Individual E-Marketing Plan

Assignment Requirements

 

This individual assignment requires you to develop an e‐marketing plan
(based on chapter 3 of the prescribed text book- Strauss, J & Frost, R 2014, E‐marketing, international edition, 7th edn, Pearson, Upper Saddle River,
New Jersey.) for a web‐based firm, chosen from the list below, with a product/service to be ‘sold’ online.
Specifically, you are required to provide a critical analysis of how you intend
to make strategic use of the marketing levers associated with your tier 2
strategies (product, pricing, distribution, marketing communication and
relationship management) to ‘sell’ your product/service online. In your
discussion, consider the importance of customer experience and highlight
any potential issues/challenges of your chosen strategies. Browse the
internet to familiarise yourself with the nature of marketing strategies
employed by a number of entities active in your chosen industry.

Choose ONE (1) of the following firms:

1. A Shanghai‐based online clothing company selling products to customers
internationally.
2. An American‐based online cosmetic retailer selling cosmetic products
internationally.
3. An Australian‐based wine producer expanding to international markets.
4. An Australian‐based web hosting company offering online
conferencing/meeting services to business people in Australia.

• This individual e‐marketing plan is expected to have a strong focus
on current development of the internet and take an in‐depth view of
how your chosen organisation operates within a best practice
electronic marketing approach.
• There is no one best approach to this e‐marketing plan, however you
are expected to demonstrate your understanding of the concepts
and processes underpinning electronic marketing as a discipline.
• The e‐marketing plan should be presented in the form of a report,
and the word limit includes such items as headings, in‐text
references and quotes. It does not include the reference list at the
end of the assignment.
• You are not required to define any of the marketing theories in your
e‐marketing plan. You are required, however, to fully reference the
case facts you report in your e‐marketing plan. You are expected to
support your report with a minimum of fifteen (15) references from
relevant academic texts (including your prescribed text),
contemporary academic journals, professional journals and/or
professional magazines. Avoid referencing coursework from other
universities or from dubious websites.

 

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