Students were asked to do a digital channel audit for Uniqlo Vietnam by applying 5As and 4Vs tools in consumer's journey and social media strategies. Students are required to conduct a digital channel audit of Uniqlo Vietnam, applying the 5As customer journey framework and the 4Vs model to evaluate the brand’s digital presence and social media strategies.
Through this project, students examine how Uniqlo Vietnam engages consumers across digital touchpoints, analysing the effectiveness of its online channels in attracting, interacting with, and converting customers throughout the consumer journey. The application of the 5As and 4Vs frameworks enables students to critically assess customer behaviour, content performance, and the role of social media in shaping brand experience and consumer engagement.
The project provides students with the opportunity to apply concepts from digital marketing, consumer behaviour, and strategic communication within a real-world industry context. Through research, analysis, and evaluation, students develop practical insights and recommendations to enhance the effectiveness of the brand’s digital marketing and social media activities.
