Over recent years there have been many new start-up online businesses. Your task is to select one and identify its business model (see Topic 2 for further details). Further, you are to analyse it based on the marketing mix elements (ie: the 7 P’s). You should determine its effectiveness and based on this evaluation, make recommendations as to how it may improve its performance. Please refer to the marking rubric for further details.
You are required research the topic and write a critical discussion and review of the relevant literature from secondary data sources. This means that you will need to read other researcher’s articles and reports to find out what is known about the topic. You need to identify relevant texts, journal articles, media articles, etc., summarise what each say about the topic and write an integrated discussion. You must use a combination of texts, journal articles etc., and at least half of the items must be academic journal articles. You may also use the popular media, (eg the internet, newspapers etc) but remember those sources are opinionated and often unreliable.
This paper should:
• identify journal articles, texts, media articles, etc. that are relevant to the research scenario and integrate into a coherent discussion. The reference list should comprise a minimum of 10 references from various sources including books, marketing/business magazines and journals, internet sites etc. Emphasis must be given to academic peer reviewed journal articles
• demonstrate quality and completeness of the critical discussion of the literature
• include references (appropriately acknowledged using the referencing approaches as outlined in the Faculty’s Student Guide) to support your arguments and perspectives
• demonstrate a professional approach to presentation including title page, executive summary, table of contents
• demonstrate a professional standard of expression and use of language
Assessment 3 (Weighting 20% of Final Grade)
Individual Report – 2000 words
BK302 – Digital Marketing
Student Name: Student Number:
Criteria Possible Marks Marks Allocated
Clear statement of report’s purpose and structure (executive summary and introduction)
10
Identification of the business model
10
Analysis of the business model using marketing mix elements (ie: the 7 P’s)
40
Recommendations
30
Accuracy of referencing, clarity of expression, good grammar/spelling, proper report format, etc.
10
TOTAL 100%
______ X .20% = _____________
Comments:
Marker: Date:
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