Learning Outcomes covered in Task 1: LO1, LO2 Please refer to the module specification for Learning Outcome details. Channel Selection and Customer Insights In line with the theme you have selected for this assignment, you are required to carry out the following. (a) Provide a background to your chosen organisation, including: organisation name organisation information - to include type of organisation, size of organisation, range of products and services, customer base and main competitors stakeholders - summary of the organisation's key internal and external stakeholders key customer segment - an overview of the selected key customer segment theme chosen and rationale for choice. (5 marks) (b) Identify your channel goals and recommend the key channel selection criteria to ensure your chosen organisation's objective is met AC1.1, AC1.2 (15 marks) (c) Create a customer persona through the application of internal and external customer data. The persona should consider current and changing customer behaviour. AC2.1, AC2.2 (10 marks) (Total - 30 marks) (Organisation summary maximum page count-two sides of A4 paper) (Tasks 1 (b) to 1 (c) maximum word count - 1,250 words) Learning Outcomes covered in Task 2: LO3, L04 Please refer to the module specification for Learning Outcome details. Managing Channels In line with the theme you have selected for this assignment, you are required to carry out the following. (a) Assess and select which paid, owned and/or earned media channels would communicate most effectively with existing and potential customers in Task 1 (c), to both raise their awareness and engage them. Consider the risks and resources associated with the use of these channels. AC3.1, AC3.2 (10 marks) (b) Recommend appropriate tools to analyse the effectiveness of the digital channels selected in Task 2 (a). AC3.3 (10 marks) (c) Explain best practice for digital compliance for the channels you have selected in Task 2 (a), considering ethical and legal implications. AC4.1, AC4.2 (10 marks) (Total - 30 marks) (Tasks 2 (a) to 2 (c) maximum word count - 1,500 words) Task 3 - Customer Experience Plan Learning Outcomes covered in Task 3: LOS, L06 Please refer to the module specification for Learning Outcome details. Digital Customer Experience In line with the theme you have selected for this assignment, you are required to carry out the following. (a) Identify the key touchpoints and appraise the current customer journey for the persona you defined in Task 1 (c). AC5.1, AC5.2 (20 marks) (b) Develop a detailed plan to improve the customer digital experience throughout the customer journey identified in Task 3 (a). AC6.1, AC6.2 (20 marks) (Total - 40 marks) (Tasks 3 (a) to 3 (b) maximum word count - 2,000 words)