develop a new E-Business Plan

Daniel Kevins

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#1 You have been asked to develop a new E-Business Plan for a local company that seeks to offer its products for sale online. The retail company can be your choice of either a hypothetical example or an existing company.

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The document should be in the following format using Microsoft Word:

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  • E-Business Plan
    • Title page
      • Course number and name
      • Project name
      • Your name
      • Date
    • Table of contents (TOC)
    • Section headings (Create each heading on a new page with “TBD” as the content, except for sections listed under new content below.)

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Each week, you will add a section to this E-Business Plan and submit it for grading. Be sure that you support your information each week with scholarly sources and that you cite each source both in the text and in the references using APA format.

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The following are the sections that will be submitted:

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  • Enterprise Marketing Management Plan (Week 1 IP)
  • Key Performance Indicators (KPIs) Process Plan (Week 2 IP)
  • Data-Driven Web Analytics Plan (Week 3 IP)
  • Search Engine Optimization Plan (Week 4 IP)
  • Pay-Per-Click (PPC) Plan (Week 5 IP)

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For this week, create an Enterprise Marketing Management Plan of 4–5 pages that includes the following:

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  • Describe your case study business, including the product or service that it is selling online.
  • Describe the offline marketing methods that are currently used.
  • Describe the proposed online marketing methods and justify each method.
  • Describe how the case study business will integrate marketing methods.

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Name the document “yourname_DMKT305_IP1.doc.”

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#2 The organization is very eager to start the integrated marketing process, but it is unsure of how to determine what to spend on the different areas of the marketing project. Specifically, the organization wants to make effective marketing decisions, but it needs to know what performance outcomes will allow them to make a profit.

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In addition to the e-Business Plan template under the Key Performance Indicators (KPIs) Process Plan section heading, add a Key Performance Indicators (KPIs) Process Plan of 4–5 pages that includes the following for the case study organization:

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  • Create a KPI-driven business process plan worksheet.
    • Describe each tactical business goal (specific to customers, leads, and sales).
    • Define the target KPIs (at least 10, including project rate of return [PRR] and the break-even point [BEP]).
    • Create a brief explanation of each KPI, and describe how it will be used to quantitatively measure the achievement of defined tactical business goals.
    • Write a formula for each KPI calculation method (define and clearly show how the KPI is derived).
  • You may use this spreadsheet template to help format your plan.
  • All sources should be cited both in the text and in the references using APA format.
  • Name the document “yourname_DMKT305_IP2.doc.”
  • Submit the document for grading.

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#3 In addition to the e-Business Plan template under the Data-Driven Web Analytics Plan section heading, add a Data-Driven Web Analytics Plan of 4–5 pages that includes the following for the case study organization:

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  • Create a business strategic goals statement (include at least 6 goals).
  • Develop an action plan for achieving the strategic goals.
  • Define the necessary benchmarks (including sales trends for the last 12 months).
  • Define a time frame for achieving the strategic goals.
  • Determine a budget to be allocated to achieving the strategic goals.
  • Create a free analytics account at Google Analytics, and install the tracking code on the free Web site that was created here: Web site. Include the tracking code in your report.
  • Once your account has been created, visit this demo account to view actual data.
  • Create an analytics profile (including 4 conversion goals). Describe 4 conversion goals that you would like to implement through Google Analytics. (Note: you will not actually be allowed to create these in your demo account.)
  • Create 4 tracking URLs using a UTM link builder. Copy and paste the final URLs into your report.
  • Schedule 1 report to be sent to your e-mail.
  • Create 4 dashboards, and embed screenshots into your plan.
  • Discuss how you will make comparisons between metrics and how analytics intelligence can help.

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Note: Because this Web site is fictitious and minimalist in nature, you will be using mock data. To facilitate the aggregating of Web analytics on your Web site, you will have to visit your own Web site. If desired, you can share the URL with the class to allow other students to visit your Web site.

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  • All sources should be cited both in the text and in the references using APA format.
  • Name the document “yourname_DMKT305_IP3.doc.”
  • Submit the document for grading.

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#4 In addition to the e-Business Plan template under the Search Engine Optimization Plan section heading, add a Search Engine Optimization Plan of 4–5 pages that includes the following for the case study organization:

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  • Discuss how a Web site’s sitemap can help improve search rankings.
  • Describe the meta tags for the proposed Web site.
  • Describe other types of tags that are used to improve a Web site’s search ranking.
  • Describe the key words for the proposed Web site (based on analytics from Week 3, if possible).
  • Provide 2–3 keywords for 10 different competitors.
  • Create a Web site goal statement (unique selling proposition [USP]) including key words.
  • Create title and description tags for your proposed Web site.
  • Use a free key word ranking tool to track your key words and provide results.

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All sources should be cited both in the text and in the references using APA format.

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Name the document “yourname_DMKT305_IP4.doc.”

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Submit the document for grading.

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#5 In Week 1, you were asked to create an e-Business Plan for a local company. Each week, you added a section to this e-Business Plan and submitted them for grading. The following sections should have been completed:

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  • Enterprise Marketing Management Plan (Week 1 IP)
  • Key Performance Indicators (KPIs) Process Plan (Week 2 IP)
  • Data-Driven Web Analytics Plan (Week 3 IP)
  • Search Engine Optimization Plan (Week 4 IP)

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Week 5 IP

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This week, you will be responsible for creating a Pay-per-Click (PPC) Plan of 4–5 pages. For this portion of the e-Business Plan, you must include the following:

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  • Create a description of the 3 types of searches that will be used in your PPC plan.
  • Describe the PPC campaign that you recommend for the case study company.
  • Define each of the following items listed below specifically for the case study company using goal-based target estimates:
    • Click-through rate
    • Cost per click
    • Average cost per click
    • Conversion rate
    • Cost per conversion
    • Cost per lead
    • Cost per acquisition
  • Create 5 ad groups, including their purpose and suggestions for headlines and text.
  • Describe how you will implement your ads and the type of data you will track from those ads.

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Then, complete the e-Business Plan incorporating feedback as needed. All sources should be cited both in the text and in the references using APA format.

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  • Name the document “yourname_DMKT305_IP5.doc.”
  • Submit the document for grading.
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