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Oxford School Business & Economics Department<br />Y12 BTEC National Certificate Business<br />Unit 12 Investigating Internet Marketing<br />ASSIGNMENT SHEET<br />CONTEXT / TASK: <br />P1 - Know what role internet marketing has within a modern marketing context<br />P2 / M1 / D1 - Understand the benefits of internet marketing to customers<br />P3 / M2 / D1 - Understand the opportunities offered to businesses by internet marketing<br />P4 / M2 / D1 - Be able to investigate the challenges faced by businesses using internet marketing.<br />Prepare a Professional Report about the use of Internet Marketing at ASOS (the UK’s 2nd largest online fashion retailer):-<br />P1 - Know what role internet marketing has within a modern marketing context<br />Section 1 - Prepare a brief opening introduction to the key terms to be used throughout the report that introduces readers to the phenomena that have made internet marketing possible (Internet, E-Commerce, Blogging, Websites, Social Networking and online advertising (P1)<br />Section 2 - For readers who are unaware of ASOS, introduce the Business making sure you include images, statistics, graphics related to who they are, what they do, when they started, where they are based, why they are in Business (aims and objectives) (P1)<br />Section 3 – Based on your reading of the news materials on the BBC website (“Online Advertising overtakes TV“ 30/09/2009 and the BBC “Superpower: Rise of the Internet” series of documentaries + lesson theory), illustrate your own understanding now of what internet marketing actually is! You must use at least 10-15 contemporary examples of internet marketing techniques used at ASOS or otherwise (and subsequent benefits) to help further understanding of your definition! (P1)<br />Section 4 – Closely linked with your examples and definition from Section 3, justify why the internet marketing methods used today –<br />i) contribute to or highlight the need for effective identification of new product / market development opportunities? (P1)<br />ii) help towards the achievement of Business objectives? (P1)<br />iii) enable more effective targeting and segmentation? (P1)<br />Section 5 – Internet Marketing has only been possible in the last 10 years at the most and traditional marketing has been around for much longer – Bearing this in mind, how does Internet Marketing integrate with the 7 P’s (you looked at these in Unit 3 – Introduction to Marketing + lesson theory)? You should set this element of the report up as an investigation into what each of the 7 P’s are in the traditional sense illuminated with examples from ASOS and other ’e-tailers’ to highlight the modern marketing context of the report overall (P1)<br />Section 6 – You will have by now, written an extensive report covering the key points of P1 (the role of internet marketing in a modern marketing context)! You must now complete this section of the report by defining the term ‘disintermediation’ in relation to internet marketing and how it helps online ventures like ASOS producers? Don’t forget to make reference to theory from lessons (P1)<br />P2 / M1 / D1 - Understand the benefits of internet marketing to customers<br />Section 7 – In Section 3 and 4 of your report, you examined the benefits of internet marketing in relation to enhanced segmentation, targeting, objective achievement and new product development. In a more detailed examination, explain the benefits of the same internet marketing techniques / tools / methods but in relation to the customers? Again, refer to ASOS and other online Business examples throughout + lesson theory. (P2)<br />Extra Section (8) – Building upon work completed for Section 7, complete an analysis of the benefits of Internet Marketing to customers. It is helpful to consider key analysis techniques such as expanding upon points made, explaining further, adding examples that enhance in conjunction with relevant up to date images, graphs, statistics, facts, data and illustrations. (M1)<br />Extra Section (9) – Referring specifically to ASOS, evaluate the effectiveness of Internet Marketing in meeting customer needs. You should use all the detail from Sections 7 and 8 to write a comprehensive review of whether ASOS has a good record of translating internet marketing success into customer satisfaction (by meeting their needs). You might also want to consider answering the question of whether internet marketing is linked to good levels of customer satisfaction? (D1)<br />P3 / M2 / - Understand the opportunities offered to businesses by internet marketing<br />Section 10 – In this section of the report you will be looking closely at P3 (there are 4 Pass criteria to complete to gain a pass overall in this unit). Here, you must describe the opportunities or positives associated with internet marketing in relation to –<br />i) Communication (consider with major stakeholders - at ASOS and other online Businesses + lesson theory) (P3)<br />ii) Business Efficiency (consider achievement of ASOS aims and objectives in particular + lesson theory) (P3)<br />iii) Product Development (consider in particular, the volatile and diverse challenges associated with ASOS’ particular market + lesson theory) (P3) <br />Extra Section (11) – Using earlier work completed in Section 5, analyse the opportunities offered to Businesses using internet marketing in relation the Marketing Mix (7 P’s) (M2)<br />i.e. consider key analysis techniques such as expanding upon points made, explaining further, adding examples that enhance in conjunction with relevant up to date images, graphs, statistics, facts, data and illustrations. Think about opportunities now and in the future!<br />P4 - Be able to investigate the challenges faced by businesses using internet marketing.<br />Section 12 – Focussing now on challenges in this final part of the report (P4), describe in relation to ASOS, how they face and overcome competition through global website visibility (Don’t forget to make full use of lesson theory also) (P4)<br />ASSIGNMENT HANDED OUT: Monday 22nd February 2010<br />DEADLINE: First Draft: Friday 28th May 2010 (3:30pm) and FINAL DRAFT: Friday 25th June 2010.<br />EVIDENCE REQUIRED FOR PASS / MERIT / DISTINCTION: Professional Report featuring all PASS sections as a minimum<br />SOURCES OF INFORMATION: <br />www.ebitnow.com<br />Various e-commerce Businesses (Internet, Magazines, News, Print)<br />Visit Notes / Evidence<br />www.asos.com<br />www.asosplc.com<br />CHECKLIST: <br />SectionCommentCompleted Date & Signed 12345678 (M1)9 (D1)1011 (M2)12<br />FINAL GRADE AWARDED:<br />JUSTIFICATION & COMMENTS:<br />