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AY2024/25 2nd Semester
IOM202 e-Marketing: Strategies and Techniques
Individual Coursework
INSTRUCTIONS TO CANDIDATES*
1 This is an individual coursework.
2 The individual coursework is worth 70% of the final mark.
3 A single copy of this analysis report must be submitted electronically to LEARNING MALL no later than 23:59, Friday, 16 May, 2025 (China Standard Time, UTC/ GMT+8).
4 The report should have 2,000-2,500 words in length. This does not include references, tables, figures, and appendices (if needed).
*Subject to change depending on the moderation process and assessment dates
Please choose one of two topics for your report writing.
Emerging e-marketing activities could enable companies to address their business problems in new ways and/or discover new opportunities in the market.
Topic 1
You have been commissioned to develop an e-marketing strategy for the selected company. Identify the challenge of the company and justified by knowledge, facts and data. Justify how the e-marketing strategy is going to be implemented, and why your strategy could help with the identified challenge.
Topic 2
With the emergence of digital channels, digital campaign is popular among companies. You are required to plan a digital campaign for the selected company to meet the challenge that is informed and justified by knowledge, facts and data, providing step-bystep details of the planning, and justify why it could help with the identified challenge.
The company you selected will not affect the score. No matter which topic youchoose, please strictly follow the requirements and template below to completeyour report. Any missing elements will result in mark reduction.
- Cover page (a coversheet template will be provided)
- Table of contents
- Introduction
•Introduce the background information of the company
Describe and analyse the online marketplace and business activities of the company. The elements of marketplace analysis and business model have been introduced in lectures. You are required to select several components you think are necessary.
• Identify the challenges of the company
Based on the above analysis, identify the key challenges of the company.
Select one of the sections below based on your topic:
- Topic1: E-marketing strategy
• Details of the e-marketing strategy
Demonstrate your independent understandings of the e-marketing strategy to fight against the challenges.
• Why your e-marketing strategy will help with the challenge
- Topic2: Digital campaign planning
• Details of the digital campaign
Demonstrate step-by-step planning of the digital campaign. The major steps have beenintroduced in lecture. You are required to select the components you think are important inyour campaign.
•Why your digital campaign will help with the challenge
No matter which topic you chose, the following sections will be:
- Conclusion
-Word count
- References (if any)
- Appendices (if any)
Essential Requirements
§ Your in-depth analysis is essential. You should provide enough information tosupport your analysis, not a cut and paste of website content.
§ Check your completed work for internal consistency. For example, make sure that you attempt to solve the key challenge you have identified. Don't say X is the key challenge and then recommend a solution to Y.
§ Try not to be overly descriptive. Remember you are trying to identify, analyse, and solve the challenge of the selected company using the relevant theories or knowledge from the course.
§ Referencing of all non-original material is essential. The references should use Harvard referencing. Non-English references need to be translated into English first when they are listed in the references and cited in the text.
General Requirements
§ The report should have 2,000-2,500 words in length. This does not include references, tables, figures, and appendices (if needed).
§ The whole document must be saved in MS Word, use 1.5 line spacing, Times New Roman font, and a font size of 12 points for main text.
§ The report should use the coursework coversheet, have page numbersinserted, and specify the word count at the end of the report.
§ Plagiarism will not be tolerated and will be dealt with in the standard way.
§ The use of Generative AI for content generation is not permitted on this assessed coursework.
§ Submission: The individual coursework should submit to LM no later than 23:59, Friday, 16 May, 2025 (China Standard Time, UTC/ GMT+8). The report must have a filename in this format: Student ID_Student
Name_IOM202_Individual Report. Failure or lateness of submissions will attract penalties as per the XJTLU policy.
Additional Information
Students are reminded that the following important information is published in the
Student Handbook:
1.Lateness penalties
2.Mitigating circumstances
3.The marking criteria
4.Progression
5.Academic misconduct
Marking Scheme
The assessment will comprise the following criteria (100 marks in total):
1. Challenge Analysis (20 marks in total)
• In-depth analysis of the company should be provided to justify the key challenge you identify. Try not to be overly descriptive.
2. Strategy/Campaign Analysis (40 marks in total)
• Provide a comprehensive analysis to address the what, how and why questions to help with the challenge.
3. Use of Relevant Knowledge, Facts and Data (30 marks in total)
• Has relevant and appropriate knowledge in this module or facts/data from external sources (e.g., websites, news, journals) been applied to support your analysis
throughout the report?
4. Report Formatting (10 marks in total)
• Appearance: Does the report follow the conventions of the format?
• Spelling and grammar: Are all words spelled correctly and is the meaning of sentences clear?
• Referencing: Have appropriate references been included in the report?