subscription. Management Science, 70(2), 1012–
1028. https://doi.org/10.1287/mnsc.2023.4723
Cases studies: both cases should be read prior to the start of class.
1. TD Bank USA: Delivering ‘Unexpectedly Human’ Experiences in a Digital World
2. A Rock and a Hard Place: The Conundrum of Online Grocery after COVID
6.2 Core course literature Digital marketing
1. Dan S. Kennedy, & Kim Walsh Phillips. (2020). No B.S. Guide to Direct Response Social
Media Marketing: The Ultimate No Holds Barred Guide to Producing Measurable, Monetizable
Results with Social Media Marketing: Vol. Second edition. Entrepreneur Press.
https://search.ebscohost.com/login.aspx?direct=true&db=e020mww&AN=2450561&site=eds-
live
Cases studies: both cases should be read prior to the start of class.
2. Israeli, A., Wilson, A.V. (2023). Crocs: Using Community-Centrick Marketing to Make Ugly
Iconic. Harvard Business Publishing. Case: 9-524-006 (Course Pack)
3. Goldberg, R., Farris, P. (2020). Boots Unlimited: Getting A Foot in The Door. (A), (B) & (C).
The University of Virginia Darden School Foundation. Charlottesville, VA. (Course Pack)
6.3 Recommended/additional literature and material.
6.3.1 Digital Commerce
1. Christensen, C. M. (1997). The Innovator’s Dilemma: When New Technologies Cause Great
Firms to Fail. Cambridge, MA: Harvard Business School Press
2. Christensen, C. M. (2015). What is disruptive innovation? Harvard Business Review.
3. Gupta, S. (2018). Driving Digital Strategy: A Guide to Reimagining Your Business (1st ed.).
Harvard Business Review Press.
4. Johnson, M., Christensen,C., Kagermann, H. (2008). Reinventing Your Business Model.
Harvard Business Review
5. Lee, C. (2001). An analytical framework for evaluating e‐commerce business models and
strategies. Internet Research, 11(4), 349–359.
6. Magretta, Joan. “Why Business Models Matter.” Harvard Business Review (May 2002).
Digital Marketing
1. Balis, J. (2021). 10 Truths About Marketing After the Pandemic. Harvard Business Review
Digital Articles, 1–11.
2. Balis, J. (2020). Brand Marketing Through the Coronavirus Crisis. Harvard Business Review
Digital Articles, 2–5.
3. Benartzi, S., & Bhargava, S. (2020). How Digital Design Drives User Behavior. Harvard
Business Review Digital Articles, 2–6.
4. Churchill, D. (2002), The Myth of Excellence: Why Great Companies Never Try to Be the Best
at Everything (1st ed.), Journal of Consumer Marketing, Vol. 19 No. 6, pp. 526-530.
5. How to Keep Complaints from Spreading. (2020). Harvard Business Review, 98(3), 19–23.
6. Johnson, G. (2020). Is Your Marketing Strategy Based on the Right Data? Harvard Business
Review Digital Articles, 2-4.
7. Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of Social Media Marketing. MIT Sloan
Management Review, 54(1), 55–61.
8. Prahalad, D., & V., A. (2020). 4 Questions to Boost Your Social Media Marketing. Harvard
Business Review Digital Articles, 2–5.
9. Rajgopal, S., & Srivastava, A. (2020). Is Technology Subsuming Marketing? Harvard Business
Review Digital Articles, 1–6.
10. Waldron, T., & Wetherbe, J. (2020). Ensure That Your Customer Relationships Outlast
Coronavirus. Harvard Business Review Digital Articles, 2–6.
Description of the sessions:Omnichannel Business, Case study: TD Bank USA: Delivering ‘Unexpectedly Human’ Experiences in a Digital World . Omnichannel fulfilment models, Case study: A Rock and a Hard Place: The Conundrum of Online Grocery after COVID, Marketing Review and what is Digital Marketing? Current Trends & Covid-19, Case study: Crocs: Using Community-Centric Marketing to Make Ugly Iconic, SEO, SEA, Google Analytics, Affiliate Marketing, Email Marketing, Conversion Optimization. Case study: Boots Unlimited. Subscription as a Service Business Model. Workshop: AI powered innovation-Design thinking for new products and services .
