1. DSMR 215_Digitial Commerce & Promotion_cbaeza_Win24(1)

consistent and daily basis. The ability to receive and give critical feedback, respond to challenging situations with a positive attitude, and support an excellent working environment are all essential. In addition, preparation for guest speakers is essential. Research the speaker prior to the date they are scheduled to speak and develop at least 3 questions you could ask the speaker. Think of questions that will lead to unique responses from the speakers -- responses they wouldn't find in a text or via a Google search. This course will offer you an opportunity to:  Develop a deeper understanding of consumer behavior by learning about relevant psychological and sociological theories.  Practice rebranding an underperforming product by researching the best target market segment to target with MIMIC Consumer Behavior simulator.  Practice various forms of social media promotion with the MIMIC Social simulator  Create an online store based on a well research white space opportunity and buyer persona.  Understand how to use various social media channels to publish and disseminate relevant branded content in order to engage audience and to increase social impact, influence, and value.  Conduct in-depth research of an existing brands ecommerce & social media strategy. The D&M attendance policy is as follows:  Two excused absences  Third absence is a drop of the final grade  Fourth absence is grounds for failure Attendance/Lateness: Please follow the Drexel policy as outlined by the Office of the Provost, http://www.drexel.edu/provost/policies/absence.html . Attendance is imperative to gain a meaningful understanding of the topics covered and to work within the group. As a result, you must attend all classes. Attendance is not optional. Students who miss class cannot participate and it is essential that students attend each class prepared to discuss the day’s topics. If you must be absent, I will make every effort to help you succeed if myself and group members are notified prior to the absence. In the event of an absence, it is your responsibility to get class notes, assignments, etc. from classmates in a timely fashion. An absence will not be considered an excuse for a late assignment.  All assignments are due on the due date unless instructed otherwise. There is no credit for late assignments .  Please communicate with me. If you do not understand something or are struggling with your projects, see me earlier rather than later. If you want to discuss your grades, project issues or anything else, schedule an appointment so we can review.  All assignments must be uploaded in BBLearn. It is the student’s responsibility to ensure assignments have been uploaded correctly. Each assignment can be posted as an attachment in BBLearn ( Please save all files as a PDF file format ). 3

CONSUMER PERCEPTION (25% of your grade) In pairs, research 4 ethical Fashion brands – pick from good on you . For each Brand, evaluate your own perceptions of the brands based on their website and social channels. NEXT Select 1 brand and review their competitors’ websites and social channels. Then create a perceptual map, perception report, and recommended repositioning plan. Step One: Record Your First Impression (4 brands) Go to the brands website + social channels. Read through the website, watch the videos, go to all the social channels etc. and then record your first impression. Answer the following questions when recording your impressions: ● What was your first thought when you saw the website? ● How would you describe the brand after reading the description on the home page? ● What did you think of the photos on the home page? Did they change your initial impression of the brand? ● Record your first impressions on the visuals and descriptions of the photos on the website and social. ● Navigate to the “Menus” tab and review the brands products and prices. What was your initial reaction to the pricing? ● How did the “About US” and “Press” pages affect your perception of brand? Would you normally look at these pages for a website/social like this? ● What was your overall impression of the website and social presence after reviewing all the content? How would you describe the brand based on the website? ● What prior experience with a similar brand do you have? How do you think this may have influenced your perception of the brand? Step Two: Review the Competition (1 of the 4 brands) Go to the four competing companies’ websites. Read through the websites, watch any videos, and then record your impressions of each website. Answer the same questions for competing websites (when applicable) as you did for the brands website. Step Three: Create a Perceptual Map (same brand as Step 2) Once you’ve reviewed all the websites, create a perceptual map based on the following four categories: 1. Trendy/Fashion Options 2. Basic/Classic Options 3. High Price point 4. Moderate Price point Step Four: Share & Record 6

 Drive Traffic via viral loop  Your ability to learn and navigate the Aesthetic system  Your creativity in the design and layout of your store/page You will present the page creation opportunity, persona, products, metrics on traffic to the class. In addition, you will monitor the page and complete a reflection paper due Week 11 of the term. TEAM COMPANY ANALYSIS (30% of your grade) Each team will research and analyze The Big Favorite who utilizes a strong digital platform. The Big Favorite is a company that is innovative and exchanges payments through the internet. The project is intended to be an extensive examination of the total digital platform of a company (ie. website, social media, blog, eCommerce functions, etc.) and how this is used to achieve the company’s goals. The team must analyze every aspect of the company . The purpose of the exercise is to combine our exploration of the digital space, with our discussions of the fundamentals of running a business. The analysis should at least cover the following: Define the value proposition.  What does the company do?  What need does it fill? Define the market  Who are the customers?  What is the location, size and general scope of the market?  How is the digital space used to connect with this market? Define the competition  Is this a highly competitive field?  Who are the major competitors?  How is the company addressing competition? Define the sales  What is the revenue model?  What are the trends in sales?  What are the various revenue channels? Define the digital platform.  Describe the website.  How is social media used?  What is the strategy for the digital platform? Define improvements  If you were running this company, what would you do differently? From this analysis, the team will create a deck and should explain the team’s perspective on the key categories. Each team member is expected to contribute equally to the research, analysis and deck creation. The deck will be presented will be graded on; 1. Depth of the analysis (ie. level of detail and ability to touch on the key categories above) 2. Quality of content and use of visuals 3. Delivery of an engaging, creative and informative presentation which: 1. Provides the founder of the company with a new insight 9

consulted to provide feedback and ensure alignment with the project's rubric. While no AI-generated content is directly included in this ______, certain advice and insights from ChatGPT (for example, insert what was used) were taken into account when formulating ideas. Any specific contributions from ChatGPT (for example, insert what was used) have been attributed and ethically incorporated into the ________development." See this article for proper APA formatting of such citations: How to cite ChatGPT The university's policy on plagiarism still applies to any uncited or improperly cited use of work by other human beings, or submission of work by other human beings as your own. o Reporting Discrimination If you would like to make a report (anonymous or named) regarding any type of discrimination, please contact either: o The Office of Institutional Equity and Inclusive Culture: 215.895.1405 | eic@drexel.edu | https://drexel.edu/equity-inclusive-culture/reporting/EIC- 1/ o The Drexel University Compliance Hotline: 866.358.1010 | https://tinyurl.com/yckjufp5 o The Director of your Program, Chris Baeza, cdb93@drexel.edu o The Academic Advisor of your major, Joanna Zale, jz874@drexel.edu o The Head of your Department, Ann Gerondelis, aig38@drexel.edu (Note: Speaking with any of these 3 people, or any faculty or staff will result in a mandatory report made to the Office of Institutional Equity and Inclusive Culture.) For Emergencies, call Drexel Public Safety: 215.895.2222 (or 911) Experiencing or witnessing discrimination can have a direct impact on mental well-being. Contact the Student Counseling Center, or email counseling@drexel.edu if you would like to talk to someone. o Westphal College Diversity, Equity, and Inclusion Council https://drexel.edu/westphal/about/diversity-equity-inclusion/ o The Office of Institutional Equality and Inclusive Culture 215.895.1405 | eic@drexel.edu Course Change Policy o Course direction each week may be altered based on feedback and new information o Please see the academic calendar for updated dates for add/drop https://drexel.edu/provost/policies-calendars/academic-calendars/quarters-2022- 2024/ 12

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