Task: You are required to answer the following questions from the respective CASE in Moodle
:
1. Contrast the marketing strategy of Boo.com with successful online travel and leisure retailer booking.com. Suggest what made the difference between success and failure.
2. Discuss which market assumptions and decisions led to Boo.com’s inevitable failure?
3. Explain why the vision of Boo’s founders was ‘ideas before their time’.
4. Provide 2 examples of e-retail techniques adopted by boo.com that are now commonplace.
Formalities:
· Wordcount:1500 words
· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
· Font: Arial 12,5 pts.
· Individual
· Text alignment: Justified.
· The in-text References and the Bibliography must be in Harvard’s citation style.
· Expected structure: Table of contents, References & appendix.
· The format should be a document in the respective Turnitin link.
Please rely as much as possible on quality references and sources. You must refer to at least six sources, including at least three academic ones. More references would be a plus, but they must always be authoritative (from primary or original source) and relevant (to the topic, no quoting for the sake of quotation) Remember that your analysis is evidence based – you must substantiate any statement with evidence such as facts, data, stories, concepts and theories.
It assesses the following learning outcomes: 1. understand the rise and evolution of the concept and models of digital business; 2. analyze the development of competitive advantage through digital technology; 3. identify current trends and technology in digital businesses;4. understand how digital technologies can be integrated within business;5. describe the digital business and compare it with non-digital businesses;6. analyze and assess different approaches to the development of digital platforms.
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Exceptional 90-100 |
Good 80-89 |
Fair 70-79 |
Marginal fail 60-69 |
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Knowledge & Understanding (30%) |
Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner. |
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. |
Student understands the task and provides minimum theory and/or some use of vocabulary. |
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. |
|
Application (20%) |
Student applies fully relevant knowledge from the topics delivered in class. |
Student applies mostly relevant knowledge from the topics delivered in class. |
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. |
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. |
|
Critical Thinking (30%) |
Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors. |
Student critically assesses in good ways, drawing conclusions from relevant authors and references. |
Student provides some insights but stays on the surface of the topic. References may not be relevant. |
Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources. |
|
Communication, Including Harvard citation style (20%) |
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar, spellcheck and excellent referencing. |
Student communicates their ideas clearly and concisely, respecting word count, grammar, spellcheck and good, minimum referencing |
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Referencing insufficient |
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident. Referencing insufficient. |
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