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Internet Marketing in Business Essay

Learning Outcomes

1. Know what role internet marketing has within a modern marketing context 2. Understand the benefits of internet marketing to customers 3. Understand the opportunities offered to businesses by internet marketing 4. Understand the challenges faced by businesses using internet marketing This assignment is my own work. If I have worked with someone else or have received help I have shown this clearly in my work. I have given references for all quotations and materials from the work of other people.

Student signature……………………….. Date ……………….

Marking Criteria

Criteria to be met

P1 describe the role internet marketing has within a modern marketing context P2 describe how selected organisations use internet marketing P3 explain the benefits to customers of a business using internet marketing P4 describe the benefits and opportunities to the business of using internet marketing within the marketing mix of a selected business P5 explain how internet marketing has made a selected business more efficient, effective and successful P6 explain the challenges of globalisation facing a selected business when using the internet as a marketing tool

Criteria to be met

M1 analyse the benefits of internet marketing to customers
M2 analyse the marketing opportunities and challenges faced by a selected business when using internet marketing

Criteria to be met

D1 evaluate the effectiveness of internet marketing in meeting customer needs for a selected business

Embedded English Skills
Embedded Maths Skills

Speaking and listening – make a range
of contributions to discussions and make
effective presentations in a wide range
of contexts (giving presentations).

Writing – write documents, including extended writing pieces, communicating information, ideas and opinions, effectively and persuasively (writing reports).

Interpretation of numerical data
Production of charts and tables from data
Intra/Extrapolation of data to new situations
Creation of case studies

The Scenario

1. You will work in teams of three (maximum) people. Working individually is allowed. 2. Each member of the team will keep a reflective diary logging their input into the team work which will be presented alongside their evidence at the end of the assignment. 3. Your team is acting as a consultancy for a business which is considering expanding their operations online. Your coursework will consist of the advice that you give this company. 4. Your will make FOUR pitches to this company, addressing the information required in the following briefs. 5. The format of the pitch is yours to decide. It must be a format which can be reviewed by a third party of necessary. Possible formats could include a written report, a presentation, a portfolio of evidence, a video or a recorded structured question and answer session etc. You are not required to use the same format to answer each brief.


Using examples from businesses with established online presences, describe the changes that internet marketing has delivered to the modern marketing concept, how the internet complements the traditional operations of these businesses and what benefits this use of the internet delivers for the businesses.

Your pitch should include:

(P1) how using the internet has changed the way companies interact with their customers (P1) which tools have been introduced to enable marketing on the internet (P1) how companies ascertain the wants and needs of the customer using the internet (P2) examples of how these tools are used by a number of businesses to market to customers (P2) examples of best practice in using the internet for marketing (P2) how internet marketing is integrated with more traditional marketing media


Carry out primary and secondary research into the customer experience of marketing on the internet and present the benefits that have been delivered to these customers. This brief must be informed by actual experiences and should take into account both positive and negative responses from customers.

Your pitch should include:

(P3) examples of benefits to customers that have come as a result of internet marketing (P3) positive and negative case studies of customer experiences of internet marketing (M1) analyse how internet marketing builds on conventional offline marketing practices. (M1) give a detailed explanation of the effect use of internet marketing tools to enhance the customer experience.

BRIEF THREE – P4, P5, P6, M2

Present the client with a guide to the practical methodology of marketing online. This should include reference to marketing strategy, including but not limited to the marketing mix, the changes to operations which will result in greater effectiveness and efficiency and the impact of moving from a local to a global business audience. It should also detail the challenges that would face the business and make recommendations on how to overcome them.

Your pitch should include:

(P4) an outline of the benefits and opportunities for an organisation of using internet marketing. (P4) a case study of an organisation which uses internet marketing which details their usage, using the marketing mix as a framework. (P5) an explanation of efficiency gains that can be achieved through the use of internet marketing. (P5) examples of the usage of internet marketing techniques to achieve effective and successful outcomes for organisations. (P6) examples of the impact of globalisation on organisations that use the internet for marketing. (P6) how do businesses modify their online presence to suit a global audience? (M2) an analysis of the opportunities and challenges that internet marketing creates for an organisation. (M2) detailed examples of instances where organisations have overcome these challenges.


Present a case study of an existing business which has introduced an online marketing and/or sales function and evaluate the impact that internet marketing has had on the organisation and its customers. This brief also requires you to identify the needs of the customers and detail how they have been addressed by internet marketing.

Your final pitch should include:

(D1) a detailed case study of a selected business showing how they use internet marketing to achieve their aims and objectives. (D1) a detailed explanation of the wants and needs of the customers of the business. (D1) an explanation of how the use of internet marketing meets these wants and needs. (D1) an explanation of how the use of internet marketing fails to meet these wants and needs. (D1) recommendations of how the selected business could improve their internet marketing to become more efficient and effective, justified with examples of best practice and innovators in the area.





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P / M / D
70/ 80/ 90

Learner Declaration:

Name & Signature:
I certify that the work submitted for this assignment is my own work. I have clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice.

Tutor Signature: Date:

Essay Topics:

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