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互联网营销组合评估报告
发表日期:2013-08-10 09:01:09 | 来源: | 当前的位置:首页 > 写作FAQ > 正文
The criteria used to assess the Internet Marketing Portfolio Report will be:
Description of chosen organisation (30%)
Use of academic concepts and theories (30%)
Quality of reflection, interpretation and evaluation (30%) 
Structure and clarity of presentation (10%)
 
Marking Criteria
Description of chosen organisation (30%)
Justification for selection of organisation
Breadth and depth of information on organisation’s Internet marketing activities
Use of supporting materials
Additional Marking Notes:
There are two likely / expected approaches to this assessment which may be taken by the student. The first is a general ‘overview’ of strategy assessment following the core structure of the text and the seminar process. The second approach is likely to involve a level of concentration or focus on a particular area of the unit or Internet strategy in which case there will need to be justification for the chosen organisation and the topic area of choice so that the marker is able to understand and choices made and the student is able to ‘sit’ the chosen area within the broader strategic framework presented by the unit. Either approach is equally valid, however, concentrating on one particular area will require the student to present and analyse at a more detailed level in these circumstances.
Questions that may assist when judging the submitted piece of work:
Are any reasons presented for this choice of company?
• Market leader 
• Market follower
• New player
Has there been good use of secondary sources over and above the main organisation’s website?
• Mintel Reports
• Financial Reports
• Periodicals
• Other Websites (competitors / Internet News / BBC)
• Etc
Does the report show a clear understanding of the organisation itself, it’s Internet activities, the market in which it operates?
• The student should know more about the company than the marker?
Poor answers will be largely descriptive, restating corporate marketing literature with little insight
Mid range answers will set the scene but lack either a rational structure or be limited in scope in terms of secondary sources.
Good Answers will display a range of the above points demonstrating a true understanding of the organisation and the issues it is facing in the market.
Use of academic concepts and theories (30%)
The extent to which academic materials have been incorporated
Depth of reading and application
Relevance of the content
Additional Marketing Notes:
The Unit has covered many different models, so in many cases it is unlikely that all will be presented. With this in mind however, it is likely, due to the nature of the unit and the attention they were given that certain key models are likely to be incorporated. It is also possible (and encouraging) that other strategic models may be used that have been introduced by other units on the student’s degree programmes. This section is looking for a clear theoretical underpinning that enables the student to interpret and evaluate as objectively as they can, the chosen organisation’s activities.
There should be reference to journals articles such as Payne & Frow and specific passages from the core text (Chaffey et al). The student may well make reference to other textbooks and authors in this field, such as Rayport & Jaworski, O’Connor, Turban, Rowley, Chaffey & Others.
Although this is a reasonably ‘hands on’ assessment, academic theory should not be ignored. To rely solely on the core text and lecture slides is really insufficient for all but the lowest range of marks.
Given the word limit, large descriptive passages about a particular model should be left to the appendices, if included at all. Discussion or debate and argument surrounding the choice of a model and its ease of application however is welcomed as it demonstrates what, why, & how a model or framework was implemented.
Quality of reflection, interpretation and evaluation (30%)
Logical reasoning, analysis and debate
Quality and depth of appraisal and interpretation of both the Internet marketing activities and academic materials 
 
Additional Marketing Notes:
Moving forward through the assessment the student will have to bring together both the academic, objective observation and application of their chosen methods in order to determine where the organisation is, what it is doing and what it’s strategies ‘appear’ to be. From this position the student will be in a position to suggest / recommend logical and achievable (SMART) strategies.
It is highly likely that some will suggest a total change in direction and design, others may suggest complimentary services or products to expand / extend the brand into different but related markets. Some may suggest that the organisation should not change anything and keep moving in the way they have already done whilst others may suggest complete withdrawal.
There is no right answer. The important thing to judge is how the answer was arrived at with clear thought processes, structure, and synthesis of both the underpinning theory and its practical application. Excellent answers will also demonstrate an appreciation for the less ‘fun’ elements of the unit such as the Financial position of the organisation to implement such strategies, the effects of and on of Human Capital in the organisation, the Technical Architecture that underpins such changes in direction linking other units as well as resources and capabilities of the organisation.
A clear understanding (and in some cases a definition) or ‘short’ and ‘medium term’ will also be useful.
Structure and clarity of presentation (10%)
The logic and rationale for the adopted structure 
The clarity of the points made 
Correct use of Harvard referencing style
Additional Marking Notes:
This is a portfolio report and a marketing assessment so, the way in which the document is presented (marketed) is important. Is there a clear structure, with pages numbered and contents pages etc.? Is there good use of pagination and white space? There should be careful but full use of diagrams and screen shots used in explanation and assessment of activities.
There should be no doubt in the readers mind, where they are in the document, what the organisation does and importantly what their website (assuming one is chosen) looks like.
Due to the nature of the report, and the amount of information that is likely to come from the Internet, the use of Harvard APA at this level of study is vital.
用来评估互联网营销组合报告的标准将是:
说明所选组织(30%)
使用的学术概念和理论(30%)
的反思,解释和评价质量(30%)
结构和清晰的演示文稿(10%)
 
评分标准
说明所选组织(30%)
组织选择的理由
组织的网络营销活动的广度和深度上的信息
使用辅助材料
其他标记说明:
有两种可能/预期这一评估方法可采取由学生。第一个是一般的“概述”的战略评估后,文本和研讨会过程中的核心结构。第二种方法是可能涉及的浓度水平,或专注于某一领域的单位或互联网战略,在这种情况下,将需要有选择的组织和主题区域的选择理由,这样的标志是能够理解和选择,学生能够'坐'所选择的区域内更广泛的战略框架,由单位提出。然而,两种方法同样有效,集中在一个特定的区域会要求学生介绍和分析在这些情况下,在更详细的级别。
的问题时,可以协助判断提交作品的工作:
任何理由提出这样选择的公司吗?
•市场领导者
•市场跟随者
新播放器。
是否有很好的利用次级来源及以上的主要组织的网站?
•Mintel的报告
•财务报告
•期刊
•其他网站(竞争者/互联网新闻/ BBC)
•等
报告显示是否清楚地了解该组织本身,它的上网活动,其经营的市场?
•学生应该知道更多有关该公司的标记?
差的答案将在很大程度上描述,重申企业营销的文献很少见地
中档的答案将设置现场,但缺乏一个合理的结构或范围有限的次要来源。
很好的答案将显示上述一系列的点,展示一个真实的组织和它在市场上面临的问题的理解。
使用的学术概念和理论(30%)
在何种程度上已被纳入学术材料
深度阅读和应用
相关的内容
其他营销附注:
单位已涵盖了许多不同的机型,所以在许多情况下,这是不可能的,所有将被提交。考虑到这一点,但是它是有可能的,由于他们的单位的性质及注意,某些关键的模型可能被纳入。它也有可能(和鼓励)等单位对学生的学位课程已引入,可用于其他战略车型。本节寻找一个明确的理论基础,使学生理解和评价客观,因为他们可以选择组织的活动。
应该是有参考期刊的文章,如佩恩&FROW和具体段落的核心文本(查费等)。学生可参考其他教科书和作者在这一领域,如Rayport沃斯基,奥康纳,头巾,罗利,查费及其他。
虽然这是一个合理的评估手中,学术理论,不应该被忽视。仅仅依靠核心文本和演讲幻灯片,真的是不足为所有,但标记最低范围。
由于字数限制,有关特定模型的大型描写段落应留给附录,如果包括所有。欢迎讨论或辩论和争论,然而围绕一个模型,其应用方便的选择,因为它表明什么,为什么,和如何实现一个模型或框架。
的反思,解释和评价质量(30%)
逻辑推理,分析和辩论
双方的网络营销活动和学术材料的鉴定和解释的质量和深度
 
其他营销附注:
展望未来通过考核的学生将汇集学术,客观的观察和应用他们所选择的方法,以确定该组织是什么,它​​在做什么,它的战略出现“。从这个位置,学生将在一个位置建议/推荐逻辑和实现的(SMART)的战略的。
这是很有可能,有些人会提出一个总的变化方向及设计,其他人可能建议不同但相关的市场展开/扩大品牌的免费服务或产品。有些人可能会建议该组织应不会改变任何东西,并保持运动的方式,他们已经做了,而其他人可能会建议完全撤出。
有没有正确的答案。最重要的事情是如何判断的答案是清晰的思维过程,结构和合成的的支柱理论和实际应用两个到达。优秀的答案也将展示赞赏少'乐趣'元素等单位组织的财务状况,实现这样的战略,在组织和人力资本的影响,技术架构,支撑这样的变化,方向连接等单位,以及资源和能力的组织。
清楚地了解(在某些情况下的定义)或“短”和“中期”也将是有益的。
结构和清晰的演示文稿(10%)
采用结构的逻辑和理由
清晰点
哈佛引用风格的正确使用
其他标记说明:
这是组合报告和营销评估,以便提出的方式,该文档(销售)是很重要的。是否有明确的结构,具有编号的页面和内容页面等?是否有很好的利用的分页和白色的空间?应该小心,但充分利用图和屏幕截图用于解释和评估活动。
应该是在读者心目中,毫无疑问,他们在那里的文件,组织做什么,重要的是什么,他们的网站(假设一个选择)看起来像。
由于该报告的性质,很可能来自互联网的信息量,使用哈佛APA在当前的学习水平是至关重要的。