Individual Essay on Internet Marketing Strategy
Analyse the Internet marketing strategy of an organisation (Apple Inc.) of your choice.
Guidance Notes The essay should be in the region of 4,000 words. Equal marks will be allocated for discussion of theory (50%) and data (50%). You should use both traditional academic literature (e.g. Harvard Business Review, Sloan Management Review, JSIS, EJIS, Journal of Interactive Marketing and others)
and business literature (e.g. Business Week, the Economist and relevant trade journals), together with relevant information from notes, case studies and data used during lectures.
The following framework is intended to help you structure your essay. It is not intended to limit you from including other aspects of Internet marketing. Note that depending on your emphasis and availability of case data, you may choose to focus on a particular aspect of Internet marketing such as online competitor analysis, social media or website design.
1) The online market
1. The size and growth of the online market.
2. Use of the Internet for research and e-service, as well as purchasing.
3. Forecast of the future development of the online market
4. Online market segmentation
2) An analysis of online competitors.
1. Website design and usability.
2. An evaluation of online promotional activities, e.g. paid search and banner advertising.
3. Use of social media for marketing purposes.
3) The integration of the Internet with the overall marketing strategy of the firm.
1. Channel strategy
2. Market focus
3. Cost advantages
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