| Assignment Brief | |
| BMM6582: eBusiness and eMarketing | |
| Component number | Assignment 1 |
| Assignment type | 01 Video presentation (Panopto) |
| Learning outcomes for this assessment (Please see module Handbook for all learning outcomes) | 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. |
| Weighting: | 40% |
| Word Count or Equivalent | 10 Minutes |
| Submission deadline: | This week (before 12 PM) |
| Post date: | 3rd of December, 2025 |
Completing Your Assignment
Over a period of seven weeks, you will be encouraged to select and, through exploratory research, develop a “snapshot” video presentation of an eBusiness and eMarketing challenge based on one of 3 areas in e-Marketing and e-Business (see below). This will culminate in the submission of a 10-minute video presentationon Panopto, outlining research findings so far and the anticipated direction of the final project analytical review due for submission at the end of the module.
Panopto: Panopto is a video platform used in the education sector. With the option of lecture capture, Panopto can record video presentations that can be viewed in its entirety or by sections / slides. This is one of the most popular platforms used for online / recorded lecture sessions. Students can access their individual Panopto Account via Moodle. They will submit their video presentation by uploading / recording their video on Panopto.
THE TOPICS FOR VIDEO PRESENTATION
1. Scope: e-Business
E-business is more than automating existing processes; it uses digital technologies to transform how organisations operate and deliver value. Companies like Netflix, Spotify, Nike, Airbnb, and IKEA have each leveraged technology to create new business models and disrupt traditional industries.
Critically evaluate this statement, using examples from a range of sectors to show how technological innovation has enabled both process automation and the creation of entirely new ways of doing business.
2. Scope: e-Marketing
A strong e-marketing strategy is essential for online business success. Companies like OpenAI, Canva, Tesla, and ByteDance (TikTok) use digital marketing to reach global audiences, build loyalty, and disrupt industries.
Critically evaluate the e-marketing strategies of one or more of these types of companies. Use examples from various sectors to show how integrated, innovative approaches drive results across the business.
3. Scope: e-CRM
CRM and e-CRM aims to increase customer loyalty, profitability, and positive word-of-mouth by delivering superior value and satisfaction, as well as acquiring and retaining profitable customers. Companies like Uber, British Airways, Zara and BMW use their CRM and e-CRM platform effectively to create long lasting relationships with their customers.
Explain how your chosen company uses e-CRM to build strong customer relationships. Suggest ways senior management could further improve customer perception, drawing on e-CRM theory and best practices. Consider how effective the company is at acquiring and retaining profitable customers, the uniqueness of its value proposition, and the benefits of e-CRM techniques. Use examples from various sectors and countries to illustrate both successes and challenges in e-CRM.
Is there a time limit?
10 minutes video presentation
How do I produce high quality work that merits a good grade?
1. Demonstrate your grasp and knowledge on the content you are talking about
2. Support your arguments with references from published literature
3. Use a range of sources. Do not just talk about Amazon or eBay – use a range of sectors/organisations to show your understanding
4. Present with confidence, clarity and evidenced based examples
5. Demonstrate wider reading around the subject.
How will my assignment be marked?
Your assignment will be marked based on the marking criteria below. Make sure you read thoroughly to see how you can accumulate marks.
| Classification: Criterion: | Exceptional First 90-100 | Outstanding First 80-89 | First 70-79 | 2 (i) 60-69 | 2 (ii) 50-59 | Third 40-49 | Fail 30-39 | Abject Fail 0-29 |
|
Presentation Style (25%) |
Professional and sophisticated presentation with exceptional clarity and coherence. Excellent, controlled, confident delivery, pace, and audience engagement. | Professional and fluent presentation with great clarity and coherence. Confident delivery, pace and audience engagement. | Fluent and accurate presentation with great clarity and coherence. Mostly confident delivery, pace and audience engagement. | Clear and coherent presentation. Good delivery, pace and audience engagement | Some lapses of clarity in presentation. Some expression is ineffective. Satisfactory delivery, pace and audience engagement | Adequate, but awkward expression throughout presentation with little clarity. Poor delivery, pace and audience engagement | Inadequate and unclear presentation. Impaired communication. Error-strewn. | Grossly inadequate and unclear presentation. Severely impaired communication. Error-strewn. |
|
Knowledge & Understanding (20%) |
Polished grasp of sustainability, the sustainable development goals and their relevance to business. Astute and authoritative approach to complexity. | Comprehensive and confident grasp of sustainability, the sustainable development goals and their relevance to business with strong sense of subject complexity. | Thorough understanding of sustainability, the sustainable development goals and their relevance to business and well applied in the pitch presentation. | Secure, general understanding of sustainability, the sustainable development goals and their relevance to business; reasonable application within the pitch presentation. | Sound knowledge of the sustainability, the sustainable development goals and their relevance to business relevant to the pitch presentation. | Limited knowledge of the sustainability, the sustainable development goals or their relevance to business; shows basic understanding. Some awareness of the context of the pitch presentation. | Faulty understanding of the sustainability, the sustainable development goals and their relevance to business. Irrelevant or mostly absent content. | No understanding of sustainability, the sustainable development goals and their relevance to business. Irrelevant or absent content. |
|
Analysis and Conclusions (25%) |
Original and searching analysis, critical appraisal corporate sustainability frameworks, strategies and issues with judicious conclusions. | Searching analysis of corporate sustainability frameworks, strategies and issues with pertinent conclusions drawn. | Insightful analysis of corporate sustainability frameworks, strategies and issues throughout with appropriate conclusions drawn. | Strong analysis of corporate sustainability frameworks, strategies and issues. Some general conclusions drawn. | Some conclusions drawn based on some reasonable comparisons and examples of corporate sustainability frameworks, strategies and issues. | Basic analysis. Remains descriptive, little evaluation or comparison of corporate sustainability frameworks, strategies and issues. Few clear conclusions. | Insufficient evaluation or attempt to make comparisons of corporate sustainability frameworks, strategies and issues. Conclusions illogical insufficient. | No evaluation or attempt to make comparisons of corporate sustainability frameworks, strategies and issues. Conclusions illogical or absent. |
|
Structure, Argument (20%) |
Effective and integrated over-arching argument relating to the business case for sustainability, clear, insightful synthesis of material. Highly creative understanding of topic. | Effective overall argument relating to the business case for sustainability with clear and insightful connections between claims. Creative understanding of topic. | Clear and logical focus and direction relating to the business case for sustainability with valuable connections made between claims. Good level of creativity. | Well-focused on the business case for sustainability with some clear connections made between claims and some overall direction. Some creativity. | Addresses the business case for sustainability with some direction and makes some connections between claims or different parts of artefact/assignment. | Argument relating to the business case for sustainability is weak and difficult to detect. Connections made between statements limited | Lack of argument relating to the business case for sustainability. Faulty connection between statements. | No argument. Many faulty connection between statements. |
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Sources & Evidence, Adherence to Referencing Conventions (10%) |
Extensive and evaluative use of evidential support for argument.
Flawless referencing or technical skills using extensive academic sources. |
Extensive use of evidence with some evaluation.
Flawless referencing or technical skills using a wide range of academic sources. |
Clear support of argument with well selected evidence.
Excellent referencing or technical skills using a range of academic sources. |
Draws on relevant independent sources and evidence to support claims.
Consistent and accurate referencing or technical skills using some academic sources. |
Makes simple use of evidence from recommended sources.
Largely consistent accurate referencing. or technical skills with limited academic sources. |
Relies on superficial statements with little supporting evidence.
Limited referencing/ adherence to convention or technical skills. Lack of academic sources. |
Lack of evidence or relevant sources.
Inadequate referencing or technical skills. |
No evidence or relevant sources. Inadequate or no referencing or technical skills. |
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