Module title BMM6582: eBusiness and eMarketing

Assignment number and title Assessment 1 (20%)

Assignment type Video presentation
Learning outcomes (see 1. Critically analyse and apply approaches used to
Module Handbook for all evaluate a company’s current positioning in the
learning outcomes) traditional and electronic marketplaces;

2. Formulate, assess and evaluate options for

developing an eMarketing strategy;

3. Critically analyse the situational utilisation of

the internet as a business and marketing tool, assessing
its suitability and appropriateness

Submission deadline Feedback date

25 November

What am I required to do in this assignment?

The assessment for this module is divided into 2 parts, which revolve around a choice of three questions.

Part 1:

By the mid-point of the module, students should have made significant progress in terms of research
towards the completion of their coursework submissions. You will be required to submit a detailed outline
of the research undertaken in the form of a video, which should include a review of published literature and
a bullet-point outline indicating how you intend to develop the rest of your essay. This video presentation
component should be at least 5 minutes long and will have an overall weighting of 20% towards the
assessment. The submission date of this component will be confirmed. The markers will aim to provide all
students with a mark and constructive feedback by the following week.

CHOOSE EITHER QUESTION ONE, QUESTION TWO or QUESTION THREE:

Question 1:
“E-business involves much more than just the automation of existing processes; it also involves the use of
ICT to change processes.” For example, with the development of electronic point of sale systems, Tesco was
able to automate its checkouts and stock control systems making the processes faster and much more
efficient. Conversely, in 1995, Jeff Bezos founded Amazon because he saw the potential for a new business
opportunity as a result of technological innovation, which allowed him to offer to customers the
opportunity to purchase books, music and a wide variety of other products at competitive prices delivered
to the door. Critically evaluate the above statement using the business propositions of different
businesses to illustrate the points that you are making. You should demonstrate wider reading and draw
extensively on examples of other e business models, which have revolutionised the way that business is
conducted.
Question 2:
“A good e-marketing strategy is the most important aspect for the success of any kind of internet-based
business.” For example, a business like Amazon makes it easy for people to buy online as it has a huge
range of books, music, films and electronic goods as well as household and domestic products. Leading
manufacturers choose to sell their products through Amazon because they know that this is a good way to
reach a wide, international audience and generate revenue. Amazon is continually seeking to outperform its
competitors and increase its market share. It does this by providing customers with choice, value, credibility
and excellent customer service. Similarly, other organisations such as Tesco and John Lewis are offering
their customers the option to shop on-line in response to consumer demand. Analyse this statement and
make a critical evaluation of the e marketing strategies currently employed by companies like these. You
should demonstrate wider reading and draw on examples of other successful ebusinesses to illustrate the
importance of sound Internet business and marketing strategies.
Question 3:
“The key objectives of Customer Relationship Management are to increase customer loyalty, improve
profitability and to generate excellent word of mouth recommendation. Service delivery, support and
CRM are aimed at improving all aspects of the customer experience.” For example, in the case of Amazon,
Jeff Bezos has always regarded positive customer experience to be a vital ingredient for the Company’s
success. Explain in detail how Amazon and other highly successful e businesses use customer service and
support to enhance relationships with customers and make suggestions as to how you would advise the
senior management team of e businesses to further improve the way that their organisations are perceived
by customers. You are expected to demonstrate wider reading around the theory of e-Customer
Relationship Management.

Is there a size limit?

5 minute video

What are the main topics I need to research?

What resources will I use to complete my assignment?

How will my assignment be marked?
Marking Criteria

Classification:
Exceptional First Outstanding First First 2 (i) 2 (ii) Third Fail Abject Fail
100, 95 88, 85, 88 78, 75, 72 68. 65. 62 58. 55. 52 48. 45. 42 38. 35. 32 25, 20, 10, 0
Criterion:
Polished grasp of Comprehensive Thorough Secure, general Sound know ledge Limited know ledge Faulty No
Knowledge & subject. Astute and and confident understanding understanding and relevant to the show s basic understanding understanding
Understanding authoritative grasp w ith strong evident and w ell reasonable question or project. understanding. of question or of question or
approach to sense of subject applied to question application to Some aw areness concepts. concepts.
complexity. complexity. or project. question or project. of the context of Irrelevant or Irrelevant or
the question or mostly absent absent content
project. content.
Effective and Effective overall Clear and logical Well-focused on the Addresses the topic Argument is w eak Lack of No argument.
Structure, integrated over- argument w ith focus and direction question w ith some w ith some direction and difficult to argument. Many faulty
Argument arching argument clear and insightful w ith valuable clear connections and makes some detect. Faulty connections
or structure, clear, connections connections made made betw een connections Connections made connection betw een
insightful synthesis. betw een claims. betw een claims. claims and some betw een claims or betw een betw een statements.
Highly creative Creative Good level of overall direction. different parts of statements limited statements.
understanding of understanding of creativity. Some creativity. artefact/assignment.
topic. topic.
Original and Searching analysis Insightful analysis Strong analysis of Some conclusions Basic analysis. Insufficient No evaluation
Analysis and searching analysis, w ith pertinent throughout w ith salient illustrative draw n based on Remains evaluation or or attempt to
Conclusions critical appraisal of conclusions draw n. appropriate examples. Some some reasonable descriptive, little attempt to make
task and judicious conclusions draw n. general conclusions comparisons and evaluation or make comparisons.
conclusions. draw n. examples. comparison. Few comparisons. Conclusions
clear conclusions. Conclusions illogical or
illogical absent.
insufficient.
Extensive and Extensive use of Clear support of Draw s on relevant Makes simple use of Relies on Lack of No evidence or
Sources & evaluative use of evidence w ith argument w ith w ell independent evidence from superficial evidence or relevant
Evidence evidential support some evaluation. selected evidence. sources and recommended statements w ith relevant sources.
for argument. sources. sources.
Adherence to evidence to support little supporting Inadequate or
Referencing Flaw less Flaw less Excellent claims. Largely consistent evidence. Inadequate no referencing
Conventions, referencing or referencing or referencing or accurate referencing. referencing or or technical
Technical technical skills. technical skills. technical skills. Consistent and or technical skills. Limited technical skills. skills.
Skills accurate referencing referencing/
or technical skills. adherence to
convention or
technical skills.
Professional and Professional and Fluent and Clear and coherent. Some lapses of Adequate, but Inadequate and Grossly
Written/Visual sophisticated w ith fluent w ith great accurate w ith great Good delivery, pace clarity. Some aw kw ard unclear inadequate and
Oral exceptional clarity clarity and clarity and and audience expression is expression presentation. unclear
Style & Clarity and coherence. coherence. coherence. Mostly engagement ineffective. throughout w ith Impaired presentation.
Excellent, Confident delivery, confident delivery, Satisfactory delivery, little clarity. Poor communication. Severely
controlled, pace and audience pace and audience pace and audience delivery, pace and Error-strew n. impaired
confident delivery, engagement. engagement. engagement audience communication.
pace, and engagement Error-strew n.
audience
engagement.