E-MARKETING STRATEGY Management Report: Guidance Notes The E-Marketing Strategy Management Report guidance notes are very detailed and should be of general use. It is designed to show you which areas to concentrate on and you may demonstrate creativity in modifying your approach in its application. The E-Marketing Strategy Management Report 1. Cover page (as provided) 2. Report title page (addressee and report title) 3. Table of contents (with proper sections & page numbers indicated) 4. Executive summary (at most one page) 5. Introduction (brief & concise) Situation analysis Purpose & online marketing objectives of the report 6. Application of E-Marketing Strategy concepts (specific to the company) Use of the internet to enhance marketing strategy Customer behaviour B2C and B2B online concepts (where relevant) Website development & function Making use of SEOs Online advertising & promotions Permission marketing Making use of social media Integrated marketing strategy 7. Summary (equivalent to conclusion) 8. Bibliography Guidance Notes 1. Cover page This is provided in the assignment brief. 2. Report title page This contains the title of the report and the addressee. 3. Table of contents This is the page indicating the relevant sections and page numbers. 4. Executive Summary The executive summary describes the report’s major findings and recommendations. It is designed to provide a busy reader with the major issues contained in the report and therefore should not last more than one page. The executive summary should highlight your key audit findings and your key recommendations. 5. Introduction (brief & concise) Situation analysis (specific to the company) The situation analysis provides the basis upon which a plan of action to improve marketing performance can be built. The following possible questions are asked: · How does the company operate? · Who are its customers? · What might customers expect from the company? · How do consumers buy the products? · What is the ethos/culture of the company? · How does it market its products? · What is the market environment in which it trades? The purpose & online marketing objectives of the report must be clearly defined. The above should only be about 15% of the emphasis of your report. 6. Application of E-Marketing Strategy concepts (specific to the company) This comprises the relevant application of E-marketing ideas & concepts identified, explored & discussed in the coverage of the lesson units. The above is the major part of your report and should carry about 80% of your emphasis. It should be presented as a consultant’s professional recommendations to a business client. 7. Summary (equivalent to Conclusion) Suggestions that need to be made based on the above discussion and a summary indicating any limitations & short/long-term actions to be taken. The above should only be about 5% of the emphasis of your report. 8. Bibliography A bibliography is a li ...

1. E-MARKETING STRATEGY Management Report: Guidance
Notes
The E-Marketing Strategy Management Report guidance notes
are very detailed and should be of general use. It is designed to
show you which areas to concentrate on and you may
demonstrate creativity in modifying your approach in its
application.
The E-Marketing Strategy Management Report
1. Cover page (as provided)
2. Report title page (addressee and report title)
3. Table of contents (with proper sections & page numbers
indicated)
4. Executive summary (at most one page)
5. Introduction (brief & concise)
Situation analysis
Purpose & online marketing objectives of the report
6. Application of E-Marketing Strategy concepts (specific to the
company)
Use of the internet to enhance marketing strategy
Customer behaviour

2. B2C and B2B online concepts (where relevant)
Website development & function
Making use of SEOs
Online advertising & promotions
Permission marketing
Making use of social media
Integrated marketing strategy
7. Summary (equivalent to conclusion)
8.
Bibliography
Guidance Notes
1.
Cover page
This is provided in the assignment brief.
2.
Report title page

3. This contains the title of the report and the addressee.
3.
Table of contents
This is the page indicating the relevant sections and page
numbers.
4.
Executive Summary
The executive summary describes the report’s major findings
and recommendations. It is designed to provide a busy reader
with the major issues contained in the report and therefore
should not last more than one page. The executive summary
should highlight your key audit findings and your key
recommendations.
5.
Introduction (brief & concise)
Situation analysis (specific to the company)
The situation analysis provides the basis upon which a plan of
action to improve marketing performance can be built. The
following possible questions are asked:
· How does the company operate?
· Who are its customers?
· What might customers expect from the company?
· How do consumers buy the products?
· What is the ethos/culture of the company?
· How does it market its products?
· What is the market environment in which it trades?

4. The purpose & online marketing objectives of the report must
be clearly defined.
The above should only be about 15% of the emphasis of your
report.
6.
Application of E-Marketing Strategy concepts (specific to the
company)
This comprises the relevant application of E-marketing ideas &
concepts identified, explored & discussed in the coverage of the
lesson units.
The above is the major part of your report and should carry
about 80% of your emphasis. It should be presented as a
consultant’s professional recommendations to a business client.
7.
Summary (equivalent to Conclusion)
Suggestions that need to be made based on the above discussion
and a summary indicating any limitations & short/long-term
actions to be taken.
The above should only be about 5% of the emphasis of your
report.
8.
Bibliography
A bibliography is a list of the relevant sources you used to get
information for your report. It is included at the end of your
report.
(A management report is required. A bibliography is to be given
for sources of supporting data & information, NOT for academic
purpose, NO academic references or appendices)
The 3,000 word limit (plus/minus 10%) does NOT include the
executive summary, table of contents, bibliography etc...
In addition to the "assignment guidance notes" provided in
class, please note the following as you are writing your
assignment:

5. 1. Executive summary - this should be no more than one page,
summarizing the nature of the organization/business and
"clustering" the e-marketing recommendations & suggestions
for the company "at a glance" for easy comprehension.
2. Sections - remember that this is to enhance your organization
of the report contents & highlight focus on the important areas,
as well as contribute to user-friendly reading.
3. Integration - less important areas do NOT have to be
sectionalized but can instead be integrated into your writing.
For example, there is no need to have a section on "situational
analysis" and repeat already-known facts of the case, but
demonstrate that the analysis of the situation has already been
taken into consideration when you write, say, your objectives
for the e-marketing strategy.
4. Style & tone of writing - again, I have already given
examples in class on this, write as a consultant advising the
client. Tell the business owner what to do & explain why.
Behave as a consultant with authority, say what is needed to
enhance the business with an e-marketing strategy/plan and
nothing else. You have NO words to waste.
5. Examples & Illustrations - use examples & illustrations to
support your recommendations where appropriate, such as
"affiliate partners" to enhance the business?
6. Flow of presentation - ensure a user-friendly flow for the
reader, beginning with proper objectives, follow up with e-
marketing strategy suggestions that are in line with goals, and
ending with advise for the long term and integration efforts.
7. Coverage - be comprehensive in your evaluation &
application of relevant e-marketing concepts derived from the

6. units with approriate re-inforcements.
8. References & Bibliography - remember NOT to use citations
& references during your writing. Just have a list in your
bibliography at the end of the assignment (in Harvard format)
featuring references for relevant e-marketing concepts &
examples.
Remember I have also provided explanations & elaboration for
the above in class.
Thank you, best wishes, & good luck!
3
UGB321 – e-MARKETING STRATEGY
ASSIGNMENT: INDIVIDUAL PAPER
MODULE CODE:
UGB321 : MDIS, Singapore
MODULE TITLE:
e-Marketing Strategy
MODULE ASSESSOR:
Alan Charlesworth / Joel Arnott
TITLE OF ASSIGNMENT
Management report

7. ISSUE DATE
February, 2015
DUE DATE
Tuesday 28 April 2015
SUBMISSION DETAILS:
See below (important information)
PLEASE READ ALL INSTRUCTIONS AND INFORMATION
CAREFULLY.
This assignment contributes 100% to your final module mark.
This is an individual assignment.
IMPORTANT INFORMATION
You are required to submit your work within the bounds of the
University of Sunderland Infringement of Assessment
Regulations.
Your individual report must be handed in to Assignment
Services
with a accurately and clearly completed Assignment Cover
Sheet.
Task
You are required to submit a report for a case-study
organization outlining a proposed e-marketing strategy for that
organization (see page 4 of this document]. The report is
addressed to the owners of the organization and you are to write
it as if you are a consultant engaged to research and present the
information. The report (in management-report format) should

8. identify and critically analyse the fundamental issues related to
e-marketing strategy and show clear evidence of synthesis and
evaluation of the subject in the recommendations given to the
organization. Note that the recommendations made in the report
should be specific to the case-study organization, and not a
generic description of the elements of e-marketing that are
available to any organization.
The assignment addresses all of the module’s learning
outcomes.
Assignment presentation specification
Word limit
3000 words. Please include a word count at the end of the
content.
Font
Arial or Times New Roman
Font size
12
Alignment
Justified
Line spacing
Double-spaced
Referencing
Harvard system
The front cover of the paper should be as the example on the
next page. No other information and/or illustrations should be
included on the front cover.

9. All assignments must be put through the Turnitin system prior
to submission.
Note: Computer hard- or software problems are not accepted as
mitigation for late submission. It is your responsibility to
safeguard your work. Always have duplicate copies.
SAMPLE FRONT COVER (alignment centre, font size 20)
e-MARKETING STRATEGY
(UGB321)
Individual Paper
STUDENT’S NAME
STUDENT’S REGISTRATION NUMBER
MODULE LEADER: ALAN CHARLESWORTH
MDIS TUTOR: FRANCIS SOH
CASE STUDY: THE SINGAPORE RESTAURANT
Bernard Lee was born and raised in Singapore. After studying
cooking at college he trained under several leading chefs in his
native country before working in several high profile
restaurants around the world. Now approaching 50, he has
decided to return to his home city and open his own
restaurant.The location has been selected and the building is
currently under-going repairs and renovation and should be
ready for customers in three months time*. The restaurant is
located in Clark Quay, the centre of Singapore which will
attract customers from both locals and tourists.
Bernard will act as head chef, and he has recruited two other
chefs with international reputations to act as his assistants and
to cook when he is not available. His wife Sheila Chan, who has
an MBA and has held senior management positions in several

10. blue-chip companies, will be his business partner and will take
an active role in the running of the restaurant. Such is Bernard’s
devotion to his home-city that he intends to operate a
foundation scheme that will provide training positions for ten
young people from under-privileged backgrounds every
year.Bernard and Sheila have decided the venture will be called
simply:
The Singapore RestaurantSheila will handle the local
advertising and promotion, but she has no experience of using
any aspect of the Internet as part of her marketing strategy. To
date no marketing – off- or online – has been undertaken.
* Note that for this assessment, the opening date is three
months from the assignment’s submission date.
Generic Assessment Criteria – Undergraduate Bachelor’s degree
These should be interpreted according to the level at which you
are working
Categories
Grade
Relevance
Knowledge
Analysis
Argument and Structure
Critical Evaluation
Presentation
Reference to Literature
Pass
86 – 100%
The work examined is exemplary and provides clear evidence of
a complete grasp of the knowledge, understanding and skills
appropriate to the Level of the qualification. There is also
unequivocal evidence showing that all the learning outcomes

11. and responsibilities appropriate to that Level are fully satisfied.
At this level it is expected that the work will be exemplary in
all the categories cited above. It will demonstrate a particularly
compelling evaluation, originality, and elegance of argument,
interpretation or discourse.
76-85%
The work examined is excellent and demonstrates
comprehensive knowledge, understanding and skills appropriate
to the Level of the qualification. There is also excellent
evidence showing that all the learning outcomes and
responsibilities appropriate to that level are fully satisfied. At
this level it is expected that the work will be excellent in the
majority of the categories cited above or by demonstrating
particularly compelling evaluation and elegance of argument,
interpretation or discourse and there may be some evidence of
originality
70 – 75%
The work examined is of a high standard and there is evidence
of comprehensive knowledge, understanding and skills
appropriate to the Level of the qualification. There is also
clearly articulated t evidence demonstrating that all the
learning outcomes and responsibilities appropriate to that level
are satisfied At this level it is expected that the standard of the
work will be high in the majority of the categories cited above
or by demonstrating particularly compelling evaluation and
elegance of argument, interpretation or discourse.
60 – 69%
Directly relevant to the requirements of the assessment
A substantial knowledge of relevant material, showing a clear
grasp of themes, questions and issues therein
Good analysis, clear and orderly
Generally coherent and logically structured, using an
appropriate mode of argument and/or theoretical mode(s)

12. May contain some distinctive or independent thinking; may
begin to formulate an independent position in relation to theory
and/or practice.
Well written, with standard spelling and grammar, in a readable
style with acceptable format
Critical appraisal of up-to-date and/or appropriate literature.
Recognition of different perspectives. Very good use of source
material. Uses a range of sources
50 – 59%
Some attempt to address the requirements of the assessment:
may drift away from this in less focused passages
Adequate knowledge of a fair range of relevant material, with
intermittent evidence of an appreciation of its significance
Some analytical treatment, but may be prone to description, or
to narrative, which lacks clear analytical purpose
Some attempt to construct a coherent argument, but may suffer
loss of focus and consistency, with issues at stake stated only
vaguely, or theoretical mode(s) couched in simplistic terms
Sound work which expresses a coherent position only in broad
terms and in uncritical conformity to one or more standard
views of the topic
Competently written, with only minor lapses from standard
grammar, with acceptable format
Uses a variety of literature which includes some recent texts
and/or appropriate literature, though not necessarily including a
substantive amount beyond library texts. Competent use of
source material.
40 – 49%
Some correlation with the requirements of the assessment but
there are instances of irrelevance
Basic understanding of the subject but addressing a limited
range of material
Largely descriptive or narrative, with little evidence of analysis
A basic argument is evident, but mainly supported by assertion

13. and there may be a lack of clarity and coherence
Some evidence of a view starting to be formed but mainly
derivative.
A simple basic style but with significant deficiencies in
expression or format that may pose obstacles for the reader
Some up-to-date and/or appropriate literature used. Goes
beyond the material tutor has provided. Limited use of sources
to support a point.
Fail
35 – 39%
Relevance to the requirements of the assessment may be very
intermittent, and may be reduced to its vaguest and least
challenging terms
A limited understanding of a narrow range of material
Heavy dependence on description, and/or on paraphrase, is
common
Little evidence of coherent argument: lacks development and
may be repetitive or thin
Almost wholly derivative: the writer’s contribution rarely goes
beyond simplifying paraphrase
Numerous deficiencies in expression and presentation; the
writer may achieve clarity (if at all) only by using a simplistic
or repetitious style
Barely adequate use of literature. Over reliance on
material provided by the tutor.
The evidence provided shows that the majority of the learning
outcomes and responsibilities appropriate to that Level are
satisfied – for compensation consideration.
30 – 34%
The work examined provides insufficient evidence of the

14. knowledge, understanding and skills appropriate to the Level of
the qualification. The evidence provided shows that some of
the learning outcomes and responsibilities appropriate to that
Level are satisfied. The work will be weak in some of the
indicators.
15-29%
The work examined is unacceptable and provides little evidence
of the knowledge, understanding and skills appropriate to the
Level of the qualification. The evidence shows that few of the
learning outcomes and responsibilities appropriate to that Level
are satisfied. The work will be weak in several of the indicators.
0-14%
The work examined is unacceptable and provides almost no
evidence of the knowledge, understanding and skills appropriate
to the Level of the qualification. The evidence fails to show
that any of the learning outcomes and responsibilities
appropriate to that Level are satisfied. The work will be weak in
the majority or all of the indicators.
PAGE
4
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Introduction to the Assignment:
Please read all instructions and information carefully. You are
required to
submit your work under the University Infringement of

15. Assessment
Regulations. Your assignment must be submitted to your Study
Centre, MDIS,
in hard copy with an accurately and clearly completed
Assignment Cover
Sheet. and remember to write your student code and assignment
code clearly
onto the cover sheet.
All your assignments must be submitted in conjunction with a
Turnitin© report
(only if your centre provides the facility).
You will need to achieve an overall mark of 40% in order to
successfully
complete this module.
Module Leader - MKT 306
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You are to select a company; either producer and/or brand
owner, involved in the marketing

16. of a personal lifestyle healthcare services (spa services,
massage services, foot
reflexology services, etc). Select either a single services or
services line; and then
analyse, evaluate and prepare an individual report (3500 words
+/- 10%) addressing the
following issues…
(internal and external
environments) to assess strengths, weaknesses, opportunities
and threats to your
chosen organisation. Include details about the industry
competitive position and
market share.
edge (USP).
Demonstrate its effectiveness by providing value added to its
customers and include
other relevant market performance data to underpin your
evaluation (e.g. growth,
sales trends and/or profitability) of your chosen company.
[Weighting - 50%]

17. clear marketing
objectives to increase brand awareness, market share, sales
and/or profitability.
Your new marketing strategy should address these objectives
with the application of
the marketing mix to your chosen organisation.
marketing tactics and
strategies used by other successful organisations or companies
preferably from
different industry sectors.
[Weighting
- 50%]
Candidates are encouraged to evaluate, analyse, and recommend
marketing strategies for
their chosen company within the specific context of Singapore
or another pre-approved
country in the Asia-Pacific region. For the purpose of this
assessment students need to
focus on marketing strategies being used at the B2C level.
Your arguments, findings and recommendations should be
supported by theories, facts and
figures published within academic books, journal articles,
recognised business magazines
and market intelligence reports.

18. * Your chosen brand of services should be nationally and or
internationally recognised (at least), and it MUST have a
website.
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N.B. Please note the maximum word count excludes Appendix
and References.
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Submission Policies:
1. You are required to submit your work within the bounds of
MDIS and the University
Infringement of Assessment Regulations.
2. Your assignment must be submitted to your Study Centre, ie:
MDIS, in hard copy
with an accurately and clearly completed Assignment Cover
Sheet
3. All Students must submit a Turnitin© report along with their

19. assignments. If under
any circumstances assignments are submitted without this, the
final mark will be
withheld and there will be potential delays.
4. Students may submit drafts through Turnitin and generate
reports prior prior to
submission. The last submission prior to the deadline will be
deemed to be the final
submission for assessment purposes. Please note that you need
to allow 24
hours between submissions through Turnitin to generate a
fresh/new/different
report so please do not leave submission to the last moment.
5. All works submitted MUST be original. If under any
circumstances a student is
found to be violating any of the 'Academic Integrity' rules, the
university deserves
the right to take legal and disciplinary actions against the
individual.

20. 7 | P a g e
Assignment Structure :
This is an individual assignment as a single report in two parts.
Candidates are encouraged
to be creative with their analysis and recommendations by using
theories covered in the
class. The following structure is for illustration purpose only,
candidates are highly
encouraged to design their own report structure answering the
questions given in
PART 1 & 2.
– (SWOT) (PESTLE)

21. g (STP)
include amongst other
strategies a theoretically underpinned recommendations relating
to implementation
of the 4/7P’s
raphy (with references)
Please remember that this is only a rough guideline and
candidates are encouraged
to structure their report according to their preference.
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Detailed Explanation of Individual Sections :
You’re aiming for a 3500 word report following the given
structure…

22. Title: In a short report this may simply be the front cover. In a
long one it could also include
Terms of Reference, Table of Contents and so on.
Executive Summary: Give a clear and very concise account of
the main points, main
conclusions and main recommendations. Keep it very short,
about a page or a few % of the
total length. Some people, especially senior managers, may not
read anything else so write
as if it were a short stand-alone document. It isn’t but for some
people it might as well be.
Keep it brief and free from jargon so that anyone can
understand it and get the main points.
WRITE IT LAST, but do not copy and paste from the report
itself; that rarely works well.
Introduction: This is the first part of the report proper. Use it to
paint the background to ‘the
problem’ and to show the reader why the report is important to
them. Give your terms of
reference (if not in the Title Section) and explain how the
details that follow are arranged.
Write it in plain English.
Current Situation: This is where you report the facts as they are
now. It will probably have
several sections or sub-sections each with its own subtitle. It is
unique to your report and
will describe what you discovered about ‘the problem’. Make
sure you answer the exact
question which has been set – the assessment is about a branded
personal lifestyles
healthcare service. If in any doubt ask your lecturer/tutor!
These sections are most likely to be read by experts so you can

23. use some appropriate
jargon but explain it as you introduce it. You are supposed to
be demonstrating your
understanding of the topic so this is a great opportunity to
arrange the information logically,
putting things in order of priority -- most important first. In
fact, follow that advice in every
section of your report. You may choose to include a Discussion
in which you explain the
significance of your findings but remember to use a report style
structure throughout your
work.
Recommendations: This is the heart of your report. What do you
suggest should be done?
Don’t be shy; you did the work so state your recommendations
in order of priority, and in
plain English. Again it will probably have several sections or
sub-sections each with its own
subtitle
Conclusions: Present the logical conclusions of your
investigation of ‘the problem’. Bring it
all together and maybe offer options for the way forward. Many
people will read this section.
Write it in plain English. If you have included a discussion then
this section may be quite
short.
Appendices: Put the heavy details here, the information that
only specialists are likely to
want to see. As a guide, if some detail is essential to your
argument then include it in the
main body, if it merely supports the argument then it could go
in an appendix. Make sure
you signpost this information in the main body of your report.

24. 9 | P a g e
Marking Scheme
1st (70+%)
An excellent assignment. It demonstrates a high level of
understanding of the learning
outcomes. The report provides evidence of significant
understanding of marketing strategy
theory/techniques and its application to the selected
organisation. All decisions are logical,
coherent, fully justified, explained succinctly and coherently,
but also demonstrates a high
level of insight and originality. The presentation is of a very
high standard demonstrating a
professional approach which is generally free of errors.
2:1 (60-69%)
A very good assignment. It demonstrates a reasonably high level
of understanding of the
learning outcomes. The assignment provides evidence of
understanding of marketing
strategy theory/techniques and its application to the selected
organisation. All decisions
are logical, justified and explained however are less strong in
terms of insight and
originality. The presentation is of a high standard and
predominantly free from errors.

25. 2.2 (50-59%)
A good assignment. It demonstrates a sound understanding of
the learning outcomes. The
report provides evidence of understanding of marketing strategy
theory/techniques and its
application to the selected organisation, though this may be
somewhat limited. Most
decisions are appropriate however are less strong in terms of
insight, logic and originality.
The presentation is adequate.
3
rd
(40-49%)
A satisfactory assignment. It demonstrates an understanding of
the learning outcomes.
The report provides evidence of understanding of marketing
strategy theory/techniques and
its application to the selected organisation, although this is
limited. Decisions are
appropriate however lack coherence, insight and logic. The
presentation is adequate, but
lacks cohesion.
Grade F (<40%)
An unsatisfactory assignment which demonstrates a lack of
understanding of the learning outcomes

26. and has not answered the question. It contains some elements of
marketing strategy/techniques
applied to the context however is not wholly appropriate. The
assignment lacks logic, coherence,
originality and insight. The presentation is poor with a number
of errors.
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