You are digital marketing consultants to an international start-up in the field of  either a.) an international events management, or green energy start-up. You are  tasked with pitching ideas for the company’s new website to company directors.  You should prepare an illustrated proposal for the new user-friendly website,  including implementing appropriate SEO and analytics tactics for the site.   ASSIGNMENT INSTRUCTIONS  In groups of up to 4, you are required to give a 15-minute presentation, discussing  your proposed website. Your presentation should include:

You are digital marketing consultants to an international start-up in the field of  either a.) an international events management, or green energy start-up. You are  tasked with pitching ideas for the company’s new website to company directors.  You should prepare an illustrated proposal for the new user-friendly website,  including implementing appropriate SEO and analytics tactics for the site.

ASSIGNMENT INSTRUCTIONS

In groups of up to 4, you are required to give a 15-minute presentation, discussing  your proposed website. Your presentation should include:

A brief overview of your site launch including which e-commerce area  you are focused on (e.g B2C, B2B, etc.), and any potential role played  by paid/earned owned channels, appropriate social media, and  Customer Relationship Management (CRM) considerations in  promoting it.  
The key steps and solutions you will be considering for the design of a  user-friendly website, including those relevant to ensuring positive  usability and performance, and those relevant to the international  nature of the site.  
The key tactics you will employ for optimising the site for search engine  indexing, taking into account, where relevant, the international nature  of the site.  
The key analytical methods and Key Performance Indicators (KPI’s) you  will use to evaluate the success of the launch of the new site and  ensure good CRM going forward.

Support your presentation with slides, choosing one of the following options – either:

Creating mock-ups, wireframes or site-maps of your proposed  website using various tools such as Photoshop, or Pixlr, and including  screenshots to illustrate your proposals;  
Or, develop an illustrative website using Weebly, Wix, or WordPress,  and including screenshots to illustrate your proposals;  
Or, including screenshots and critiques of existing competitor  websites, and using these to illustrate your proposals.

ASSESSMENT CRITERIA

Guidelines and Marking Criteria:

Plan the launch of an international user-friendly website for your start-up,  providing a brief overview of any potential role played paid/earned/owned  channels, appropriate social media, and Customer Relationship Management  (CRM) considerations in promoting it.

(15 Marks)

Outline the relevant design considerations for the website. Your suggestions  should include those relevant to ensuring positive usability and performance,  and, those relevant to the international nature of the site.

(25 Marks)

Propose relevant search engine optimisation techniques for ensuring a high  ranking on common search engines, considering, where relevant, the site’s  international nature.

(20 Marks)

Propose relevant measurement tactics and KPIs utilising Google analytics in  order to analyse the success of the website launch and ensure good future  CRM, considering, where relevant, the international nature of the site.  (20

Marks)

Group member presents in a professionally competent manner.  (20 Marks)

(Total 100 Marks)

POINTS TO CONSIDER

Your work should demonstrate critical application of academic theories and models  as well as industry best practice. This should be evident in the work that you produce  and should be discussed explicitly, utilising appropriate references, in the  commentary for each section.

All group members should where possible aim to contribute equally to the  preparation and presentation of the assignment. This is a group presentation, but  individual marks are awarded at the marker’s discretion. Presentational competency  will also be reflected in the individual mark. Individual contributions will thus be  recognised.

Reference no: EM132069492

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