Faculty of Business and Law
Assignment Brief
Module Title E-Marketing Assignment Number Coursework 2
Module Code MARK3011 Assignment Title Individual Action Plan
Module Leader Dr Suha Omar Assignment Weighting 50%
Assignment Release
11/10/2021 (9:00AM)
6/4/2022 12:00 (noon)
Assessment Information – What you need to do
This assignment is an individual assignment.
Having carried out a thorough analysis of the firm’s current online presence in Aassignment 1,
you are asked to produce an Emarketing Action Plan for the firm. This should include:
 Clearly defined SMART objectives
 Proposed recommendations to meet objectives
 Proposed evaluation methods
Drawing on your critique and analysis in Coursework 1, Coursework 2 naturally moves on to
develop an Emarketing Action Plan, which will enhance the firm’s current online position from an
Emarketing perspective. You are asked to develop three to four SMART objectives of estrategic
importance to the firm. These should be SMART, i.e. Specific, Measurable, Attainable, Relevant
and Time-bound. Thereafter, you should make recommendations to address each of your
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Assignment Brief
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objectives. Finally, you should report how you intend to measure the success of your proposed
estrategy and outline a set of evaluation methods. Again, high marks will be awarded for
creativity, innovative ideas, relevance, Emarketing focus, sound SMART objectives, quality of
strategic recommendations, valid evaluation methods and evidence of extensive reading of
relevant literature.
There are no right or wrong answers to this coursework; all ideas are welcomed. However, your
response should address the assignment brief with reason and relevance; points should be well
articulated and justified. The proposed estrategy needs to be coherent, with clear, well-defined
SMART objectives, sound recommendations and evaluation methods.
You should not contact Primark, Leicester Running Shop, Pochin, RICHER SOUNDS, Tabletennis-tables and Cornwall Model Boats or any of its agents.
Websites Options:
Please use the same website you analysed in Assessment 1.
Option 1 Option 2
www.primark.com https://www.leicesterrunningshop.co.uk
Founded in 1969, Primark is a high street
retailer selling clothes and accessories at
very competitive prices that represent value
for money. It has a presence in the UK,
Europe and USA with a total of 350 stores.
Leicester Running Shop founded in 2007 is a
specialist running shop which stocks a wide
range of sports products and caters for
beginners all the way up to elite Club athletes.

Option 3 Option 4
https://www.pochin.com https://www.richersounds.com
Founded in 1861, Pochin is inspired by its
traditions of retail innovation, great products
and friendly expertise. Pochin is the UK 2013
Bathroom Retailer of the Year; with the
Leicester flagship being crowned Bathroom
Showroom of the Year.
Richer Sounds is a retailer of hi-fi separates,
TV, home cinema systems etc. They have 53
stores nationwide and trade online and through
tele sales.
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Assignment Brief
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Option 5 Option 6
https://www.table-tennis-tables.co.uk www.cornwallmodelboats.co.uk
Table-tennis-tables.co.uk established over 20
years are the UK\’s leading table tennis tables
The firm offers an extensive range of indoor
and outdoor table tennis tables from the
world\’s top manufacturers.
Cornwall Model Boats is a small business
operating in a niche market targeting and
serving model boat enthusiasts. It is a leading
model boat supplier in the UK stocking over
3000 model boats and ship kits.
Report Structure
 The word count for the report is maximum 1,000 words excluding references and
 Each report should be in 12-point Times Roman or Arial, 1.5 line spacing.
Clearly expressed points in English, careful punctuation and appropriate use of paragraphs
will be appreciated, and will help improve your work.
 The assignment should be submitted in report format with content page, appropriate
headings, referencing. Please state word count on cover page.
While you are free to format and structure your report accordingly, it is expected to include:
o Title Page;
o Content List;
o SMART Objectives
o Recommendations
o Evaluation Methods
o References and Appendices.
The format of the report will be discussed further in class.
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Assignment Brief
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Criteria for Assessment – How you will be marked
Criteria Poor Bare
Good Very
SMART Objectives (100-200 words)
Clearly defined, justified and realistic
online SMART objectives. Are they
following the analysis from
Coursework 1? Do they have scope to
substantially improve the firm’s
current online position? Are they of
strategic importance?
Recommendations (600 – 700 words)
In response to the SMART objectives,
does the report make a range of
relevant, realistic and valid
recommendations detailing specific
website features/actions/tactics that
will enhance the firm’s online
Evaluation methods (200 – 300 words)
Were specific evaluation methods
identified and outlined in line with the
objectives? Does the report propose
specific website metrics/analytics?
Overall understanding and application of
To what extent has the action plan
addressed the assignment brief and
demonstrated understanding and
application of relevant Emarketing
theory? Was the proposed
Emarketing Action Plan solid?
Evidence of background reading and
appropriate use of references within
text and reference list.
Note: Proposed word count for each section is indicative. However, total word count should not exceed 1,000 words
excluding references and appendices.
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Overall Feedback Comments:
Further information on University mark descriptors can be found here.
This assignment is designed to assess the following learning outcomes:
 Develop understanding of E-marketing theoretical developments, concepts and frameworks through
real life examples and application.
 Develop awareness of a range of tools and techniques of emerged technologies; and how these
impact the elements of the marketing mix.
 Be able to review, assess and develop effective digital marketing plans and strategies; and advise
organisations on their digital marketing strategy.
 Gain understanding and knowledge of complex digital marketing issues and be in a position to
effectively communicate these to various audiences.
 To understand social media networks and their impact on marketing; and be able to take advantage
of the potential of social media networks.
Assessment Details
The word count is 1,000
There will be a penalty of a deduction of 10% of the mark for work exceeding the word limit by
10% or more.
The word limit includes tables, figures, quotations and citations, but excludes the references list
and appendices.
How to Submit your Assessment
The assessment must be submitted by 12:00 noon (GMT/BST) on 6/4/2022. No paper copies are
required. You can access the submission link through the module web.
• Your coursework will be given a zero mark if you do not submit a copy through Turnitin.
Please take care to ensure that you have fully submitted your work.
• Please ensure that you have submitted your work using the correct file format, unreadable
files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents,
unless otherwise advised by the module leader.
• All work submitted after the submission deadline without a valid and approved reason will be
subject to the University regulations on late submissions.
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o If an assessment is submitted up to 14 days late the mark for the work will be capped
at the pass mark of 40 per cent for undergraduate modules or 50 per cent for
postgraduate modules
o If an assessment is submitted beyond 14 calendar days late the work will receive a
mark of zero per cent
o The above applies to a student’s first attempt at the assessment. If work submitted as
a reassessment of a previously failed assessment task is submitted later than the
deadline the work will immediately be given a mark of zero per cent
o If an assessment which is marked as pass/fail rather than given a percentage mark is
submitted later than the deadline, the work will immediately be marked as a fail
• The University wants you to do your best. However, we know that sometimes events happen
which mean that you can’t submit your coursework by the deadline – these events should be
beyond your control and not easy to predict. If this happens, you can apply for an extension
to your deadline for up to two weeks, or if you need longer, you can apply for a deferral,
which takes you to the next assessment period (for example, to the re-sit period following the
main Assessment Boards). You must apply before the deadline. You will find information
about applying for extensions and deferrals here.
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism
checking websites.
Return of Marked Work
You can expect to have feedback returned to you on 10th May 2022 (20 working days). If for any
reason there is a delay you will be kept informed. Marks and feedback will be provided online. It
is important that you access the feedback you receive as this will help to make improvements to
your later work, you can request a meeting with your Module Leader or Personal Tutor to discuss
your feedback in more detail.
Marks will have been internally moderated only, and will therefore be provisional; your mark will
be formally agreed later in the year once the external examiner has completed their review.
More information on assessment and feedback can be found here.
Academic Integrity
In submitting a piece of work f or assessment it is essential that you understand the University\’s
requirements for maintaining academic integrity and ensure that the work does not contravene
University regulations. Some examples of behaviour that would not be considered acceptable
include plagiarism, re-use of previously assessed work, collusion with others and purchasing your
assignment from a third party. For more information on academic offences, bad academic
practice, and academic penalties, please read chapter four of our academic regulations.
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Academic Support and Your Well-being
Referencing is the process of acknowledging other people’s work when you have used it in your
assignment or research. It allows the reader to locate your source material as quickly and easily
as possible so that they can read these sources themselves and verify the validity of your
arguments. Referencing provides the link between what you write and the evidence on which it is
You identify the sources that you have used by citing them in the text of your assignment
(called citations or in-text citations) and referencing them at the end of your assignment (called
the reference list or end-text citations). The reference list only includes the sources cited in your
text. The main referencing guide can be found here and includes information on the basics of
referencing and achieving good academic practice. It also has tabs for the specific referencing
styles depending on whether you require Harvard style used in business or OSCOLA style used by
the Law school.
The University has a wealth of support services available to students; further information can be
obtained from Student Gateway, the Student Advice Centre, Library and Learning Services and,
most importantly, your Personal Tutor. If you are struggling with your assessments and/or
deadlines please do seek help as soon as possible so that appropriate support and guidance can
be identified and put in place for you. More information can be found on the Healthy DMU

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