If you run into any unforeseen issues/emergencies that may prevent you from meeting the
deadline, please reach out to your assigned academic coach and or myself.
Submission: via Moodle. Please click on the assignment link in Module 6 and it will
take you to the page where you would be able to upload the document.
This is an individual activity.
Please email any questions to your assigned academic coach.
Key Learning Objectives (for all written activities):
1) Apply knowledge learned in specific modules to actual business phenomenon.
2) Develop/enhance business research and analysis skills.
3) Communicate marketing knowledge in a formal business style research
report/insight.
Instructions
• Page Length: 2-4 pages, single-spaced (including any charts; excluding cover
page and bibliography). The paper must be at least 4 pages in length. While
there is no penalty in terms of going over the 7-page limit, it is recommended that
you stay as close to that number as is possible to minimize any repetition, etc.
• Citation Format: There is no specific format required but all sources must be
listed in the references/bibliography section including those for any charts.
For instance, if you use a graphic image from the web, you must cite the
source in your bibliography.
• Important – Students are required to meet the Turnitin threshold of 20% content
match or less. Turnitin is already integrated in Moodle and all you need to do is
click on the assignment link and it will give you the option to upload the paper
and will generate a content match percentage score. If your match percentage is
This information is proprietary to Dr. Imran Khan. Scanning, copying, website
posting, or reproducing and sharing in any form is strictly prohibited.
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higher than 20%, you will have the opportunity to take down the document and
re-submit it until the due date. Please note that sometimes the Turnitin system,
depending on how busy their servers are, takes a bit longer (perhaps several
hours) to provide the match percentage score. If the system does not generate your
match percentage right away, please log out of Moodle and log back in and you
should be able to see the match percentage score. A tiered penalty system will be
applied for match percent higher than 20%.
• Unless otherwise, late submissions may not be accepted or may receive partial
credit only. If an extraordinary event prevents you from submitting your paper on
time, please advise both myself and the academic coaches ahead of time or at
your earliest.
This activity relates to material covered in Module 6. Please leverage relevant
information from the module to help you develop answers to assignment questions.
Email Marketing Campaign for a Home Improvement Retailer
Scenario
As a home improvement retailer, you offer a wide array of home improvement products
and services. These include appliances, flooring materials, building materials, lighting
products, plumbing products, tools, small consumer electronics, HVAC units, etc. In
addition, you provide professional installation services (through in-house staff and or
third-party contractors) for a range of products that you resell.
From a marketing communication standpoint, you employ a range of digital advertising
tools including search engine optimization, banner ads on third-party sites,
remarketing/retargeting techniques, etc. Recently, a customer visited your site and
searched through various flooring products you offer (carpet, hardwood, tiles, grout, etc.).
The customer specifically spent time comparing hardwood flooring, carpeting, and tiles
and reviewed both product specifications as well as pricing. This customer also reviewed
information on professional installation services that you offer. It is likely that the
customer is not only comparing your offerings with other similar retailers, but he/she is
also evaluating do-it-yourself (DIY) or do-it-for-me (DIFM) options.
Assume you have the email information on this customer—perhaps it is a former
customer, may be they carry your store credit card, or maybe they were logged in their
online account, e.g., social media, email, etc., when they browsed your site.
Q.1. Draft a follow-up email for the customer which accomplishes the following
objectives (30 points):
a) Persuades them to open the email
b) Serves as a subtle reminder of products/services they had reviewed
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posting, or reproducing and sharing in any form is strictly prohibited.
3 | P a g e
c) Informs the customer about the product, service, any special promotions, and
keeps them engaged with the email (i.e
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