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C11DK Business Marketing System

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  • Course Code: C11DK
  • University: Victoria University
  • Country: Australia


You are being asked by a brand of your choice to conduct a netnography to answer the specific marketing research questions of “How are consumers talking about our brand on social media?” and “What are the opportunities for the brand to improve as a result of this information?
You are required to write a report with your answers. The report as to contain information on the following
1. The choice of online communities and the criteria used to ensure they were appropriate to the investigation
2. The process of data collection and analysis (including steps taken to ensure the anonymity of participants
3. The main findings which are categorised into themes
4. A discussion of the implications of these findings for the brand
5. Reflection on the process of conducting a Netnography i.e what were the benefits and challenges that you encountered.
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