Module Title: E-Commerce and Marketing

Format: Report (1500 words: +/- 10%)Assessment Weighing: 25% Presentation: In Class Presentation (Group of 3 or 4). Presentation Duration : Maximum 15 minutes Assessment Weighing: 25% Any special requirements: Your report paper should be submitted on the Student Portal along with an acceptable Turnitin Report -15% maximum Deadline date for submission: 29 July 2016 before noon (Report) Week Commencing 1 August 2016 (Group Presentation) Learning Outcomes: LO1 Analyse methods of determining the size and structure of markets and of segmenting particular markets LO2 Evaluate strategies of promoting sales at different sales at different product types and services and identify the interrelationship to broaden company strategies LO3 Evaluate the extent to which the Internet aids modern working practices LO4 Demonstrate a critical awareness of the scope of e-commerce and its benefits in business and its practical and commercial limitations Page 2 of 6 Assignment Task (Part One) Individual Report (Weighing 25%) Scenario Internet marketing includes all the online activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity with increased market share. As a newly appointed SEO Graduate at BP Global, you are required to ?? investigate how Internet market segmentation can be used as a marketing approach to target potential customers. (LO1) ?? identify how the eight elements of the business model can be used as a promotional strategy to reinforce BP Brand within the Oil and Gas industry (LO2) Assignment Guidance TASK 1 is an individual report and must be presented in a report format (1,500 words). It is important that your report is properly structured. Also, as this is an academic paper, you should draw on contemporary literature to support your paper. Remember that this individual report accounts for 25% of your module assessment. Hence, bad performance will have an impact on this module. An executive summary is required as part of your report. The eight elements of the business models consists the following complements: Value proposition: benefits the customer enjoys when buying from a company; Revenue model. how the money is made; Market opportunity: the nature and size of a company's marketplace; Competitive environment: other companies occupying the same marketplace; Competitive advantage: advantages a company enjoys over its competitors; Market strategy: how a company will target its customers and promote its products; Organizational development: a company's management structure; Management team: experience and skills of a company's leaders Your report should include references to the appropriate e-commerce and marketing literature (textbooks, journals and websites). Care should be taken when consulting websites as they are not all equally authoritative (for example Wikipedia is not peer-reviewed; therefore is not considered an academic reference website). A minimum of 8 different academic references must be cited, but a wellresearched report is likely to cite many more. You are advised to keep a backup copy of the report until you receive your grade and regularly backup your work in the cloud (OneDrive, iCloud, Dropbox and GoogleDrive are good examples). A disk crash is not an acceptable reason for late submission. Page 3 of 6 Below is an indicative structure for your report: Title Page Table of Contents A list of all the chapters, sections, headings, and sub-headings. Appendices and Figures should be provided as well as all page numbers as clearly as possible. Introduction This should show that you have understood the brief and that you will cover everything required. Findings and Analysis ?? This is the substance of your report. The structure will vary depending on the material being presented. Headings and sub-headings should be used to indicate clearly the different sections. ?? Charts, diagrams and tables can be used to reinforce your arguments, although it may be better to include the more complex ones as an appendix. Conclusion This provides an end to your report through a summary of the important points in your discussion. Remember not to include any new material here. Reference List / Bibliography The terms reference list and bibliography are sometimes used interchangeably, but here we define the terms as: ?? Bibliography - a list of consulted readings, for example a list of textbook sources, that you have studied while composing your essay, but not specifically cited in the text ?? Reference list - a list of cited sources. Assessment criteria for Individual report Explanatory comments on the assessment criteria Maximum marks for each section Content, style, relevance, originality Ownership of the material presented Correct style, grammar and syntax Personal evaluation Good communication skills 30% Report Format, referencing, bibliography Correct structure and style Harvard referencing Good range of books and journal articles 20% Report Constructive critical analysis, introduction, conclusion Good response will embrace appropriate theories & models Critical as well as normative perspectives and will demonstrate utilisation of relevant original thought. Practical and pragmatic conclusions and recommendations. 30% Report 20 % Critical Analysis and Evaluation Page 4 of 6 Task 2 In Class Group Presentation (Weighing 25%) 15 minutes Presentation Task in-group of 3 or 4 ( LO3 and LO4) BP Global offers different types of membership cards to its customers. As part of your presentation you are required to: ?? Demonstrate how BP Global can use the digital communications mix to promote its fuel cards (BP Plus, BP Plus Bunder and BP Supercharge) ?? Demonstrate how social media platforms can be used by BP Global to maintain strong relationships with its card members Marking Scheme for Group Presentation Category Scoring Criteria Total Points Score Contents ( 50% ) Content of the presentation relate to the title and or purpose of the presentation 10 Introduction to the presentation include a slide giving an overview of the question or problem they were about to tackle and the way they were going to answer it/them 15 The message of the presentation clearly put / argued 10 presentation a piece of reasoning consisting of a logical argument with a sound conclusion (or conclusions) supported by valid and relevant evidence 15 Style and Organization 20% The structure and cohesion is appropriate. 10 clear identity of beginning (summary), middle and end (conclusion) 10 Presentation and creativity 20% Professionalism, communication, and the ability to engage with the audience. 5 content or presentation original or creative in some way 5 unexpected features in the content / presentation beyond the expected 10 Overall Impression 10% Presentation attracted and maintained interest of the audience 2 appropriate eye contact is the pacing appropriate 2 Audible and clear (articulation) 2 the speaker have ‘presence’ and adequate 2 confidence is his /her posture appropriate 2 Score Total Points 100 Page 5 of 6 Marking Scheme of Coursework Marks 0-25 (Fail) 26-39 (Fail) 40-49 (3rd) 50-59 (2.2) 60-69 (2.1) 70-85 (1st) 86-100 (1st) Assessment categories Knowledge & Understanding of Subject Major gaps in knowledge and understanding of material at this level. Significant inaccuracies. Gaps in knowledge and only superficial understanding of the well-established principles of area(s) of study. Some inaccuracies. Threshold level. Some knowledge and understanding of material, of wellestablished principles of area(s) of study, and of the way in which those principles have been developed. Broad knowledge and understanding of material, of wellestablished principles of area(s) of study, and of the way in which those principles have been developed. Very good knowledge and understanding of material, of wellestablished principles of area(s) of study, and of the way in which those principles have been developed. Very good, detailed knowledge and understanding of material, main concepts/theories at this level. Awareness of the limitation of their knowledge, and how this influences any analyses and interpretations based on that knowledge. Exceptional knowledge and understanding of material, main concepts/theories at this level. Awareness of the limitation of their knowledge, and how this influences any analyses and interpretations based on that knowledge Cognitive/ Intellectual Skills (e.g. analysis and synthesis; logic and argument; analytical reflection; organisation and communication of ideas and evidence) Unsubstantiated generalizations, made without use of any credible evidence. Lack of logic, leading to unsupportable conclusions or missing conclusions. Lack of analysis and relevance. Views/ findings largely irrelevant, illogical or contradictory. Generalisations/ statements made with scant evidence. Conclusions lack relevance and/or validity. Threshold level. Awareness of main issues. Structure of argument effective, but with some gaps or weaknesses. Some evidence provided to support findings, but not always consistent. Some relevant conclusions. Issues identified and critically analysed within given areas. An awareness of different stances and ability to use evidence to support argument. Ability to apply concepts and principles outside context of study context. Generally sound conclusions. Good level of analysis and synthesis. An awareness of different stances and ability to use evidence convincingly to support argument. Ability to apply concepts/ principles effectively beyond context of study. Valid conclusions. Excellent analysis and synthesis. A range of perceptive points made within given area for this level of study. Arguments logically developed, supported by a range of relevant evidence. Explicit acknowledgement of other stances. Strong conclusions. Exceptional analysis and synthesis are consistent features. Perceptive, logically connected points made throughout the work within an eloquent, balanced argument. Evidence selected judiciously and thoroughly analysed. Persuasive conclusions. Use of Researchinformed Literature (including referencing, appropriate academic conventions and academic honesty) No evidence of reading. Views are unsupported and nonauthoritative. Academic conventions largely ignored. Evidence of little reading appropriate for this level and/or indiscriminate use of sources. Academic conventions used weakly. Threshold level. Evidence of reading relevant sources, with some appropriate linking to given text(s). Academic conventions evident and largely consistent, with minor weaknesses. Knowledge and analysis of a range of literature beyond core text(s). Literature used accurately and analytically. Academic skills generally sound. Knowledge of the field of literature used consistently to support findings. Research-informed literature integrated into the work. Very good use of academic conventions. Critical engagement with a range of reading. Knowledge of research-informed literature embedded in the work. Consistently accurate use of academic conventions. Exceptionally wide range of relevant literature evaluated and used critically to inform argument, balance discussion and/or inform problem-solving. Consistently accurate and assured use of academic