Coursework details Compare and contrast customer journeys that start with a customer need, and include online search, evaluation, purchase and post-purchase stages of two different e- commerce websites of your choice (well known). The module learning outcomes assessed for this assignment are: The appropriate e-commerce solutions within a company’s strategic objectives Effective e-commerce analysis in a company context, in order to enable the selection of an appropriate business model The contribution that e-commerce makes through the whole business cycle; Write a business report that examines the opportunity for strategic improvement in current business practice Assess the importance of e-commerce concepts to an organisation’s future development. THE REPORT You are required to submit a written report of 1500 words (+/- 10% – not including reference list). You might use the headings shown above or you may use your own headings; what is important is that you clearly cover all areas outlined below in a way that can be marked. You can be as creative as you like in using visuals, graphs and charts to present your data and analysis. SECTION 1- Content page: your report should contain page numbers and you should include these in a clear contents page. The structure of the report needs to look professional Introduction – Provide a brief paragraph outlining what your assignment will cover and how you decided what to cover. (n.b the report should be written in the third person). SECTION 2 – Main Findings, Analysis and Conclusions: explain the nature of the business, customers and the industry you are covering, customer engagement activities both inside and outside of the website that companies employ followed by features including navigation and calls to actions from search to post-purchase activities of customers. Your analysis and conclusions must comprise clear and well-defined summaries that are supported with discussions and justifications comparing and contrasting customer journeys for your chosen companies. These analyses should offer a thorough investigation of activities both inside and outside of ecommerce websites which must be supported by theoretical models of customer shopping journeys. You are expected to use credible and up to date reference sources about the e-commerce industry as evidence of commercial practices and to provide a theoretical underpinning to your analysis and discussions. SECTION 3 References and bibliography – Harvard Referencing Guide. You should aim for a minimum of ten credible academic reference sources, but we would expect more.
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