e commerce final

INSTRUCTIONS

STEP 1: Please read the instructions for the exam first and the grading rubric (see the above links) STEP 2: Read the exam questions below for your first orientation. STEP 3: Choose any small to medium size business as your “client”. You will need a client for questions 2 and 3 only.  Reserve the client’s name in the Moodle forum (week 11) based on the “first come – first serve” principle.   STEP 4: Answer the three questions below, put all your answers into one Word file and upload on Moodle (Week 11) before the deadline.

 

 

QUESTION 1: LONG TAIL CONCEPT (1-2 pages, max 500 words, 20 marks) Explain the concept of the long tail principle in e-commerce. Discuss why it is important. Describe how it can be applied in various ways in any e-commerce project. Make sure to reference your sources (at least five) in APA style.   QUESTION 2: TOWS Analysis (1-2 pages, max 500 words, 20 marks) Conduct a TOWS analysis of your client’s website. Your analysis should be specific to e-commerce / online aspects of the client’s business. If you are making any observations based on external sources/research (for example about opportunities) make sure to properly reference the source(s).

Please make sure to offer a brief explanation of your key points and findings of your analysis (under the TOWS matrix). QUESTION 3: PPC Campaign (app.1-2 pages, 30 marks) Assume that your client (from question 2) would like to run a PPC search campaign on Google. The client asked you to choose any ONE of his products (or services) listed on their website (*), and to: a) Recommend the keywords for only ONE ad group (i.e. ad group #1) for the chosen product. Make sure to explain your rationale and support your recommendations based on your keyword research.   b) Put together two four-line Google ads for the same ad group (ad group #1) (**) c) Recommend the new landing page for ad group #1. What would be the title tag of the page? The heading? Describe also any and other key elements on the client’s landing page for ad group #1. (No need to propose a visual design of the landing page).

Notes: * Note that the selection of the product, in this case, does not have to be based on your special research. Pick any product or service on the client’s website, then answer questions a), b) and c) above. ** Note that you don’t need to open Google ads account or to use the PPC Plan template for the purpose of the exam. Instead, make sure to just directly answer questions a), b) and c) above.