The British University in Egypt

Faculty of Business Administration, Economics and Political Science

Programme: Business Administration
Level: Certificate
Academic Year 2019-20
Semester 2
Module Name: Introduction to E-business (Progressing)
Module Code: 19BMIS11C
Module Leader(s): Dr. Sameh Tawfik & Dr. Doaa Ayoub
Nature of Coursework:
Individual

Group

Assessment Title: Group Project

Weight of the coursework: 40%
Word Count: 3500 Words
Submission date: Week 11 (Exact date will be announced on E-learning)
Submit to: Teaching Assistants Office: TBC
ILOs (as stated in the module specification): 7, 8, 10

1. Project Task
- Form a self-selected group of 5 students to develop a group report about
the “E-marketing Practices of an Egyptian Organization”.
- The deadline for group names and topic is on Week 3. Refer to the project
registration form uploaded on E-learning. Note, if you did not catch this
deadline, the teaching assistant will assign you into a random group.
- You are required to select (only one) of the following E-business
categories:
o Business-to-Customers (B2C).
o Business-to-Business (B2B).

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2. Objectives
The project aims to acquaint students with the role of E-Business technologies in
improving the performance of business processes, and to understand the best
use of these technologies in E-marketing (e.g., display advertising, Email
marketing, search marketing, social media marketing) to achieve the
organisational objectives.

3. General Instructions
3.1. The Group Project
- Group Report, 3500 Words.
- Hand in week 11.
3.2. Layout and Format: The report format must be:
- Use A4 page size.
- Use Arial font size 12 for body text and size 14 for headings.
- Use 2 pt (double) for line spacing.
- Page No. should be centred on the bottom of each page (e.g. Page 1
of 4).
- References (use academic references as much as you can, do not
rely on unreliable sources).
- In-text citation (you should include all citation in report and it should
be consisted with reference list).
- Divide each part into sections and use titles subtitles.
- Use a new page for each of: Cover page, table of contents (including
page number), references, etc.
- Use pictures and figures to explain the text when required and insert
caption or title under each figure. Note: do not use any irrelevant
figures or pictures like company logo.

3.3. Report Content: it should include the following parts:

- Technical Aspects (e.g., Grammar and Spelling, Referencing, Page

Numbers, Table of Contents).

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- E-business Overview: brief introduction, range of products and
services, market segments, key competitors and market position.
- E-business Value Chain: what is their value chain? Has the
organisation adopted E-business processes and methods of operation
that allow it to achieve the most efficient operations in its industry? Will
changes in technology force the firm to realign its business processes.
- E-business Model: address some issue such as what is their value
proposition? What is their revenue model? and market opportunity?.
- The Hierarchy of Marketing Strategies: explain the goals of their
interactive E-marketing strategies and the specific approaches for the
chosen strategies (i.e, information, interaction, transaction,
personalization, and customasation).
- Implementation What are specific tactics of using search engine
marketing, social media marketing, display advertising, E-mail
marketing?
- Measurement and Evaluation: discuss the tools for tracking,
measuring, and evaluating the E-marketing activities (e.g., Facebook,
E-mail, campaign metrics).
- Regulatory Issues: reflect an organization’ opinions, concerns and
responses regarding privacy, security and intellectual property
protection issues. You need to address how the Internet has increased
both the importance and the difficulty of managing these issues.
- Reflection and Future Suggestions: Reflective writing is an
analytical practice in which students link the theoretical knowledge to
practice. It encourages students to not just describe their successes in
completing the project requirements but to underline the learning
gained which arose from their field experiences (e.g., depth
interviews). In short, please indicate the learned lessons from these
experiences. As to future suggestions, please propose valid
suggestions (with justification) for developing new E- marketing
initiatives.

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4. Submission Process
- Two printed, binded, hard copies (one of them is Turnitin copy) for the
Essay part (Report).
- Printed detailed Turnitin Originality Report and Turnitin Digital Receipt
for the Essay part (Report).
- One Contribution Form uploaded on the E-learning that should be
filled and signed to show the work of each student.
- Two Complete and signed copies of the Coursework Submission
Form uploaded on the E-learning.
- One signed copy of the Coursework Feedback Form uploaded on the
E-learning.
- If any of the above documents is not available, the whole project will
not be accepted.

5. Word Count Limit

- The report must be up to 3500 words (excluding the coversheet,
the table of contents, references, notes from interviews,
appendices, etc.).
- No penalty will be applied if the word limit is exceeded by up
to 15%.
- The student will be penalised in case they exceeded the
word count by more than 15%. The penalty will be reducing
the overall mark by the percentage of the exceeded word
count.
- It is not recommended that the report to be less than 3200 words,
as it will not meet expectations.
- You must state on the Coursework Submission and Statement of
Academic Honesty Form the number of pages.

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6. Marking Criteria
- Each student should refer to the assessment criteria in Appendix (1) of
this document.

- Each student should choose one task (e.g., Implementation), in addition

to, participating in the group section.
- Sharing the same part is NOT allowed.
- Each student will be evaluated for the group report submitted based on a
group contribution (60%) and an individual contribution (40%) as shown in
Appendix (1).

7. Feedback
- Generic Feedback will be published on the E-learning 20 working days
after last date of the project submission announced on E-learning.
- Grades and marks will be given in addition to providing feedback on areas
of strengths and weaknesses and advice on how to improve future
performance.

8. Advice
- Check your Turnitin similarity index at an early stage to make sure you are
within the acceptable limits, less than 20%, to avoid being penalized.
Note: the low similarity percentage does not mean you will not be
penalized if you do not include in-text citation matched with your reference
list.
- Do not have someone else do the work for you. This can be detected and
will be severely penalised. It will be investigated thoroughly and it is likely
to be treated as a Major Offence under the University’s Regulations (see
part 4, sections 12 and 14).
- Make sure that your work is not out of focus and is rich in content. Include
explanation of technical terminologies when needed.
- You will be graded on both your individual contribution and on your group
efforts so make sure each one does his/her own work and that the overall
final report is homogeneous.
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 - Individual contribution should be balanced among group members, limited
contribution will cause its member to get low marks.

9. Coursework Re-assessment
The same coursework will be conducted during Summer Assessment period for
those students who are resitting the module and the coursework. A detailed
Coursework Brief for the re-sit will be uploaded on e-learning during the Summer
Assessment Period.

10. Interactive Textbook:

- Roberts, M. L. & Zahay, D. (2013). Internet Marketing: Integrating Online and
Offline Strategies (3rd ed.). Ohio: Cengage Learning.

Further Readings:
- Chaffey, D. (2015). Digital Business and E-commerce Management:
Strategy, Implementation and Practice (6th ed.). Harlow: Pearson
Education.
- Strauss & Frost (2014). E-Marketing (7th ed.). Harlow: Pearson Education.
- Laudon & Traver (2018). E-commerce 2017: Business, Technology,
Society (13th ed.). Boston: Pearson Education.

Module Leader Signature:

Dr. Sameh Tawfik and Dr. Doaa Ayoub
December 2019

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Appendix (1) 19BMIS11C Introduction to E-business - Coursework Marking Sheet
Team #: ________

Weight First Second

Component Comments
(%) Marker Marker

Group Task

Technical Aspects 10%

E-business Overview 10%

E-business Value Chain 20%

Reflection and Future

20%
Suggestions

Individual Tasks

Task (1): E-business Model 40%

Task (2): The Hierarchy of

40%
Marketing Strategies

Task (3): Implementation 40%

Task (4): Measurement and

40%
Evaluation Group Report Grade

ID(5): Regulatory
Task Student Name
Issues 40% Individual Mark Group Mark Total CW Report
(40%) (60%) Mark (100%)

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