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MKTG70020 – Fundamentals of Digital Marketing Management
Individual Assignment – Analysis of a Web Site (20%)
Objective:
Is to assess how businesses utilize digital strategies on their website to acquire,
convert, retain and add value to their customers.
This is a semester-long assignment with the following milestones:
Website choices:
Due Week 2
Part 1:
worth 10%
Covering Chapters 2 – 5
Due: Week 5
Part 2:
worth 10%
Covering Chapters 6, 7, 8, 11
Due: Week 10
Background: Digital Marketing
Digital Marketing is about having a strategy and being very clear in what the company is trying
to achieve. The questions that need to be answered are, how do businesses use their website
to:
• Acquire new customers
• Convert them to loyal customers
• Retain them, and add value to them so they continue to do business with you?
Think about the relationship the company is creating for their consumers, how are they
interacting with their consumers, and how are they engaging them? These are the questions
that need to be answered.
The focus of this course and this assignment is how businesses follow these
three strategies:
Assignment
Tasks:
1. Select one company that you will follow for the semester. Choose businesses of
substance so you can obtain enough information to analyze how each business utilizes
or does not utilize The Basic Direct Response Strategies (Figure 4.3) However, do not
choose a site of a mega corporation. For example, do not choose McDonalds, or Tim
Horton’s. Choose a local business or a small business that may need assistance in
their digital marketing strategies.
2. Follow:
One not-for-profit company or
One business-to-consumer company OR one business-to-business company
3. Sign up for free newsletters from the sites you select. This will help you understand the
various elements of their online strategies and may also give insight into how their
multichannel marketing is carried out. For example, what recommendations would you
make?
4. If the company has retail outlets nearby, you should also consider a visit to the retail
site, looking for ways in which the firm is integrating marketing activities on and off the
Internet.
Note: By the end of week 2, please email your company choice to your instructor for
approval. They should not be changed without permission.
Detail:
Monitor your company website and see how they are or may not be utilizing the
strategies of the chapters. Some company websites may not illustrate the
chapter strategies. In that case what do you think they should be doing and
why?
This is a research report. It is important to look at other web sites and research
your businesses and like businesses via alternative sources. Use what you’ve
learned through all the chapters in your textbook and the weekly discussions.
Analyze the websites, using the methods stated in the book.
Not all businesses make use what is readily available for SEO and marketing
purposes. Some have a social media presence but its not always consistent
across channels. It is also very possible the sites chosen are not making use of
the data to drive their marketing. Make note of whether you think they are or
are not and suggest places where they can make improvements.
Format:
It is your choice of how you would best like to communicate what you have
found. It is important to cover the specific chapter strategies and objectives
and show how the businesses are utilizing those strategies. Comment on the
website with regards to the chapter objectives. Focus on Figure 4.3 above.
(Acquire, convert, retention and customer value.) What are the companies
doing or not doing to acquire, convert, retain and add customer value? You
may add screen shots or other visuals that show how the business is using the
chapter strategies.
Research:
Your research sources must be appropriate for post-secondary academic work.
Sources like Encyclopaedia Britannica, Wikipedia or Encarta are not suitable.
Avoid Plagiarism! Plagiarism is a serious academic offence, which can cause you
to fail your course or be barred from your program.
In essence this assignment:
Will assess one business model, (b2c, b2b, not for profit) and review the type of
digital marketing implemented by the sites, estimate the success of their
strategies and identify if any gaps are evident in their strategies according to
current marketing trends (i.e. how they can improve their strategies). The focus
is on acquisition, conversion, retention and customer value.
Please follow the rubric very closely. Marks will be awarded by thorough analysis of each
website and the chapter objectives and strategies. You may compare and contrast your
websites. Focus on the Basic Response Strategies figure 4.3
Here is an example of how to set up your report. The Abstract is from a former student.
Abstract
This report offers an overview of the basic internet marketing strategies of a Canadian
business — the Running Room — as they relate to the course material for MKTG70020 and its
textbook, Internet Marketing: Integrating Online and Offline Strategies (2013) by Roberts and
Zahay.
Overview of Businesses
Reasons for Choice
Chapter 2: Value Chain
Strategies:
Acquisition
Conversion
Retention and customer value
Recommendations:
Conclusions:
Chapter 3: Business Models and Strategies
Strategies:
Acquisition
Conversion
Retention and customer value
Recommendations:
Conclusions:
Chapter 4: Direct Response Strategies
Strategies:
Acquisition
Conversion
Retention and customer value
Recommendations:
Conclusions:
Chapter 5: Online Branding and Video Marketing
Strategies:
Acquisition
Conversion
Retention and customer value
Recommendations:
Conclusions:
(Some students also use charts to make the information stand out. Here is an example)
Acquisition
Conversion
Visit to website or encounter
founder or brand on social
media
Consultation on first
purchase
Points rewards program
(reward after spending $500
with the store)
Agrees to receive monthly
magazine or weekly enewsletters
Participate in free weekly run
References
Here is APA format for one reference
Retention and Customer
Value Growth
Sign up for formal running
clinic
Bitti, Maria Teresa. “How online shoe retailer Shoes.com took the Canadian market by storm.” Financial
Post, Dec. 25, 2015. http://business.financialpost.com/entrepreneur/growth-strategies/how-onlineshoe-retailer-shoes-com-took-the-canadian-market-by-storm?__lsa=05b6-b728.
Part 1 Rubric Please note: The marks represent the amount of information required.
10 marks mean 10 points in good depth of thinking and analysing.
Title Page
APA format
With the website addresses for your sites
Abstract
What the report is about
Introduction
What business are you researching?
Why you chose the business?
Chapter objectives/web
strategies
Chapter 2-strategies
Chapter 2-recommendations
Focus on the Basic Response Chapter 3-strategies
Strategies figure 4.3
Chapter 3-recommendations
Acquire/Convert/Retain/Add
Value
Chapter 4-strategies
Chapter 4-recommendations
Recommendations –
What would you do?
Chapter 5-strategies
Chapter 5-recommendations
15 marks per chapter
Professional appearance of
Use bullets, a chart, screen shots, etc.
report – easy to read, a chart Double space your work
(this is not an essay)
/5
/60
/10
Spelling and Grammar
One mark deducted for each mistake
Sound research
Well documented in text research-do not
plagiarize your work
/15
Reference Page (APA format)
Your textbook and other research you have
utilized – 10 sources please
/10
Total marks
/100
Part 2 Rubric Submit only Chapters 6, 7, 8, 11
Title Page
APA format
With the website address for your sites
Abstract
What the report is about
Introduction
What two business are you researching?
Why you chose the business?
Chapter objectives/web
strategies
Chapter 6-strategies
Chapter 6-recommendations
Focus on the Basic Response Chapter 7-strategies
Strategies figure 4.3
Chapter 7-recommendations
Acquire/Convert/Retain/Add
Value
Chapter 8-strategies
Chapter 8-recommendations
Recommendations –
What would you do?
Chapter 11-strategies
Chapter 11-recommendations
15 marks per chapter
Professional appearance of
Use bullets, a chart, screen shots, etc.
report – easy to read, a chart Double space your work
(this is not an essay)
/5
/60
/10
Spelling and Grammar
One mark deducted for each mistake
Sound research
Well documented in text research-do not
plagiarize your work
/15
Reference Page (APA format)
Your textbook and other research you have
utilized – 10 sources please
/10
Total marks
/100

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