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Assignment Brief and Front Sheet PGT
This front sheet for assignments is designed to contain the brief, the submission instructions, and the actual student submission for any WMG assignment. As a result the sheet is completed by several people over time, and is therefore split up into sections explaining who completes what information and when. Yellow highlighted text indicates examples or further explanation of what is requested, and the highlight and instructions should be removed as you populate ‘your’ section.
This sheet is only to be used for components of assessment worth more than 3 CATS (e.g. for a 15 credit module, weighted more than 20%; or for a 10 credit module, weighted more than 30%).

To be completed by the student(s) prior to final submission:
Your actual submission should be written at the end of this cover sheet file, or attached with the cover sheet at the front if drafted in a separate file, program or application.
Student ID or IDs for group work e.g. 1234567

To be completed (highlighted parts only) by the programme administration after approval and prior to issuing of the assessment; to be consulted by the student(s) so that you know how and when to submit:

Date set 03/03/2025
Submission date (excluding extensions) 31/03/2025 12:00PM UK Time

Submission guidance The submission will be made via link available on Tabula.

Marks return date (excluding extensions) 30/04/2025
Late submission policy If work is submitted late, penalties will be applied at the rate of 5 marks per University working day after the due date, up to a maximum of 10 working days late. After this period the mark for the work will be reduced to 0 (which is the maximum penalty). “Late” means after the submission deadline time as well as the date – work submitted after the given time even on the same day is counted as 1 day late.

For Postgraduate students only, who started their current course before 1 August 2019, the daily penalty is 3 marks rather than 5.

Resit policy If you fail this module and/or component, the University allows students to remedy failure (within certain limits). Decisions to authorise resits are made by Exam Boards. These will be issued at specific times of the year, depending on your programme of study. More information can be found from your programme office if you are concerned.

If this is already a resit attempt, this means you will not be eligible for an additional attempt. The University allows as standard a maximum of two attempts on any assessment (i.e. only one resit). Students can only have a third attempt under exceptional circumstances via a Mitigating Circumstances Panel decision.

To be completed by the module leader/tutor prior to approval and issuing of the assessment; to be consulted by the student(s) so that you understand the assignment brief, its context within the module, and any specific criteria and advice from the tutor:

Module title & code Digital Retail Strategy – WM9A1-15 24/25/

Module leader M. Armaghan Khan

Module tutor M. Armaghan Khan

Assessment type Essay

Weighting of mark 70%

Assignment brief

You have been hired as a Digital Retail Strategist by a new company specializing in the creation and sale of designer handbags. Given the competitive nature of the industry, the company is committed to developing a comprehensive and multi-dimensional digital retail strategy that incorporates various success enablers. The firm has allocated ￡100,000 specifically for webstore development, with additional funds dedicated to technology integration and strategy implementation. To deliver this robust strategy document, you are required to focus on the following key elements:
Critically evaluate various available options and establish the most suitable webstore infrastructure, considering the specific business context and needs.
Define a comprehensive set of features for the webstore that align with industry standards and cater to the target audience.
Identify key strategic tactics for marketing, sales, and operations that will support a successful go-to-market strategy.
Provide an outline of the essential technologies the company should invest in to optimize its sales potential.
Present a clear breakdown of the key costs associated with web development, along with an overall project timeline.
You may make any assumptions about the business that you find necessary to provide a complete and coherent strategy, but these assumptions must be explicitly stated and justified.
All arguments should be supported by references from both academic and commercial sources.

Word count
2800

Module learning outcomes (numbered) Demonstrate the ability to work in a group and develop a use case appropriate strategy presentation using key learnings from the module
Critically assess different digital retail platform technologies and develop an understanding of design optimization for delivering conversion friendly storefronts.
Critically evaluate various sales, marketing and operations strategies that help deliver success for the digital enterprise and employ the most appropriate ones for the assigned use case.
Critically analyse the potential and role of modern technologies in delivering higher levels of customer convenience and selling success.
Evaluate key digital storefront design and functionality choices and employ appropriate ones for delivering customer experience and selling success for the assigned use case.

Learning outcomes assessed in this assessment (numbered) 2, 3, & 4