An Investigation into the E-Commerce Website of Jack Wills Ltd.

Assignment 2: Individual Report

Referral/Deferral Assessment: 2019/20

MODULE CODE: 5BDIN003W

MODULE TITLE: Web-Enabled Business

DATE AVAILABLE: Friday 3rd July 2020

SUBMISSION DATE: Monday 27th July 2020

Submission is due by 13.00 on the Submission Date shown above. The

submission will be electronic via Turnitin on the Module submission page

on Blackboard, as per instructions.

Dr Farjam Eshraghian

Westminster Business School

University of Westminster

35 Marylebone Road

London

NW1 5LS

E-mail: [email protected]

5BDIN003W WEB-ENABLED BUSINESS 2

5BDIN003W Web-Enabled Business

This coursework is worth 75% of the total marks available for this module.

This is an individual assignment; therefore, you should not share ideas or material with

others, while completing this work.

Please note that this is an individual report and not an academic essay.

It should be 2000 words in length. A tolerance of up to +/- 10% is applicable for this

assignment. The word count excludes the title page, table of contents, customer journey

map and reference list.

Task

The title of this Assignment is:

Creating a Digital Strategy for Jack Wills Ltd.

This assessment consists of two elements:

1. A 2000 word written report.

2. A customer journey map with full description.

5BDIN003W WEB-ENABLED BUSINESS 3

The assignment will be marked as follows:

Your task is to produce a Digital (Business) Strategy for Jack Wills Ltd

(https://www.jackwills.com/). You must produce a 2000 word written report which

introduces and describes your proposed digital strategy for the company selected.

Your digital strategy should start from the period when a customer initially receives

contact from Jack Wills Ltd., by e-mail or any other marketing method, to when they

receive delivery of the product that has been purchased.

Your report should provide detailed comments on the following:

♦ SWOT Analysis of the online marketplace in which the company operates. Your report should include an in-depth SWOT analysis that analyses the Strengths,

Weaknesses, Opportunities and Threats that Jack Wills Ltd. faces in conducting

business online in their online market place.

♦ Personalisation Strategies. You should propose and justify a series of methods that Jack Wills Ltd. could use to provide a more personalised online shopping experience

to their customers; this should be for both their website and e-mail marketing.

♦ Digital Marketing Methods. You should identify, describe and justify the digital marketing methods which you believe this company should employ to attract new

customers to their e-commerce website.

♦ E-Commerce Website Enhancements. You should identify and describe any enhancements that you believe this company should make to its e-commerce

website. This should take into account: (1) any website accessibility issues, including

fonts used, colour schemes and accessibility on different devices, and (2) any trust

and credibility enhancements, including inclusion of new content.

♦ Customer Journey Map. You must include a one-page customer journey map which proposes a new customer journey that Jack Wills Ltd. could implement in

order to improve the customer experience from the initial point of contact to the

point of product delivery. You should provide a description of your customer

journey map.

Your report should reference at least six published sources of information and be

written in the third person. Wikipedia is not to be included as a reference source and

over-reliance on web-based articles is not considered appropriate for this assignment.

Marking Criteria

SWOT Analysis of the Company’s Digital marketplace: 15%

Identification and Description of Personalisation Strategies: 15%

Identification and Description of Digital Marketing Methods: 15%

Identification and Discussion of Proposed Website Enhancements: 15%

Production and Description of Customer Journey Map: 30%

Referencing and layout (including use of Academic English): 10%

To complete your CJM, you should read Chapter 10 of James Kalbach’s book entitled

“Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and

Diagrams” for further guidance. Please see the Module Handbook for a full reference

relating to this publication.

5BDIN003W WEB-ENABLED BUSINESS 4

GUIDANCE

Report Structure

♦ Title page

This should include the Module Name, Assignment Title, Course Title and the Word

Count of the report.

♦ Table of Contents

♦ Digital Strategy

This section should contain your proposed Digital (Business) Strategy for Jack Wills

Ltd. In this section, you should present your analysis against the five points described

above. You may use sub-sections for this purpose.

♦ Customer Journey Map

On the final page of your report, you should include your Customer Journey Map

and with full description. Remember, your customer journey map must only be one

page.

♦ Reference List References should be included for all source material you use in this report. The

reference list should be included at the end of the report in a single integrated list; it

must follow the Westminster Harvard Referencing Style. Please see the

Assessment folder on Blackboard for the University of Westminster Guide to

Harvard Referencing.

Students will be rewarded for their efforts to follow a clear consistent style and for

correctly giving full references. Students will also be rewarded for the quality of their

references. Peer-reviewed academic sources will be considered favourably. Please refer

to the module handbook for examples.

English style and grammar points

Before submitting your report, please make sure that grammar and spelling has been

checked and that the report has been proof-read. Keep findings separate, at the very least

by using a new paragraph for each point.

Students will be rewarded for their efforts to present a professional report, which takes

into consideration all the items cited in the marking criteria.

Report Format

The presentation of your report is part of your grade and helps markers to gain a good

understanding of your work. You should write in clear, concise and correct Academic

English. The report should be single-spaced, 12-point text and using standard margins.

Arial font is preferred.

Word Length

You need to submit a written report of 2,000 words, excluding title page, table of

contents, customer journey map and references. The word count must be stated on the

title page.

Assessment General Threshold Criteria (Level 5)

Percentage General Criteria

80-100% An outstanding piece of work: All assessment criteria have

been met at an exceptionally high standard

• Shows independent reflective thought in relation to

task.

• Demonstrates exceptional critical analysis of

theories, practices and frameworks.

• Analyses concepts and principles that inform the

work.

• Analyses wider context and implications for

practice/subject.

• Synthesises research across a range of sources.

• Demonstrates exemplary communication excellent

presentation of format used.

70-79% An excellent piece of work: All assessment criteria have

been met at a high standard.

• Demonstrates critical and reflective analysis of

theories, practices and frameworks from the module.

• Applies a range of competing concepts and

principles.

• Analyses wider context and implications for

practice/subject.

• Provides evidence of substantial research across a

range of sources.

• Communicates effectively with excellent

presentation of format used.

60-69% A good piece of work: All assessment criteria have been

met at a good standard.

• Analyses theories, practices and frameworks

presented on the module.

• Applies key concepts and principles reflectively.

• Identifies important aspects of wider context and

implications for practice/subject.

• Undertakes own research and evaluation of sources

to inform enquiry.

• Communicates effectively using appropriate format

and presentation.

5BDIN003W WEB-ENABLED BUSINESS 6

50-59% A sound piece of work: All assessment criteria have clearly

been met.

• Uses appropriately theories, practices and

frameworks presented on the module.

• Demonstrates clear understanding and reflection on

key concepts and principles.

• Demonstrates limited understanding of wider

context and implications for practice/subject.

• Undertakes own research to inform task/enquiry.

• Communicates work using appropriate format with

some weaknesses of presentation.

40-49% An adequate piece of work: All assessment criteria have

just been met.

• Describes accurately a range of theories, practices

and frameworks presented on the module.

• Demonstrates adequate understanding of key

concepts and principles.

• Undertakes additional research from sources

provided within the module.

• Communicates work using appropriate format with

some weaknesses of presentation.

30-39% FAIL: An inadequate piece of work: One or more relevant

assessment criteria are not met.

• Describes theories, practices and frameworks

presented on the module with some

weaknesses/omissions.

• Applies key concepts/principles with some

weaknesses.

• Uses a minimal amount of relevant information

provided within the module.

• Communicates using appropriate format with

significant weaknesses in presentation.

0-29% • Incomplete or very poorly attempted work

Feedback

Students will receive provisional grades and feedback by Monday 3rd August 2020. The

feedback will be via written commentaries on Turnitin, taking into account the marking

scheme as presented in this assignment.

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Please do not e-mail staff directly asking for marks.

Plagiarism

Please read the module handbook carefully to avoid any question of plagiarism. Strict

standards of conduct apply in terms of originality of work and any abuse will draw

consequences. This work must be submitted via the Turnitin link on Blackboard, which

is designed to check for acts of plagiarism.

Please see the following link for further information on academic conduct

http://www.westminster.ac.uk/study/current-students/resources/academic-

regulations/academic-conduct; this URL only works when you are logged in to the

University’s Intranet.

General recommendations on electronic submission on Blackboard

You must write the word count on the first page of your assignment.

Unless indicated otherwise, coursework is submitted via Blackboard. On the

Blackboard home page for the module you will find a button on the menu called

‘Submit Coursework’. Clicking this will take you to the submission link.

At busy times the coursework submission process may run slowly. To

ensure that your submission is not recorded as a late submission, avoid

submitting very close to the deadline. To submit your assignment:

1. Log on to Blackboard at http://learning.westminster.ac.uk

2. Go to the Blackboard site for this module;

3. Click on the ‘Submit Coursework’ link in the navigation menu on the left-hand

side

4. Click on the link for the assignment;

5. Follow the instructions.

"Your file name should be: module title and name of coursework

Do NOT include your name or student number within the file name or anywhere within

your submission. The submission will be subject to anonymous marking. Having logged

into Turnitin on Blackboard, the system will record your details anonymously and tutors

will only see your name after the entire submission has been assessed and provisional

marks have been released to all students at the same time."

N.B. – if the system is working for other students, but not for you… then it is probably

because you are not following the instructions!

Please, never leave it to the last minute to upload your assignment. Problems may be

experienced, and you will lose 10 marks out of 100 for late submissions. If you submit

more than 24 hours late, a mark of 0 will be awarded. Do not risk your grade!

If at any time you have any queries with regard to this assignment, please see your

seminar tutor or post a question on Assignment Q&A located on Blackboard.