Unit 12 Assingment Brief

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BTEC National Diploma in Business

Learner Instructions / Assignment Brief

Unit 12: Investigating Internet Marketing

Guided learning hours : 60
Teacher K. Eckmeyer
Issued : February 2011

Table of content

Unit abstract3
Learning outcomes3
Due Dates:3
P-1 Describe what role internet marketing has within a modern marketing context3 P-2 Describe the principal benefits of internet marketing to customers3 M-1 Analyse the benefits of internet marketing for customers3 D-1 Evaluate the effectiveness of internet business3

P-3 The benefits and opportunities to the business o3
P-4 Investigate the challenges faced by businesses using internet Marketing3 Delivery3
Links to other BTEC units3
Grading criteria3
Due dates3

Unit 12: Investigating Internet Marketing
NQF Level 3: BTEC National

Unit abstract

The underpinning marketing principles of Internet marketing remain and are enhanced and supported by new technologies. The nature of technological development is such that information and communication technology (ICT) can move faster than the market itself, so products and technologies become out of date soon after they reach the mainstream customer.

In this unit you will be introduced to the main areas of marketing (and the marketing mix) which have been affected by the internet. They will look at how the promotional aspects have been transformed, how product development has been speeded up and even how new products have resulted from the existence of the internet itself. They will also learn how information can be used to enable a better match between the customer and the product.

Internet marketing therefore, is about the use of the internet in achieving marketing success rather than being about the technology itself. As customers demand more from digital technologies, the technologists themselves are integrating functions and making it easier for more customers to take part. This is a trend that marketers can use to their advantage.

There are challenges associated with this increased access to information, not only for the business but also for customers and competitors, and these are also examined. You will investigate the role of ICT in the marketing activities of a selected organisation.


For P-1 you should describe how the marketing activities of different businesses have incorporated internet marketing. For example, the ways in which the internet provides opportunities for producer-customer dialogue and hence research and relationship building.

For P2, learners should describe the principal benefits of internet marketing to customers, eg using contrasting businesses.

These two strands come together for M1 where learners are asked to discuss ways in which the internet marketing activities build upon conventional offline marketing principles and offer customers greater freedom of choice. This involves a greater depth of understanding of internet marketing as offline activities form the basis for greater individualisation of market attention and offer opportunities for elements of the marketing mix to be exploited differently, as with dynamic pricing.

These themes are integrated in D-1. You must evaluate how the performance of selected businesses may be enhanced through integration of internet marketing into overall marketing strategies, despite the challenges encountered. This evaluation will explore the principles, benefits, opportunities and challenges of internet marketing as learners apply some relative weight to opposing sets of considerations before reaching a final supported viewpoint.

Learning outcomes

On completion of this unit a learner should:

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 Be able to investigate the challenges...
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