Define terms, concepts, and constructs of e-marketing  Apply the theoretical concepts of e-commerce and e-marketing to the business environment  Differentiate between business, marketing, and e-marketing strategies  Apply e-marketing research methodologies, analyses and interpretations to the workplace  Distinguish best practices and procedures for effective e-marketing persuasion  Analyze the appropriateness and effectiveness of e-marketing functions in delivering products and services to target audiences and markets Skills  Produce creative, action-oriented, practical solutions to e-marketing problems  Develop a viable web presence based on user experience models  Develop communication plans to connect with customers and market members using the Internet  Formulate a viable E-marketing plan Attitude  Adopt an ethical, legal and sensitive e-marketing code of ethics within the CRM strategy E-Marketing - MKTG 3013 – Course Information. Academic Year 2022/2023, Semester 2 THE UNIVERSITY OF THE WEST INDIES OPEN CAMPUS Page 16 of 22 Assignment Description and Instructions Groups will develop an e-marketing plan to support a business of their choice (real or imagined). This plan must include aspects of the RACE digital marketing planning framework. Your plans must also include at least one social media platform. The plan must detail the following: 1. Background information about the company – name, product/service, when established, size, location 2. Situation Analysis – Conduct an online marketing analysis that highlights the following (What are the company’s online strengths, weaknesses, opportunities and threats? Who are the digital customers, what are their buying habits, how large is target market, who are the main digital competitors, what are their strengths and weaknesses?) 3. Objectives - What SMART online objectives should the company use? State at least three (3) objectives. Objectives must be developed from the situation analysis. 4. Develop an online value proposition for the online target market 5. Develop a digital marketing strategy. Use RACE a. Identify the engagement and content strategy b. Identify the online channels c. Identify KPIs for each tactic The digital marketing strategy must be developed to achieve the objectives 6. Develop an ethical strategy 7. Control - Layout how you plan to monitor and measure your performance based on the objectives