Unit 30 Internet Marketing

Edexcel Assessment Brief Front Sheet

Assessor Name: Karim RashidInternal Verifier Name: Yaroslava Chopey
Date Issued: 2nd June 2014Hand in Date: 23:59 21st September 2014

BTEC Level 5 Higher National Certificate in Business

 Unit Title: Unit 30 Internet Marketing

Rules and regulations:

Unit 30 Internet MarketingPlagiarism is presenting somebody else’s work as your own. It includes: copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work.  Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by LSBF. Please see your student handbook for further details of what is / isn’t plagiarism.

Assignment Regulations  

  • Learners are required to submit their work using the LSBF Assessment cover sheet.
  • You are required to submit your assignment electronically on MyPage – mypage.mylsbf.com
  • If you need an extension (even for one day) for a valid reason, you must request one, using a reasonable adjustment form available from the Academic Admin Office. Do not ask the lecturers responsible for the course – they are not authorised to award an extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.
  • General guidelines for submission of assignment:
  1. All work must be word-processed and must be of “good” standard.
  2. Document margins shall not be more than 2.5cm or less than 1.5cm
  3. Font size in the range of 11 to 14 points distributed to including headings and body text. Preferred typeface to be of a common standard such as Arial or Times New Roman for the main text.
  4. Any computer files generated such as program code (software), graphic files that form part of the course work must be submitted either online or with the documentation.

This assignment will give learners the opportunity to achieve:

Learning Outcome 1 – Understand marketing through the internet

Learning Outcome 2 Be able to use the internet for promotion using digital     marketing communications

Learning Outcome 3 – Be able to produce market research to support customer relationship management

Learning Outcome 4 – Be able to design an internet marketing plan.

Learning outcomes

To achieve the assessment criteria the evidence must show that the learner is able to:


Understand marketing through the internet


1.1   Explain the elements of internet marketing

1.2   Evaluate the internet marketing mix

1.3   Compare internet marketing tools – e-tools

1.4   Examine interactive order processing


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

2.1 Demonstrate the mechanics of search engine marketing

2.2 Write the copy for a suitable opt-in email marketing newsletter

2.3 Follow guidelines for best practice in online public relations

2.4 Demonstrate how businesses can use new digital media                               communities, file-sharing sites


Be able to produce market research to support customer relationship management

3.1 Conduct secondary marketing research

3.2 Design an online survey

3.3 Demonstrate the use of electronic customer relationship marketing


Be able to design an internet marketing plan

4.1 Produce an outline internet marketing plan

4.2 create a presentation on pay per click advertising


The learner must:The learner’s evidence: 
M1  Identify and apply strategies to find appropriate solutions·         Relevant theories and techniques have been applied

·         Effective judgments have been made

·         Complex problems and more than one variable have been explored.

·         An effective approach to study and research has been applied.

Relevant theories and techniques have been applied when completing the plan.


M2  Select/design and apply appropriate methods/techniques·         A range of methods and techniques have been applied.

·         A range of sources of information used

·         The selection of methods and techniques/ sources justified

·         Complex information/data has been synthesized and processed

·         Appropriate learning methods/techniques applied.

A range of sources of information has been used to inform the plan including both primary and secondary sources including comparison with other strategies.


M3  Present and communicate appropriate findings·         Appropriate structure and approach has been used.

·         A range of methods of presentation has been used

·         Appropriate media used

·         Familiar and unfamiliar contexts have been used.

·         It is appropriate for familiar and unfamiliar audiences

Logical and coherent arguments have been presented with technical language accurately used


D1  Use critical reflection to evaluate own work and justify valid conclusions·         Synthesis has been used to generate and justify valid conclusions

·         The validity of results have been evaluated using defined criteria.

·         Realistic improvements have been proposed against defined characteristics for success

Conclusions are justified by the appropriate research and the results obtained as well as by comparison with other examples of plans.
D2  Take responsibility for managing and organising activities·         Autonomy / independence demonstrated

·         The unforeseen has been accommodated

·         The importance of interdependence has been recognized

The stages of the task have been clearly planned and contingencies have been accounted for in a clearly organised and managed manner. Autonomy and independence in data collection and research have been clearly shown. Minimal tutor guidance and advice has been sought on the choice of plan and the methods to be used.


D3  Demonstrate convergent/lateral/ creative thinking·         Ideas generated and decisions taken

·         Self-evaluation has taken place

·         Convergent and lateral thinking have been applied.

·         Problems have been solved

·         Innovation and creative thought have been applied.

·         Receptiveness to new ideas has been demonstrated.

·         Effective thinking has taken place in unfamiliar contexts.

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




You are the expert!                                           

Scenario: You are a tutor of a university and have been asked to deliver the concepts and elements of internet marketing to your class. For your class, make a presentation that covers all key areas of the below for your students. Along with the presentation, you are required to upload a fully referenced draft of the content that you have covered in the presentation on “My Page”. You will using eBay as a reference to explain the AC’s below.

Link for the case study:http://www.smartinsights.com/ecommerce/ecommerce-strategy/ebay-case-study-2/ 

1.1   Explain the elements of internet marketing  (A.C. 1.1)
The internet is fast becoming an exciting place to be for marketers because it offers interactive marketing unlike never seen before. With the internet the possibilities for marketing are endless! Go ahead and show appreciation and understanding of marketing concepts, from defining what internet marketing is, to passing on your genius level knowledge to others, about elements and mechanisms in internet marketing.
Consider the following:

The elements of internet marketing: definition of digital marketing; definition of e-commerce and e-business; the internet micro- and macro-environment; benefits of internet marketing e.g. reach, scope, immediacy, interactivity, targeting; adaptive and closed loop marketing

eBay Marketing Mix

1.2    Evaluate the internet marketing mix (A.C.1.2)

eBay is one of the world’s biggest success stories and one which inspires everyone into developing an online presence because of its phenomenal growth. Some say that this growth could be simply put down to its impressive combination of internet marketing mix, what do you think?

Define, discuss and explain the e-marketing mix. Explain how e-channels help businesses get a competitive edge. Relate your explanation to eBay as much as you can.

Consider the following:

The internet marketing mix: product and branding; place e.g. channels, virtual organisations; price e.g. auctions; promotions; people; processes; physical evidence; digital marketing tools/e-tools; the online marketing matrix including business and consumer markets; the online customer,


1.3 Compare internet marketing tools – e-tools (A.C. 1.3)

There is a diverse mix of e-tools that businesses enjoy in digital marketing today. Discuss and compare various internet marketing tools and explain why and how businesses can use them to boost their operations.

Consider the following:
email marketing, SEM, word of mouth, mobile advertising, affiliate marketing 

1.3   Examine interactive order processing (A.C. 1.4)

The ultimate aim of the processes we have looked at so far is simply to harness the power of the internet to draw in customers and streamline order processing because orders filled means money received. Follow the trail of what happens from when a customer goes online with the intention to buy a product from eBay and then what happens up till the point you receive the goods. Be critical of these steps and examine why they are important for successful order processing too. You might find it helpful to look at what happens in steps and then combining them into a trail by using a flowchart in your presentation.

Consider the following:

Interactive order processing: choosing a supplier; selecting a product; check stock availability; placing order; authorisation of payment; input of data; data transfer; order processing; online confirmation and delivery information; tracking of order; delivery; data integrity and security systems; technology eg three-tier architecture (client-server-database); web forms


Documentary Advice:

–          Make as much use of website images, videos of experts in the industry, written concepts from books, references of the text from the net to give your presentation a professional look. 

–          You will need to submit a script of what you said in your presentation as well. This shows all the planning you carried out and what you said so that any problems in your communication ironed out. Remember that Harvard referencing applies and your script will be sent through Turn-it-in so make sure it’s your own work.

Deliverable: Class Presentation + Script 

DEADLINE: 21st September 2014 

In your class discuss and prepare a presentation that encompasses all of the outcomes of task 1. You should be able to submit the documentary and its script within the given deadline to achieve a pass. 

Task 2

This activity is intended to allow you demonstrate your knowledge of, and application of all your knowledge within different contexts to show how business practice and online behaviours fit together for the benefit of the customer and the organization. 

You can choose any one organisation of the three given below:   

Company NameCurrent Alexa Ranking (2014)
–          http://www.flight001.com/http://www.alexa.com/siteinfo/flight001.com
–          http://www.officefurnitureonline.co.uk/ http://www.alexa.com/siteinfo/officefurnitureonline.co.uk
–          http://www.nintendo.com/ http://www.alexa.com/siteinfo/nintendo.com

 Note:  From here on you will see words like ‘wire frame’ and ‘SEO’. A wire frame is simply a sketch of a website to show basic parts of it and this is useful in considering ‘Search Engine Optimisation’ (SEO). At this stage there is no need to worry about these meanings as we will learn about these and how to use them.  

LO2 Be able to use the internet for promotion using digital marketing communications 

2.1  Demonstrate the mechanics of search engine marketing (A.C. 2.1)

Review the website and identify elements that are missing or can be improved to increase the website’s effectiveness. Make a proposal showing how the company can improve its on-page SEO and off-page SEO. Remember, your client doesn’t know much about SEO, make sure to explain the concept, advantages and disadvantages of SEO to the organisation in the proposal. Considering the current best practice in SEO, suggest:
–          On-site SEO: Make a wireframe of the website home page (only) demonstrating the changes you want to identify in the current home page for optimization. Suggest a unique title for the site, write a 150 character meta description and insert 2 performing keywords (that you would have researched) naturally in the home page text.
Note: Suggestion should be different from what the website is using currently.

–          Off-site SEO: Give suggestions to the business to get more backlinks. 

Deliverable: Proposal + Wireframe (In word or publisher) + Keyword research

Consider the following

Search engine marketing (SEM): definition of SEM, definition of search engine optimisation (SEO); advantages and disadvantages of SEO; best practice in SEO; paid search engine marketing, pay per click advertising (PPC); landing pages; long tail concept; geo-targeting e.g. Google AdWords; opt in email and email marketing

2.2  Write the copy for a suitable opt-in email marketing newsletter (A.C. 2.2)

Keeping in mind your target audience, make a wire frame of an opt-in email marketing newsletter for the business. You can do this in a word doc or using a publisher.

Deliverable: Newsletter wireframe with content

Consider the following

Online public relations (OPR): definition; advantages and disadvantages; best practice in OPR; online partnerships and affiliation; interactive display advertising; mobile commerce; viral marketing; using offline techniques to support online media

2.3 Follow guidelines for best practice in online public relations  (A.C. 2.3)
Statistics show that 79% of customers trust online reviews as much as word of mouth by friends and family, according to one website and many of these can be about the service they have received when making online orders. In order to strengthen public relations you need to understand and follow guidelines for effective online public relations. Carry out some research of websites particularly focusing on what people think about good and bad customer service given to them and propose guidelines for best practice in online public relations for the business you chose.

Deliverable: Continuation of Proposal

2.4  Demonstrate how businesses can use new digital media communities, e.g. file-sharing sites (A.C. 2.4) 

Some gaming manufacturers such as Sony PlayStation host online communities, for example PlayStation Network, (PSN) to stay close to their customers. Investigate whether the business you chose has an online community presence. What would be your suggestion and how you might propose to use online communities to help your chosen business grow.

Deliverable: Continuation of Proposal

For 2.3 & 2.4 consider the following:

The internet as a community: customer ‘ownership’ of sites via interactivity, instant messaging (IM); chatrooms; discussion groups; blogs; portals eg yahoo; social media networks eg Facebook; file sharing sites eg YouTube; Flickr, Twitter; how businesses can use these media; online reputation management tactics

Note: All deliverables are to be uploaded on “My Page”


Purpose of this assignment

This activity is intended to allow you demonstrate your knowledge of, and application of all your knowledge within different contexts, from all content covered in Unit 30, making the essential links between all the Learning Outcomes to compile a compelling and credible written e-marketing plan that is likely to deliver against defined business objectives. 

You are an entrepreneur and want to run an online business. You have managed to find a few investors who are interested to go through your e-marketing plan before they finalize anything. Make a video presentation for your investors that cover all the aspects given below.


You will be required to upload the following on My Page:

–          PowerPoint slides of your presentation

–          Survey questionnaires

–          Written script of a that will include the marketing plan outline for AC 4.1 and relevant research work carried out for remaining AC’s

–          PPC Landing Page (One page website)

Best of luck! J

3.1  Conduct secondary market research (A.C. 3.1)
Conduct secondary research using various online resources for a detailed market study. Your research could be on current trends, buying habits, preferences, competitors or any other area that is related.

Consider the following:

Market research: secondary research data e.g. published surveys and reports, online research communities; Google insights and trends; blogs; government information e.g. census; types of research e.g. researching customer needs; types of information required e.g. quantitative data or qualitative data; primary market research methods e.g. online surveys; open and closed questions; focus groups; listening labs

Steps in online market research: establish the project goals e.g. secondary research – background to a business problem, primary research – new product for existing customers; determine your sample; choose research methodology e.g. survey sent via email or advertised online;

3.2  Design an online survey (A.C. 3.2) 

You want to adopt a customer centric approach and hence will design an online survey to find customer preferences. Using www.surveymonkey.com, design an online questionnaire for your customers.

Remember this is primary research that supports your secondary research so this gives you the opportunity to ask any questions which you may not have found through secondary research. For example, where do they shop from: home or work?

Consider the following:

create your questionnaire e.g. www.surveymonkey.com; pre-test the questionnaire; conduct interviews; enter data; analyse data; produce the reports

3.3  Demonstrate the use of electronic customer relationship marketing (A.C. 3.3)

Providing customers with a good experience however and whenever they choose to contact you is a key part of managing relationships with them. Show how you will identify, attract and increase retention of profitable customers via CRM.

Consider the following:
Relationship marketing: benefits of relationship marketing e.g.  loyalty, lower costs, easier targeting; electronic customer relationship marketing (eCRM); operational CRM; analytical CRM and data mining e.g.  Amazon past purchase suggestions – collaborative filtering; web analytics; conversion optimisation; segmenting customers e.g.  by value, by loyalty; eCRM technology e.g.  SalesForce software; implementing eCRM e.g.  attracting new and existing customers, incentivising customers, embrace, capturing information; collaborative CRM; maintaining dialogue online and offline; vendor relationship management VRM

Security and trust issues: ‘permission marketing’; value of orders; lead times; payment authorised in advance; consumer trust; transaction security e.g.  data, financial details; UK Data Protection Act

Task 4

The time has come for you to use all your marking knowledge for your own business concept. You are required to think of a business idea and apply your internet marketing knowledge;

4.1  Produce an outline internet marketing plan (A.C. 4.1)

Suggest an outline for an e-marketing plan for your business. Make sure you use recognised structure and content so that it looks professional and includes all the required evidence.

Consider the following:

The internet marketing plan: situational analysis, key performance indicators in internet marketing e.g. click through rates, churn rates, sessions; SWOT e.g. examination of business strengths e.g., customer data, weaknesses, opportunities e.g. opt in email campaigns, threats; environmental analysis; competitors analysis; channel analysis e.g. texting; set objectives; target markets e.g. segmenting by channel; decide media e.g. pay per click; control; feedback

4.2 Create a presentation on pay per click advertising. (A.C. 4.2)

Create an online PPC campaign along with a landing page that will attract customers and lead to your website. You can create your landing page via Publisher or free online websites such as Wix.com or moonfruit.com

Consider the following:

Creating an online pay per click campaign: preplanning e.g. online and offline analysis of the business (as above); customer demographics; the industry and competitors; goal definition e.g. branding campaigns; set budget, Cost Per Action (CPA) and targets; keyword research; copywriting; bidding; measure; analysing; testing; optimising 


  • Palgrave Macmillan journals
  • Springer journals
  • Emerald Full Text (LSBF Access)
  • Electronic Markets
  • Electronic Business
  • Journal of Electronic Business Management International
  • Journal of Internet Marketing and Advertising (IJIMA)
  • Journal of E-Business

Note: There are a number of other useful electronic marketing texts on the market and new ones are being released on a regular basis.


  • http://www.marketingweek.co.uk/
  • http://www.smartinsights.com/


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