Analyse methods of determining the size and structure of markets and of segmenting particular markets
Evaluate strategies of promoting sales at different sales at different product types and services and identify the interrelationship to broaden company strategies
Evaluate the extent to which the Internet aids modern working practices
Demonstrate a critical awareness of the scope of e-commerce and its benefits in business and its practical and commercial limitations
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Assessment Task (Part One)
Individual Report (Weighing 25%)
The eight elements of the business models include: value proposition, revenue model, market opportunity, competitive environment, competitive advantage, Market strategy, organisational development, management team.
As a GSM Management Graduate Trainee you have been asked to analyse an online small-medium size B2C Company, and critically analyse how the eight elements of the business models influence its online business strategy. In addition you are also required to assess and comment on the privacy issues and trust that the company needs to take into considerations.
Assignment Task (1500 words)
As part of your report, you should identify the following
? Choose an appropriate online B2C company to analyse
? A critical analysis of how the company has successfully managed and implemented the eight elements of the business models and its benefits to the company
? Critically analyse the strategies that company should use to build and maintain trust in consumers towards internet shopping
Assessment criteria for briefing paper
Explanatory comments on the assessment criteria
Maximum marks for each section
Content, style, relevance, originality
Ownership of the material presented
Correct style, grammar and syntax
Good communication skills
30% Briefing paper
Format, referencing, bibliography
Correct structure and style
Good range of books and journal articles
20% Briefing Paper
Constructive critical analysis, introduction, conclusion
Good response will embrace appropriate theories & models
Critical as well as normative perspectives and will demonstrate utilisation of relevant original thought.
Practical and pragmatic conclusions and recommendations.
30% Briefing paper
20 % Presentation with PP
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TASK 1 is an individual report and must be presented in a report format (1,500 words). It is important that your report is properly structured. Also, as this is an academic paper, you should draw on contemporary literature to support your paper. Remember that this individual report accounts for 25% of your module assessment. Hence, bad performance will have an impact on this module. An executive summary is required as part of your report.
Your report should include references to the appropriate e-commerce and marketing literature (textbooks, journals and websites). Care should be taken when consulting websites as they are not all equally authoritative (for example Wikipedia is not peer-reviewed; therefore is not considered an academic reference website). A minimum of 8 different academic references must be cited, but a well-researched report is likely to cite many more.
You are advised to keep a backup copy of the report until you receive your grade and regularly back-up your work in the cloud (OneDrive, iCloud, Dropbox and GoogleDrive are good examples). A disk crash is not an acceptable reason for late submission.
Below is an indicative structure for your report:
Table of Contents
A list of all the chapters, sections, headings, and sub-headings. Appendices and Figures should be provided as well as all page numbers as clearly as possible.
An executive summary is a summary of a business report and is designed to give the examiner a flavour as to what the aims of report are about.
This should show that you have understood the brief and that you will cover everything required.
Findings and Analysis
? This is the substance of your report. The structure will vary depending on the material being presented. Headings and sub-headings should be used to indicate clearly the different sections.
? Charts, diagrams and tables can be used to reinforce your arguments, although it may be better to include the more complex ones as an appendix.
This provides an end to your report through a summary of the important points in your discussion. Remember not to include any new material here.
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Reference List / Bibliography
The terms reference list and bibliography are sometimes used interchangeably, but here we define the terms as:
? Bibliography a list of consulted readings, for example a list of textbook sources, that you have studied while composing your essay, but not specifically cited in the text
? Reference list a list of cited sources.
Assessment Task (Part Two)
In Class Group Presentation (Weighing 25%)
15 minutes Presentation Task
Starbucks is a specialty coffee house which originated in Seattle. Today the organisation has over 15,000 outlets worldwide. It sells a range of hot and cold drinks, food items and accessories. Its philosophy is to create an experience for the customer and a human connection. With the introduction of the Starbucks Card purchasing drinks, food etc. from the outlets has now been made a lot easier. Customers can top up their cards and use them as a method of payment. Starbucks products are also available from supermarkets. Some of the range includes packets of coffee, coffee makers, gift sets etc. Starbucks is constantly innovating its offer to keep up to date with competition from McDonalds, Cafe Nero, and Costa Coffee etc.
As part of your presentation you are required to demonstrate the following:
? Explain the business benefits of Starbucks having its own website
? Analyse the nature of e-business communication within Starbucks
? Demonstrate how social media can be used as an integrated marketing communication tools to promote sales and Starbucks Card
Assessment criteria for Task 2
Explanatory comments on the assessment criteria
Maximum marks for each section
? Content of the presentation relate to the title and or purpose of the presentation.
? Introduction to the presentation include a slide giving an overview of the question or problem they were about to tackle and the way they were going to answer it/them
? The message of the presentation clearly put / argued
? presentation a piece of reasoning consisting of a logical argument with a sound conclusion (or conclusions) supported by valid and relevant evidence
Presentation and creativity
? Professionalism, communication, and the ability to engage with the audience.
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? content or presentation original or creative in some way
? unexpected features in the content / presentation beyond the expected
? Presentation attracted and maintained interest of the audience.
? appropriate eye contact is the pacing appropriate
? clear (articulation)
? the speaker have ‘presence and adequate
? confidence is his /her posture appropriate
Marking Scheme for Group Presentation
( 50% )
Content of the presentation relate to the title and or purpose of the presentation
Introduction to the presentation include a slide giving an overview of the question or problem they were about to tackle and the way they were going to answer it/them
The message of the presentation clearly put / argued
presentation a piece of reasoning consisting of a logical argument with a sound conclusion (or conclusions) supported by valid and relevant evidence
Style and Organization 20% The structure and cohesion is appropriate. 10 clear identity of beginning (summary), middle and end (conclusion) 10 Presentation and creativity 20% Professionalism, communication, and the ability to engage with the audience. 5 content or presentation original or creative in some way 5 unexpected features in the content / presentation beyond the expected 10 Overall Impression 10% Presentation attracted and maintained interest of the audience 2 appropriate eye contact is the pacing appropriate 2 Audible and clear (articulation) 2 the speaker have ‘presence and adequate 2 confidence is his /her posture appropriate 2
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Please note that any student who fails to attend and non-participation will be classed as a missed sit or did not submit, unless appropriate mitigating circumstances are submitted through student services.
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Marking Scheme of Coursework Marks 0-25 (Fail) 26-39 (Fail) 40-49 (3rd) 50-59 (2.2) 60-69 (2.1) 70-85 (1st) 86-100 (1st) Assessment categories Knowledge & Understanding of Subject
Major gaps in knowledge and
material at this level.
Gaps in knowledge and only superficial
the well-established principles of area(s)
Some knowledge and understanding of material, of well- established principles of area(s) of study, and of the way in which those principles have
Broad knowledge and understanding
of material, of well-
established principles of area(s)
of study, and of the way in which those principles have been developed.
Very good knowledge and understanding of
material, of well-
established principles of area(s) of study,
and of the way in which those principles have been
Very good, detailed knowledge and
material, main concepts/theories at
this level. Awareness of the limitation of their knowledge, and how this influences
any analyses and interpretations based
on that knowledge.
Exceptional knowledge and understanding of
concepts/theories at this level. Awareness
of the limitation of their knowledge, and how this influences any analyses and
interpretations based on that knowledge Cognitive/ Intellectual Skills (e.g. analysis and synthesis; logic and argument; analytical reflection; organisation and communication of ideas and evidence)
Unsubstantiated generalizations, made without use of any credible evidence. Lack of logic, leading to unsupportable conclusions or missing conclusions.
Lack of analysis and relevance.
Views/ findings largely irrelevant, illogical or contradictory. Generalisations/ statements made with scant evidence. Conclusions lack relevance and/or validity.
Awareness of main issues. Structure of argument effective, but with some gaps or weaknesses. Some evidence provided to support findings, but not always consistent. Some relevant conclusions.
Issues identified and critically analysed within given areas. An awareness of different stances and ability to use evidence to support argument. Ability to apply concepts and principles outside context of study context. Generally sound conclusions.
Good level of analysis and synthesis. An awareness of
different stances and
ability to use
evidence convincingly to support argument. Ability to apply concepts/ principles
effectively beyond context of study. Valid conclusions.
Excellent analysis and synthesis. A range of perceptive points made within given area for this level of study. Arguments logically developed, supported by a range of relevant evidence. Explicit acknowledgement of other stances.
Exceptional analysis and synthesis are consistent features. Perceptive, logically connected points made throughout the work within an eloquent, balanced argument. Evidence selected judiciously and thoroughly analysed. Persuasive
conclusions. Use of Research- informed Literature (including referencing, appropriate academic conventions and academic honesty)
No evidence of reading. Views
are unsupported and non- authoritative. Academic
conventions largely ignored.
Evidence of little reading appropriate
for this level and/or indiscriminate use of sources. Academic
conventions used weakly.
Evidence of reading relevant sources, with some appropriate linking to given text(s). Academic conventions
evident and largely consistent, with
Knowledge and analysis of a range
of literature beyond core text(s). Literature used accurately and
analytically. Academic skills generally sound.
Knowledge of the
field of literature used consistently to
Research-informed literature integrated
into the work. Very good use of academic conventions.
Critical engagement with a range of
reading. Knowledge of research-informed literature embedded in the work.
Consistently accurate use of academic conventions.
Exceptionally wide range of relevant
literature evaluated and used critically to inform argument, balance discussion and/or
inform problem-solving. Consistently accurate and assured use of academic conventions.
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