Unit Number and Title Unit 12: Internet Marketing in Business

Qualification Pearson BTEC Level 3 Extended Diploma in Business

Start Date 1st July 2015
Deadline 29th July 2015
Assessor Amritesh Pratap Singh

*This is the Assignment brief cover sheet which has to be compulsorily filled and submitted with the Assignment.
Student Declaration

I, _____________________ hereby confirm that this assignment is my own work and not copied or plagiarized. It has not
previously been submitted as part of any assessment for this qualification. All the sources, from which information has
been obtained for this assignment, have been referenced as per Harvard Referencing format. I further confirm that I have
read and understood the Atlas Group of Institutions rules and regulations about plagiarism and copying and agree to be
bound by them.

Students Signature : (signed)

Student Name :

Date :

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 General Guidelines
(Please read the instructions carefully)

1. The Assignment cover sheet should be filled in compulsorily while submitting the assignment.
2. All Assignments should be submitted as per the prescribed format which can be a Chart Paper, Word file, PPT
presentation, Audio Clippings etc. as a soft copy or a hard copy respectively.
3. The word documents and power point presentations should be properly formatted and should follow Arial 12 Font Size
for the texts black in colour, Arial 14 Font Size for Headings black in colour.
4. Every answer should have the heading of relevant task with Pass or Merit or Distinction criteria it is addressing to.
5. The written communication skills will have relevance in awarding grades to your assignment.
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where the relevant assessor has been informed about extenuating circumstances for being unable to the assignment
on time.
7. The evidence required is the most important part of preparing the assignment, one should adhere to the requirement
of producing relevant evidence for each Task in the Assignment.
8. The learners will be provided with only one attempt to submit the assignment else they shall be considered under
RESUBMISSION criteria.
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by the learner without any help.
10. Learners should understand the policy of plagiarism and ensure the worth of following Harvard Referencing System
with in-text citation and bibliography or references to be given at the end compulsorily.
11. Anyone falling short of 75% of attendance will not be provided with the assignment and has to RETAKE the entire
UNIT.

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Assignment Title Internet Marketing in Business
Purpose of this Assignment

The aim of this unit is to enable learners to develop an understanding of the fundamental concepts that underpin the
reasons business is conducted online with reference not only to the benefits and drawbacks to businesses and
customers but also the effects on society at large.

Scenario

The Role of Internet Marketing

Internet marketing has obviously been talked and written about a lot over the last ten years and more.

One of the aspects of most of these discussions that fascinates me is that Internet Marketing is usually talked about
as if it is just a further marketing and sales channel, in line with TV, Radio, Print media etc. This is very intriguing,
because I think this is both right and wrong at the same time. Here is why.

The Internet obviously enables a company to advertise and sell its products and services. For advertising, think
banner ads (very reminiscent of print ads, by the way). Obviously, you can also buy things online, Amazon and others
come to mind. But that is not all.

Let me put it like this. These days, before I make any meaningful purchase decision, I go on the Internet to check out
my options and to become informed. This is true for both personal and professional puchases. So, for example,
before I buy a computer, I will spend a certain period of time on the Internet to check out all the options, read the
reviews, got the the manufacturers’ websites, etc. After I have done this, I will go to the place where I will purchase,
this place can either be offline or online.

Task 1 (P1):

As an independent researcher you need to pick an organization of your choice and describe that how internet
marketing has been playing its vital role within the scope of modern marketing initiatives taken by the company. Your
work has to be presented in a form of report.

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Task 2 (P2):
In the same report also describe some of the most interesting ways of internet marketing used by the company of your
bbchoice to do last minute promotion. The research can be presented in the form of power point presentation or an
article which could have some pictures of different methods of internet marketing used by company of your choice.

Task 3 (P3):
Seeing the several benefits of internet marketing and keeping your past experiences in mind discuss with real time
examples explaining the principal benefits of internet marketing to you as a customer, you can use two contrasting
business for listing down the benefits of internet marketing. The task can be presented in a form of chart paper/ word
file of an internet article, your work may include some pictures, newspaper or magazine cuttings to support your
citation of real time examples.

Task 4 (M1):

Analyze how internet marketing activities build on conventional offline marketing principles and offer customers
greater freedom of choice. Also look into what extent elements of Marketing Mix can be exploited differently to benefit
the customers like, dynamic pricing.

Scenario

Using Internet Marketing In Your Marketing Mix

The importance of internet marketing is continuing to expand. Surveys of all kinds show a major shift in traditional
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marketing budgets to money being spent online to market all types of products and services.

Internet Marketing Defined.

Internet marketing is the use of the Internet to advertise and sell products and services. Within the definition of Internet
Marketing you will find mention of pay per click advertising, banner ads, e-mail marketing, search engine marketing
(including search engine optimization), blog marketing, and article marketing.

You have been recently appointed by a Digital media agency as a digital marketing trainee and you need to submit a
report on internet marketing opportunities and challenges present globally.

Task 1 (P4, P5, P6, M2)

(P4)
For your report pick a company of your choice and describe the benefits and opportunities presented by internet
marketing activity and how it has helped formulate and change the marketing mix for the selected business.

(P5)
In the continuation of your report Investigate whether these opportunities and changes through internet marketing mix in
the company of your choice has made it more successful.

(P6)
Additionally, in your report Explain the globalization challenges respectively, faced by the company of your choice while
using internet marketing as a promotional tool.

(M2)
In your report also, Analyse how internet marketing has created new business opportunities and presented new
challenges for a selected business, including their customers.
.
(D1)
Finally, in your report Evaluate how the performance of the selected business in above task may be enhanced through
integrating internet marketing into their overall marketing strategies, despite the challenges encountered. The evaluation
will explore:
 Principles, benefits, opportunities and challenges of internet marketing as weigh up opposing sets of consideration

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 to give a final viewpoint.

Evidence Checklist Type of Evidence required Evidence Presented

Scenario 1 Task 1 PPT/ Article
Scenario 1 Task 2 Chart Paper/ Word file
Scenario 2 Task 1 Word file/ PPT

Result/ Grade Tasks 1 Date

Result/ Grade Tasks 2 Date

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Note:
The learners can find the feedback for their assignments in the ‘Achievement Feedback Summary’. The elaborated
comments shall be provided in the feedback form attached with the assessment.
The grades issued to the learners are subjected to change as per the final verification report of the external verifier
appointed by the awarding body Pearson (Edexcel). The dates of external verification are decided by the awarding body
in accordance with the institute, all learners are expected to make their presence count upon the visit of external verifier.