ACICS
Master of Business Administration
CSS 304
Online Commerce
Final Assignment
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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
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.
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:
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
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).
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
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:
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) stating the aim/ context of the assignment again ii) followed by a very brief summary of the main points
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:
Assignment Rubric
Part A Excellent Good Average Improv.Needs AllocatedMarks ReceivedMarks
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
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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?
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.
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C. Body 70
D. Conclusion
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
F. Assignment Formatting (Page Numbering, Header,
Footer, etc.)
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