Assignment title Unit 12 Internet Marketing in Business (M/502/5432) 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 Know what role internet marketing has within a modern marketing context P1 describe the role internet marketing has within a modern marketing context 1 P2 describe how selected organisations use internet marketing 1 LO2 Understand the benefits of internet marketing to customers P3 explain the benefits to customers of a business using internet marketing 2 M1 analyse the benefits of internet marketing to customers 2 LO3 Understand the opportunities offered to businesses by internet marketing P4 describe the benefits and opportunities to the business of using internet marketing within the marketing mix of a selected business 3 P5 explain how internet marketing has made a selected business more efficient, effective and successful 3 M2 analyse the marketing opportunities and challenges faced by a selected business when using internet marketing. 3 P6 explain the challenges of globalisation facing a selected business when using the internet as a marketing tool. LO4 Understand the challenges faced by businesses using internet marketing. D1 Evaluate the effectiveness of internet marketing in meeting customer needs for a selected business. 4 Learner declaration I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature: Date: Assignment brief Unit number and title (M/502/5432) Qualification BTEC NATIONAL LEVEL 3 DIPLOMA IN BUSINESS Start date Deadline/hand-in Assessor Assignment title Unit 12 Internet Marketing in Business (M/502/5432) Purpose of this assignment The purpose of the assignment is to provide understanding of the skills, knowledge and technologies required to conduct marketing activities for a business. The use of ICT technologies in marketing is used to shorten the time to market and as a result the promotional aspects of the services / product have been transformed. The unit and the assignment will provide an opportunity to the learners to investigate the role of ICT in the marketing activities of a selected organization. Scenario You have got a job in a marketing agency which has recently advised many businesses on the benefits of going online. The first company which you advised was a “Hungry Kya” takeaway on how to go about marketing online via Facebook. Using examples of Hungry Kya Takeaway, you need to discuss ways in which the internet and online has provided opportunities for this business leading to increased sales and orders and better relationship building with its customers. Use the above success story to pitch to a new client and cover the below tasks Task 1 (LO 1) P1, P2 (Report – Factsheet /Email / Images/Report) P1 - Describe the role internet marketing has within a modern marketing context Guidance to achieve P1, the learner needs to • Describe marketing activities for three different businesses which have incorporated internet marketing to help establish and develop a relationship with customers • Send an email to your client describing the activities of the three businesses using a tabular format • You can attach screen shots to support your email • Use appropriate examples from the different businesses to cover 4Ps, relationship marketing and ICT technologies P2- describe how selected organisations use internet marketing Guidance to achieve P1, the learner needs to produce a table showing • Prior to this meeting with Takeaway, you were asked to describe the activities which its competitors have engaged to increase orders. • Use screenshots of competitors advertising to help explain to your new client how this business has used internet marketing. Task 2 (LO2) – P3 & M1 (Report) Scenario Your manager has asked you to write an article for a marketing magazine explaining the benefits of internet marketing to both customers and businesses. The article will be published on the company’s intranet site and also extracts of the same shared across different industry magazines. It was decided in the management meeting that you should create an online version of the article featuring videos and images for maximum effect. Use the above example of the 3 different businesses from previous task who have utilised internet marketing to their and their customers’ advantages and cover the tasks below P3- Explain the benefits to customers of a business using internet marketing M1- Analyse the benefits of internet marketing to customers To achieve P3, the learner will need • You need to show evidence of the benefits of internet marketing for a chosen business • For e.g. from the above 3 businesses choose one and explain the benefits of internet marketing for communications, product development and business efficiency. To achieve M1, the learner needs to ANALYSE the customer benefits • increased bargaining power; • availability of more comprehensive and up-to-date product information; • opportunities for lower costs via ‘dynamic pricing’ e.g. internet auctions; • greater supply convenience through availability of responsive transaction facilities e.g. airline ticketing; • immediate online sales and customer service without travel or unsatisfying sales experiences, availability of digital complaints services; • better prices with ‘middle man’ removed, no sales pressure, easier to cancel as no person-to-person issues, more leisure time, flexibility Task 3 (P4, P5, P6, M2) (Factsheet / Table) P4 - describe the benefits and opportunities to the business of using internet marketing within the marketing mix of a selected business P5- explain how internet marketing has made a selected business more efficient, effective and successful P6- explain the challenges of globalisation facing a selected business when using the internet as a marketing tool. M2- analyse the marketing opportunities and challenges faced by a selected business when using internet marketing. Scenario Building on the scenario of the online version of the magazine, which was appreciated by the management, you have not also decided to work freelance as a analyst and advising small businesses about the practicalities of going online. For a client, you have to showcase a PowerPoint presentation of a local business that has enjoyed success due to its internet marketing campaign(s). Focusing on 3 main areas (access, efficiency and availability) ensure that you analyse the following To achieve P4, the learner is required analyse “Access” • more frequent individualised communications to build relationships; • use of communications to promote e.g. special offers, product launches; • new services; • use of purchase history to tailor offers to individuals, easier and cheaper to alter adverts, quicker response times to changing market needs, better information to guide stock holding To achieve P5, the learner is required to analyse “Availability” • increased range of customised buyer menus resulting in more accurate responses to customer needs and wants; • use of internet information to identify product development opportunities; • opportunities for immediate sales of products e.g. banking, insurance policies; • possibilities of substitute online forms of products e.g. music, films, radio and TV programmes, podcasts; • market development, ability to expand markets more cost-effectively; • lower entry costs for small businesses; • opportunities to offer services ‘virtually’ e.g. virtual tours by estate agents; • operating 24/7 e.g. internet banking; • ability to link traditional methods with online marketing (‘bricks and clicks’); • market diversification opportunities e.g. www.tesco.com To achieve M2, the learner is required analyse “Business Efficiency” • use of internet to manage supply chain; • use of electronic communications to reduce staff costs; • opportunities for increased sales from existing customers; • opportunities to monitor competitor activity; • internet business opportunities e.g. use of paid-for promotion on websites, through search engines, portals and links To achieve P6, the learner is required explain • problems of channel conflict and disintermediation; • low customer confidence in payment security; • challenge of delivering to higher reliability expectations raised; • problems of managing overload of market feedback, volume of individual/group customer • challenge of revising marketing goals in line with the organisation’s capacity to process feedback; • problems of ensuring maximum access via ISPs and search engines; • security of site information and payment systems; Task 4 (LO4) (D1) (Report) D1- Evaluate the effectiveness of internet marketing in meeting customer needs for a selected business. Scenario You are asked to write a report about one of your client which has used internet marketing and whether the strategy has been successful for all its stakeholders. E.g. look at the case of budget airlines (Easyjet, Ryanair) and evaluate how the internet marketing has been effective in meeting the needs of the customers and the stakeholders and answer the tasks below Guidance to achieve D1, learner is required to • You must evaluate how performance was enhanced through integrating internet marketing into overall marketing strategies despite the challenges encountered • The evaluation will explore the principles, benefits, opportunities and challenges of internet marketing as you weigh up opposing sets of considerations before reaching a final supported viewpoint. Evidence checklist Summary of evidence required by student Evidence presented Task 1 • Document covering key differences between traditional marketing and internet marketing. • Detailed table that compares and contrasts three online businesses in specified categories. Task 2 • Online article about the benefits of internet marketing to both customers and businesses Task 3 • ‘Showcase’ powerpoint presentation case study of a local Business that is enjoying great success with its internet marketing campaign(s) • Report about the risks of internet marketing Task 4 • Report – Detailed report Achievement Summary Qualification BTEC NATIONAL LEVEL 3 DIPLOMA IN BUSINESS Assessor name Unit Number and title Unit 12 Internet Marketing in Business (M/502/5432) Student name Criteria Reference To achieve the criteria the evidence must show that the student is able to: Achieved? (tick) P1 describe the role internet marketing has within a modern marketing context P2 describe how selected organisations use internet marketing P3 explain the benefits to customers of a business using internet marketing M1 analyse the benefits of internet marketing to customers P4 describe the benefits and opportunities to the business of using internet marketing within the marketing mix of a selected business P5 explain how internet marketing has made a selected business more efficient, effective and successful M2 analyse the marketing opportunities and challenges faced by a selected business when using internet marketing. P6 explain the challenges of globalisation facing a selected business when using the internet as a marketing tool. D1 evaluate the effectiveness of internet marketing in meeting customer needs for a selected business. 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 Indicative reading for learners Textbooks Cave S – Consumer Behaviour in a Week (Hodder Arnold, 2002) ISBN 0340849711 Chaffey D – E-Business and E-Commerce Management (FT Prentice Hall, 2003) ISBN 0273683780 Chaffey D, Mayer R, Johnston K and Ellis-Chadwick F – Internet Marketing: Strategy, Implementation and Practice (Prentice Hall, 2008) ISBN 0273717405 Dibb S, Simkin L, Pride W M and Ferrell O C – Marketing: Concepts and Strategies (Houghton Mifflin, 2005) ISBN 061853203X Websites www.amazon.com Online shopping www.bbc.co.uk The British Broadcasting Corporation www.bized.ac.uk Business education website including learning materials and quizzes www.cim.com The Chartered Institute of Marketing www.the-dma.org The Direct Marketing Association www.e-bay.com eBay online auctions www.easyjet.com easyJet main website www.marketingteacher.com Free marketing resources for learners, teachers and professionals www.tesco.com Tesco