1. E-marketing (BM012-3-2) Group Assignment Page 1 of 4
Learning Outcomes
You should be able to:
• Evaluate the ways in which traditional marketing concepts can be applied to E-
marketing
• Analyse environmental issues affecting E-marketing
• Critically evaluate website design and E-marketing strategies
Deliverables
This group assignment represents 50% of the total marks for this module.
This assignment is divided into 2 parts:
• Part A - Report (70%)
• Part B - Presentation (30%)
The group report length should be 3,000 words. You should state the number of words
used on the cover of the assignment. You may include diagrams or figures,
reference and bibliography lists and any appendices without word penalty. The
standard University sliding scale of penalties for excess length will be imposed. The
penalties will be as follows:
1 -10% excess no penalty
11-20% excess 3 marks reduction
21-30% excess 6 marks reduction
31-40% excess 9 marks reduction
The report must follow the standard academic format:
• Font type: Times New Roman
• Font size: 12 pts
• Line spacing : 1.5
Instructions
1) You are required to compile an E-marketing report for an existing company.
2) Select a company that already has an online presence.
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Level 2 Asia Pacific University College of Technology and Innovation

2. E-marketing (BM012-3-2) Group Assignment Page 2 of 4
3) Critically evaluate the company’s current E-marketing strategy and develop
recommendations for the future.
4) All members of each group are expected to contribute equally to the assignment
without creating unnecessary heavy workload on any particular group member.
Part A – Report (70%)
You are to present an E-marketing report covering the following:
Content Marks
a) Strategy Identification 10 marks
You should state and describe the core aspects of the company’s
existing E-marketing strategy and do a website audit
1. Existing Marketing Mix (4Ps)
2. Website Audit
- Website Usage and Navigation
- Homepage Layout
- Website Browsers
- Product Information
- Outdated content
- e-CRM
- Virtual communities
b) Environmental Analysis 20 marks
Analyse and evaluate the company’s current position and identify
opportunities for improvement. This means that you are expected to
apply market analysis tools using market and company information.
1. SWOT
2. PEST or Industry Analysis
3. Competitive Analysis (optional)
c) E-marketing Plan 30 marks
Develop and propose a coherent E-marketing plan, based on your
practical understanding of the company’s flaws, and your theoretical
review of relevant frameworks/concepts.
1. E-Marketing Strategic Planning
- Segmentation
- Targeting
- Differentiation Strategies
- Positioning Strategies
2. Objectives
3. E-Marketing strategies
A) New 4Ps wherever applicable (If no changes for any P
below please state “Apply current practice.”)
a. Product strategies
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Level 2 Asia Pacific University College of Technology and Innovation

3. E-marketing (BM012-3-2) Group Assignment Page 3 of 4
b. Price strategies
c. Promotion strategies
d. Distribution strategies
B) E-marketing Tactics
a. Enhancement features
b. New features / mechanisms
d) Implementation and Evaluation 10 marks
Discuss the implementation of your analysis, evaluation, and
planning for practitioners and marketing decision-makers. The
limitations of the theories, frameworks and concepts that you
applied should be evaluated and discussed.
1. Action plan (timetable or gantt chart to show when are the
recommended activities/action taking place)
2. Evaluation plan (include performance metrics, limitations of
the frameworks and concepts applied)
Total 70 marks
Part B – Presentation (30%)
A 20-minute presentation of the report, followed by a 5-10 minute question and answer
session will be conducted.
You will be assessed on the following:
Content (20 marks)
• Relevant information
• Detailed literature review
• Ability to respond competently to questions
Communication skills (10 marks)
• Quality of presentation technique
• Presentation materials
(Total 30 marks)
Performance Criteria
Marks are awarded based on the following guidelines:
Grade Assessment Guidelines
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Level 2 Asia Pacific University College of Technology and Innovation

4. E-marketing (BM012-3-2) Group Assignment Page 4 of 4
Superficial analysis, concepts and language of the subject are absent or
0-40% scant. Irrelevant regurgitation of text book. Ideas are poorly expressed.
Many key issues are ignored. Concepts and language of the subject are
used but are often confused in application and or explanation.
Superficial analysis, concepts and language of the subject are absent or
minimal. Few learning outcomes have been met. Irrelevant regurgitation
40-49% of text book. Ideas are poorly expressed. Many key issues are ignored.
Concepts and language of the subject are used but are often confused in
application and or explanation.
Some understanding of the relevant models and concepts. Some elements
50-54%
of an appropriate structure are present. Restricted analysis of some issues.
Evidence of some reading and research. Incorrect referencing although it
55-64% is evident. Some elements of an appropriate structure are present. Key
issues are analysed but not done thoroughly.
Evidence of reading and research. Understanding of the application of
appropriate models and concepts is demonstrated, but not thoroughly.
65-69%
Key issues are identified and analysed, although this may be restricted at
times. Some sources are acknowledged.
Evidence of reading and research. Understanding of the application of
appropriate models and concepts is demonstrated. Key issues are
70-74%
identified and analysed, although this may not be consistent. References
are acknowledged.
Evidence of wider reading. The assignment effectively interprets the
information and exhibits the integration of ideas across the subject area.
75-79% The assignment has credible recommendations. A systematic approach to
development and evaluation is used. Most sources are acknowledged and
referenced using Harvard Name System of Referencing.
Arguments are clear and convincing. Confident integration of theory and
80% and
practices is demonstrated. Consistent referencing to sources using the
above
Harvard Name System of Referencing.
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Level 2 Asia Pacific University College of Technology and Innovation