Description

 

Course Learning Outcomes	PLO	Questions
CLO1: Demonstrate in depth knowledge fundamental research philosophies and approaches to conduct research in business.	1	1
CLO2: Critically evaluate the quality of the methodological approaches presented in published scientific studies featuring the methods covered in the course.	2	1

 

 

CASE

You are in charge of a new direct email campaign, promoting the usage of a new app for a cinema with locations across the UAE. Through this email campaign you are aiming to maximize the app’s usage.

The first initiative followed involved emailing previous customers inviting them to download and use the app, with these results in one week:

People emailed	30000
Emails opened	5000
Applications installed	1000
Orders completed	350

 

TASK

1. Research what are the characteristics of good direct email campaign, summarize results and provide references (2.5 Marks);
2. Outline a plan focusing on at least 3 initiatives that would improve email conversion (i.e. from email opened to downloading the app and completing the order via the app). Based these initiatives on the outcome of your research at point 1. Include a discussion of limitations and assumptions (2.5 Mark);
3. Recommend a research design for tracking the performance of the app (e.g.: How satisfied are customers with it? What do they use the app for? Etc.) (5 Marks).

Clarification:

Point 1 requires you to conduct a literature review.
Point 2 requires you to summarize the findings and propose a strategy.
Point 3 requires you to develop a way to measure the success of your proposed strategy (think about quantitative and qualitative methods).

 

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