MCO 607 – WEB STRATEGIES

FINAL ASSIGNMENT

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PURPOSE

This assignment is designed to provide you with practical experience in Internet marketing strategy

concepts and model for a real company or organization. Specifically, the objectives of this

assignment are:

x To demonstrate how Internet marketing can effectively support company’s business goal

x To demonstrate the understanding of key elements of Internet marketing

x To demonstrate the ability to assess the marketing weakness and strength on a company

x Present your research paper in a logical manner, with the instructed format

SCENARIO

In this final assignment, you are required to provide an Internet marketing strategy proposal for

your own choice of company or organization. This must be a real company or organization that

you have worked for, or owned, or had knowledge about. Your strategy should reflect how you

apply the model(s) and theory(s) that you have learned from main topics discussed in this course.

Note that depending on your case (business model), your paper may focus on different models or

theories from different chapters in the textbook.

REQUIREMENT

x This is an individual work

x Register the name of your company, product/service, and market segment with your course

instructor by the end of 3rd modules

x The deadline is given by UBIS

x Your items of discussion must demonstrate the following points:

¾ Provision of your company profile/info (introduction, business goals, product,

service, market segment, current website if any)

¾ Situational review of your current internet marketing strategy (stage model of

IM capabilities, micro and macro environments)

¾ Analysis of the main competitor(s) and its/their internet marketing status

¾ Your internet-specific SWOT analysis and strategic objectives (5Ss, smart)

¾ Your strategy proposal (internet strategy formulation decisions, digital media

communication campaign)

¾ Standard action plan and budgeting

¾ The statements of how the strategic items can help your company to stay ahead

of its competitors

x Please do NOT cut and paste the text from the textbook to make the paper long. Your final

will be graded on your analysis of real cases of the company according to the models &

theories, not the models and theories themselves.

RESTRICTION

x Paper format and styles: Times New Roman or Arial, 12-font-size, single-space. Clearly

structures with title, abstract, index, page numbers.

x Length: minimum of 8 pages and maximum of 12 pages (any number of pages less, or

above the min-max restriction will render a deduction of your grade)

MCO 607 – WEB STRATEGIES

MARKING GUIDE FOR FINAL ASSIGNMENT

Key Items Demonstration for full mark Min Length

(in pages)

Max Length

(in pages)

Max mark

(over 100)

Styles and format

9 Times New Roman or Arial, 12-font-

size, line spacing 1.5 in line. Clearly

structures with title, abstract, index,

page numbers

9 Minimum & maximum page

requirements

5

Company information

Provision of:

9 Company introduction

9 Product/service overview

9 Business goals and/or marketing

objectives

9 Market segment

9 Current website introduction (if any)

1 1.5 10

Situational review

A thorough situational review of current

internet marketing strategy, including:

9 The stage model of company’s current

IM capabilities

9 Micro-environment (brief)

9 Macro-environment (brief)

9 Main competitors (1 or 2), and its/their

internet marketing status (e-commerce

model, website snapshots,

2 3 25

business/marketing effectiveness)

9 Your internet-specific SWOT analysis

(the decision matrix)

Proposed internet marketing strategy

The ability to logically define/formulate your

company’s internet marketing strategy:

9 Strategic objectives (5Ss, smart)

9 IM strategy formulation decisions (the 8

decisions, WHERE RELEVANT):

1) Market and product development for

online channels (selection from

Ansoff matrix)

2) Business model and/or stage model

3) Targeting (B2B/B2C, behavioral)

4) Positioning and differentiation

(performance/ transactional/

relationship excellence, relative

positioning mapping, OVP)

5) Multichannel distribution (the

significance of Internet to business)

6) Multichannel communication

(depending on the strategic

objective, with a balance between

customer and organizational

preferences)

7) Communication mix (campaign-

based or continuous? Why?)

8) Organizational capabilities to

support IM strategy (the 7S in brief)

The level of effectiveness in linking strategies

2.5 4 30

with situational analysis.

The ability to apply relevant theories and/or

supports to relevant arguments and decisions.

The ability to state the effects of the proposals

to the company’s competitive position.

Digital media campaign for marketing communication

The ability to logically define your company’s

media components:

9 Communication campaign objectives

(attraction, and/or conversion, and/or

retention; smart)

9 Landing pages/sites for targeted

audience (descriptions of key messages,

audience specification, and design ideas

– could be in wireframes)

9 Channel proposal (chosen channels?

What is it? Why? How – with cost

structure?)

9 Action plan (activities/channels, time

frame, estimated costs … could be

displayed in Gantt chart)

9 Risk anticipation & possible measures

(risk of hardware/software, competitor’s

reaction anticipation)

The level of effectiveness in linking strategies

with situational analysis.

The ability to apply relevant theories and/or

supports to relevant arguments and decisions.

2 3 20

Conclusion Summary of all main points of the assignment 0.5 0.5 5

References Level of compliance to APA standards for

referencing & citation 5

Total 8 12 100