Critical Evaluation of E-Commerce's Role in Marketing Planning for ADIDAS

LO1: Nature and Role of E-Commerce in Contemporary Marketing Planning

LO1: Critically evaluate the nature and role of E-Commerce in contemporary marketing planning

LO4: Develop an integrated marketing plan, justifying your selected marketing mix and estimating the potential value generation

Assessment Brief

Following on from Assignment 1 – Critical Review of a Trade Journal Article (ADIDAS), you are required to provide a 2500-word critical evaluation of the impact E Commerce has on marketing planning and potential value generation.

Using your brief recommendations from Assignment 1, you are required to develop an integrated marketing plan using a marketing planning tool (SOSTAC, Four Phase model or a model of your choice) to determine the strategy, tactics and resource allocation required to justify your selected marketing mix that will generate potential value for ADIDAS.

Essential Content:

• Introduction
• Contents page
• Main body:

1. Critically evaluate the macro environment from an E Commerce perspective and its impact on marketing planning;
2. Use a marketing planning tool to develop an integrated marketing plan for ADIDAS (based on the case study in assignment 1
3. Consider the marketing mix and justify your selection to assess the possible value generation following the implementation of your integrated marketing plan.

Assignment Guidance: You will be able to access tutorials and group discussions as part of the blended learning approach. Please note, you will need to consider key areas of marketing such as Agile Marketing (listen to the CIM Podcast), the roll out of the“Creators Club” and how ADIDAS is responding to a fluid situational analysis.

Ensure your in-text citations and bibliography (alphabetical order) follow Harvard Referencing Style requirements. If you are unsure, access the LEAP Online resources within BMP6006 Moodle page or access LEAP Online via the University of Bolton website.

Important and helpful information:

Please refer to the Module Guide for information regarding indicative reading, guidelines for the preparation and submission of assignments, and the module learning outcomes.

Specific Assessment Criteria:

(Please note that the General Assessment Criteria will also apply. Please see General Assessment Guidelines for Written Assessments Level HE6) Minimum Secondary Research Source Requirements:

Level HE6 - It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include three refereed academic journals and five academic books.