Assignment 2: Individual Report

2020/21

MODULE CODE: 5BDIN003W

MODULE TITLE: Web-Enabled Business

DATE AVAILABLE: Monday 18th January 2021

SUBMISSION DATE: Thursday 29th April 2021

Submission is due by 13.00 on the Submission Date shown above. The

submission will be electronic via Turnitin on the Module submission page
on Blackboard, as per instructions.

Dr Farjam Eshraghian
Westminster Business School
University of Westminster
35 Marylebone Road
London
NW1 5LS
E-mail: F.Eshraghian@westminster.ac.uk
 5BDIN003W Web-Enabled Business

This coursework is worth 75% of the total marks available for this module.

This is an individual assignment; therefore, you should not share ideas or material with
others, while completing this work.

Please note that this is an individual report and not an academic essay.

It should be 2000 words in length. A tolerance of up to +/- 10% is applicable for this
assignment. The word count excludes the title page, table of contents, customer journey
map and reference list.

Task

The title of this Assignment is:

Creating a Digital Strategy for a S&P 500 Company

This assessment consists of two elements:

1. A 2000 word written report.

2. A customer journey map with full description.

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The assignment will be marked as follows:

Element 1: A 2000 word written report (75%)

Your task is to produce a Digital Strategy for the S&P 500 Company that you
investigated during Assignment 1. You must produce a 2000 word written report which
introduces and describes your proposed digital strategy for the company selected.

Your digital strategy should start from the period when the customer initially receives
contact from your chosen company, by e-mail, to when they receive delivery of the
product or service that has been purchased.

Your report should provide detailed comments on the following, as a minimum, and may
go beyond these considerations:

• SWOT Analysis of the online marketplace in which the company operates. Your
report should include an in-depth SWOT analysis that analyses the Strengths,
Weaknesses, Opportunities and Threats that your company faces in conducting
business online in their online market place.
• E-commerce Goals of the Company for the next year of online trading. You
should consider and propose a series of goals/objectives that your chosen company
should aim to achieve in the following 12 months of online trading.
• Digital Marketing Methods. You should identify, describe and justify the digital
marketing methods which you believe your company should employ to attract new
customers to their e-commerce website.
• E-Commerce Website Enhancements. You should identify and describe any
enhancements that you believe your chosen company should make to their e-
commerce website. This should take into account: (1) any website accessibility issues,
including fonts used, colour schemes and accessibility on different devices, and (2)
any trust and credibility enhancements, including inclusion of new content.
• Key Performance Indicators for the next 12 months of online trading. You should
identify, list and describe key performance indicators that you would advise your
company to adopt over the next 12 months of online trading.
• Customer Journey Map. You must include a one-page customer journey map which
proposes a new customer journey that your chosen company could implement in order
to improve the customer experience from the initial point of contact to the point of
purchase. You should provide a description of what your customer journey involves.

Your report should reference at least six published sources of information and be written
in the third person. Wikipedia is not to be included as a reference source and over-reliance
on web-based articles is not considered appropriate for this assignment.

Marking Criteria

SWOT Analysis of the Company’s Digital marketplace: 15%

Identification and Justification of the Company’s E-commerce Goals: 10%
Identification and Description of Digital Marketing Methods: 15%
Identification and Discussion of Proposed Website Enhancements: 15%

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 Identification of Key Performance Indicators: 10%
Production and Description of enhanced Customer Journey Map: 25%
Referencing and layout (including use of Academic English): 10%

Element 2: A Customer Journey Map (25%)

Your task is to produce a revised Customer Journey Map (CJM) for a typical customer
who uses the e-commerce website of your chosen S&P 500 company. You should take
into account all that you have included in your proposed digital strategy.

Your CJM should use a standard modelling technique to show clearly the chronological
phases and actions that a customer must experience in order to complete the purchase of
their chosen product and/or service.

To complete your CJM, you should read Chapter 10 of James Kalbach’s book entitled
“Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and
Diagrams” for further guidance. Please see the Module Handbook for a full reference
relating to this publication.

Your CJM should be visually presented on one page only.

Marking Criteria

Identification of customer journey phases: 20%

Identification of key actions taken by the customer to complete purchase: 80%

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 GUIDANCE

Report Structure

• Title page
This should include the title of the assessment, the name of the module and the Word
Count of the report.

• Table of Contents

• Digital Strategy
This section should contain your proposed Digital Strategy that your S&P 500 company
is to implement. In this section, you should present your analysis against the six points
described in ‘Element 1’ above. You may use sub-sections for this purpose.

• Customer Journey Map

On the final page of your report, you should include your Customer Journey Map. It is
not necessary to discuss or describe your CJM in your report.

• Reference List
References should be included for all source material you use in this report. The reference
list should be included at the end of the report in a single integrated list; it must follow
the Westminster Harvard Referencing Style. Please see the Assessment folder on
Blackboard for the University of Westminster Guide to Harvard Referencing.

Students will be rewarded for their efforts to follow a clear consistent style and for
correctly giving full references. Students will also be rewarded for the quality of their
references. Peer-reviewed academic sources will be considered favourably. Please refer
to the module handbook for examples.

English style and grammar points

Before submitting your report, please make sure that grammar and spelling has been
checked and that the report has been proof-read. Keep findings separate, at the very least
by using a new paragraph for each point.

Students will be rewarded for their efforts to present a professional report, which takes
into consideration all the items cited in the marking criteria.

Report Format
The presentation of your report is part of your grade and helps markers to gain a good
understanding of your work. You should write in clear, concise and correct Academic
English. The report should be single-spaced, 12-point text and using standard margins.
Arial font is preferred.

Word Length
You need to submit a written report of 2,000 words, excluding title page, table of contents
and references. The word count must be stated on the title page.

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Assessment General Threshold Criteria (Level 5)

Percentage General Criteria

80-100% An outstanding piece of work: All assessment criteria have been
met at an exceptionally high standard
• Shows independent reflective thought in relation to task.
• Demonstrates exceptional critical analysis of theories,
practices and frameworks.
• Analyses concepts and principles that inform the work.
• Analyses wider context and implications for
practice/subject.
• Synthesises research across a range of sources.
• Demonstrates exemplary communication excellent
presentation of format used.
70-79% An excellent piece of work: All assessment criteria have been
met at a high standard.
• Demonstrates critical and reflective analysis of theories,
practices and frameworks from the module.
• Applies a range of competing concepts and principles.
• Analyses wider context and implications for
practice/subject.
• Provides evidence of substantial research across a range
of sources.
• Communicates effectively with excellent presentation of
format used.

60-69% A good piece of work: All assessment criteria have been met at a
good standard.
• Analyses theories, practices and frameworks presented
on the module.
• Applies key concepts and principles reflectively.
• Identifies important aspects of wider context and
implications for practice/subject.
• Undertakes own research and evaluation of sources to
inform enquiry.
• Communicates effectively using appropriate format and
presentation.

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 50-59% A sound piece of work: All assessment criteria have clearly been
met.
• Uses appropriately theories, practices and frameworks
presented on the module.
• Demonstrates clear understanding and reflection on key
concepts and principles.
• Demonstrates limited understanding of wider context and
implications for practice/subject.
• Undertakes own research to inform task/enquiry.
• Communicates work using appropriate format with some
weaknesses of presentation.

40-49% An adequate piece of work: All assessment criteria have just

been met.
• Describes accurately a range of theories, practices and
frameworks presented on the module.
• Demonstrates adequate understanding of key concepts
and principles.
• Undertakes additional research from sources provided
within the module.
• Communicates work using appropriate format with some
weaknesses of presentation.
30-39% FAIL: An inadequate piece of work: One or more relevant
assessment criteria are not met.
• Describes theories, practices and frameworks presented
on the module with some weaknesses/omissions.
• Applies key concepts/principles with some weaknesses.
• Uses a minimal amount of relevant information provided
within the module.
• Communicates using appropriate format with significant
weaknesses in presentation.
0-29% • Incomplete or very poorly attempted work

Feedback

Students will receive provisional grades and feedback by Thursday 20st May 2021. The
feedback will be via written commentaries on Turnitin, taking into account the marking
scheme as presented in this assignment.

Please do not e-mail staff directly asking for marks.

Plagiarism

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Please read the module handbook carefully to avoid any question of plagiarism. Strict
standards of conduct apply in terms of originality of work and any abuse will draw
consequences. This work must be submitted via the Turnitin link on Blackboard, which
is designed to check for acts of plagiarism.

Please see the following link for further information on academic conduct
http://www.westminster.ac.uk/study/current-students/resources/academic-
regulations/academic-conduct; this URL only works when you are logged in to the
University’s Intranet.

General recommendations on electronic submission on Blackboard

You must write the word count on the first page of your assignment.

Unless indicated otherwise, coursework is submitted via Blackboard. On the Blackboard

home page for the module you will find a button on the menu called ‘Submit
Coursework’. Clicking this will take you to the submission link.

At busy times the coursework submission process may run slowly. To

ensure that your submission is not recorded as a late submission, avoid
submitting very close to the deadline.
To submit your assignment:

1. Log on to Blackboard at http://learning.westminster.ac.uk

2. Go to the Blackboard site for this module;
3. Click on the ‘Submit Coursework’ link in the navigation menu on the left-hand
side
4. Click on the link for the assignment;
5. Follow the instructions.

"Your file name should be: module title and name of coursework

Do NOT include your name or student number within the file name or anywhere within
your submission. The submission will be subject to anonymous marking. Having logged into
Turnitin on Blackboard, the system will record your details anonymously and tutors will
only see your name after the entire submission has been assessed and provisional marks
have been released to all students at the same time."

N.B. – if the system is working for other students, but not for you… then it is probably
because you are not following the instructions!

Please, never leave it to the last minute to upload your assignment. Problems may be
experienced, and you will lose 10 marks out of 100 for late submissions. If you submit
more than 24 hours late, a mark of 0 will be awarded. Do not risk your grade!

If at any time you have any queries with regard to this assignment, please see your seminar
tutor or post a question on Assignment Q&A located on Blackboard.

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