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
Your report paper should be submitted on the Student Portal along with an
acceptable Turnitin Report -15% maximum
Deadline date for
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
LO4 Demonstrate a critical awareness of the scope of e-commerce and
its benefits in business and its practical and commercial limitations
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Assignment Task (Part One)
Individual Report
(Weighing 25%)
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.
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
?? 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.
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.
criteria for
Individual report
Explanatory comments on the
assessment criteria
Maximum marks for each
Content, style,
Ownership of the material presented
Correct style, grammar and syntax
Personal evaluation
Good communication skills
30% Report
Correct structure and style
Harvard referencing
Good range of books and journal articles
20% Report
critical analysis,
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
30% Report
20 % Critical Analysis and
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
( 50% )
Content of the presentation relate to the title and or purpose
of the presentation
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
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
Style and
The structure and cohesion is appropriate. 10
clear identity of beginning (summary), middle and end
Presentation and
Professionalism, communication, and the ability to engage
with the audience.
content or presentation original or creative in some way 5
unexpected features in the content / presentation beyond
the expected
Presentation attracted and maintained interest of the
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)
Knowledge &
Understanding of
Major gaps in
knowledge and
understanding of
material at this
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
of area(s) of study,
and of the way in
which those principles
have been
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
interpretations based on
that knowledge
Intellectual Skills
(e.g. analysis and
synthesis; logic and
argument; analytical
organisation and
communication of
ideas and evidence)
made without use
of any credible
evidence. Lack of
logic, leading to
conclusions or
Lack of analysis
and relevance.
Views/ findings
largely irrelevant,
illogical or
statements made
with scant
Conclusions lack
relevance and/or
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
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.
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
Use of
appropriate academic
conventions and
academic honesty)
No evidence of
reading. Views
are unsupported
and nonauthoritative.
largely ignored.
Evidence of little
reading appropriate
for this level and/or
indiscriminate use
of sources.
conventions used
Threshold level.
Evidence of
reading relevant
sources, with some
appropriate linking
to given text(s).
evident and largely
consistent, with
minor weaknesses.
Knowledge and
analysis of a range
of literature beyond
core text(s).
Literature used
accurately and
Academic skills
generally sound.
Knowledge of the
field of literature used
consistently to
support findings.
literature integrated
into the work. Very
good use of academic
Critical engagement
with a range of
reading. Knowledge
of research-informed
literature embedded
in the work.
Consistently accurate
use of academic
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

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