Compare, contrast, and analyse approaches used to evaluate a company’s current positioning in the traditional and electronic marketplaces. 


Assignment Details


BA (Hons) Business and Management with Foundation Year in Business


eBusiness and eMarketing

Module Code


Module Leaders


Component 1                                                 Component 2

Assessment Components

Video Presentation                                                 Analytical review                   3,200 Words


             20%                                                                      80%

Submission Dates

        30th Oct 23                                                             04/12/23

Feedback Date

Feedback will be available on Moodle 15 days after the submission

All assessment must be submitted via Turnitin by 12.00 noon on the deadline day.





Learning Outcomes



Compare, contrast, and analyse approaches used to evaluate a company’s current positioning in the traditional and electronic marketplaces. 



Appraise various options for developing e-business/e-marketing strategies. 



Evaluate the situational utilisation and impact of modern technologies in key aspects of business and marketing operations and interpret its suitability and appropriateness. 


Your assignment should include a title page. This should include:

·       Module Name:

·       Module Code:

·       Student ID:

·       Exact Word Count of submitted document.

The submission should also include:

·       Reference List according to APA referencing

·       Appendices if relevant.

·       Submission should be in a word document

The Report submission should not include your name because of anonymous marking.

Word Count: This includes everything in the main body of the assignment (including in-text citations or other in text references).

The word count does not include reference list, Appendices, footnotes.

Assessment Criteria: You must consider the Assessment Criteria in answering the assessment. You must underpin analysis and evaluation of brief with academic research, utilising APA referencing within the reference list.In text referencing should be utilised. References should be relevant and accurate with reference to the brief.


Assessment Criteria

Assessment 1:

·Presentation will be marked according to the marking criteria grid.

·Your Panopto video presentation will also be assessed on oral style, oral clarity, and visual aspects. 

Assessment 2: 

·You will be assessed according to Assessment Grid.










Video presentation: students will be encouraged to select and, through exploratory research, develop a “snap-shot” video presentation of an e business and e marketing challenge based on one of three themes. This will culminate in the submission of a 5 minute video presentation, outlining research findings so far and the anticipated direction of the final project review due for submission at the end of the module.

Critically analyse a chosen organisation’s E-Business and E-marketing effectiveness by reference to theories and models examined within this Module.The organisation should be chosen in consultation with tutor.

You are required to produce a 5-minute video presentation.

Analytical Review 

Report - The suggested word count is 3,200 words.

Analytical review: this assignment requires students to produce an in-depth analysis of an e business and e marketing challenge based on one of three significant themes detailed in their assignment brief. 

Choose one of the following questions:

1.        ‘Effective E-business’ use ICT effectively to change processes.’ 

For example, with the of electronic point of sale systems, Tesco was able to automate its checkouts and stock control systems making the processes faster and much more efficient. Conversely, in 1995, Jeff Bezos founded Amazon because he saw the potential for a new business opportunity as a result of technological innovation, which allowed him to offer to customers the opportunity to purchase books, music and a wide variety of other products at competitive prices delivered to the door.

 Select 2 companies (agreed with tutor) and critically evaluate the extent to which ICT has been used effectively to change processes and increase business effectiveness. 

2.       A good e-marketing strategy is the most important aspect for the success of any kind of internet-based business.’ 

 For example, a business like Amazon makes it easy for people to buy online as it has a huge range of books, music, films and electronic goods as well as household and domestic products. Leading manufacturers choose to sell their products through Amazon because they know that this is a good way to reach a wide, international audience and generate revenue. Amazon is continually seeking to outperform its competitors and increase its market share. It does this by providing customers with choice, value, credibility and excellent customer service. Similarly, other organisations such as Tesco and John Lewis are offering their customers the option to shop on-line in response to consumer demand.

 Select 2 companies (agreed with tutor) and critically evaluate the extent to which these companies utilise an effective eMarketing strategy.

3.       The key objectives of Customer Relationship Management are to increase customer loyalty, improve profitability and to generate excellent word of mouth recommendation.

Service delivery, support and CRM are aimed at improving all aspects of the customer experience.” For example, in the case of Amazon, Jeff Bezos has always regarded positive customer experience to be a vital ingredient for the Company’s success. Explain in detail how Amazon and other highly successful e businesses use customer service and support to enhance relationships with customers and make suggestions as to how you would advise the senior management team of e businesses to further improve the way that their organisations are perceived by customers. You are expected to demonstrate wider reading around the theory of e-Customer Relationship Management.
Compare, contrast, and analyse approaches used to evaluate a company’s current positioning in the traditional and electronic marketplaces. 

Assignment Guidance








Submission Formats

 All Assignments should be submitted through Turnitin to Moodle.

For Panopto 5 Minute presentations - please submit the video to the Panopto link (and upload the PowerPoint presentation if this is required).

Please carefully check the requirements. These videos can be recorded at your convenience by are required to be uploaded by the deadline.

Check Moodle for Panopto guidance.

It is the student’s responsibility that the submission is correctly uploaded in the correct format. The PowerPoint should be clearly visible and each slide on the PowerPoint should be presented together with the references.

 For in-class presentations- these should be recorded in front of your tutor and should include a Q & A session at the end.


Formative Feedback

 Formative Feedback - Check Handbook for details.

 Check Module Syllabus for Formative Feedback Class.

Feedback Date 

Feedback will be available on Moodle 15 days after the submission date (excluding national holidays, staff sickness and annual leave).


You are required to use the American Psychological Association (APA) referencing style. Please visit the Library guide here for more information APA 7th Referencing Guide - APA 7th Referencing Guide and here Referencing - Library at Leeds Trinity University.

 Word Count:

The word count for written assessments is as noted above, +/- 10% is allowed. This does not include the references list, bibliography list, or appendices list. If you exceed the word limit, any work after the allowed word count will not be marked. Whilst you are not penalised for being under the word count, work that is substantially under the word count will be more limited in meeting the programme learning outcomes.

Late Submissions:

Where there is no agreed request for an extension, a deduction of 5 marks will be made for assignments which are submitted in the 24-hour period immediately after the deadline. This means that work submitted one minute after the submission time will lose 5 marks. Subsequent deductions of 5 marks will be made for assignments submitted during subsequent 24- hour periods (not including non-working days), down to a mark of 40% for work of a pass standard and 0% for work of a failure standard. Work submitted more than 5 working days after the deadline will not be marked and a mark of zero will be returned.

Extension Request:

You may apply for an extension request through Evision.

Mitigating Circumstances:

You may make a request that your late submission is excused by the university. For this you will have to apply for Mitigating Circumstances.

Please submit a completed Mitigating Circumstances Form and evidence (which covers the dates of the assessment) to the AA for your campus:

Please note that the circumstances in which mitigating circumstances apply are contained in the Mitigating Circumstances Policy.

You are able to obtain the policy and a form from the AA for your campus.

Academic Misconduct

If your work is suspected to have breached the Student Academic Misconduct Policy- your work will be graded with the code 11 and you will be contacted by email in relation to the next steps.

Please see handbook for further details in relation to Academic Misconduct

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