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Operating Environment

Specific Criteria 0-39 40-49 50-59 60-69 70 – 79 80-100

Operating Environment (15%) Little or no operating environment analysis. Very little understanding of the wider issues in the operating environment. Largely a description of the purpose and process with no contextual analysis or evidence. Very definition orientated with no real analysis or depth. Clear understanding and some analysis of purpose and process. Some areas have gaps and some areas require further justification. As previous section but with improved analysis and clear understanding of purpose with good overview of environment. As previous section but a holistic view of the operating environment. Deep detailed understanding of operating environment. As previous section but a holistic view of the operating environment. Deep detailed understanding of operating environment and its relevance in the wider field.
Objectives (15%) Very poor Objectives, No depth no understanding. Objectives are very descriptive. No real focus and difficult to measure in the long term. Clear understanding of Objectives, with some analysis of purpose. As previous section with understanding of Objectives based on SMART Framework. Objectives linked with channel strategy based on Operating Environment. As previous section with detailed understanding of Objectives based on SMART Framework. Objectives linked with channel strategy. As previous section with detailed understanding of Objectives based on SMART Framework. Objectives closely linked with channel strategy.
Strategy (15%) Very little understanding and development of strategy. No understanding and depth. Very descriptive outline you show very little understanding with little justification. Clear understanding of strategies with some justification. As previous section but good justification based on Objectives. Clear identification of Target market and positioning strategy. Detailed understanding on the way forward for the company. Good identification of strategies very closely linked to Objectives. As previous section but excellent understanding on the way forward for the company. Detailed identification of strategies with close ties to previous areas of the assignment
Implementation (30%)
Very little discussion on implementation. Technologies identified do not match strategies discussed. Poor prototype and planning. Very descriptive use of technology with no real understanding of technologies needed. Poor justification for prototype and planning, and poor discussion on design structure & implementation. Clear understanding of implementation with some decent justification of prototype and planning. Some relevant discussion on social media. Some constructive discussion on design structure & implementation. Clear planning with a coherent wireframe, navigation structure, social media plan and prototype with good justification. Linked with strategy and detailed discussion on design structure & implementation. As previous with detailed planning and prototype with excellent justification closely linked with Strategy and objectives. A coherent and excellent design structure and implementation. As previous section but detailed analysis of Usability and accessibility issues
Measurement Strategy (20%) Shows little understanding of basic concepts with inadequate or erroneous descriptions and explanations. Some understanding but very descriptive in content and context. More specific measurement tools need to be addressed. Some basic discussion on Budgeting issues. Clear Understanding with some analysis of the measurement and budgeting process. As previous section but with improved analysis and clear understanding of different touch points and channels and identification of measurement metrics As previous section but with improved analysis and clear understanding of different touch points and channels and the identification of key measurement metrics and understanding of synchronisation between objectives and Measurement As previous section but detailed understanding and synchronisation between objectives and Measurement
Report Quality (5%) The reports organisation is lacking. Some importance points are overlooked or not developed. The reader has difficulty in following the argument. The overall organisation is generally clear although the reader may have some difficulty in making logical links in parts of the report. Some points may lack development.
The overall structure is usually clear and logical but some paragraphing may be problematic. The overall argument generally develops logically but ideas may occasionally not link well.
The overall structure is clear and logical with good paragraphing in terms of position and structure. The overall argument develops logically. The overall structure is clear and logical with excellent paragraphing in terms of position and structure. The overall argument develops logically. Excellent structure with clear and logical report style.

The University of Huddersfield Business School

Module: Digital Marketing and Communications: BHO0172

Module Tutor: Abdul Jabbar

Assignment Title: Online Brand Marketing plan (report)

Hand in date: 8th December 2015

Where to hand in: TurnitinUK ONLY
Note: This assignment contributes to 50% of the total module mark.
Learning Outcomes

4. Research and assess opportunities for the application of digital marketing and communications practices within specific markets

5. Create detailed, actionable e-marketing plans

6. Identify the information, systems and process requirements for successful integrated, customer-focused e-marketing management

7. Apply quantitative techniques to analyse marketing data
Identification of group and individual components:

The assignment is to be completed individually by each student.

Assignment task

For the purposes of this assignment outline and detail an online marketing plan for an organisation based on the scenario below.

Based on your analysis of the scenarios you will need to do the following:

• Clearly define the marketing environment for the organisation.

• Using an environmental framework Identify in depth areas of opportunity and weakness and use these to formulate the objectives of your marketing plan.

• Detail your strategy and how you intend to implement it. You will need to consider your niche and target market strategy alongside your positioning and differentiation strategy. In addition identify your domain name with costs.

• You will be expected to implement your ideas and therefore you will be required to develop a fully functioning website prototype which includes as a minimum 5 pages. You will need to include a wire frame and a navigational outline to show that the necessary information and planning process has taken place.

• As part of this implementation detail your social media strategy.

• Identify what are the key metrics you will use to help you identify your success rate in meeting your objectives. You will need to develop a measurement strategy based on defined online metrics and analytical criteria.

• Reflect on the information and process developments. Carefully consider, style, layout and appropriate e-marketing activities that were integral during the implementation phase.
Reflect on the decisions you have made and the ideas you propose and give full justification.

This is an individual written assignment. 3000 words maximum.
Assignment Scenario

For this assessment you will be required to be thorough in your analysis and research and make maximum use of the scenario provided.

You are a Digital Marketing consultant who has been approached by a local book publishing business known as “books r us”, who are located in the town of Pendle. They are a small organisation whose primary business goals revolve around identifying good quality authors who write books that are in the realm of science fiction and fantasy and then selling these books. Books r us is struggling in the economic downturn and therefore they intend to diversify as a business into online publishing offering, as a minimum the following packaged services:

Books r Us services:

• Standard cover design
• Online marketing
• Online book publishing
• Bespoke cover design (freelance designers)
• Book editing (extra 5% surcharge)
• Website sales
“Books r Us” wants to diversify its product range and increase its online brand awareness. Currently they do not have an online presence and no mechanism to engage with their current or past customers.

Therefore your job is to develop a Online marketing plan with a website prototype which allows “Books r Us” to compete within the online environment. You will need to write a report and create an online presence that allows books r us to:

• Increase Brand awareness
• Increase engagement with their users
• Provide a platform(s) to sell their books online.
• Provide a platform(s) to publish the books online
• You will need to Identify multiple channels not just your website.

You must remember that the book publisher has zero experience of the online environment with their skillset primarily anchored in the offline environment.
Guidance Notes:

You should support your work throughout with evidence from good quality academic (journal articles, textbooks, conference proceedings, etc) and business sources. All material you reference should be cited fully using the standard university style, both within the main body of your report and in a clearly marked References section at the end.

You should ensure that you adhere to the current student regulations regarding assessment (presented in the student handbook), with particular reference to ethical considerations and issues of plagiarism. You will need to hand in your work through TurnitinUK at 23:59pm on the day stated above. It is important that your published URL is pasted on the cover sheet of your work. There is no need for a manual hand in.

Core Text:

• Dawsonera eBooks — electronic book
Library holdings:
• Huddersfield: 10 copies (none available at the moment)
Bibliographic details:
• 5th edition, published in 2012 by Pearson (Harlow)
• shelfmark: 658.800285 INT
• ISBNs: 9780273746102 / 9780273746225
Library Catalogue – all editions and related works:
• Digital marketing : strategy, implementation and practice (5th ed, 2012) – Chaffey, Dave
• Digital marketing strategy, implementation and practice (5th ed, 2012) – Chaffey, Dave [electronic book]
Internet marketing : strategy, implementation and practice (4th ed, 2009) – edited by Chaffey, Dave
Recommended Reading:

Dahl,S. (2015) – Social Media Marketing; theories and applications.

Hemann,C. and Burbary,K. (2013) – Digital Marketing Analytics

Laudon, Kenneth C. and Traver, Carol Guercio (2014) – E-commerce : business, technology, society

Sheldrake, Philip (2011) – The Business of influence : reframing marketing and PR for the digital age
Background Reading

Kelly, Sean (2006) – Customer intelligence : from data to dialogue

Lee, Nancy and Kotler, Philip (2012) – Social Marketing: Influencing Behaviors for Good

Osterwalder, Alexander, Pigneur, Yves and Clark, Tim (2010) – Business model generation: a handbook for visionaries, game changers, and challengers

Weinreich, Nedra Kline (2011) – Hands-on social marketing : a step-by-step guide to designing change for good (2nd ed)

What to include in the assignment:

Talk about how a website will make the business (Books R Us) do better and how important it is by comparing with other existing business.

Include S.W.O.T and PESTL analysis for this business.
 Help’s to support marketing strategy by:
Awareness / brand recognition
Attraction / lead generation
Relationship / loyalty
Talk about wireframing:

 A basic outline of an individual page, drawn to indicate the elements of a page, their relationships , and their relative importance
 Used by designers to indicate the eventual layout of a web page
 A wireframe is a simple outline that allows you to work exclusively on the experience, ignoring the visual aspects for now.
 Back to graph paper.
 Integrate consistently available components (navigation, search)

Talk about:
 Hierarchy is conveyed by the way in which elements are grouped and sub-grouped.
 They are defined by:
Talk the ten rules of Thumb:
 Visibility of system status:
 Match between system and the real world:
 User control and freedom:
 Consistency and standards:
 Error prevention:
 Recognition rather than recall:
 Flexibility and efficiency of use:
 Aesthetic and minimalist design:
 Help users recognize, diagnose, and recover from errors:
 Help and documentation:
Cover up e-marketing metrics: (Note: create a table for this structure)

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