UUIS8100 | Digital Enterprise and E-Commerce | Marketing

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Assignment 1 requires you to plan and develop an e-commerce business strategy report for a New Zealand organization including building a prototype website using Joomla! based on the online business category assigned to you. Your online business category will be emailed to you during the second week of the semester.

You will be required to develop your prototype website using the Joomla! Content Management System in www.cloudaccess.net cloud platform. Details about setting up your website at CloudAccess.net is provided in Joomla Workshop 1 (Joomla Workshop 1 PDF is available on your UUNZ uPortal course desk under Week 1 materials).

Your business model and prototype website must be related to the online business category assigned to you. Your course examiner will assign your business category in week-2 via email. Failure to do so will result in your assignments being rejected and no marks will be allocated.

Report: E-commerce Business Strategy    70 marks
Report Structure and Presentation  (LO-5)    5 marks

Your report should include a title page, Table of Contents (including List of Tables and List of Figures if applicable) and Appendices.

Note: Make sure to state your name and student number in the report on the title page. State the word count of the report (Introduction to Conclusions & Recommendations)

Report Letter of Transmittal, Executive Summary and Introduction (LO-1)    5 marks
(Introduction – approx. 250 words)

Your report should include a letter of transmittal, executive summary, and introduction to the report.

Note: Make sure to nominate a name for your prototype website and provide a brief rationale why you used this name in the Introduction to the report.

Report Section 1 – Disintermediation Impact Analysis (approx. 750 words) (LO-1) 15 marks

Disintermediation means the removal of the market middlemen – e.g. the distributors, wholesalers, and other intermediaries – between producers and consumers.

Some of the widely popular examples of disintermediation by online businesses are:

Amazon that continues to use disintermediation as a successful business strategy in the publishing industry, technology industry and supply chain;

Travel agents are disintermediated by online travel websites such as Expedia and Booking.com;

The taxi industry is currently being disrupted by Uber;

The hotel industry is disrupted by Airbnb; and The music store is disrupted by Apple iTunes.

Conduct a disintermediation impact analysis in the industry relevant to your proposed online business and assigned business category.

When you conduct a disintermediation impact analysis, you have to discuss if there is already some evidence of disintermediation of markets in your relevant industry. You have to discuss the impact of disintermediation by your online business on the market, the producers, and the consumers. You can research more about disintermediation strategies by the online businesses mentioned above and discuss some of the strategies in the context of your online business.

Report Section 2 – E-commerce Business Model (approx. 1000 words) (LO-2)    20 marks

A business model is a plan for making money. The textbook explains 8 components of a business model. Discuss the following 5 components of the e-commerce business model for your online business:

• Value Proposition – how does your online business fulfil customer needs?
• Revenue Model - how does your online business earn revenue and have a positive Return on Investment (ROI)?
• Competitive Advantage – what are the special advantages of your online business in the market that others don’t have?
• Market Strategy – what are the plans of your online business to promote its products and services in order to attract customers?
• Organisational Development – what types of organisational structures are necessary in your online business to carry out the business plan?

Report Section 3 – Clickstream Behaviour (approx. 650 words) (LO-2 & 3)    12.5 marks

Clickstream behaviour refers to the transaction log that consumers establish as they browse the Internet for shopping and buying:

Search for a product or service > interact in social media > view offers in different websites > land on your website > view specific pages on your website > finally purchase what you have offered online.

How can you as a marketer use such data of clickstream behaviour for your business?

Report: Conclusions and Recommendations to the Business    =2.5+5= 7.5 marks
(approx. 350 words) (LO-5 & 1)   

Your report should include a separate conclusions and recommendations section.
Conclusions provide a summary of your key findings from the body of the report.
Recommendations provide a summary of the suggestions to your online business based on the research conducted in the report.
Report: Referencing and Appropriateness of Sources (LO-5)    5 marks

References are required and the Harvard AGPS standard of referencing must be used. You can get the help for this referencing style from below sources-

• UUNZ TPS Class Activity
• Book: Summers, J & Smith, B 2014, Communication skills handbook: how to succeed in written and oral communication, 4th edn, John Wiley & Sons, Australia.
• Website Link: http://www.usq.edu.au/library/referencing

Ensure that your reports are fully referenced, including any reference to the text book. Your report should include in-text references and a List of References. Do not repeat verbatim large slabs of information from other sources such as the text – you must put the ideas/information in your own words. You must use at least ten (10) academically sound sources other than the textbook in completing this report.

Note: word count does not include letter of transmittal, executive summary, references and appendices.

Checklist: Prototype Joomla! Website    30 marks
Development : Prototype Website (LO-3)    25 marks

Ensure you setup your Joomla! website and complete the activities as listed in the checklist document. Your Joomla! Website URL should be accessible for the marker to assess the activities undertaken as per the checklist document.

1. Valid setup of Joomla! Website with filled checklist document.    (2.5 marks)
2. Template and layout is accessible and user friendly.    (2.5 marks)
3. Content – key Pages: Home, About Us, Products/Services,   
4. Policy pages, Contact page and their screenshots in appendix.    (5*3= 15 marks)
5. Menu and Links creation and their screenshots in appendix.    (5 marks)

Submit the filled checklist and all the screenshots of your developed webpages as Appendix 1 in the Report.

Report: Website Development Journal (at least 10 records) (LO-3)    5 marks

Prepare a journal that records your activities while developing the prototype website. In date order, clearly list the following:

 Date of project activity
 Full description of activity / discussion
 Resources name and link
 Time duration of the activity

Submit this journal as Appendix 2 in the Report.

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