Assignment Guidance and Front Sheet
This front sheet for assignments is designed to contain the brief, the submission instructions, and the actual student submission for any WMG assignment. As a result the sheet is completed by several people over time, and is therefore split up into sections explaining who completes what information and when. Yellow highlighted text indicates examples or further explanation of what is requested, and the highlight and instructions should be removed as you populate ‘your’ section.
You have been appointed as an e-commerce consultant for a medium sized seller of Educational software. The company currently sells their products to online consumers throughout Europe.
Your task is to develop an e-commerce strategy for this company to help them to continue to develop their online sales. They have a budget of approximately £80,000 for the new e commerce website. Their current website is managed in WordPress and uses basic WooCommerce functionality, however substantially increased customer demand has encouraged them to find a more advanced e-commerce strategy and solution.
The Managing Director needs your help in identifying and justifying the most suitable solutions for the company.
Your strategy must provide, in business report format:
- A critical evaluation and recommendation of the most appropriate hosting, e-commerce platform (e.g. CMS tools) and overall e-Commerce system.
- An overview of the key website functionality required and how it will enhance customer experience and lead to conversions.
- A critical assessment of the payment and shipping options for the retailer.
- Details of how the new website will be integrated with the overall enterprise business architecture.
- A high-level plan that outlines costs, resources and timings of your strategy activities, and other key aspects of the implementation.
Your strategy must highlight why you have made particular suggestions and what the benefits are to the company. You are encouraged to highlight any potential risks or limitations of your recommendations that derive from your assumptions about the company.
Make as many assumptions about the company as you like to build a full picture of its activities. Remember to state clearly what your assumptions are.
References from both academic and commercial sources should be included.
Module learning outcomes (numbered)
L1. To demonstrate a comprehensive understanding of the key eCommerce technologies (hardware and software), and to determine an appropriate solution for given use-cases
L2. To critically evaluate business requirements and to build a comprehensive and persuasive business case
L3. To develop a comprehensive understanding of design patterns and best practices and their practical implementation
L4. To critically evaluate the requirements of a range of user personas, and to optimise the user experience appropriately
L5. To critically evaluate the systematic and operational risks associated with eCommerce implementations and develop comprehensive mitigation strategies
Demonstrates high level of creativity in defining consultancy role, writing for a clearly stated audience and defining specific outcomes. Graphical and tabular material is well-integrated.
Clear report-style format and structure is provided with some attempt to establish a business scenario. Graphical and tabular material is used but may lack relevance.
No understanding of business-focus. Essay format.
Evaluation of opportunity (L1, L2, L4) 20% of mark
Well-justified selection of multiple analysis tools (e.g. SWOT/TOWS, strategy canvas, 7 P’s of marketing etc.). High level of analytical skill shown in using tools and well-integrated with the business scenario.
Assimilation of highly relevant market/competitor statistics. Development of a coherent business scenario through well-defined assumptions.
Sensible selection of analysis tools though lacking full justification. Some attempt to apply analysis to the business scenario.
Market/competitor statistics included but not always relevant or up-to-date. Assumptions are relevant and well-stated but lack depth.
Little or no use of analysis tools. Mainly narrative approach. Limited attempt to identify or use real data. Limited or no business assumptions.
Strategy content, (L3, L4)30% of mark
Excellent demonstration of creativity and originality in defining e-commerce strategy content. Comprehensive understanding of key concepts (e.g. different types of marketplaces and e-commerce platforms, functionality) Content is fully integrated with the company’s market position and target market. Suitability for the strategy is clearly demonstrated and the implementation plan is justified.
Relevant content has been defined which may lack some creativity or originality. Some attempt to apply relevant concepts. Content reflects the company’s market position and target market. Evidence of suitability for the strategy may not fully explored.
Limited or no attempt has been made to create relevant content. Limited or no attempt to apply relevant concepts. Limited or no attempt to integrate content with the company’s market position and target market. Limited or no reflection on suitability of content for the strategy.
Recommendations– website plan and migration (L1, L2, L3, L5) 30% of mark
Comprehensive evaluation of the range of relevant e-commerce themes. Well justified recommendations provided, showing clear integration with company objectives, market insights and assumptions. Risk and limitations are evaluated fully.
Some attempt has been made to evaluate a range of e-commerce themes. Good recommendations are made but there may be a lack of clarity about the integration with the company’s objectives and its market position. Risk and limitations are stated with some attempt to discuss their impact.
Limited or no attempt at assessing options. Generic recommendations are stated with no attempt at integration. Limited or no statement of risk and limitations.
High level budget and timing plan (L2, L5)10% of mark
Comprehensive consideration of realistic costs resources and timescales associated with a complex set of e-commerce activities. Highly competent presentation of cost resources and timescales.
Good understanding of the potential costs and timescales of the strategy. May not fully reflect reality. Presentation of costs and timescales is clear and understandable.
Limited or no attempt to provide costs and timescales. Poor presentation of costs and timescales.
Academic guidance resources
Further help can be obtained by contacting the eBusiness team staff, or by posting questions on the eBM teams question channel.