Module title BMM6582: eBusiness and eMarketing

Assignment number and title Assessment 2 (80%)

Assignment type Analytical review
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

27 December

What am I required to do in this assignment?

For this module you will be expected to complete a 3,200 word analytical review related to one of the topics
covered below.

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.
Additional assessment information

Discuss one of these e-business / e marketing topics using case study evidence (i.e. empirical examples)
to show how technology benefits emerging businesses in the 21stcentury. You should also discuss your
choice of topic using theoretical models discussed in class or as a result of your own research. Your essay
/ report should offer a critical reflection of how technology is impacting on business models and practice.
You will need to demonstrate wider reading beyond the lecture notes and support your arguments with
your own independent research and evaluation.
Good quality submissions will provide clear evidence of research, critical analysis and the ability to
synthesise information relating to e-business challenges and to rationalise potential solutions.

Is there a size limit?

3200 words report

What are the main topics I need to research?

What resources will I use to complete my assignment?

How will my assignment be marked?

Classification: Exceptional Outstanding

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