E marketing uc2 f1010-2(2)

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E marketing uc2 f1010-2(2)

  1. 1. E-marketing (BM012-3-2) Group Assignment Page 1 of 4Learning OutcomesYou should be able to: • Evaluate the ways in which traditional marketing concepts can be applied to E- marketing • Analyse environmental issues affecting E-marketing • Critically evaluate website design and E-marketing strategiesDeliverablesThis group assignment represents 50% of the total marks for this module.This assignment is divided into 2 parts: • Part A - Report (70%) • Part B - Presentation (30%)The group report length should be 3,000 words. You should state the number of words used on the cover of the assignment. You may include diagrams or figures, reference and bibliography lists and any appendices without word penalty. The standard University sliding scale of penalties for excess length will be imposed. The penalties will be as follows: 1 -10% excess no penalty 11-20% excess 3 marks reduction 21-30% excess 6 marks reduction 31-40% excess 9 marks reductionThe report must follow the standard academic format: • Font type: Times New Roman • Font size: 12 pts • Line spacing : 1.5Instructions1) You are required to compile an E-marketing report for an existing company.2) Select a company that already has an online presence.______________________________________________________________________________________Level 2 Asia Pacific University College of Technology and Innovation
  2. 2. E-marketing (BM012-3-2) Group Assignment Page 2 of 43) Critically evaluate the company’s current E-marketing strategy and develop recommendations for the future.4) All members of each group are expected to contribute equally to the assignment without creating unnecessary heavy workload on any particular group member.Part A – Report (70%)You are to present an E-marketing report covering the following: Content Marks a) Strategy Identification 10 marks You should state and describe the core aspects of the company’s existing E-marketing strategy and do a website audit 1. Existing Marketing Mix (4Ps) 2. Website Audit - Website Usage and Navigation - Homepage Layout - Website Browsers - Product Information - Outdated content - e-CRM - Virtual communities b) Environmental Analysis 20 marks Analyse and evaluate the company’s current position and identify opportunities for improvement. This means that you are expected to apply market analysis tools using market and company information. 1. SWOT 2. PEST or Industry Analysis 3. Competitive Analysis (optional) c) E-marketing Plan 30 marks Develop and propose a coherent E-marketing plan, based on your practical understanding of the company’s flaws, and your theoretical review of relevant frameworks/concepts. 1. E-Marketing Strategic Planning - Segmentation - Targeting - Differentiation Strategies - Positioning Strategies 2. Objectives 3. E-Marketing strategies A) New 4Ps wherever applicable (If no changes for any P below please state “Apply current practice.”) a. Product strategies______________________________________________________________________________________Level 2 Asia Pacific University College of Technology and Innovation
  3. 3. E-marketing (BM012-3-2) Group Assignment Page 3 of 4 b. Price strategies c. Promotion strategies d. Distribution strategies B) E-marketing Tactics a. Enhancement features b. New features / mechanisms d) Implementation and Evaluation 10 marks Discuss the implementation of your analysis, evaluation, and planning for practitioners and marketing decision-makers. The limitations of the theories, frameworks and concepts that you applied should be evaluated and discussed. 1. Action plan (timetable or gantt chart to show when are the recommended activities/action taking place) 2. Evaluation plan (include performance metrics, limitations of the frameworks and concepts applied) Total 70 marksPart B – Presentation (30%)A 20-minute presentation of the report, followed by a 5-10 minute question and answersession will be conducted.You will be assessed on the following:Content (20 marks) • Relevant information • Detailed literature review • Ability to respond competently to questionsCommunication skills (10 marks) • Quality of presentation technique • Presentation materials (Total 30 marks)Performance CriteriaMarks are awarded based on the following guidelines: Grade Assessment Guidelines______________________________________________________________________________________Level 2 Asia Pacific University College of Technology and Innovation
  4. 4. E-marketing (BM012-3-2) Group Assignment Page 4 of 4 Superficial analysis, concepts and language of the subject are absent or 0-40% scant. Irrelevant regurgitation of text book. Ideas are poorly expressed. Many key issues are ignored. Concepts and language of the subject are used but are often confused in application and or explanation. Superficial analysis, concepts and language of the subject are absent or minimal. Few learning outcomes have been met. Irrelevant regurgitation 40-49% of text book. Ideas are poorly expressed. Many key issues are ignored. Concepts and language of the subject are used but are often confused in application and or explanation. Some understanding of the relevant models and concepts. Some elements 50-54% of an appropriate structure are present. Restricted analysis of some issues. Evidence of some reading and research. Incorrect referencing although it 55-64% is evident. Some elements of an appropriate structure are present. Key issues are analysed but not done thoroughly. Evidence of reading and research. Understanding of the application of appropriate models and concepts is demonstrated, but not thoroughly. 65-69% Key issues are identified and analysed, although this may be restricted at times. Some sources are acknowledged. Evidence of reading and research. Understanding of the application of appropriate models and concepts is demonstrated. Key issues are 70-74% identified and analysed, although this may not be consistent. References are acknowledged. Evidence of wider reading. The assignment effectively interprets the information and exhibits the integration of ideas across the subject area. 75-79% The assignment has credible recommendations. A systematic approach to development and evaluation is used. Most sources are acknowledged and referenced using Harvard Name System of Referencing. Arguments are clear and convincing. Confident integration of theory and 80% and practices is demonstrated. Consistent referencing to sources using the above Harvard Name System of Referencing.______________________________________________________________________________________Level 2 Asia Pacific University College of Technology and Innovation

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