Final Assignment e commerce e-commerce e-commerce
Geneva Business School
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Master of Business Administration
CSS 304
Online Commerce
Final Assignment
Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
PART A
GENERAL INSTRUCTIONS
This project must be done individually or in groups of two (max) provided that the
two students are working for the same company.
This assignment must be submitted in softcopy only on the assigned due date to
[email protected]
Hardcopy submissions will not be accepted
PRESENTATION OF ASSIGNMENT
You must include a title page that lists your name, Student ID and the unit number and
title.
Number all pages sequentially.
Any published material you refer to must be properly referenced (Harvard Referencing)
and included in a reference list at the end of your assignment.
ASSIGNMENT SUBMISSION DEADLINE
Due Date: Thursday, 24th November 2016
Weighing: 80% of total assessment
LATE ASSIGNMENT SUBMISSION POLICY
Any student submitting their assignments 2 days after the designated deadline will be
considered as a Late Assignment Submission which will incur a penalty of CHF 100/SAR 390.
Page
2
The penalty amount will be automatically added to your subsequent month's Course Fee.
NOTE: The first page of each assignment must include the following declaration:
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
I certify that this assignment is my own work, based on my personal study and/or research, and
that I have acknowledged all material and sources used in the preparation of this assignment
whether they be books, articles, reports, lecture notes, any other kind of document, electronic or
personal communication.
I also certify that the assignment has not previously been submitted for assessment in any other
course or at any other time in this Course, unless by negotiation, and that I have not copied in
part or whole or otherwise plagiarised the work of other students and/or persons. I have read
the GBS policy on plagiarism and understand its implications.
Assignments that do not include the above declaration will not be marked.
PLAGIARISM
Plagiarism is a form of cheating, by representing someone else's work as your own or using
someone else's work (another student or author) without acknowledging it with a reference.
This is a serious breach of the Academic Regulations and will be dealt with accordingly.
Plagiarism occurs whenever you do any of the following things without acknowledging the
original source:
Copy information from any source (including the study guide, books, newspapers, the
internet)
Use another person's concepts or ideas
Summarize or paraphrase another person's work.
How do I avoid plagiarism?
To ensure you are not plagiarizing, you must acknowledge with a reference whenever you:
use another person's ideas, opinions or theory
include any statistics, graphs or images that have been compiled or created by another
person or organization
paraphrase another's written or spoken word
You are required to use the below mentioned referencing system:
Page
3
The Harvard Referencing System; e.g. 'Smith (1985) listed five key factors'
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
FINAL ASSIGNMENT
CASE STUDY: YOUR NEW COMPANY
Learning Goal
By doing this final assignment you will be able to understand a global overview of a digital
marketing strategy.
Situation
It turns out that you have been hired as a Digital Marketing Director for a hotel
(congratulations!).
This hotel needs to implement a digital marketing strategy in order to gain market share.
The president of this hotel has organized a meeting with you. He has asked you to prepare a
document in which you will show what is a winner digital marketing strategy.
Assumption
You need to choose one real existing hotel company in your city. It cannot be the leader of the
industry.
Your mission
Name the hotel company you are working for (name it and indicate its URL)
Describe the overall strategy in the Executive Summary
List your main goals
Analyze the current digital resources of your hotel
Analyze your top 3 competitors (regarding digital marketing)
Identify at least 2 areas to improve (regarding digital marketing)
Describe the overall strategy with detail
Plan your improvement with specific actions
Define a potential calendar for the proposed actions
Define the main KPIs you will be reviewing for controlling success
Page
4
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
A: Executive Summary of your report [10 marks]
An executive summary is an overall summary of the entire report. It should have 3-4 short
paragraphs:
Paragraph 1: Based on the Introduction (Introduce the topic of your report)
Paragraph 2: Summary of the body (Indicate main subjects examined in the discussion section
of your report)
Paragraph 3: Summary of the conclusions
Paragraph 4: Outline recommendations, if any, in bullet points
NOTE: This is a summary of the entire report so you cannot write it until you have completed
the report (you cannot summarize a report you have not yet written).
Even though it appears first, the Executive Summary is one of the last things you will
Page
5
write.
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
B. Introduction of your report [5 marks]
In this part of your assignment you will required to give details introduction about the chosen
hotel.
The introduction should generally include three key types of information.
a) Background
This section sets the context for the report and provides the (brief) background information
required for the reader to understand the report.
NOTE: Detailed company background should not be included here. It is best discussed in the
body of the report
b) Aims/Objectives
This tells the reader what the aims/objectives of the report are. It indicates what key questions
the report is trying to answer and what it is trying to achieve. Why was it written?
c)Scope
Page
6
Tell the reader exactly what areas/ideas are covered in the report. This also helps to explain how
the report is organized. Look at your plan and consider your headings and sub-headings.
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Page
7
C. Body of your report [70 marks]
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Body References
The body must be fully referenced throughout, using Harvard Referencing Guidelines (In-text
referencing) to support ideas.
It should be organized logically, using topic headings, subheadings and minor subheadings to
break it into sections and sub-sections.
All headings must be numbered sequentially.
In-text Referencing:
If you take any information from the textbook, website, etc, you will need to mention it between
the lines within your report.
Example for textbook referencing:
Support organizations are those that use IS primarily for activities such as transaction
processing. (Neville, 2010, p.76)(Author’s last name, Year of Book Publication, Page
number of the book)
Example for website referencing:
In a management information system, modern, computerized systems continuously gather
relevant data, both from inside and outside an organization.(BBC, 2008) (Name of the
Page
8
Website, Year)
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
D. Conclusion of your report [5 marks]
This is your final chance to impress the reader so make it powerful. Most conclusions include
three main parts
i)
ii)
iii)
stating the aim/ context of the assignment again
followed by a very brief summary of the main points
final comments often considering the future (for eg: what can be done to improve the
Page
9
implementation of an intervention in the future)
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
E. References of your Report[5 marks]
Citation:
Last page of your assignment must include the complete list of the references used during the
completion of your assignment with all the details.
Format for referencing from print media like books:
FAMILY/SURNAME, Initials. (Publication year in brackets) Book title - italicised or
underlined.Series title and volume if applicable. Edition – if not the first. Place of publication:
publisher.
Example:
NEVILLE, C. (2010) The Complete Guide to Referencing and Avoiding Plagiarism. 2nd Ed.
Maidenhead: Open University Press.
Format for referencing from electronic sources:
Author of website FAMILY/SURNAME, Initials or WEBSITE name if no author is available.
(Year - in brackets) Title of website in italics or underlined. Any numbers if necessary or
available if website is part of a series. [Online in square brackets] Available from: URL.
[Accessed: followed by date in square brackets].
Example:
BBC NEWS. (2008) Factory gloom worst since 1980. [Online] Available from:
http://news.bbc.co.uk/1/hi/business/7681569.st m. [Accessed: 19th June 2012].
F. Assignment formatting [5 marks]
Page
10
Page Numbering, Header, Footer, etc.
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Assignment Rubric
Part A
Excellen
t
Goo
d
Average
Needs
Improv.
Marks
Allocated
Marks
Received
A: Executive Summary
Paragraph 1: Based on the Introduction
(Introduce the topic of your report)
Paragraph 2: Summary of the body
(Indicate main subjects examined in the
discussion section of your report)
Paragraph 3: Summary of the conclusions
Paragraph 4: Outline recommendations, if
any, in bullet points
10
B. Introduction
Background
This section sets the context for the report
and provides the (brief) background
information required for the reader to
understand the report.
NOTE: Detailed company background
should not be included here. It is best
discussed in the body of the report
b) Aims/Objectives
This tells the reader what the
aims/objectives of the report are. It
indicates what key questions the report is
trying to answer and what it is trying to
achieve. Why was it written?
5
c) Scope
Tell the reader exactly what areas/ideas are
covered in the report. This also helps to
explain how the report is organized. Look
at your plan and consider your headings
and sub-headings.
C. Body
70
D. Conclusion
5
Page
E. Harvard Style of References
5
11
1. Stating the aim/ context of the assignment
again followed by a very brief summary of
the main points
2. Final comments often considering the
future (for eg: what can be done to improve
the implementation of an intervention in the
future)
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
5
Total
100
Page
12
F. Assignment Formatting
(Page Numbering, Header,
Footer, etc.)
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Master of Business Administration
CSS 304
Online Commerce
Final Assignment
Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
PART A
GENERAL INSTRUCTIONS
This project must be done individually or in groups of two (max) provided that the
two students are working for the same company.
This assignment must be submitted in softcopy only on the assigned due date to
[email protected]
Hardcopy submissions will not be accepted
PRESENTATION OF ASSIGNMENT
You must include a title page that lists your name, Student ID and the unit number and
title.
Number all pages sequentially.
Any published material you refer to must be properly referenced (Harvard Referencing)
and included in a reference list at the end of your assignment.
ASSIGNMENT SUBMISSION DEADLINE
Due Date: Thursday, 24th November 2016
Weighing: 80% of total assessment
LATE ASSIGNMENT SUBMISSION POLICY
Any student submitting their assignments 2 days after the designated deadline will be
considered as a Late Assignment Submission which will incur a penalty of CHF 100/SAR 390.
Page
2
The penalty amount will be automatically added to your subsequent month's Course Fee.
NOTE: The first page of each assignment must include the following declaration:
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
I certify that this assignment is my own work, based on my personal study and/or research, and
that I have acknowledged all material and sources used in the preparation of this assignment
whether they be books, articles, reports, lecture notes, any other kind of document, electronic or
personal communication.
I also certify that the assignment has not previously been submitted for assessment in any other
course or at any other time in this Course, unless by negotiation, and that I have not copied in
part or whole or otherwise plagiarised the work of other students and/or persons. I have read
the GBS policy on plagiarism and understand its implications.
Assignments that do not include the above declaration will not be marked.
PLAGIARISM
Plagiarism is a form of cheating, by representing someone else's work as your own or using
someone else's work (another student or author) without acknowledging it with a reference.
This is a serious breach of the Academic Regulations and will be dealt with accordingly.
Plagiarism occurs whenever you do any of the following things without acknowledging the
original source:
Copy information from any source (including the study guide, books, newspapers, the
internet)
Use another person's concepts or ideas
Summarize or paraphrase another person's work.
How do I avoid plagiarism?
To ensure you are not plagiarizing, you must acknowledge with a reference whenever you:
use another person's ideas, opinions or theory
include any statistics, graphs or images that have been compiled or created by another
person or organization
paraphrase another's written or spoken word
You are required to use the below mentioned referencing system:
Page
3
The Harvard Referencing System; e.g. 'Smith (1985) listed five key factors'
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
FINAL ASSIGNMENT
CASE STUDY: YOUR NEW COMPANY
Learning Goal
By doing this final assignment you will be able to understand a global overview of a digital
marketing strategy.
Situation
It turns out that you have been hired as a Digital Marketing Director for a hotel
(congratulations!).
This hotel needs to implement a digital marketing strategy in order to gain market share.
The president of this hotel has organized a meeting with you. He has asked you to prepare a
document in which you will show what is a winner digital marketing strategy.
Assumption
You need to choose one real existing hotel company in your city. It cannot be the leader of the
industry.
Your mission
Name the hotel company you are working for (name it and indicate its URL)
Describe the overall strategy in the Executive Summary
List your main goals
Analyze the current digital resources of your hotel
Analyze your top 3 competitors (regarding digital marketing)
Identify at least 2 areas to improve (regarding digital marketing)
Describe the overall strategy with detail
Plan your improvement with specific actions
Define a potential calendar for the proposed actions
Define the main KPIs you will be reviewing for controlling success
Page
4
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
A: Executive Summary of your report [10 marks]
An executive summary is an overall summary of the entire report. It should have 3-4 short
paragraphs:
Paragraph 1: Based on the Introduction (Introduce the topic of your report)
Paragraph 2: Summary of the body (Indicate main subjects examined in the discussion section
of your report)
Paragraph 3: Summary of the conclusions
Paragraph 4: Outline recommendations, if any, in bullet points
NOTE: This is a summary of the entire report so you cannot write it until you have completed
the report (you cannot summarize a report you have not yet written).
Even though it appears first, the Executive Summary is one of the last things you will
Page
5
write.
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
B. Introduction of your report [5 marks]
In this part of your assignment you will required to give details introduction about the chosen
hotel.
The introduction should generally include three key types of information.
a) Background
This section sets the context for the report and provides the (brief) background information
required for the reader to understand the report.
NOTE: Detailed company background should not be included here. It is best discussed in the
body of the report
b) Aims/Objectives
This tells the reader what the aims/objectives of the report are. It indicates what key questions
the report is trying to answer and what it is trying to achieve. Why was it written?
c)Scope
Page
6
Tell the reader exactly what areas/ideas are covered in the report. This also helps to explain how
the report is organized. Look at your plan and consider your headings and sub-headings.
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Page
7
C. Body of your report [70 marks]
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Body References
The body must be fully referenced throughout, using Harvard Referencing Guidelines (In-text
referencing) to support ideas.
It should be organized logically, using topic headings, subheadings and minor subheadings to
break it into sections and sub-sections.
All headings must be numbered sequentially.
In-text Referencing:
If you take any information from the textbook, website, etc, you will need to mention it between
the lines within your report.
Example for textbook referencing:
Support organizations are those that use IS primarily for activities such as transaction
processing. (Neville, 2010, p.76)(Author’s last name, Year of Book Publication, Page
number of the book)
Example for website referencing:
In a management information system, modern, computerized systems continuously gather
relevant data, both from inside and outside an organization.(BBC, 2008) (Name of the
Page
8
Website, Year)
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
D. Conclusion of your report [5 marks]
This is your final chance to impress the reader so make it powerful. Most conclusions include
three main parts
i)
ii)
iii)
stating the aim/ context of the assignment again
followed by a very brief summary of the main points
final comments often considering the future (for eg: what can be done to improve the
Page
9
implementation of an intervention in the future)
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
E. References of your Report[5 marks]
Citation:
Last page of your assignment must include the complete list of the references used during the
completion of your assignment with all the details.
Format for referencing from print media like books:
FAMILY/SURNAME, Initials. (Publication year in brackets) Book title - italicised or
underlined.Series title and volume if applicable. Edition – if not the first. Place of publication:
publisher.
Example:
NEVILLE, C. (2010) The Complete Guide to Referencing and Avoiding Plagiarism. 2nd Ed.
Maidenhead: Open University Press.
Format for referencing from electronic sources:
Author of website FAMILY/SURNAME, Initials or WEBSITE name if no author is available.
(Year - in brackets) Title of website in italics or underlined. Any numbers if necessary or
available if website is part of a series. [Online in square brackets] Available from: URL.
[Accessed: followed by date in square brackets].
Example:
BBC NEWS. (2008) Factory gloom worst since 1980. [Online] Available from:
http://news.bbc.co.uk/1/hi/business/7681569.st m. [Accessed: 19th June 2012].
F. Assignment formatting [5 marks]
Page
10
Page Numbering, Header, Footer, etc.
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Assignment Rubric
Part A
Excellen
t
Goo
d
Average
Needs
Improv.
Marks
Allocated
Marks
Received
A: Executive Summary
Paragraph 1: Based on the Introduction
(Introduce the topic of your report)
Paragraph 2: Summary of the body
(Indicate main subjects examined in the
discussion section of your report)
Paragraph 3: Summary of the conclusions
Paragraph 4: Outline recommendations, if
any, in bullet points
10
B. Introduction
Background
This section sets the context for the report
and provides the (brief) background
information required for the reader to
understand the report.
NOTE: Detailed company background
should not be included here. It is best
discussed in the body of the report
b) Aims/Objectives
This tells the reader what the
aims/objectives of the report are. It
indicates what key questions the report is
trying to answer and what it is trying to
achieve. Why was it written?
5
c) Scope
Tell the reader exactly what areas/ideas are
covered in the report. This also helps to
explain how the report is organized. Look
at your plan and consider your headings
and sub-headings.
C. Body
70
D. Conclusion
5
Page
E. Harvard Style of References
5
11
1. Stating the aim/ context of the assignment
again followed by a very brief summary of
the main points
2. Final comments often considering the
future (for eg: what can be done to improve
the implementation of an intervention in the
future)
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch
Accredited by:
IACBE
ECBE
EDUQUA
5
Total
100
Page
12
F. Assignment Formatting
(Page Numbering, Header,
Footer, etc.)
Member of:
CCIG
FEDE
FSEP
AGEP
ACICS
Av. Blanc 53, 1202 Geneva, SwitzerlandT: +41 22 906 94 94
F: +41 22 906 94 90
E: [email protected]
W: gbs-ge.ch