NMIMS Global Access

School for Continuing Education (NGA-SCE) 

Course: Module 6 - Continue: Building loyal consumers and driving brand advocacy

Internal Assignment Applicable for June 2020 Examination

Assignment Marks: 30 Instructions:

Instructions :-

•  All Questions carry equal marks.
• All Questions are compulsory
• All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.
•  All answers to be written individually. Discussion and group work is not advisable.
• Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.
• Students should write the assignment in their own words. Copying of assignments from other students is not allowed
• Students should follow the following parameter for answering the assignment questions

1. Troom, a startup, has a flagship product, which is into video conferencing. The product allows up to 500 people in a single videoconference and is priced nearly half that of the market leader, Zoom. How will you go about identifying the influencers for your product to do influencer marketing? What sources will you tap to find out the influencers? What will be your influencer marketing strategy? (10 marks)
2. What are the factors you will consider for determining when to use videos, written content or info graphics in your content marketing program? (10 marks)
3. a. What is the difference between customer engagement and customer interactions? (5 marks)
   b. A B2B SaaS company engaged in selling procurement software has nearly 150 active customers. The organization wants to improve its customer retention by introducing a customer advocacy program. The idea of this program me is to create a list of customers who can be called upon to provide support to gain credibility with the company’s prospects. What are some of the parameters you will create to gauge the success of the customer advocacy program. (5 marks)