BMM6582 E Business & E Marketing Assignment Brief

Presentainon Video presentation: students will be encouraged to select and, through exploratory research, develop a “snap-shot” video presentation of an e business and e marketing challenge based on one of three themes. This will culminate in the submission of a 5 minute video presentation, outlining research findings so far and the anticipated direction of the final project review due for submission at the end of the module. Critically analyse a chosen organisation’s E-Business and E-marketing effectiveness by reference to theories and models examined within this Module. The organisation should be chosen in consultation with tutor. You are required to produce a 5-minute video presentation. Analytical Review Report - The suggested word count is 3,200 words. Analytical review: this assignment requires students to produce an in-depth analysis of an e business and e marketing challenge based on one of three significant themes detailed in their assignment brief. Choose one of the following questions: 1. ‘Effective E-business’ use ICT effectively to change processes.’ For example, with the 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. Select 2 companies (agreed with tutor) and critically evaluate the extent to which ICT has been used effectively to change processes and increase business effectiveness. 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. Select 2 companies (agreed with tutor) and critically evaluate the extent to which these companies utilise an effective eMarketing strategy. 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. ASSESSMENT 1: Assessment ASSESSMENT 2:

Marking Criteria Grid Classification: Criterion: Exceptional 1 st / Distinction 100, 95, 92 Outstanding 1 st / Distinction 88, 85, 82 1 st / Distinction 78, 75, 72 2.1 / Merit 68, 65, 62 2.2 / Pass 58, 55, 52 3 rd / Pass 48, 45, 42 Fail 38, 35, 32 Abject Fail 25, 20, 10, 0 Knowledge & Understanding Polished grasp of subject. Astute and authoritative approach to complexity. Comprehensive and confident grasp with strong sense of subject complexity. Thorough understanding evident and well applied to specific assessment task. Secure, general understanding and reasonable application to assessment task. Sound knowledge relevant to the assessment task. Limited knowledge shows basic understanding. Some awareness of the context of the assessment task. Faulty understanding of assessment task or concepts. Irrelevant or mostly absent content. No understanding of assessment task or concepts. Irrelevant or absent content. Structure, Argument Effective and integrate over-arching argument or structure, clear, insightful synthesis. Highly creative understanding of topic. Effective overall argument with clear and insightful connections between claims. Creative understanding of topic. Clear and logical focus and direction with valuable connections made between claims. Good level of creativity. Well-focused on the question with some clear connections made between claims and some overall direction. Some creativity. Addresses the topic with some direction and makes some connections between claims or different parts of artefact/assignment. Argument is weak and difficult to detect. Connections made between statements limited Lack of argument. Faulty connection between statements. No argument. Many faulty connections between statements. Analysis and Conclusions Original and searching analysis, critical appraisal of task and judicious conclusions. Searching analysis with pertinent conclusions drawn. Insightful analysis throughout with appropriate conclusions drawn. Strong analysis of salient illustrative examples. Some general conclusions drawn. Some conclusions drawn based on some reasonable comparisons and examples. Basic analysis. Remains descriptive, little evaluation or comparison. Few clear conclusions. Insufficient evaluation or attempt to make comparisons. Conclusions illogical insufficient. No evaluation or attempt to make comparisons. Conclusions illogical or absent. Sources & Evidence Extensive and evaluative use of evidential support for argument. Extensive use of evidence with some evaluation. Clear support of argument with well selected evidence. Draws on relevant independent sources and evidence to support claims. Makes simple use of evidence from recommended sources. Relies on superficial statements with little supporting evidence. Lack of evidence or relevant sources. No evidence or relevant sources. Adherence to Referencing Conventions, Technical Skills Flawless referencing or technical skills. Flawless referencing or technical skills. Excellent referencing or technical skills. Consistent and accurate referencing or technical skills. Largely consistent accurate referencing. or technical skills. Limited referencing/ adherence to convention or technical skills. Inadequate referencing or technical skills. Inadequate or no referencing or technical skills. Written/Visual/ Oral Style & Clarity Professional and sophisticated with exceptional clarity and coherence. Excellent, controlled, confident delivery, pace, and audience engagement. Professional and fluent with great clarity and coherence. Confident delivery, pace and audience engagement. Fluent and accurate with great clarity and coherence. Mostly confident delivery, pace and audience engagement. Clear and coherent. Good delivery, pace and audience engagement Some lapses of clarity. Some expression is ineffective. Satisfactory delivery, pace and audience engagement Adequate, but awkward expression throughout with little clarity. Poor delivery, pace and audience engagement Inadequate and unclear presentation. Impaired communication. Error-strewn. Grossly inadequate and unclear presentation. Severely impaired communication. Error-strewn.