Part 1: Critically evaluate the potential impact of business analytics on digital Internet marketing.

Part 2: Premier Inn (http://www.premierinn.com/gb/en/home.html) is a one of the UK’s top-rated hotel chain. You are required to:
a) Identify its main online marketing strategy,
b) Critically evaluate its online business model in relation to its online marketing strategy, and
c) Critically evaluate its website designing and make recommendations for improving its website and business model.

Assessment Weighting (%): 50%
Word Limit: 2500 words
Report Style: Word processed in Arial 11 pt font
Report Content: Must address the topics indicated in the Assessment Criteria

Individual Report – Marking Criteria
Criterion Wgt. 0-34 35-39 40-49 50-59 60-69 70-100
Part 1:
40% Real lack of understanding of the topic Limited understanding of the topic Adequate critical understanding of the topic Good critical understanding of the topic Sound critical understanding of the topic Excellent critical evaluation of the topic
Part 2:
• Identify its online marketing strategy

• Critically evaluate its online business model

• Make recommendations for improving its website and online online business model.

5%
15%

20%
Little description

Little evaluation made of any merit
Little solutions identified
Limited description

Limited evaluation of a limited number of factors
Limited and superficial solutions with little detail on the likely changes, benefits, costs and/or resources required
Satisfactory description

Satisfactory evaluation of a limited number of factors based on theories/models

Satisfactory solutions with insufficient detail on the likely changes, benefits, costs and/or resources required
Good description
Satisfactory evaluation based on relevant theories/models
Good and reasoned solutions with satisfactory level of detail on the likely changes, benefits, costs and/or resources required
Very good description

Very good critical evaluation based on relevant theories/models
Well reasoned and justified solutions with sufficient detail on the likely changes, benefits, costs and/or resources required
Excellent description

Excellent critical evaluation based on relevant theories/models
Very well reasoned and justified solutions with the likely changes, benefits, costs and/or resources required

Quality of academic writing and presentation
20% Unacceptable grammar and spelling
Very poor grammar and spelling
Relatively weakly expressed with many mistakes in grammar and spelling. Reasonably well expressed with several mistakes in grammar and spelling Well expressed with very few mistakes in grammar and spelling Excellently expressed with perfect grammar and spelling
References:
Digital marketing: strategy, implementation and practice – Dave Chaffey, Fiona Ellis-Chadwick c2012
Advanced web metrics with Google Analytics – Brian Clifton c2012
Emarketing excellence: planning and optimizing your digital marketing – Dave Chaffey, P. R. Smith 2013
Digital business and e-commerce management: strategy, implementation and practice – Dave Chaffey 2015
Strategies for e-business: creating value through electronic and mobile commerce : concepts and cases – Tawfik Jelassi, Albrecht Endersc2008
Web analytics 2.0: the art of online accountability & science of customer centricity – Avinash Kaushik c2010
Web application architecture: principles, protocols and practices – Leon Shklar, Rich Rosen c2009
Electronic commerce 2012: a managerial and social perspective – Efraim Turban c2012

Journals:
Journal of Management Information Systems
European journal of information systems – Operational Research Society
European journal of information systems [electronic resource]: an official journal of the Operational Research Society – Operational Research Society (Great Britain)
Information & management: the international journal of information systems applications, systems, objectives, solutions
Information & management [electronic resource] – Elsevier Science Ltd
MIS quarterly – University of Minnesota, Society for Information Management
International journal of information management
ournal of information technology – Association for Information Technology
Journal of information technology: JIT [electronic resource] – Association for Information Technology (Great Britain)
Behaviour & information technology: an international journal on the human aspects of computing
Journal of organizational and end user computing
Information systems journal: an international journal promoting the study and practice of information systems
Information systems journal [electronic resource]
Journal of knowledge management [electronic resource]
Knowledge management research & practice: KMRP. – Operational Research Society (Great Britain) c2003-