\nThis individual report will consist of two parts.
\nPart 1: Critically evaluate the potential impact of business analytics on digital Internet marketing.<\/p>\n
Part 2: Premier Inn (http:\/\/www.premierinn.com\/gb\/en\/home.html) is a one of the UK?s top-rated hotel chain. You are required to:
\na)\tIdentify its main online marketing strategy,
\nb)\tCritically evaluate its online business model in relation to its online marketing strategy, and
\nc)\tCritically evaluate its website designing and make recommendations for improving its website and business model.<\/p>\n
Assessment Weighting (%): 50%
\nWord Limit: 2500 words
\nReport Style: Word processed in Arial 11 pt font
\nReport Content: Must address the topics indicated in the Assessment Criteria<\/p>\n
Individual Report – Marking Criteria
\nCriterion\tWgt.\t0-34\t35-39\t40-49\t50-59\t60-69\t70-100
\nPart 1:
\n \t40%\tReal lack of understanding of the topic\tLimited understanding of the topic\tAdequate critical understanding of the topic\tGood critical understanding of the topic\tSound critical understanding of the topic\tExcellent critical evaluation of the topic
\nPart 2:
\n?\tIdentify its online marketing strategy<\/p>\n
?\tCritically evaluate its online business model<\/p>\n
?\tMake recommendations for improving its website and online online business model.<\/p>\n
5%<\/p>\n
\n15%<\/p>\n
20%\t
\nLittle description<\/p>\n
Little evaluation made of any merit <\/p>\n
\nLittle solutions identified \t
\nLimited description<\/p>\n
Limited evaluation of a limited number of factors<\/p>\n
\nLimited and superficial solutions with little detail on the likely changes, benefits, costs and\/or resources required \t
\nSatisfactory description<\/p>\n
Satisfactory evaluation of a limited number of factors based on theories\/models<\/p>\n
Satisfactory solutions with insufficient detail on the likely changes, benefits, costs and\/or resources required \t
\nGood description<\/p>\n
\nSatisfactory evaluation based on relevant theories\/models<\/p>\n
\nGood and reasoned solutions with satisfactory level of detail on the likely changes, benefits, costs and\/or resources required \t
\nVery good description<\/p>\n
Very good critical evaluation based on relevant theories\/models<\/p>\n
\nWell reasoned and justified solutions with sufficient detail on the likely changes, benefits, costs and\/or resources required \t
\nExcellent description<\/p>\n
Excellent critical evaluation based on relevant theories\/models<\/p>\n
\nVery well reasoned and justified solutions with the likely changes, benefits, costs and\/or resources required<\/p>\n
Quality of academic writing and presentation
\n\t20%\tUnacceptable grammar and spelling
\n\tVery poor grammar and spelling
\n\tRelatively weakly expressed with many mistakes in grammar and spelling.\tReasonably well expressed with several mistakes in grammar and spelling\tWell expressed with very few mistakes in grammar and spelling\tExcellently expressed with perfect grammar and spelling<\/p>\n
\nReferences:
\nDigital marketing: strategy, implementation and practice – Dave Chaffey, Fiona Ellis-Chadwick c2012
\nAdvanced web metrics with Google Analytics – Brian Clifton c2012
\nEmarketing excellence: planning and optimizing your digital marketing – Dave Chaffey, P. R. Smith 2013
\nDigital business and e-commerce management: strategy, implementation and practice – Dave Chaffey 2015
\nStrategies for e-business: creating value through electronic and mobile commerce : concepts and cases – Tawfik Jelassi, Albrecht Endersc2008
\nWeb analytics 2.0: the art of online accountability & science of customer centricity – Avinash Kaushik c2010
\nWeb application architecture: principles, protocols and practices – Leon Shklar, Rich Rosen c2009
\nElectronic commerce 2012: a managerial and social perspective – Efraim Turban c2012<\/p>\n
Journals:
\nJournal of Management Information Systems
\nEuropean journal of information systems – Operational Research Society
\nEuropean journal of information systems [electronic resource]: an official journal of the Operational Research Society – Operational Research Society (Great Britain)
\nInformation & management: the international journal of information systems applications, systems, objectives, solutions
\nInformation & management [electronic resource] – Elsevier Science Ltd
\nMIS quarterly – University of Minnesota, Society for Information Management
\nInternational journal of information management
\nournal of information technology – Association for Information Technology
\nJournal of information technology: JIT [electronic resource] – Association for Information Technology (Great Britain)
\nBehaviour & information technology: an international journal on the human aspects of computing
\nJournal of organizational and end user computing
\nInformation systems journal: an international journal promoting the study and practice of information systems
\nInformation systems journal [electronic resource]
\nJournal of knowledge management [electronic resource]
\nKnowledge management research & practice: KMRP. – Operational Research Society (Great Britain) c2003-<\/p>\n","protected":false},"excerpt":{"rendered":"
This individual report will consist of two parts. Part 1: Critically evaluate the potential impact of business analytics on digital Internet marketing. Part 2: Premier Inn (http:\/\/www.premierinn.com\/gb\/en\/home.html) is a one of the UK?s top-rated hotel chain. You are required to: Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-236356","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/236356","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=236356"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/236356\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=236356"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=236356"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=236356"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}