1.1 Focus of the Assignment
This is an individual assignment and counts for 90% towards the overall mark of the module.
For the Strategic E-marketing assignment, you will be working as an e-marketing consultant for a live client. Your role entails you critiquing and analysing their online presence and subsequently propose an e-strategy.
Live Client Information
The driving force behind Biosite was to create a technology company that could solve problems and make lives better for people. This ethos was quickly adapted to solve the challenges for complex construction sites.
Biosite’s market-leading digital technology streamlines operations for the construction sector, improving health & safety on site. It’s in-house research, software development and production capabilities have made Biosite a technology partner of choice for leading UK construction companies.
It’s unique fingerprint algorithm and digital reporting system have been designed specifically for the construction sector. This has created significant improvements in workforce management, staff reporting and traceability, allowing main contractors to establish a true working history, credential and disciplinary record of individuals on site.
Biosite also offers a leading EN54 certified fire alarm system, delivery management and manned security solutions. Key competitors are highlighted below:
You are required to critically analyse Biosite’s online presence by using appropriate e-marketing terminology, theory and frameworks. Thereafter, based on your analysis, including competitor analysis, you are asked to formulate an effective e-marketing strategy for your organisation. You will need to explain and justify your recommendations.
You are required to apply theory into practice; make use of theoretical models and frameworks. However, you should not rewrite theories, describe models or quote extensively. The proposed e-marketing strategy should be SMART, i.e. Specific, Measurable, Attainable, Relevant and Time-bound. High marks will be awarded for critical analysis, application of theory, creativity, quality of strategic recommendations and evidence of extensive reading of the relevant literature.
1.2 Part A: 50% of assignment grade
Your critique should include a detailed analysis of Biosite’s online presence and e-marketing activities focusing on:
1.3 Part B: 50% of assignment grade
Having carried out a thorough analysis of the firm’s current online presence, you should propose an E-Marketing strategy for Biosite. This should include:
To complete this assignment successfully, you will have to conduct your own analysis based on secondary data available. You will be expected to make use of the resources (e.g. lecture notes, books, academic journals, relevant industry reports) with appropriate referencing.
YOU SHOULD NOT CONTACT THE ORGANISATION, OR ANY OF ITS AGENTS. However, a forum will be set up on Blackboard where you can ask questions, and this will be facilitated by the module leader.
The analysis of the online presence is based on their website and social media presence:
1.4 Key Guidelines
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