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MCO 607 WEB STRATEGIES

FINAL ASSIGNMENT
------------------------PURPOSE
This assignment is designed to provide you with practical experience in Internet marketing strategy
concepts and model for a real company or organization. Specifically, the objectives of this
assignment are:
To demonstrate how Internet marketing can effectively support companys business goal
To demonstrate the understanding of key elements of Internet marketing
To demonstrate the ability to assess the marketing weakness and strength on a company
Present your research paper in a logical manner, with the instructed format

SCENARIO
In this final assignment, you are required to provide an Internet marketing strategy proposal for
your own choice of company or organization. This must be a real company or organization that
you have worked for, or owned, or had knowledge about. Your strategy should reflect how you
apply the model(s) and theory(s) that you have learned from main topics discussed in this course.
Note that depending on your case (business model), your paper may focus on different models or
theories from different chapters in the textbook.

REQUIREMENT
This is an individual work
Register the name of your company, product/service, and market segment with your course
instructor by the end of 3rd modules
The deadline is given by UBIS
Your items of discussion must demonstrate the following points:

Provision of your company profile/info (introduction, business goals, product,


service, market segment, current website if any)
Situational review of your current internet marketing strategy (stage model of
IM capabilities, micro and macro environments)
Analysis of the main competitor(s) and its/their internet marketing status
Your internet-specific SWOT analysis and strategic objectives (5Ss, smart)
Your strategy proposal (internet strategy formulation decisions, digital media
communication campaign)
Standard action plan and budgeting
The statements of how the strategic items can help your company to stay ahead
of its competitors
Please do NOT cut and paste the text from the textbook to make the paper long. Your final
will be graded on your analysis of real cases of the company according to the models &
theories, not the models and theories themselves.

RESTRICTION
Paper format and styles: Times New Roman or Arial, 12-font-size, single-space. Clearly
structures with title, abstract, index, page numbers.
Length: minimum of 8 pages and maximum of 12 pages (any number of pages less, or
above the min-max restriction will render a deduction of your grade)

MCO 607 WEB STRATEGIES


MARKING GUIDE FOR FINAL ASSIGNMENT
Key Items

Styles and
format

Demonstration for full mark

Min

Max

Max mark

Length

Length

(over 100)

(in pages)

(in pages)

Times New Roman or Arial, 12-font-

size, line spacing 1.5 in line. Clearly


structures with title, abstract, index,
page numbers
Minimum

&

maximum

page

requirements
Company
information

Provision of:

1.5

10

25

Company introduction
Product/service overview
Business

goals

and/or

marketing

objectives
Market segment
Current website introduction (if any)
Situational
review

A thorough situational review of current


internet marketing strategy, including:
The stage model of companys current
IM capabilities
Micro-environment (brief)
Macro-environment (brief)
Main competitors (1 or 2), and its/their
internet marketing status (e-commerce
model,

website

snapshots,

business/marketing effectiveness)
Your internet-specific SWOT analysis
(the decision matrix)
Proposed
internet

The ability to logically define/formulate your


companys internet marketing strategy:

marketing

Strategic objectives (5Ss, smart)

strategy

IM strategy formulation decisions (the 8


decisions, WHERE RELEVANT):
1) Market and product development for
online

channels

(selection

from

Ansoff matrix)
2) Business model and/or stage model
3) Targeting (B2B/B2C, behavioral)
4) Positioning

and

differentiation

(performance/

transactional/

relationship

excellence,

relative

positioning mapping, OVP)


5) Multichannel

distribution

(the

significance of Internet to business)


6) Multichannel

communication

(depending

on

the

strategic

objective, with a balance between


customer

and

organizational

preferences)
7) Communication

mix

(campaign-

based or continuous? Why?)


8) Organizational

capabilities

to

support IM strategy (the 7S in brief)


The level of effectiveness in linking strategies

2.5

30

with situational analysis.


The ability to apply relevant theories and/or
supports to relevant arguments and decisions.
The ability to state the effects of the proposals
to the companys competitive position.
Digital media
campaign for

The ability to logically define your companys

20

0.5

0.5

media components:

marketing

Communication campaign objectives

communicatio

(attraction, and/or conversion, and/or

retention; smart)
Landing

pages/sites

for

targeted

audience (descriptions of key messages,


audience specification, and design ideas
could be in wireframes)
Channel proposal (chosen channels?
What is it? Why? How with cost
structure?)
Action plan (activities/channels, time
frame, estimated costs could be
displayed in Gantt chart)
Risk anticipation & possible measures
(risk of hardware/software, competitors
reaction anticipation)
The level of effectiveness in linking strategies
with situational analysis.
The ability to apply relevant theories and/or
supports to relevant arguments and decisions.
Conclusion

Summary of all main points of the assignment

References

Level of compliance to APA standards for

referencing & citation


Total

12

100