B2192+-+Digital+Marketing+and+E-Commerce+Management+Assessment+Brief

B2192 Digital Marketing and E-Commerce Management

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Diet 1 / Assessment 1 of 1

Session 2024/2025

The Assignment

A group website in which students will present an innovative business idea, conduct appropriate market research, and develop a digital marketing and e-commerce strategy.

The wordcount of the website will vary depending on the group size Maximum 5 students per group; Minimum 4 students per group (5 students = 6,000 words; 4 students = 4,800 words).

The website should include the following sections:

1. A landing page: The landing page is the very first page of your website. It should be an eye-catching introduction to your new business which will be launched with a single product or service. You can either show the product or service with illustrations or pictures of a mock-up, or make use of evocative imagery. There is no need to fully develop a new product or service in this section of the website. The landing page should simply introduce the new business, the single product or service being launched, and the key features and benefits of what is being offered. As with other sections, this page is included in the word count.

2. An About Us section: This section will explain what the business offers in more detail. While this section should appeal to potential consumers/clients, it must also feature evidence from the market. You will identify, define and justify the potential consumers as a particular target group. Potential key competitors for the new product/service need to be identified and the threats they pose discussed. You will demonstrate and evidence the demand for what is on offer and explain how this is a unique offering in your market-place. Many businesses start small and appeal to consumers and potential investors by clearly articulating a vision or mission for their venture. You should include a vision statement which indicates why you feel this offering is important. If the brand is cutting edge – in terms of technology, saving time/money, contributing to society – then this should be clearly communicated and justified against competitors. It is very important that potential customers of and visitors to the website feel confident and secure regarding their personal data. You will need to explain the ethics behind your website and how you will provide data security.

3. Digital Marketing and E-Commerce Strategy and Content section: This section will feature a digital marketing and e-commerce strategy for your business. You will explain in detail: how the new business will grow; your revenue model; how you will reach and engage your target customers; how you will generate leads and convert; the inbound and outbound marketing channels and e-commerce intermediaries you will use, and how you will track your progress and evaluate your digital marketing and e-commerce efforts, using relevant KPIs. The digital marketing and e-commerce strategy should be driven by SMART objectives. You should clearly articulate your strategy. A clear and well-demonstrated understanding of the theories introduced in class should be evident, accompanied by well-articulated strategies and tactics. The ICT applications and tools covered in class should be effectively utilised to provide an indication of the actual potential interest in the business.

Content assets for the digital marketing and e-commerce strategy should be showcased in this section, demonstrating a clear and logical alignment with the overarching objectives of the strategy. These assets may include text, visuals, multimedia elements, and interactive features. In showcasing these assets, it is essential to provide a detailed explanation of how they were created, highlighting the use of modern tools and technologies such as AI platforms and design software like Canva. Additionally, the inclusion of a content calendar is required to demonstrate the strategic planning behind the digital marketing and e-commerce content.

4. References: The website should be properly cited throughout (with the exception of the landing page) and a full reference list should be included on its own page. A minimum of 20 references (note that a mixture of academic and grey literature will be acceptable) is required. The reference page should include your matriculation numbers at the very bottom of the page. Your names should not be included. This page is NOT included in the word count.

Further Relevant Info:

Group selection

You are responsible for selecting your own groups (a minimum of 4 and a maximum of 5 students) within the first two weeks of class. We strongly encourage you to form groups with those in your seminar as you will at times be given tasks in seminar that are directly related to your assessment. If you are not in a group by the third week and have not contacted your seminar leader, you will be assigned a group.

As a group, you are tasked with identifying a digital business opportunity in the form of a product or service you could bring to market and develop a digital marketing and e-commerce strategy. As a group, you will develop a unique offering, identify a narrow and well-defined target group, and launch a website to help promote this new product or service and introduce it to the target group. You will be assessed on the newly launched website.

The group will need to research a particular industry or market, select and research a relevant consumer group, and do research into the online environment using the tools and sites introduced in seminars. You might identify a niche industry or smaller market to ensure the research done is specific and targeted. Examples of smaller markets which might be well suited to this task include those bound by a small geographic location, those which serve a niche interest or need, and those which already have a well-defined and active online community.

Once a particular business opportunity has been identified, you should come up with a suitable product or service that could be introduced. You should identify a particular target consumer for this new business and do research that can help you profile this target and understand its online habits. You should identify a single product or service in your chosen market which will appeal to the target consumer group. Please note that good targets will be those which are specific and manageable. For example, women in the age group between 18 and 30 years old is far too broad as a target because gender and age do not necessarily indicate consumer attitudes or behaviours.

Referencing and Citations on the website

Your submission must adhere to QMU’s referencing standards, following British Standard Harvard System of referencing. Full guidance is available via our Cite Them Right guide. If you have any questions about referencing, please seek out further support as soon as possible via the Effective Learning Services.

Websites do not usually feature academic referencing, but as this site is being assessed for academic credit, you must cite all sources in the text and include a page with references. You should make full use of the multi-media nature of this assessment and are encouraged to include visuals as is appropriate and relevant to your work relevant to your work, for example infographics, images, videos, graphs, and any other visual data is encouraged. You can produce your own visuals drawing on other sources or use images from copyright free sources, but should always ensure visuals are properly cited and referenced (i.e. by providing a citation and reference for images that are not your own, or by including citations from sources used to produce your own infographics).

Extensions, Late Submissions, Academic Integrity and Grading

This assessment will adhere to all University guidelines and policies. Because the work is being assessed as a group, there is no scope to consider ILPs. For further detail on extensions, penalties for late submissions and University Undergraduate Grading, please refer to Appendix B, your Student Handbook, or the assessment regulations and Undergraduate grade descriptors found under the University Regulations, Policies and Procedures.

Use of Artificial Intelligence (AI):

Students are reminded that unauthorized and/or unacknowledged use of AI tools will be treated as fraudulent practice.

AI tools may be utilised in an assistive role for the website text, including the following:

(i) Supporting the writing process in a limited capacity, such as improving structure, writing style, grammar, and referencing.

(ii) Acting as a support tutor to enhance learning and understanding of specific concepts or theories.

(iii) Providing feedback on content or proofreading written material.

AI tools may also be employed for generative purposes to create content assets for the digital marketing and e-commerce strategy, as well as for generating images to be used on the website.

Submission Guidelines:

A group assignment Dropbox will be set up on the module Canvas site. A group representative will submit a file on behalf of all group members. The submission sheet, included in Appendix A, must be used for the submission. This sheet will include a link to the website and the matriculation number of each student.

Please note that all text used in the website must be included in the relevant section of the submission sheet to facilitate Turnitin and plagiarism checks. The content submitted in the sheet does not need to be edited or presented professionally but must be copied and pasted exactly as it appears on the website to ensure accurate checks.

Marking Criteria

Appendix A – Submission Sheet

FORM: Group Website

B2112 Digital Business and E-Commerce Management

Session 2024/2025 | Assessment: Diet 1

Students can download a copy of this form from the module Canvas site. It must be submitted by a SINGLE group representative to the Group Assessment Dropbox on the module Canvas site before the specified assessment deadline.

STUDENTS IN THE GROUP:

Student Matriculation Number: Seminar attended (day and time):

Student Matriculation Number: Seminar attended (day and time):

Student Matriculation Number: Seminar attended (day and time):

Student Matriculation Number: Seminar attended (day and time):

Student Matriculation Number: Seminar attended (day and time):

URL for group website (please copy and paste):

Please copy and paste all text from the website, including the reference list, in the space provided below. This will ensure that the required Turnitin and plagiarism checks can be carried out effectively. Make sure the content is complete and includes all sections, headings, subheadings, and any other textual elements presented on the website.

WEBSITE TEXT:

Appendix B – QMU Undergraduate Grade Descriptors

QMU Undergraduate Grade Descriptors

Grade A* 80% and above Outstanding performance, exceptionally able – pass

• Articulates an outstanding understanding and interpretation of the relevant information, key theories and concepts presented by the assessment
• Demonstrates outstanding knowledge of appropriate reading through extensive references to appropriate scholarly sources
• Shows outstanding problem solving, creativity, originality, critical thinking, analysis and evaluation
• Presents outstanding discussion in a logical, connected and progressing structure, and valid conclusions
• Displays an outstanding ability to appraise evidence and synthesise concepts, knowledge and theory
• Shows an outstanding reflexive awareness of value judgements and assumptions embedded in the subject or discipline

Grade A 70-79.9% Excellent performance – pass

• Articulates an excellent understanding and interpretation of the relevant information, key theories and concepts presented by the assessment
• Demonstrates an excellent knowledge of appropriate reading through frequent references to appropriate scholarly sources
• Shows excellent problem solving, creativity, originality, critical thinking, analysis and evaluation
• Presents excellent discussion in a logical, connected and progressing structure, and valid conclusions
• Displays an excellent ability to appraise evidence and synthesise concepts, knowledge and theory
• Shows excellent reflexive awareness of value judgements and assumptions embedded in the subject or discipline

Grade B 60-69.9% Very good performance – pass

• Articulates a very good understanding and interpretation of the relevant information, key theories and concepts presented by the assessment
• Demonstrates a very good knowledge of appropriate reading through references to appropriate scholarly sources
• Shows very good problem solving, creativity, originality, critical thinking, analysis and evaluation
• Presents very good discussion in a logical, connected and progressing structure, and valid conclusions
• Displays a very good ability to appraise evidence and synthesise concepts, knowledge and theory
• Shows very good reflexive awareness of value judgements and assumptions embedded in the subject or discipline

Grade C 50-59.9% Good performance – pass

• Articulates a good understanding and interpretation of the relevant information, key theories and concepts presented by the assessment
• Demonstrates good knowledge of appropriate reading through some references to appropriate scholarly sources
• Shows good problem solving, creativity, originality, critical thinking, analysis and evaluation
• Presents a good discussion in a logical, connected and progressing structure, and valid conclusions
• Displays a good ability to appraise evidence and synthesise concepts, knowledge and theory
• Shows a good reflexive awareness of value judgements and assumptions embedded in the subject or discipline

Grade D 40-49.9% Satisfactory Performance – pass

• Articulates a satisfactory understanding and interpretation of the relevant information, key theories and concepts presented by the assessment
• Demonstrates satisfactory knowledge of appropriate reading through some references to appropriate scholarly sources
• Shows satisfactory problem solving, creativity, originality, critical thinking, analysis and evaluation
• Presents a satisfactory discussion in a logical, connected and progressing structure, and valid conclusions
• Displays a satisfactory ability to appraise evidence and synthesise concepts, knowledge and theory
• Shows satisfactory reflexive awareness of value judgements and assumptions embedded in the subject or discipline

Grade E 30-39.9% Unsatisfactory performance – fail

• Articulates partial understanding and interpretation of the relevant information, key theories and concepts presented by the assessment
• Demonstrates partial knowledge of appropriate reading through limited references to appropriate scholarly sources
• Shows insufficient problem solving, creativity, originality, critical thinking, analysis and evaluation
• Presents limited discussion of logical, connected and progressing structure with incomplete conclusions
• Displays a limited ability to appraise evidence and synthesise concepts, knowledge and theory
• Shows insufficient reflexive awareness of value judgements and assumptions embedded in the subject or discipline

Grade F 0-29.9% Unsatisfactory performance – fail

• Articulates little or no understanding and interpretation of the relevant information, key theories and concepts presented by the assessment
• Demonstrates little or no knowledge of appropriate reading or references to appropriate scholarly sources
• Shows ineffective or no problem solving, creativity, originality, critical thinking, analysis and evaluation
• Presents ineffective or no discussion of logical, connected and progressing structure with incomplete conclusions
• Displays little or no ability to appraise evidence and synthesise concepts, knowledge and theory
• Shows little or no reflexive awareness of value judgements and assumptions embedded in the subject or discipline