)
However, the scope and choice of the business, product or service is not limited to the list above
and you may wish to use an alternative business, product or service at your discretion.
You will require some organisational information to conduct some analysis which you will find the
company website
. For the purpose of analysis, you will still need to conduct research
to identify
the environment, competitors, customer groups, and various other stakeholders
. Your
delegated task to research and provide and implement an E- Marketing Plan/Strategy for the
business, product or service based on the assumptions you have made during your research.
Using the e-Marketing template & the structure as provided below, develop a full version of the E-
Marketing Plan/Strategy. Marking criteria and weights for each section of the plan are also
provided below.
GENERIC GUIDELINES FOR REPORTING
Include any Supplementary Documents utilized
All sources are referenced consistently and comprehensively using the recommended
referencing system as prescribed in the subject description/outline.
Use of language is appropriate to academic writing, the industry context, Marketing
themes and principles and the assessment criteria
The responses are succinctly and clearly written or presented in English
Overall presentation is professional including spell and grammar checked judicious use of
headings, font size, layout etc.
E-MARKETING PLAN STRUCTURE & MARKING CRITERIA
Marketing, Assessment No.1
Page 4
v1.1, Last updated on 22/08/2019 by MM
T-1.8.1
MARKING TABLE
MARKS
ALLOCATED
MARKS
RECEIVED
1.
Executive Summary
10
2.
Introduction
10
3.
Situational Analysis
(5 marks each = 10 marks)
10
SWOT Analysis
Issues Identified
4.
The e-Marketing Schedule
10
Gantt Chart or Timeline for the e-Marketing Plan
5.
The e-Marketing Strategies & Action Plan
(2.5 marks each = 10 marks)
10
product strategies
price strategies
promotion strategies
distribution strategies
6.
Costing and Budget
10
7.
Technical Issues
(2 marks for each = 20 marks)
20
website content & searchability
Customer registration & logging security (for
customers and staff)
Coupon codes, rewards for old clients, discounts
multimedia
autoresponders
order forms and feedback forms
access levels to online resources
credit card transactions
website hosting
website publishing
technical staff (size, requirements)
8.
Monitoring Strategy
5
9.
e-Marketing Evaluation methods
5
10.
Sources & References
5
11. Appendix
5
Total
100
E-MARKETING PLAN – ASOS – AS SEEN ON SCREEN
Prepared by: Vimal Singh
Date: 21/02/2019
Marketing, Assessment No.1
Page 5
v1.1, Last updated on 22/08/2019 by MM
T-1.8.1
/
/
EXECUTIVE SUMMARY
Provide an executive summary of at least 300 words.
The summary should include:
Overview of the organisation
The product or service you decided to prepare an e-marketing plan for
The target market of the product or service
Key objectives of your e-marketing plan
ASOS (AS SEEN ON SCREEN) is a British online fashion and cosmetic retailer.
The company was
founded in 2000 in London, primarily aimed at young adults.
