Appraise various options for developing e-business/e-marketing strategies. Evaluate the situational utilisation and impact of modern technologies in key aspects of business and marketing operations and interpret its suitability and appropriateness

Compare, contrast, and analyse approaches used to evaluate a company’s current positioning in the traditional and electronic marketplaces. Appraise various options for developing e-business/e-marketing strategies. Evaluate the situational utilisation and impact of modern technologies in key aspects of business and marketing operations and interpret its suitability and appropriateness. Summary of Content…. The e-Business and e-Marketing module develops your skills in evaluating a company’s position within both traditional and electronic marketplaces. We’ll compare, contrast, and analyse these approaches. Next, you’ll appraise various options for developing e-business and e-marketing strategies, including content marketing and SEO. We’ll then evaluate the situational utilisation and impact of modern technologies like social media on key business and marketing functions, teaching you to interpret their suitability and appropriateness. Through case studies and interactive exercises, you’ll gain the ability to critically assess these technologies for different business scenarios. Ultimately, you’ll be equipped to compare, contrast, analyse, appraise, evaluate, and interpret strategies and technologies to achieve success in the dynamic world of e-business and e-marketing. Note: It is possible that there may be content or discussion within this course that may be difficult for some students. Please look to the module schedule to ensure you are aware of the broad subject content. The module team will flag especially difficult content proactively so that we ensure this classroom space is one that acknowledges that each of us will experience these discussions differently. There are a number of resources that can support you. If you have any concerns about the content of a specific session, please inform the lecturer or a peer and seek support from ACE, who can be contacted ace@wic.ac.uk Assessment and Deadlines Component form (e.g. Essay or Online test) Magnitude (e.g. 2,000 words or 2 hours) Weighting and/or Pass/Fail Assessment Deadline Feedback Date, Module, Intended Learning Outcome(s) assessed (e.g. 1, 2) Video presentation (Recorded). 10 minutes 40% This Week 15 working days from the submission date LOs 1,2,3 Analytical review (Report) 2,000 words 60% This Time 15 working days from the submission date LOs 1,2,3 All assessments included at your current level of study have been aligned against the programme outcomes to ensure you achieve these. These outcomes are included at the end of this document. We have designed your assessment so that it supports you to make meaningful connections across all the content you will study during this scademic year. This handbook sets out the key assessments dates so you know when you will need to submit work and when you can expect your feedback. This module is assessed by two components: Component one is the creation of a recorded video PowerPoint presentation lasting 10 minutes. This video can be created in Panopto or Stream. It carries 40% towards your mark for this module. Students will be required to present a detailed outline of the research undertaken in the form of a video presentation, which should include a review of published literature and a bullet-point outline indicating how they intend to develop the rest of the analytical review. Component two is a 2000-word analytical review. This is an intensive project to be completed individually. It carries the remaining 60% towards your mark for this module. The analytical review should be the same question as assessment component one (the 10-minute video). You should use the feedback given about the assignment 1 (video) to inform the written piece of work. The video and analytical review will enable you to demonstrate your in-depth understanding of the module content and the application of the concepts to a given scenario. Note: For further details about these assignments such as assignment guidelines and templates. Please refer to the module page on Moodle. Formative Feedback Weeks: Formative feedback will be given upon tutors’ receiving drafts before the final submission. These will occur on weeks 3, 4, and 5 (mandatory) for Component 1, and on weeks 8, 9 and 10 (mandatory) for Component 2. Formative feedback doesn’t have a grade attached; it will often be given in your teaching sessions. Formative feedback is valuable as it allows you to improve your subject knowledge for your summative assessment(s) as well as allowing you to practice the type of assessment that you will count towards your final grade for the module. You should expect, and recognise, that feedback can be given by your peers, verbally in sessions, feedback might be given to the whole module cohort during teaching sessions, and it might also be given in conversation with your tutor. Feedback will focus on what you are doing well, and how you can continue to improve your work. Summative Feedback Dates: You will receive feedback on all summative assessments; these are the graded assessments in your module. Summative feedback for both the components will be given 15 working days after submission. Time Limit / Word Count: The video presentation (component 01) should be 10 minutes long. The word count for the second assessment (component 02) is 2000 words (± 10%). This does not include the references list and appendices. If you exceed the word limit, any work after 2200 words will not be marked. Whilst you are not penalised for being under the word count, work that is substantially under the word count will be more limited in meeting the programme learning outcomes. Referencing: For referencing in this module, students are expected to adhere to the APA 7th Referencing Guide. All modules will include a session which unpacks the assessment brief, providing opportunities for you to clarify any questions you have about the assessment task. The assessment criteria and rubric will be examined in these sessions to support your understanding of the expectations of the task(s). Your module tutor will provide generic feedback on what a good assessment looks like, common misconceptions, pitfalls, construction of arguments, format, spelling and referencing. You are encouraged to bring selected sections of your work or a one-page plan to assessment support sessions for verbal feedback and where appropriate, peer discussion. Your module tutor will not give any indication of mark or classification for any draft work presented. Where you have received previous feedback, your tutors will encourage you to reflect on this to support your acquisition of knowledge and academic skills development. Feedback on a full draft of an assessment for submissions, prior to the submission deadline, is not normally permitted. Use the Assignment Preparation Checklist before you submit your work. Use of Generative Artificial Intelligence in this module You may use generative AI such as ChatGPT to assist you in the process of undertaking the assessment in the following ways: brainstorming, research, planning, feedback, editing. All use of generative AI must be explicitly acknowledged, and any artificially generated content (e.g. images) explicitly labelled, with the source of the AI tool referenced using current APA referencing conventions You can find further guidance on the library website on their AI webpage). In submitting your assignment, you agree to disclose the extent to which you have used generative AI in preparing this work and include evidence of your AI use in your appendices (e.g. dated screen shots of your use of this tool or copy and paste your AI chat into Word). Failure to disclose your generative AI use may result in a 0 for your assignment and a referral for academic misconduct (see the Student Academic Misconduct Policy under Essential Info in the MyLTU app). Please write the following on the top of your assessment (at the bottom on the cover page) If you have used generative AI, write: This assignment used generative AI in the following ways for the purposes of completing the assignment (choose 1 to 5 of the following): brainstorming, research, planning, feedback, editing. Or, if you have not used generative AI, write: This assignment did not use generative AI for the purposes of completing the assignment. Deep Understanding of the Topic Demonstrate a clear and comprehensive grasp of the chosen topic within the broader context of e-business and emarketing. Show the ability to differentiate between various digital marketing strategies of selected organisations relevant to your chosen topic. Provide insightful analysis of the selected topic, demonstrating critical thinking and a strong understanding of the underlying concepts. Effective Literature Review and Critique Conduct a thorough and targeted literature review, utilising relevant academic sources such as peer-reviewed journals, reputable industry publications, and credible online resources. Demonstrate a critical understanding of the chosen sources by summarising, analysing, and synthesising key findings. Use your literature review to support your arguments and build a strong theoretical foundation for your presentation and report. Application of Models and Theories Demonstrate the ability to identify and apply relevant models and theories related to e-business and e-marketing within the context of your chosen topic. Select appropriate models and theories that enhance your analysis and understanding of the topic. Effectively integrate models and theories into your video presentation and analytical report, providing a clear explanation of their significance. Professional and Detailed Presentation/Analytical Report Develop a well-structured and engaging presentation/Report that effectively communicates your chosen topic and analysis to the audience. Clearly articulate your key points and arguments concisely and professionally. Utilise visuals such as graphs, charts, or case studies to enhance the clarity and impact of your presentation/Report. Note: These criteria are weighted to emphasise the importance of a deep understanding of the topic and effective utilisation of academic resources. Essential Library and Learning Resources The library aims to provide access to the books on your reading lists, as well as online resources, guides and tutorials to help you develop your research and referencing skills. You should find an online reading list with links to resources on the module home page on Moodle. Core textbook: Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge. (This book is available electronically) Lardi, K. (2023). The human side of digital business transformation. (No Title). (This book is available electronically from Library) Recommended reading: Belch, G. E., & Belch, M. A. (2024). Advertising and promotion: An integrated marketing communications perspective, 13th edition. McGraw-Hill. Chaffey, D., and Ellis-Chadwick, F. (2019). Digital marketing, 8th edition. Pearson UK. Chaffey, D. (2011). E-Business and e-commerce management, 5th edition. Financial Times/Prentice Hall. Harlow, UK. Chaffey, D et al (2012) Digital Marketing: Strategy, Implementation and Practice, 5th edition. Pearson. Harlow, UK. Fahy, J., & Jobber, D. (2022). Foundations of marketing, 7th edition. McGraw Hill. Jobber, D. and Ellis-Chadwick, F. (2024). Principles and Practice of Marketing, 10th edition. McGraw Hill. Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2016) Principles of Marketing, 16th Global edn. Financial Times/Prentice Hall, Harlow, UK. (Available electronically) Kaushik, A. (2009). Web Analytics 2.0 the art of online accountability & science of Customer Centricity. Wiley. (This book covers the basics of web analytics and how to use data to understand and improve the customer experience. It is available electronically from Moodle). Sachdev, R. (2024). Digital Marketing. McGraw HiIl, New York, NY, USA. (This book presents marketing theory and concepts, adopting a critical and analytical approach of the latest global digital marketing tools, emphasising trends as well as how to apply them. Hard copy available from WIC Library). Siegel, E. (2013). Predictive analytics: the power to predict who will click, buy, lie, or die. John Wiley & Sons, Inc. (This book provides an overview of predictive analytics and how it can be used to make better business decisions. It is available electronically from Moodle). Zuboff, S. (2023). The age of surveillance capitalism. In Social theory re-wired (pp. 203-213). Routledge. (This book critically analyses the role of Big Tech in terms of influencing consumers through data extraction and manipulation and result in changing the way we perceive capitalism in general and the role of marketing in particular). Our friendly team are based at the library helpdesk and are here to help you make the most of the library. Website: https://library.leedstrinity.ac.uk/home Academic Support ACE (Academic Community of Excellence) This support is additional to Learning Support and can be accessed by all students regardless of their levels. The ACE Team offers general academic support to all students in an effort to help them accelerate their learning progress, catch up with their peers, meet learning standards, or generally succeed in this academic settlement. The support is easily accessible to all students as ACE is placed in the Student Hub. Also, you will receive a link to our self-referral form that you can send it to us anytime and we can contact you whenever is more suitable for you. What help can we provide as ACE Team? Academic Guidance Referencing & Citations Skills Enhancement Networking & Community Understanding your feedback Get academic feedback on your work (e.g., paraphrasing) Getting ready for your presentations Exam preparation Academic English support Submitting your work on Turnitin Workshops: ACE workshops are very diverse as we try to reach to all our students and shed light on topics or ideas you learn or you will cover at some point during your academic journey. The workshops are online and bring together students from both London and Birmingham campuses from different levels in an attempt to create a cohesive academic community. The ACE is for Everyone! All our students are welcome to: Contact ACE through the self-referral form by scanning the QR code or email us at ace@wic.ac.uk. Attend the workshops (Schedule of workshops would be emailed). Please make sure to contact us with any academic questions with regards to the module. For additional support with regards to any other matter you can also contact me, or you can also contact your personal tutor. Race Equality We acknowledge that racism is ingrained across our society, institutionalised within the higher education sector and our university. We recognise that racism is not always overt and manifests in the everyday life of our staff and students; the impact of which is significantly harmful to individuals and our community. We hold ourselves accountable and empower everyone to be anti-racist, challenge all forms of racism and work to dismantle structures that perpetuate racism including challenging ourselves. We are committed to eliminating racial inequality and will take systematic action to address racial inequities. We expect all staff, students, and all members of our university community including partners and stakeholders to embody these values and behaviours. How YouTo be Became An Internet Video Giant 30 min 9 Emerging technology and Business Weblink – Please watch the following videos (Links provided in week 9 section of 30 min Live Lecture, Mini case study, and Consolidation Activities/Q&A In class exercise/discussio N/A 4 Quiz 30 min Moodle) before attending the live session this week. We will discuss the content of the video i the live session. on Artificial intelligence. Group Activity: Case Study: https://www.digital europe.org/news/ case-studies-onartificialintelligence/ Formative Feedback Week start Component 2 (Mandatory) 10 Summarising. semester 1 AI and the future of humanity | Yuval Noah Harari at the Frontiers Forum 30 min Live Lecture, Mini case study, and Consolidation Activities/Q&A FINAL FEEDBACK N/A 4 MED Final Analytical Review Assignment submission: DATE- This Week Total Guided Learning Hours 40 Independent learning hours 160 Overall module learning hours 200 􀀀 Your Module at a Glance – Employability Assessment Leeds Trinity University Graduate Attributes and Skills Framework Skills and Attributes Group Component DIGITAL CONFIDENCE Effective Leaning Presentation Digital Tools and Software Data Analysis Digital Citizenship Presentation RESEARCH AND THINKING CRITICALLY Analysis and Evaluation,Problem Solving, Critical thinking, Individual Report WORKING INDEPENDENTLY initiative Planning Organising Active listening Analytical Review Report RESILIENCE My Development Positive Mindset, Self-Awareness, Motivation and Purpose, Analytical Review Report ADAPTABILITY Managing Change Coping with ambiguity Flexibility Analytical Review Report PROFESSIONAL OUTLOOK Career information Articulating your skills Graduate Identity and Social Intelligence Analytical Review Report ETHICS, DIVERSITY, SUSTAINABILITY Making an Impact Social Justice and Responsibility Inclusivity Cultural Awareness Presentation EFFECTIVE COMMUNICATION Emotional Intelligence Networking and Collaborating Leadership and Working with others Analytical Review Report ENTERPRISE AND ENTREPRENEURSHIP Innovation Commercial and Business/Sector Awareness Negotiating and Influencing.