Assessment 1 : Multi-media production / customer journey map

Assignment Content

Group or individual: Individual

Due date:16 June 2024, Sunday, 9am

Length: 1 diagram in 1-2 pages in a Word / Google document OR 1-2 power point slides

The length of the assessment will vary depending on the platform chosen.

The purpose of this assessment is for you to develop a customer journey map for a product/brand of your choosing. A customer journey map is a visual representation of the journey of consumers, or the consumer decision making process, which brings a rather abstract way of understanding how consumers purchase products (e.g., need recognition, information search, evaluation of alternatives, purchase, and the post-purchase stage) to something concrete, with specific stages and brand touchpoints, that a brand can use to create a marketing strategy and move the customer along their journey. For instance, consumers come into contact with a brand (and other brands) at different points in the decision making process, they encounter advertising that may generate awareness that a brand is a potential solution to their needs, they seek further information, for instance by reading a package label, visiting a website, talking to a salesperson and so forth, and such brand touchpoints can be influenced by the marketer. One explanation of a customer/buyer journey can be obtained from this digital marketing agency: HYPERLINK

"https://rocketagency.com.au/resources/free-downloads/page/2" "https://learn.jcu.edu.au/ultra/courses/_176390_1/outline/assessment/_8011627_1/overview/attempt/_blank" https://rocketagency.com.au/resources/free-downloads/page/2

This assessment allows you to be creative and your customer/buyer journey map should include multi-media elements (i.e. icons, images, arrows or flowchart elements).It can take any form you wish, i.e., a diagram, an infographic, or even a video.

You need to explain and justify the components of your customer journey map (see rubric).

Instructions:

You can use Word (landscape or portrait) or dynamic Power point slides or Google Drawings: ( HYPERLINK

"https://docs.google.com/drawings" "https://learn.jcu.edu.au/ultra/courses/_176390_1/outline/assessment/_8011627_1/overview/attempt/_blank" https://docs.google.com/drawings)

There are also free software tools that will help you acquire basic media production techniques very easily. Free tools, such as Invideo or Canva.com, will enable you to design anything and incorporate photos or even music and videos into your production.

See: HYPERLINK

"https://www.canva.com/"https://learn.jcu.edu.au/ultra/courses/_176390_1/outline/assessment/_8011627_1/overview/attempt/_blank"https://www.canva.com/If you use Canva, use the free version and not Canva Pro. Check that the photos you select are free images and not the images that demand payment (i.e. labelled Pro). You can download the material and upload it to learnjcu or else copy the link/URL into the assessment document.

See HYPERLINK

"https://invideo.io/pricing" "https://learn.jcu.edu.au/ultra/courses/_176390_1/outline/assessment/_8011627_1/overview/attempt/_blank"

https://invideo.io/pricing- select the free, individual version, not the paid / business version. Check out the tutorials section of the in video website.

Apple Keynote software is NOT supported by JCU, so if you wish to use this platform, or iMovie, then you must upload the video / multi-media production to YouTube. Instructions on how to create a YouTube account and upload media are available from Business Online.