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MARK5814 – T1 2022
DIGITAL MARKETING

Individual Assignment (30%)
Length: 3000 words (max, excluding references, table of content, appendices
Due by 4pm Monday 18 April 2022 (AEST)


Managing brands in a digitally-empowered world

The last decade has seen an emergence of a digitally-empowered world that has transformed
markets and marketing. Marketing is in the stage of evolution in which consumers are
becoming more empowered and more engaged than they have ever been before. Consumers
can now choose to become as involved as they want with a brand, with their influence ranging
from simply posting comments and ratings about a firm’s brand and/or its products at one end
of a continuum, to making a substantial impact on brand development at the other end.
Similarly, firms can choose to become as involved as they wish with consumers, ranging from
hosting a website for the brand at one end of a continuum, to actively empowering consumers
to engage in product and brand development at the other end.


Consider a particular brand [‘X’] or brands of your choice (e.g., the brand or brands that
you or your friends/relatives have been empowered by and where you [they] have a substantial
level of engagement). Ideally you should select a brand where some form of digital connection
exists. Answer the following questions using your [or your friends’/relatives’] experience with
the brand [‘X’]:

1. Describe in detail what specific activities the firm has done to empower1 you [or your
friends/relatives] to engage with brand [‘X’] (15 marks)
(Answer in bullet point form for each specific activity, max 600 words)

2. Describe in details
a. what first of all you [or your friends/relatives] have done to engage2 with brand [‘X’]
(focus on TWO most important engagement activities described in Question 1) and
secondly what value3 (e.g. quality value, economic value, social value, emotional
value) you [they] have received from such brand engagement activities? Provide an
explanation for each form of value received (20 marks)
(Provide your answer in the following table explaining for each form of value received,
max 600 words for each)

What activities have
been done to engage
with brand [‘X’]
What value3 was
received from these
brand engagement
activities?
Explanation of why this form of
value was received
Engagement activity 1
Engagement activity 2


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b. For each specific engagement activity in the table below, rate the form(s) of value
received from that engagement activity on the following scale. (5 marks)
Received
no value
based on
what I
have
given
Received
highest
value
based on
what I
have given
Engagement activity 1
Quality value 1 2 3 4 5 6 7
Economic value 1 2 3 4 5 6 7
Social value 1 2 3 4 5 6 7
Emotional value 1 2 3 4 5 6 7
Engagement activity 2
Quality value 1 2 3 4 5 6 7
Economic value 1 2 3 4 5 6 7
Social value 1 2 3 4 5 6 7
Emotional value 1 2 3 4 5 6 7

3. Suggest TWO key areas the firm of brand [‘X’] could do to influence your:
a. sense of empowerment with brand [‘X’] (30 marks)
b. level of engagement with brand [‘X’]? (30 marks)
Justify your suggestions.
(Answer in bullet point form for each specific key area, max 600 words for each question)

NOTE
Use the following definitions of customer empowerment, customer engagement, and customer perceived value.

1Customer empowerment: Customer empowerment refers to a customer’s perception of the extent to which firms
provide customer avenues to connect with the firm, connect with other customers and actively shape the nature of
firms’ product and/or service offerings.
(see Ramani and Kumar 2008)

Think of customer empowerment in terms of two basic dimensions: (1) customer empowerment to create (ideas
for) new product designs; and (2) customer empowerment to select the product designs to be produced (see Figure
1 in Fuchs and Schreier 2011). Therefore, customers may be empowered to (1) submit (ideas for) new products
(empowerment to create) or (2) to ‘‘vote’’ on which products should ultimately be marketed (empowerment to select)
(see Fuchs and Schreier 2011)

2 Customer engagement: Customer engagement is a multilevel, multidimensional construct that emerges from the
thoughts and feelings about one or more rich experiences involved in reaching a personal goal. Having different
experiences makes engagement multidimensional. The aggregate of the experiences is the second-order
engagement construct, making it multilevel. There are five dimensions of engagement: (1) Interaction (to connect
with others), (2) Transportation (to escape or become diverted), (3) Discovery (to gain insight, knowledge, or skills),
(4) Identity (to affirm or express one’s identity), (5) and Civic Orientation (to contribute to society).
(see Calder et al 2016)
3Customer perceived value: the customer’s overall perceived assessment of the utility of a product or service (e.g.
quality, economic, social, emotional value) based on the perceptions of what is received and what is given
(Sweeney and Soutar 2001).
 Quality value – the utility derived from the perceived quality and expected performance of product/service
of the brand.
 Economic value – the utility derived from the brand due to the reduction of its perceived short term and
long terms costs.
 Social value – the utility derived from the brand’s ability to enhance social self-concept.
 Emotional value – the utility derived from the feelings or affective states that a brand generates.

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References
Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2016). How to capture consumer experiences: A context-specific
approach to measuring engagement: Predicting consumer behavior across qualitatively different
experiences. Journal of Advertising Research, 56(1), 39-52.
Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online
engagement and advertising effectiveness. Journal of interactive marketing, 23(4), 321-331.
Edelman, D.C. 2010. Branding in the digital age, Harvard Business Review, December, 62-69.
Fernando, V. and Ngo, L.V. 2012. Enhancing customer perceived value via customer empowerment and customer-
brand identification, ANZMAC 2012, Adelaide.
Fuchs, C., & Schreier, M. (2011). Customer empowerment in new product development. Journal of product
innovation management, 28(1), 17-32.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental
propositions, and implications for research. Journal of service research, 14(3), 252-271.
Ramani, G. and Kumar, V. (2008). Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-
45.
Sweeney, J. C. and Soutar, G.N. (2001). Consumer perceived value: the development of a multiple item scale.
Journal of Retailing, 77(2), 203-220.





































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Marking Criteria for Individual Assignment
Below Expectations
(Fail)
(<50%)
Meets Expectations
(Pass) - (Credit)
(50% to 74%)
Exceeds Expectations
(Distinction) - (High Distinction)
(75% to 100%)
1. Specific activities on empowerment (15 marks)

Fail Pass – Credit Distinction – High Distinction
• Does not demonstrate understanding on
“avenue” nature of empowerment
• Does not demonstrate understanding on
“actively” nature of empowerment
• The examples are not appropriate & gives
no or limited descriptions on the activities
• Demonstrate basic understanding on
“avenue” nature of empowerment
• Demonstrate basic understanding on
“actively” nature of empowerment
• Proposes basically correct empowerment
activities & gives concise descriptions on
the activities
• Demonstrate accurate understanding on
“avenue” nature of empowerment
• Demonstrate accurate understanding on
“actively” nature of empowerment
• Accurately proposes examples of
empowerment activities & gives adequate
descriptions on the activities
2a. Engagement activities (2 activities)

Engagement activity 1 (10 marks)
Fail Pass – Credit Distinction – High Distinction
• Does not adequately or accurately identify
the engagement activity
• Does not adequately or accurately identify
different type of CPV derived from the
activities
• Does not demonstrate understanding of
CPV and different types of CPV
• Limitedly identifies engagement activities,
but proposed appropriate example of
activity.
• Identifies some of CPV derived from the
activities correctly
• Demonstrates the basic understanding of
CPV and different types of CPV and
appropriately applies to the activity
• Demonstrates accurate understanding of
engagement activities and proposed
appropriate example of activity
• Adequately or accurately identifies different
type of CPV derived from the activities
• Demonstrates accurate understanding of
CPV and different types of CPV and use the
concepts to accurately interpret the activity
Engagement activity 2 (10 marks)
Fail Pass – Credit Distinction – High Distinction
• Does not adequately or accurately identify
the engagement activity
• Does not adequately or accurately identify
different type of CPV derived from the
activities
• Does not demonstrate understanding of
CPV and different types of CPV
• Limitedly identifies engagement activities,
but proposed appropriate example of
activity.
• Identifies some of CPV derived from the
activities correctly
• Demonstrates the basic understanding of
CPV and different types of CPV and
appropriately applies to the activity
• Demonstrates accurate understanding of
engagement activities and proposed
appropriate example of activity
• Accurately identifies different type of CPV
derived from the activities
• Demonstrates accurate understanding of
CPV and different types of CPV and use the
concepts to accurately interpret the activity
2b. Value ratings (5 marks)
Fail High Distinction
• (0-2) Does not rate the types of value/not
consistent with the discussion in 3a
• (5) Rates the different types of value which is consistent with the discussion in 3a
3a. Sense of empowerment (2 key areas) (30 marks)
Fail Pass – Credit Distinction – High Distinction
• Does not adequately or accurately
recommend the directions/areas of
empowerment
• Does not adequately or accurately propose
feasible actions to achieve the
empowerment
• Very subjective in justifying these actions
• Limitedly recommend the directions/areas
of empowerment
• Proposes some feasible actions to achieve
the empowerment
• Justifies these actions based on limited
arguments
• Adequately or accurately recommend the
directions/areas of empowerment
• Adequately or accurately proposes feasible
actions to achieve the empowerment
• Completely objective justifies these actions
based on critical arguments and discussions
3b. Level of engagement (2 key areas) (30 marks)
Fail Pass – Credit Distinction – High Distinction
• Does not adequately or accurately identify
how to influence the level of engagement
• Does not adequately or accurately propose
feasible actions to achieve the level of
engagement
• Very subjective in justifying these actions
• Limitedly identifies how to influence the
level of engagement
• Proposes some feasible actions to achieve
the level of engagement
• Justifies these actions based on limited
arguments
• Adequately or accurately identify how to
influence the level of engagement
• Adequately or accurately proposes feasible
actions to achieve the level of engagement
• Completely objectively justifies these actions
based on critical arguments and discussions