Digital_Engagement_Assignment_Guide

1. Enhancing Digital Customer Engagement in the Age of AI

GROUP ASSIGNMENT · INTRODUCTION TO BUSINESS AND MANAGEMENT
Enhancing Digital Customer
Engagement in the Age of AI
A tutorial guide for Foundation students: what an assignment is, what this one
asks, and how to do it well
Foundation · MDIS Tashkent
Module leader: Mr Koh Hong John
Due 20 November 2026

2. Types of assignment you will meet

ASSIGNMENTS 101
Types of assignment you will meet
Essay
Report
Answers a question with an
argument, in continuous
paragraphs.
Investigates a real situation under
headings and gives
recommendations.
Analyses one company’s problem
and suggests solutions.
Presentation
Reflection
Check the brief
Explains ideas with slides, spoken to
an audience.
Thinks about what you learned from
an experience.
The type decides the structure and the
style you must use.
MDIS Tashkent · Introduction to Business and Management
OUR ASSIGNMENT
Case study
2

3. Essay vs report: know the difference

ASSIGNMENTS 101
Essay vs report: know the difference
Essay
Report (our assignment)
Purpose
Argue a point of view
Investigate and recommend action
Reader
An academic
A manager who must decide
Layout
Paragraphs, no headings
Numbered sections with headings
Visuals
Rarely
Tables and figures where useful
Ends with
A conclusion
A conclusion and recommendations
Our assignment is a report: use headings, be practical and end with recommendations.
MDIS Tashkent · Introduction to Business and Management
3

4. What a report looks like

ASSIGNMENTS 101
What a report looks like
1 · Cover page
2 · Introduction
3 · Main sections
4 · Conclusion
5 · Reference list
Title, names, IDs,
lecturer, course, date
What the report covers
and how it is organised
Numbered headings 1, 2,
3: most of your words
Sums up the findings; no
new information
Every source, A to Z by
author
In our assignment, the main sections are the three set by the brief.
MDIS Tashkent · Introduction to Business and Management
4

5. How to read an assignment brief

ASSIGNMENTS 101
How to read an assignment brief
Look for
In our brief
The task
One company, its digital channels, two
recommendations
Word count
1,500 words ±10%
Weighting
20% of the module
Deadline
Friday, 20 November 2026
Marks
Sections worth 20, 40 and 40
Format
Times New Roman 12, double spaced, Harvard
MDIS Tashkent · Introduction to Business and Management
Read it three times
• Highlight every instruction word and
every number.
• Turn each instruction into a checklist
item.
• Not sure? Ask your lecturer early.
5

6. Instruction words tell you what to do

ASSIGNMENTS 101
Instruction words tell you what to do
Describe
Explain
Analyse
Say what something is or what
happens.
Say how and why something
happens.
Break it into parts and show how
they connect.
SECTION 1
SECTIONS 1 AND 2
SECTION 2
Evaluate
Recommend
Justify
Weigh strengths and weaknesses,
then judge.
Suggest what should be done next.
Give reasons and evidence for your
choice.
SECTION 2
SECTION 3
SECTION 3
Higher marks come from the words further along: describing alone is never enough.
MDIS Tashkent · Introduction to Business and Management
6

7. From brief to submission in six steps

ASSIGNMENTS 101
From brief to submission in six steps
1
2
3
4
5
6
Understand
Research
Plan
Draft
Edit
Submit
Read the brief; list
your questions
Find sources; note
each reference
Outline headings and
words per section
Write a first version;
it need not be
perfect
Check argument,
references, words,
format
Before the deadline;
keep a copy
Start early. Good assignments are rewritten at least once, and editing needs time.
MDIS Tashkent · Introduction to Business and Management
7

8. Academic integrity: your work, your words

ASSIGNMENTS 101
Academic integrity: your work, your words
Always
Never
Ask first
• Write in your own words
• Copy text without quotation
marks and a citation
• Whether and how AI tools may be
used
• Submit someone else’s work as
yours
• How to reference an unusual
source
• Invent sources or data
• Anything in the brief you are
unsure of
• Cite every source you use
• Note where each idea came from
Plagiarism means presenting someone else’s words or ideas as your own. Universities treat it as serious
misconduct.
MDIS Tashkent · Introduction to Business and Management
8

9. The assignment in four numbers

OUR ASSIGNMENT · AT A GLANCE
The assignment in four numbers
1,500
20%
3–4
20 Nov
words
of the module
students per group
due date
±10%, so between 1,350
and 1,650 words
This report’s weighting in
your final module grade
One shared report, written
in one consistent style
Friday, 20 November 2026
The cover page and the reference list do not count towards the word limit.
MDIS Tashkent · Introduction to Business and Management
9

10. Three moves, one company

THE TASK
Three moves, one company
STEP 1
STEP 2
STEP 3
Choose one company
Evaluate its digital
channels
Recommend two
improvements
A real business with an active digital
presence that you can research.
How social media, website, ecommerce and apps engage its
customers.
Two practical, justified ways to
strengthen its digital strategy.
“Digital platforms and AI are changing how businesses communicate with customers, build relationships, and
grow their markets.”
Assignment brief
MDIS Tashkent · Introduction to Business and Management
10

11. Where the 100 marks are

MARKING SCHEME
Where the 100 marks are
20
marks
40
marks
40
marks
1 · Digital Platforms
2 · Current Digital Strategy
3 · Two Recommendations
Company and its main
channels
How the channels engage customers, build the brand,
improve experience and support sales, including AI and
data
Two practical, justified improvements for engagement,
reach, loyalty or conversion
≈ 250 words
≈ 550 words
≈ 500 words
80% of the marks reward analysis and recommendations, so spend your words there, not on company
history.
MDIS Tashkent · Introduction to Business and Management
11

12. Choosing your company

BEFORE YOU WRITE
Choosing your company
Active on several channels
Social media, a website, an app or an online store: enough to compare.
Well documented
Annual reports, news coverage, case studies or academic articles you can cite.
Ideas to explore
GLOBAL
Starbucks · Nike · Sephora · Spotify
LOCAL
Visibly uses AI or data
Uzum · Korzinka · Click
Chatbots, product recommendations, personalised offers or loyalty apps.
A clear focus you can manage
Before you commit, check that you can find at
least five credible sources on your company.
Not so big that 1,500 words can only skim it, not so small that nothing is
written about it.
MDIS Tashkent · Introduction to Business and Management
12

13. Digital Platforms: set the scene

SECTION 1 · 20 MARKS · ≈ 250 WORDS
Digital Platforms: set the scene
01
02
03
Introduce the company
Identify the main
channels
Explain why they matter
Who it is, what it sells, where it
operates and who its customers are.
Two or three sentences.
Social media, website, e-commerce,
mobile app. Focus on the ones that
matter most.
For each channel: which customers it
reaches and how it helps the company
engage them.
Tip: a short table (channel · purpose · target customers) keeps this section efficient.
MDIS Tashkent · Introduction to Business and Management
13

14. Current Digital Strategy: four lenses

SECTION 2 · 40 MARKS · ≈ 550 WORDS
Current Digital Strategy: four lenses
Engage customers
Strengthen the brand
How do the channels start conversations, invite
interaction and build community?
What message, tone and image do they communicate,
and is it consistent?
Improve customer experience
Support sales
How do they make finding, buying and getting help
easier or faster?
How do they move customers from interest to
purchase, and back again?
Where applicable, evaluate:
AI
MDIS Tashkent · Introduction to Business and Management
Personalisation
Data analytics
Automation
14

15. Analyse, don’t just describe

THE KEY SKILL
Analyse, don’t just describe
DESCRIPTION · FEW MARKS
ANALYSIS · HIGH MARKS
“The company has an Instagram account
with many followers and posts every day.”
“Daily Instagram posts that reply to comments build a two-way
relationship with younger customers and keep the brand visible between
purchases (Author, Year). However, posts rarely link to the online store, so
this engagement may not turn into sales.”
Tells the reader what exists, nothing more.
Explains how and why, cites evidence, and judges strengths and limits.
What they do
→
How it works
MDIS Tashkent · Introduction to Business and Management
→
Why it matters
→
Evidence
→
Evaluation
15

16. Two recommendations, fully justified

SECTION 3 · 40 MARKS · ≈ 500 WORDS
Two recommendations, fully justified
Aim each one at
What
The improvement, stated clearly in one sentence.
Why
The weakness you found in Section 2, plus evidence that
this kind of change works.
How
Practical steps: which channel, tools, people and a rough
timeline.
Result
The expected impact, and how the company could
measure it.
Customer engagement
Market reach
Customer loyalty
Conversion (visits into sales)
Exactly two. Both must be practical for this
company.
MDIS Tashkent · Introduction to Business and Management
16

17. Weak vs strong recommendation

SECTION 3 IN PRACTICE
Weak vs strong recommendation
WEAK
STRONG
“The company should use
more AI.”
Add an AI chatbot to the mobile app that answers delivery and
return questions 24/7.
WHY
Section 2 found customers wait for replies on social media;
research suggests chatbots can shorten response times (Author,
Year).
HOW
Start with the ten most common questions; pass complex cases
to staff.
RESULT
Track response time, satisfaction scores and app ratings.
Vague, not linked to any finding, no plan and no
way to measure success.
MDIS Tashkent · Introduction to Business and Management
17

18. A suggested report structure

WRITING IT UP
A suggested report structure
Part
What goes in
Cover page
Title, names and IDs, lecturer, course, date
not counted
Introduction
The company and the purpose of the report
≈ 100
1. Digital Platforms
Brief profile, main channels, why they matter
≈ 250
2. Current Strategy
Engagement, brand, experience, sales; AI and data
≈ 550
3. Recommendations
Two justified, practical improvements
≈ 500
Conclusion
Key findings and recommendations in brief
≈ 100
Reference list
Harvard style, alphabetical by author
MDIS Tashkent · Introduction to Business and Management
Words
not counted
18

19. Harvard referencing in practice

REFERENCING
Harvard referencing in practice
In the text
In the reference list
Author in brackets
Book
… builds customer loyalty (Kotler and Keller,
2016).
Kotler, P. and Keller, K.L. (2016) Marketing management. 15th edn. Harlow:
Pearson.
Author in the sentence
Website
Kotler and Keller (2016) argue that …
Organisation (Year) Title of page. Available at: URL (Accessed: 17 October 2026).
Organisation as author
Journal article
… according to its annual report (Company
Name, Year).
Surname, I. (Year) ‘Article title’, Journal Name, Volume(Issue), pp. 00–00.
MDIS Tashkent · Introduction to Business and Management
19

20. Where to find credible sources

RESEARCH
Where to find credible sources
Use
Use with care
Annual reports and investor pages
Wikipedia: a starting point, not a source
The company’s website, newsroom and app store
pages
Blogs and marketing sites: often unchecked opinion
Academic journals via Google Scholar or the library
AI chatbot answers: verify, then cite the original
Reputable news: BBC, Reuters, Financial Times
Social media comments: show opinion, not fact
Industry reports: Deloitte, McKinsey, Statista
Tip: study the company’s own channels too. What you observe in its app or on Instagram is evidence for your analysis.
MDIS Tashkent · Introduction to Business and Management
20

21. Formatting checklist

PRESENTATION
Formatting checklist
Every page
Cover page
Times New Roman, 12-point
Assignment title
Double-spaced
All students’ names and student IDs
One-inch margins on all sides
Lecturer’s name
Harvard referencing, used consistently
Course title
Clear section headings
Date
MDIS Tashkent · Introduction to Business and Management
21

22. How your report is judged

ASSESSMENT CRITERIA
How your report is judged
Research
Analysis
Structure and argument
Finding and using relevant
references and data.
Logical, informed and convincing
analysis, applied to business and
management.
Clear structure, effective arguments
and good-quality references.
And throughout: well written, proofread, correct grammar and spelling, one consistent style.
MDIS Tashkent · Introduction to Business and Management
22

23. Eight common mistakes

WATCH OUT
Eight common mistakes
01
Describing features instead of analysing them
05
Claims without sources, or mixed referencing styles
02
Writing about more than one company
06
Relying on Wikipedia, blogs or AI-generated text
03
Giving one, three or more recommendations
07
Going outside 1,350–1,650 words
04
Recommendations not linked to Section 2 findings
08
Four writers, four styles, and no final edit
MDIS Tashkent · Introduction to Business and Management
23

24. A five-week plan to 20 November

GROUP WORK
A five-week plan to 20 November
Week of 19 Oct
26 Oct
2 Nov
9 Nov
16 Nov
20 Nov
Form the group,
choose the company,
gather sources
Draft Section 1;
research Section 2
Draft the Section 2
analysis
Draft Section 3,
introduction and
conclusion
Merge, edit into one
voice, check
references and
format
Submit (Friday)
Suggested roles
Researcher: finds, checks and logs
sources in Harvard format
MDIS Tashkent · Introduction to Business and Management
Section writers: one or two people per
report section
Editor: unifies style, checks word count
and formatting
24

25. What an A-grade report looks like

AIMING FOR AN A
What an A-grade report looks like
The gap between a pass and an A is rarely more words. It is sharper thinking,
stronger evidence and clearer writing on the page.
Sharper analysis
Stronger evidence
MDIS Tashkent · Introduction to Business and Management
Clearer writing
25

26. Pass vs A grade at a glance

AIMING FOR AN A
Pass vs A grade at a glance
Criterion
Pass-level report
A-grade report
Research
A few websites, little real data
A range of credible, recent sources with real data
Analysis
Describes what the company does
Explains why it works, with evidence and a judgement
AI and data
Lists the tools the company uses
Evaluates their impact on customers and their limits
Recommendations
Generic ideas such as “use more AI”
Specific, linked to findings, practical and measurable
Writing
Sections read like separate essays
One clear argument, signposted, in one voice
Referencing
Some citations, inconsistent format
Every claim cited, accurate Harvard throughout
MDIS Tashkent · Introduction to Business and Management
26

27. Build every paragraph with PEEL

SHARPER ANALYSIS
Build every paragraph with PEEL
P
E
E
L
Point: one clear claim about the company
Evidence: a fact, figure or example, cited
Explain: why it matters for customers and
sales
EXAMPLE PARAGRAPH
[P] The company’s loyalty app is its most effective
engagement channel. [E] It accounts for [x]% of orders
(Source, Year). [E] By rewarding repeat purchases and sending
personalised offers, the app gives customers a reason to
return instead of switching to competitors. [L] This supports
the company’s wider aim of growing repeat sales.
Link: back to the question or the next point
MDIS Tashkent · Introduction to Business and Management
27

28. Use data, not adjectives

STRONGER EVIDENCE
Use data, not adjectives
WEAK
STRONG
“The app is very popular and has lots of users.”
“The app has [number] downloads and an average
rating of [x] stars (Source, Year).”
Where to find the numbers
Annual reports
Statista
DataReportal
Its own channels
Revenue, customers, share
of digital sales
Market size and usage
statistics
Internet and social media
use by country
Followers, app ratings,
reviews: note the date
Never invent a figure. If you can’t find one, say what data would show and why it matters.
MDIS Tashkent · Introduction to Business and Management
28

29. Language that evaluates

SHARPER ANALYSIS
Language that evaluates
Strengths
Limitations
Judgement
“This is effective because …”
“However, …”
“Overall, …”
“A key advantage is …”
“A limitation of this is …”
“This helps the company to …”
“This is less effective for …”
“On balance, the evidence
suggests …”
“As a result, the company should …”
Aim for a strength, a limitation and a judgement in every part of Section 2.
MDIS Tashkent · Introduction to Business and Management
29

30. Academic writing style

CLEARER WRITING
Academic writing style
Do
Avoid
Write in the third person: “This report analyses …”
“I think …” or “We believe …”
Use formal, clear and concise sentences
Contractions: don’t, can’t, it’s
Signpost: “Firstly”, “In contrast”, “As a result”
Slang and hype: “amazing”, “huge”, “super”
Define key terms, such as personalisation, once
Long quotations that use up your word count
Paraphrase sources in your own words, then cite
Opinions with no evidence behind them
MDIS Tashkent · Introduction to Business and Management
30

31. The A-grade checklist

BEFORE YOU SUBMIT
The A-grade checklist
CONTENT
PRESENTATION
All three sections, with clear headings
In-text citations match the reference list
One company, exactly two recommendations
1,350–1,650 words, excluding cover and references
Every paragraph follows PEEL
Times New Roman 12, double spacing, 1-inch
margins
Key claims backed by data and sources
Cover page with all names, IDs, lecturer, course, date
AI and personalisation evaluated, not just listed
Edited into one consistent voice
Recommendations linked, practical, measurable
Read aloud once to catch errors
MDIS Tashkent · Introduction to Business and Management
31