Order Description
all information will be uploaded i am aiming for a merit
Internet Marketing
Assignment guidelines
LO1: Understand marketing through the internet
You are an online marketing manager with eBay and have been asked to write a report on the concepts and elements of internet marketing. For the report, you need to cover all key areas of the AC’s (LO 1) below You will be using eBay as a reference to explain the AC’s for LO 1 below.
AC 1.1 Explain the elements of internet marketing
• Explain the marketing concept in relation to the internet as a marketing tool
• Using the 6(i)s framework, explain the differences between internet marketing and offline marketing.
• Explain the following elements :(digital marketing, e-marketing, e-commerce, and e-business)
• AC 1.2 Evaluate the e-marketing mix
• Evaluate E-bay’s marketing mix.
• Your evaluation should show knowledge of factors that could have influenced the design of E-bay’s marketing mix
• AC 1.3 Compare internet marketing tools
• Compare the under listed internet marketing tools and discuss their relative benefits to search engine marketing: pay per click , affiliate marketing, email marketing, viral marketing, web copy writing, conversion analytics and social media marketing .
• Your answer should be based on ebay or any other online-based company of your choice.
AC 1.4 Examine Interactive order processing
• Explain what an interactive order processing system means
• Illustrate an order processing system using a relevant diagram
• Your illustration should be followed with a brief description of order of activities from the time a customer develops online shopping need to delivery time
LO 2: be able to use the internet for promotion using digital marketing communications
AC 2.1 Demonstrate the mechanics of search engine marketing
• Review a website of your choice and Identify elements that can be improved to increase the effectiveness of the website
• Make a proposal on how the homepage ca be improved
• Suggesting a unique title for the site , make a wireframe of the website’s homepage demonstrating changes that will facilitate optimisation
• Write a 150 character Meta description of the website and insert 2 performing keywords.
• To support your recommended design for the website, suggest onsite and offsite SEO (marketing) activities that may optimise the visibility of the website.
AC 2.2 Write the copy for a suitable opt-in email marketing newsletter (for the case company you used in AC 2.1 above)
• Briefly discuss the benefits of email marketing.
• Make a wireframe of an opt-in email marketing newsletter for your chosen company. Your may use the mnemonic (CRITICAL) as a guide
• The email marketing newsletter you will design must reflect the components of the Mnemonic used above.
AC 2.3 Follow guidelines for best practice in online public relations
Using the same web-based company in AC 2.1 above
• Explain the online PR concept and its importance to a specific organisation
• Demonstrate knowledge of specific tactical PR activities that may be used by the website(web-based company)
• Provide a step by step advice on online PR best practice for your chosen company
Ac 2.4 Demonstrate how businesses can use new digital media communities
• Discuss online communities in the context of your chosen company.
• Discuss the business benefits of such communities to internet –based companies.
• Explain how the following web 2.0 applications may be used to create an effective online community for your case company:( blogs, wikis, social media, podcasts, content hosting)
L O 3: Be able to produce market research to support customer relationship management
AC 3.1 Secondary market research
• Explain the steps of online marketing research process
• Carry out online secondary research on the influences on the buying behaviour of online shoppers
• Use the format explained in (bullet point 1,Ac 3.1) above to report your findings
Ac 3.2 Design an online survey
• Using the survey monkey software (www.survymonkey.com), design an online questionnaire as one of the data instruments for a study that focuses on “influences on the online shopping behaviour of grocery shoppers”.
AC 3.3 Demonstrate the use of electronic customer relationship marketing
• Explain the e-CRM concept and its benefits
• Show(illustrate) how you will identify, attract and increase retention of profitable customers using E-CRM
• Using the illustration above, Identify different customer categories and explain the rationale for building relationship/ loyalty programmes
L O 4: Be able to design an internet marketing plan
AC 4.1 produce an outline internet marketing plan
• Your internet marketing plan should be based on a web-based company clearly showing the company’s title page.
• Using the SOSTAC model, produce an online marketing plan for your chosen company.
• Your plan should demonstrate contextual (not generic) insights for all aspects of the marketing plan.
• AC 4.2 Create a report on pay per click advertising
As part of its plans to invest in the B2C online market, Alibaba has sought your expertise on pay per click advertising. Thus, you will,
• Explain the concept of PPC advert and its benefits
• Evaluate the steps involved in the design of PPC advertising planning. This should include( web analysis, key word search, campaign structure and campaign management);
• Your campaign structure should reflect Ad groups(set of keywords) and landing pages(URL + Keywords) whose configuration should optimize web ranking on SERP.
