UNIT TITLE: Internet Marketing


BTEC Level 5 Higher National Diploma in Business

UNIT NO:       30                               
UNIT TITLE: Internet Marketing                  CREDIT VALUE : 15

ASSIGNMENT TITLE: Milky Bits E-Marketing 2014

LEARNING OUTCOMES COVERED

30.1 Understand marketing through the internet
30.2  Be able to use the internet for promotion using digital marketing communications
30.3 Be able to produce market research to support customer relationship management
30.4 Be able to design an internet marketing plan.

           
 Assignment Brief
Scenario

Internet marketing refers to the application of marketing principles and techniques via electronic media and more specifically the internet. The purpose of this unit is to develop learner understanding of, and skills in, the use of the complex interactive digital media which comprise the tools of internet marketing. This area of study is subject to rapid rates of change with an immense array of continually developing technology converging and impacting on how e=business operates.

Internet marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity. Being able to use the internet for promotion is a core skill and this is covered in detail through search engine marketing. The topic of public relations through the internet is outlined as is the concept of the internet as a community.

In this assignment, you will have the opportunity to carry out relevant research into how organizations conduct internet marketing. You will then apply principles and techniques to the chosen organization – Milky Bits Ltd.

Milky Bits is a fast growing company based in the West Midlands, UK. The company has been trading for five years and has seen a constant growth. The main aim of the company is to manufacture dairy products and chocolates in the UK using high tech equipment and sell the finished products worldwide.  They are now ready to sell their products worldwide. You will act as their ‘Internet marketing consultant’.

You may choose a different organization and clearly provide background information about your chosen organization.

Note : This assignment covers Learning Outcomes 30.1, 30.2, 30.3 and 30.4

Tutor Notes















v  Your assignment must be handed in by the deadline.

v  This assignment must be your own work and original.

v  Plagiarism of other people’s work will be detected by the Turnitin system.

v  The assessor reserves the right not to mark your assignment if there is ground of suspected unfair practice on your behalf.

v  All sources of reference must be included using the Harvard System.

v  You must check spelling mistakes and grammar.

v  Total number of words of the completed  report must not exceed 4,500 (excluding the PowerPoint presentation).






Tasks

Task 1

Your first task is to put together a Powerpoint  presentation addressed to management of Milky Bits titled ‘An understanding of marketing through internet’. Your presentation must cover the following:

·         Explanation of the elements of internet marketing
·         Evaluation of the internet marketing mix
·         Comparison of internet marketing tools – e-tools
·         Examination of interactive order processing

Your presentation must be based on relevant research you have conducted around internet marketing. You must also produce a brief report to cover your points.

Task 1 covers assessment criteria 30.1.1, 30.1.2, 30.1.3 and 30.1.4
Task 2

Your presentation has been well received by management of Milky Bits. You have now been asked to move the project further. You job is to put in place suitable procedures which will enable the company to carry out internet marketing.

This task must enable you do the following:

i) demonstrate the mechanics of search engine marketing
ii) write the copy for a suitable opt-in email marketing newsletter
iii) follow guidelines for best practice in online public relations
iv) demonstrate how businesses can use new digital media communities, eg file-sharing sites.

Produce a detailed and comprehensive report on your outcomes. You must include illustrations and screenshots to show what you carried out.

Task 2 covers assessment criteria 30.2.1, 30.2.2, 30.2.3 and 30.2.4
Task 3
Customer relationship management is key to internet marketing. This can be done through market research.

In this task, you will conduct secondary market research to collect relevant information. You will then design an online survey. Finally, you will demonstrate the use of electronic customer relationship marketing.

Produce a report to put forward your findings.

Task 3 covers assessment criteria 30.3.1, 30.3.2 and 30.3.3
Task 4
Your final task is to design an internet marketing plan for the company. In order provide more in-depth information, create a presentation on pay per click advertising.

Task 4 covers assessment criteria 30.4.1 and 30.4.2



Translation of the general grading criteria to this assignment
Learning outcomes
30.1, 30.2, 30.3 and 30.4

Assessment criteria
30.1 Understand marketing through the internet



30.2  Be able to use the internet for promotion using digital marketing communications




30.3 Be able to produce market research to support customer relationship management

30.4 Be able to design an internet marketing plan.

30.1.1 explain the elements of internet marketing
30.1.2 evaluate the internet marketing mix
30.1.3 compare internet marketing tools – e-tools
30.1.4 examine interactive order processing

30.2.1 demonstrate the mechanics of search engine marketing
30.2.2 write the copy for a suitable opt-in email marketing
newsletter
30.2.3 follow guidelines for best practice in online public
relations
30.2.4 demonstrate how businesses can use new digital media
communities, eg file-sharing sites

30.3.1 conduct secondary market research
30.3.2 design an online survey
30.3.3 demonstrate the use of electronic customer relationship
Marketing

30.4.1 produce an outline internet marketing plan
30.4.2 create a presentation on pay per click advertising
Merit
Identify and apply strategies to find appropriate solutions




Select/design and apply appropriate methods/             techniques





Present and communicate appropriate findings


M1 Relevant techniques have been applied when assessing the elements of internet marketing which are relevant to the needs of the chosen organisations.

Effective judgments have been made on the use of these elements and how these link to the organizations objectives.

M2 A range of sources of information have been used to access issues around internet marketing using websites and local organisations with whom the learner is familiar.

Complex data about business has been effectively synthesised and processed to provide a detailed analysis of the organizational internet marketing needs

M3 – Information of internet marketing and digital marketing communications presented in a clear and coherent manner; meets the needs of the chosen organization.

An appropriate structure and approach has been used for the presentations and reports.  This includes well produced presentation and well presented report.

Appropriate technical language/finance terminology has been used in the presentations and reports.

Distinction
Use critical reflection to evaluate own work and
justify valid conclusions







Take responsibility for managing and organising activities




Demonstrate convergent, lateral and creative thinking



D1 – Information including clear illustrations and examples used by organizations in the process of internet marketing.

The validity of internet marketing and digital marketing has been checked/judged to ensure that they present an accurate picture to meet overall needs.

An evaluation/analysis of Milky Bits internet marketing needs has been carried out.  

D2 Autonomy and independence has been demonstrated by the learner throughout.  Minimal tutor guidance and advice has been sought when accessing relevant information.
The substantial range of activities and investigative work involved in the analysis of organizations’ internet marketing strategies.

D3 Up to date and relevant information using examples from current internet marketing operations; Recommendations on the use of internet marketing. A clear coverage how internet marketing operations can be improved through the availability of good information.

The learner also demonstrates creativity in how internet marketing can be used to improve operations. Conclusions drawn on how the systems impact on organisations


End of assignment 

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