Posted: December 17th, 2014

Internet Marketing

Internet Marketing

Learning Outcome
Learning outcome    Assessment Criteria    In this assessment you will have the opportunity to present evidence that shows you are able to:    Task no.
Evidence
(Page no)
LO1    Understand marketing through the internet
1.1    Explain the elements of internet marketing
1.2    Evaluate the internet marketing mix
1.3    Compare internet marketing tools
1.4    Examine interactive order processing
LO2    Be able to use the internet for promotion using digital marketing communications
2.1    Demonstrate the mechanics of search engine marketing
2.2    write the copy for a suitable opt-in email marketing newsletter
2.3    follow guidelines for best practice in online public relations
2.4     demonstrate how businesses can use new digital media communities, e.g. file-sharing sites

LO3    Be able to produce market research to support customer relationship management
3.1    conduct secondary market research
3.2    design an online survey
3.3    demonstrate the use of electronic customer relationship marketing
LO4    Be able to design an internet marketing plan.
4.1    produce an outline internet marketing plan
4.2    create a presentation on pay per click advertising.

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature:     Date:

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades

Grade Descriptor
Indicative characteristic/s
Contextualisation
M1 Identify and apply strategies to find appropriate solutions    •    An effective approach to study and research has been applied.    •    The research for the tasks was used to produce a presentable report
M2 Select / design and apply appropriate methods / techniques    •    The selection of methods and techniques/ sources justified
•    The selection and use of methods for tasks were appropriate and justified and employed appropriate application of learning
M3 Present and communicate appropriate findings    •    Appropriate structure and approach has been used.
•    A range of methods of presentation has been used    •    Logical and coherent arguments have been presented with technical language accurately used

D1 Use critical reflection to evaluate own work and justify valid conclusions    •    Conclusions have been arrived at through synthesis of ideas and have been justified.    •    The results of the research for tasks were synthesized and justified
D2 Take responsibility for managing and organising activities    •    Substantial activities, projects or investigation have been planned, managed and organized.
•    The stages of the task have been clearly planned and contingencies have been accounted for in a clearly organized and managed manner
D3 Demonstrate convergent/lateral/creative thinking    •    Innovative and creative thoughts have been applied    •    The learners’ written evaluations and self-reflection evidence during class and project indicate an ability to think clearly and effectively.
Please note that for unit assignments assessors should use these or other exemplar indicative characteristics for the individual grade descriptors from Annexe C of the HN specification or any other relevant indicative characteristics for the particular assignment. The indicative characteristic should then be contextualised. Only one indicative characteristic per grade descriptor, M2, M2, M3, D1, D2, D3 is required.

Assignment brief
Unit number and title    Unit 30 Internet Marketing
Qualification    Edexcel BTEC Level 5 HND diploma in Business
Start date    27/10/2014
Deadline/Hand-in     14/12/2014
Assessor    Aaradhana S Jyawali

Assignment title    Internet Marketing
Purpose of this assignment:

The aim of this assignment is to reinforce the learners for the application of marketing principles and techniques on the internet. The assignment will help learners understanding of marketing through the internet as well as using internet for promotion. The assignment helps learners to understand the digital marketing communications. Moreover, after the assignment, the learner will be able to produce market research to support customer relationship management. Last but not the least, the concept of internet marketing plan will be re-in forced.

Scenario background

The Internet has made distances shorter and the world smaller. The Internet is defined as the worldwide interconnection of individual networks operated by government, industry, academia, and private parties. Originally the Internet served to interconnect laboratories engaged in government research, and since 1994 it has been expanded to serve millions of users and a multitude of purposes in all parts of the world.

In a matter of very few years, the Internet consolidated itself as a very powerful platform that has changed forever the way we do business, and the way we communicate. The Internet, as no other communication medium, has given an International or, if you prefer, a “Globalized” dimension to the world and it has become the universal source of information for millions of people, at home, at school, and at work.

The Internet continues to be the most democratic of all the mass media. With a very low investment, anyone can have a web page on Internet. This way, almost any business can reach a very large market, directly, fast and economically, no matter the size or location of the business. With a very low investment, almost anybody that can read and write can have access and a presence in the World Wide Web. Blogging has consolidated the social media and the people everywhere are expressing and publishing their ideas and opinions like never before.

Project Task

This summer you and a group of friends had an amazing idea during the Internet marketing class. You thought that there are a lot of people out there in the community who possess unique ideas, skills, and talents, innovative and creative business ideas but have no clue how the Internet could help in promoting and reaching millions of people with what they have. For example you thought that there were many people who have been walking in and out of the job centre for the past months with great and creative ideas but unable to reach and market what they have. They have the traditional view that, one will need huge capital investments in order to reach the market.

You have now formed a project team called E-Marketing team (EMT) and your mission is to go out into the community and get hold of people who have such great skills, talent, creative or innovative product or idea and to launch an Internet marketing campaign to promote what they have.

You only have ten weeks for this project after which you will create a one day event bringing together the people you were able to reach during your Internet marketing campaign. The event participants will expect an educational and informative programme. You have therefore decided to cover a number of subjects during an hour live presentation:

Task 1
1a. Take your audience through the elements of Internet marketing and evaluate the Internet market mix (AC 1.1, 1.2)

1b. Compare some of the Internet marketing tools (E-tools) and further examine interactive order processing of an identified company e.g. EBay (AC 1.3, 1.4 and M 1)

Task 2
2a. Demonstrate the mechanics of search engine marketing and show a suitable opt-in email marketing newsletter you may have used during your campaign (AC 2.1,2.2)

2b. Online public relations is vital for an organization and there are some practices in it. Understanding of those practices will help an organization to have a better public relation on the internet. Demonstrate your findings on the best practice in online public relations (AC 2.3 and M2, D2)

2c.There are many digital media communities, for example file sharing sites, video-sharing sites and etc. Demonstrate how businesses can use new digital media communities, file-sharing sites (AC 2.4)

Task 3

3a. What kind of market research did you conduct during the E-Marketing campaign? Specifically describe your use of secondary marketing research which supported any aspect of your project  and show a sample online questionnaire used in collecting information whether for feedback purposes or for a decision making (AC 3.1, 3.2 and M2, D2)

3b. E-CRM software is a very powerful tool for Internet marketing. Those functions are designed and developed to automate and streamline marketing operations. Demonstrate an E-CRM software system (one you may have used) with s series of screen captures and their brief description (AC 3.3)

Task 4
4a. To generate an Internet marketing plan, you must outline the scope of it first. Once you outline it you will get the idea what contents will be covered in the plan. Then the plan will have a structured skeleton for completion. Take your audience through the internet marketing plan your group produced for this project (AC 4.1 and M3, D1)

4b. Pay per click (e.g. YAHOO, BING or GOOGLE AdWords) is one of the most effective way to do the paid SEM (Search Engine Marketing). Those services are provided by Yahoo & Microsoft and Google. Create a presentation on pay per click advertising for one of your ‘clients’ (Client in this scenario refers to the people you chose to promote their ideas or product) by a series of screen captures and brief description.(AC 4.2 and M3, D3)

Summary of Evidences required for each assessment criteria

A.    (AC 1.1, 1.2)    Individual PowerPoint presentation
B.    (AC 1.3, 1.4)    Individual PowerPoint presentation + Screen shot description
C.    (AC 2.1,2.2)    Individual PowerPoint presentation + Sample of opt-in marketing Newsletter
D.    (AC 2.3)    Individual PowerPoint presentation
E.    (AC 2.4)    Individual Video/PowerPoint presentation
F.    (AC 3.1, 3.2)    A three page market research report + Online Questionnaire screen shots (Individual)
G.    (AC 3.3)    E CRM Screen shots on PowerPoint (Individual)
H.    (AC 4.1)    Brochure of Internet marketing Plan ( min 5 pages) (Individual)
I.    (AC 4.2)    Screen shots and PowerPoint presentation  (Individual)

Achievement Summary

Qualification    Edexcel BTEC Level 5 HND diploma in Business
Assessor name
Anthony Osei Owusu

Unit Number and title    Unit 30 Internet Marketing
Student name

Criteria Reference    To achieve the criteria the evidence must show that the student is able to:    Achieved ?
(tick)
LO 1

LO 2

LO 3

LO 4

Higher Grade achievements (where applicable)

Grade descriptor

Achieved ?
(tick)
Grade descriptor
Achieved ?
(tick)

M1: Identify and apply strategies to find appropriate solutions

D1: Use critical reflection to evaluate own work and justify valid conclusions

M2: Select / design and apply appropriate methods / techniques
D2: Take responsibility for managing and organising activities

M3: Present and communicate appropriate findings
D3: Demonstrate convergent/lateral/  creative thinking

Assignment guidelines
1a) Take your audience through the elements of Internet marketing.
Guide to Internet Marketing Assignment
So this section is an introduction to the module of internet marketing, you have to discuss the theory and explain it in detail and use any company eg eBay to reinforce your theory.
When you are discussing a concept draw on how eBay has utilised this.
Points to discuss:
•    Definition of digital marketing;
•    Definition of e-commerce and e-business;
•    The internet micro- and macro-environment;
•    Benefits of internet marketing e.g. reach, scope, immediacy, interactivity, targeting; adaptive and closed loop marketing.
1a) Examine the eMarketing mix (eProduct, ePrice, ePromotion, ePlace strategies or whole 7ps)
Points to discuss:
•    Define e-marketing mix
•    Examine each e-marketing mix: eProduct, ePrice, ePromotion, ePlace strategies etc
Again please ensure you relate it back to what are eBay’s Marketing Mix or any other e-business
1b) Compare some of the emarketing tools (e-tools)
(Power point preparation 1.3)
Points to discuss
•    What is e-marketing tools
List some of the e-marketing tools and evaluate some of them ( look at the effectiveness of those selected marketing tools) please ensure you relate it back to what are eBay’s e-marketing tools or any other e-business
Examples of e-tools include;
•    Email marketing
•    Online videos
•    SEO/SEM
•    Social media
•    Websites
•    Blogs
•    Mobile
•    Search engine
•    Classified ads

In this section you need to look at the various e-tools that businesses use in their eMarketing strategies.
Give a brief description of each one outlining the benefit and costs to the organisation of the tool.
Now relate it to a organisation eg ebay and how they use that e-tool.
1.b) Examine interactive order processing
Explain what is the significance of having an effective interactive order processing system in place? How does it benefit the customer and the business.
Now look at the eBay order processing system and describe each step, critique each step and highlight its use and benefits.
2.1
1.    Discuss SEO and how it can benefit a business.
Choose one of the websites or business.
3.    Suggest what can be done to improve the website you have chosen can benefit from the SEO methods (3 things) that you have chosen.
2.2
Here you need to make an opt-in example email newsletter.
Customers need to be given to option not to submit their information for future correspondence. The more creative you get in trying to obtain theses details the more marks you will get. i.e. if it is a basic newsletter that has an opt-in statement it will get a pass, the competition style with a suitable statement will get more marks.
You are being marked on the style of newsletter (completion, basic info etc.) and the suitable opt in statement.
Again please do not use the one I have given as an example. This is merely to help give your ideas.
2.3
Explain what online PR is.
Do some independent research as to what companies have done in their OPR initiatives and how they benefitted the customer and the business.
Pick 3 online PR activities for your organisation and explain what you would do to implement these in your organisation.
How will these benefit the organisation?
2.4
Here you need to define what a Digital Media Community (DMC) is and explain the benefits to the customer and to the business of using a DMC.
A well rounded answer will also give real life examples of this
You now need to propose how the business you picked in task 2.1 will benefit from implementing a DMC strategy into its website, such as a Chat room, reviews section etc. or approach an existing DMC for a tie up, somewhere where customers can interact with each other.
3.1
You need to pick any business idea you want, and conduct the research but it should only pertain to the concept of conducting business online for that industry.
The research should be based on the scenario of you wanting to conduct an e-business, what are the advantages to you doing businesses in this manner.
Research ideas are can be;
•    Current trend in the marketplace
•    Buying habits
•    Preferences
•    Competitors
3.2
In this section you have to conduct primary market research on any subject matter that you feel that your research in 3.1 didn’t cover. For example the age of the consumer, size of family etc.
You need to create a survey on surveymonkey.com.
Here are some of the useful steps for creating questionnaires:
?    Go to google
?    Type https://www.surveymonkey.com/
?    Click on the official page where you will see
?    Click on Sign up free and fill in the required information to log in
?    Once you are logged into the website click on create survey
?    Give name to your survey
?     Click on any questions type according to your questionnaire and then click on question bank
?     You can edit and type your questions
?
?    Take a screen shot of your survey and put it in your website.
As a deliverable you need to write about what is covered in the survey and what this research will help you with.
3.3
Here you need to discuss what activities you will carry out to maintain your existing customers using eCRM methods.
Firstly you need to describe what eCRM is and how does it benefit a business, look at the slides for help but ensure that you do your own research.
You then need to develop the eCRM strategy, using the diagram at the end of the class slides think about the 4 areas and what you will develop for each of these areas, you can have technology implemented to help to maintain and track customers.
Look at industry examples to justify your choices.
4.1 Ok guys the time has now come for you to use all the internet marketing knowledge you have gained and put it into a Marketing Plan. You should use this plan for the business that you have chosen in task 3, and follow on.

The Marketing plan should consist of the following:
1.    Situational Analysis – I have uploaded some slides on the situational analysis, look through these and it will explain what sub headings you should use. All of the areas should be addressed paying close attention to; the objectives of the marketing plan (what specifically it is you want to achieve), the media selection, and how you will measure the success of your campaign.
2.    The SWOT analysis.
3.    Decide the Media, explain why you have used this.
4. you can follow the six step guide to prepare your marketing plan

4.2
In this task you have to produce a powerpoint presentation on a Pay Per Click (PPC) Campaign for your business and create a homepage of the website using wix.com or moonfruit.com
This task is very similar to task 2.1 but you have to do it for your own business. (chosen in task 3)
Begin by explaining what PPC is what the benefit to the business is.
The powerpoint presentation should show your research for the PPC campaign, what will be the key search terms you will use to get the most hits of your website.
The research for this section is the same as the research for the PPC campaign you done in task 2.
You then need to create a homepage for the business in question, use wix.com or moonfruit.com to do this.
I will only be marking the homepage so you only need to fill the homepage with information.
The things that I will be looking for specifically are;
•    The website name
•    Application of the PPC search terms in the site.
•    The Meta description of the website.

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