UNIVERSITI TUNKU ABDUL RAHMAN

FACULTY OF ACCOUNTANCY AND MANAGEMENT

BACHELOR OF INTERNATIONAL BUSINESS (HONOURS)

BACHELOR OF BUILDING PROPERTY & MANAGEMENT (HONOURS)
BACHELOR OF ECONOMICS (HONOURS) GLOBAL ECONOMICS
BACHELOR OF ACCOUNTING (HONOURS)

ACADEMIC YEAR 2022

TRIMESTER JANUARY 2022
YEAR 1/2/3

UKAI3013 eCommerce
COURSEWORK BRIEF

No. Assessment Method Total

1. 100% Coursework:
 Portfolio of Evidence (50%) 100%
 Quiz (30%)
 Presentation (20%)

Plagiarism
Plagiarism is defined as the submission or presentation of work, in any form, which is not
one’s own, without acknowledgment of the sources. If a student obtains information or ideas
from an outside source, that source must be acknowledged. Another rule to follow is that any
direct quotation must be placed in quotation marks and the source immediately cited.

Plagiarism is also defined as copying of all or part of the work of another student(s) of current
or previous batch of this University or another higher learning institution. The University’s
degree and other academic awards are given in recognition of the candidate’s personal
achievement. Plagiarism is therefore considered as an act of academic fraudulence and as
an offence against university discipline.

Intellectual Property
Copyright must be seriously protected. The University takes a strong stand against any
illegal photocopying of textbooks and any other materials by students. Students are
forewarned of the consequences and the penalty that may be meted out if they are “caught
in the act”.

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Modes of referencing

Students are advised to incorporate proper academic modes of referencing. The normally
acceptable mode of academic referencing is the American Psychological Association (APA)
system; please refer to the APA referencing system document for detailed usage.

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Mark allocation for group-based assessments
Group-based assessments assume that all members in a group will be awarded the same marks
for the group components. However, in exceptional circumstances, weighted marks can be
awarded for different members in a group to better reflect contribution of individual members. To
do this, the lecturers or tutors require the view of each group member to be put in writing, which
has to be submitted before the submission of the group assessments. Where no written
submission is made, it will be assumed that all members in a group will be awarded the same
marks for the group components.

PORTFOLIO 50% SUBMISSION DUE: WEEK 4, 8, 11

Each tutorial class will form groups of ONLY FIVE (5) students each. Fill in the GROUP LIST
form to confirm your team members. This must be done within WEEK 1. Link to the form has
already been made available in WBLE with the label TEMPLATE 1: GROUP LIST.

Alibaba GDT Digital Transformation Program

These pages outline the procedures and requirements for the assessment of the Digital
Transformation Program. The assessment consists of three components:

1. A portfolio of evidence.
2. A quiz.
3. A presentation.

The portfolio of evidence is completed throughout the Program while the quiz and presentation
are done after completing the Program, in no specific order. Candidates who complete the
Program and each of the three assessments can obtain GDT Network Membership and are
eligible to enrol in the Alibaba GDT Digital Entrepreneurship Program.

The tasks required for the portfolio of evidence and the presentation should be completed in
groups with no more than 5 members. The quiz should be completed individually by each
candidate.

Portfolio of Evidence (POE)

Participants in the Digital Transformation Program will develop a portfolio documenting their work
as they complete the three assessment tasks for the program.

The primary objective for GDT is to verify candidates have undergone the process set out by the
program and adapted the concepts it teaches. Hence, to “pass” or complete the POE, a
candidate needs to include all the information specified for each task. The concrete tasks to be
completed are listed on the following pages.

Candidates need only add to the portfolio what documentation is needed to verify their completion
of the requirements. We highly recommend that candidates use the portfolio as a place to store
their work and let it become a record of their journey. The content can be any format (e.g. text,
video, sound, images, presentations etc.)

Alibaba GDT Lecturers expect students to ensure that their portfolio contains the following
THREE (3) perspectives:

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1. Completeness – every material required for all tasks have been added to the portfolio. A
portfolio where any one element in the checklist is missing cannot pass.

2. Veracity – the truthfulness of any work submitted to the portfolio can be verified. A portfolio
where a GDT Candidate cannot verify the truthfulness of any one element of their work cannot
pass. We expect institutions to uphold a standard of academic integrity with regards to
plagiarism, falsification and cheating and not accept any work with either of these problems.

3. Relevance – all content submitted to the portfolio (including for example – but not limited to –
interview questions, videos, presentations, journals etc.) must be relevant to the tasks and
topics for which it is submitted. A portfolio with content that is not directly relevant to the task
for which is submitted cannot pass

Topic 1 & 2 Introduction to the Digital Economy

Task 1: Explain one of the features of the digital economy and its benefits.

1. Develop a case study of a successful example from your country that reflects the feature
and its benefits.

2. Produce a video where you use storytelling to introduce the case study.

3. Make the video publicly available on any social media and obtain a minimum of 10
likes/upvotes/shares. within the deadline set by your institution.

a. Submit a summary of your viewership.

Expectations / Procedures
Materials to add to portfolio
1. The video of the case study. DUE WEEK 4

2. A brief written summary of the viewership data no longer than 2 A4 pages. Include
screenshots of the platform showing the viewership and likes/upvotes/shares. DUE WEEK 8

3. The documents required for any interviews done (consent form and image of the
interviewer together with the interviewee).

4. Journal of the process

a. A summary of group thoughts, discussions, conclusions, and decisions (can be text or

video).

5. A confirmation from the responsible GDT Lecturer confirming the completeness, veracity
and relevance of the content submitted to the portfolio (can be in any format).

Focus on one of the three FEATURES.

1. Platform-based business
Points to cover in video
1. Ecosystem – for example:

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 o Who are the ecosystem players?
o How does the ecosystem players contribute to the ecosystem and benefit from it?

2. Digital Infrastructure – for example:

o Marketplace
o Logistics
o Payment
o Data / Computing

Compulsory interviews
1. At least one interview from three of the four categories (i.e. conduct at least three
interviews)
o Employee of a platform.
o Platform service-provider, e.g. sellers on eCommerce platforms or drivers on local service
platforms.
o Ecosystem service-provider, e.g. digital marketing agency or logistics providers.
o Customer.

2. Inclusiveness
Points to cover in video
1. The story of how the case begun its digital transformation.
2. Key factors for its continued success – for example:
3. Platform-support
4. Digital infrastructure
5. Availability of skills, talent, and training
6. Government support and policies
7. Geography and local specialties

Compulsory interview (Inclusiveness)

• One interview of either one of:
o Someone who has significantly benefited from a new opportunity created by the digital
economy or digital ecosystems in your country.
o The owner of a business which contributes to the development of an inclusive digital
economy in your country.
o A leader/owner of a community, industry, business, or location which has benefited from
the inclusiveness of the digital economy in your country.

3. Data-Driven
Points to cover in video
1. Application of data-analysis to improve business performance, i.e.
o how do they obtain data?
o how do they analyze the data and turn it into insights?
o what actions have they taken based on the data, and
o what were the results?

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 Compulsory interview
• Interview at least one core staff responsible for marketing or product development from a
business whose business performance has improved significantly by using data analysis.

Topic 3 & 4 Business Paradigm Shift  DUE WEEK 11

Task 2: Identify a business to work with and help them develop a consumer persona and assess
their:

1. Consumer Persona
a. Using the consumer persona template provided to develop a consumer persona of either:

i. An existing key target audience (1)

ii. A potential new target audience (2)

b. Justify your conclusions about the target audience outlined in the persona in a
presentation to the company.

2. Digital Readiness
a. Use a mind-map to illustrate the conclusions of your assessment of:

i. how technologies might impact the workforce of the business,

ii. and the readiness of the organizational structure and culture for digital transformation.

b. Develop three recommendations for the company on how they can increase their
capacity for digital transformation.

c. Present the findings and your recommendations the company. WEEK 11

Expectations / Procedures
Materials to add to the portfolio
1. The consumer persona.

2. Mind-map showing conclusions of the digital readiness assessment and the three
recommendations.

3. Images or video(s) of the presentation(s) to the company.

4. The company’s response (in writing – e.g. in an email, text message, document with
letterhead or signature – or in video format).

5. The documents required for each interview (consent form and image of the interviewer
together with the interviewee).

6. Journal of the process

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 a. A summary of group thoughts, discussions, conclusions, and decisions (can be text or
video).

7. A confirmation from the responsible GDT Lecturer confirming the completeness, veracity and
relevance of the content submitted to the portfolio (can be in any format).

For the consumer persona

Desktop research
Research all three of the below:
1. Existing internal target audience information,
2. Industry reports,
3. Reviews and comments by consumers offline or online such as on the company website,
blogs, social media channel, and ecommerce stores.

Survey
- Create a survey of up to 15 questions. Send the survey to relevant consumers (no less
than 30 people).
- In the survey ask if the respondent is available for an interview and for you to observe them
consuming or using the good or service that your chosen company provides. Choose no less
than THREE consumers.

Compulsory interviews (must be completed to pass this task)

- Interview no less than three consumers to fill in all missing sections of the consumer
persona.
- Interview customer service staff at the company to see what type of questions and reviews
they receive from their customers.

For the digital readiness assessment

Compulsory interviews (must be completed to pass this task)
- Interview two or more members of either the company’s management, HR-staff and other
staff to understand the challenges they foresee in undergoing a digital transformation
regarding e.g. company’s decision- making process, company structure, management style,
company culture and skillset shortage.

Topics 5 – 8 Digital Transformation  DUE WEEK 11

Task 3: Present a digital transformation case to a company within one of the following industries:
retail, logistics, manufacturing, or finance.

1. Develop a presentation of the digital transformation of one of the four industries.

2. Present to a company within the relevant industry.
3. Account for their response.
4. A confirmation from the responsible GDT Lecturer confirming the completeness, veracity
and relevance of the content submitted to the portfolio (can be in any format).

Expectations / Procedures
Materials to include in the portfolio of evidence
1. The presentation.

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2. Images or video of the GDT Candidate presenting to the company.

3. The company’s response (in writing – e.g. in an email, text message, document with
letterhead or signature – or in video format).
4. The documents required for any interviews done (consent form and image of the
interviewer together with the interviewee).

5. Journal of the process

a. A summary of group thoughts, discussions, conclusions, and decisions (can be text or
video).

6. A confirmation from the responsible GDT Lecturer confirming the completeness, veracity and
relevance of the content submitted to the portfolio (can be in any format).

PORTFOLIO OF EVIDENCE FORMATTING

** PLEASE ENSURE ALL REPORTS ARE SUBMITTED INTO TURNITIN WITH SIMILARITY
LESSER THAN 15% BEFORE SUBMISSION**
You can get the Turnitin code from your respective tutors. Attach ONLY the summary page
and attach it as page 2, after the document cover page.
The report should be written according to the following format:
Spacing : 1.15 spacing
Font Type : ARIAL
Font Size : 12
Alignment : Justified

The PORTFOLIO OF EVIDENCE (POE) will be submitted as SOFTCOPY, and should be

uploaded on the date of submission via the link given in WBLE.

SUBMISSION:
Task 1 : WEEK 4 (20th Feb 2021; Sunday 11.59pm) VIDEO
Task 1 : WEEK 8 (27th Mac 2022; Sunday 11.59pm) SUMMARY OF VIERWERSHIP
Task 2 : WEEK 11 (10th Apr 2022; Sunday 11.59pm)
Task 3 : WEEK 11 (10th Apr 2022; Sunday 11.59pm)

ALIBABA GDT QUIZ: 30% EXECUTION: WEEK 15

Participants will complete a quiz after concluding the Digital Transformation Program. The quiz
evaluates candidates’ correct understanding of key principles and concepts in the content.
The quiz:
• is completed online (Students will be informed which platform to use)
• consists of single-choice questions, true-and-false questions, and multiple-choice
questions.
• consists of 30 randomly selected questions.
• is open book.
• has a time limit of 45 minutes.

Candidates will be informed of the results of the quiz immediately upon submitting it.
QUIZ EXECUTION:

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WEEK 15 (2nd to 8th May 2021; Sunday; 11.59 pm)
PRESENTATION: 20% SUBMISSION & EXECUTION: WEEK 12 & 13

As the final element of the assessment, participants are expected to develop a presentation of
6-10 minutes and record a video of themselves presenting it.

The prompt for the presentation is:

Present a vision that illustrates the positive impact an inclusive digital economy can have on
your country’s future.

Materials students should add to the portfolio of evidence

1. The presentation
2. The video of their presentation.
3. The marks given by the responsible GDT Lecturer.
4. A confirmation from the responsible GDT Lecturer confirming the completeness, veracity and
relevance of the content submitted to the portfolio (can be in any format).

FORMATTING PRESENTATION
The video MUST:
1. be submitted in either a MP4 or WMV file format
2. be clear and focus with good lighting
3. have clear audio, without unwanted or excessive background noise
4. be within the timeframe outlines in the assessment guide
5. have clear and readable graphics

SUBMISSION: WEEK 13 (24th Apr 2022; Sunday; 11.59 pm)

PRESENTATION: WEEK 12 & 13 (TUTORIAL CLASSES)

The videos have to be UPLOADED INTO the SUBMISSION FOLDER created by your
respective tutor via MICROSOFT TEAMS in WEEK 13. (Refer the submission date, day and
time above).

The presentation is marked using the assessment criterium set forth in the rubric below.

Assessment criteria – Total: 30 points | Required to pass: 25 points.

Evaluation Criteria Yes = 3 Almost = 2 Not really = 1

No Evaluation Criteria 3 2 1
Delivery
1 Gained attention through compelling introduction, enthusiasm, and use of the
stage? Have call to action?
2 Kept audience interested throughout with conversational delivery, intentional
movement, gesturing, and eye contact?
3 Confident, concise, and clear description of concept using tonal variety? Easy to
hear and easy to follow along?
4 Presentation flowed well. Solid handoffs to teammates that propelled
presentation forward?
5. Creative approach
Visual aids

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6. Reflective of the vision presented
7. Helped the audience grasp the concept?
8. Simple, clear, well-formatted, visually appealing, error-free visuals?
9. Presentation materials assisted in flow of presentation.
10. Demonstrated that significant thought, time, and effort were put into the
presentation?

Checklist (TO BE UPLOADED IN EVERY SUBMISSION TOPIC FOLDER)

Topic 1 & 2 Introduction to the Digital Economy
The video of the case study.
A brief written summary of the viewership data no longer than 2 A4 pages. Include
screenshots of the platform showing the viewership and likes/upvotes/shares.
The documents required for any interviews done (consent form and image of the
interviewer together with the interviewee).
Journal of the process
o A summary of group thoughts, discussions, conclusions, and decisions (can be text or
video).
A confirmation from the responsible GDT Lecturer confirming the completeness, veracity
and relevance of the content submitted to the portfolio (can be in any format).
Topic 3 & 4 Business Paradigm Shift
The consumer persona.
Mind-map showing conclusions of the digital readiness assessment and the three
recommendations.
Images or video(s) of the presentation(s) to the company.
The company’s response (in writing – e.g. in an email, text message, document with
letterhead or signature – or in video format).
The documents required for each interview (consent form and image of the interviewer
together with the interviewee).
Journal of the process
o A summary of group thoughts, discussions, conclusions, and decisions (can be text or
video).
A confirmation from the responsible GDT Lecturer confirming the completeness, veracity
and relevance of the content submitted to the portfolio (can be in any format).
Topic 5 – 8 Digital Transformation
The presentation.
Images or video of the GDT Candidate presenting to the company.
The company’s response (in writing – e.g. in an email, text message, document with
letterhead or signature – or in video format).
The documents required for any interviews done (consent form and image of the
interviewer together with the interviewee).
Journal of the process
o A summary of group thoughts, discussions, conclusions, and decisions (can be text or
video).
A confirmation from the responsible GDT Lecturer confirming the completeness, veracity
and relevance of the content submitted to the portfolio (can be in any format).
Presentation
The presentation
The video of their presentation.
The marks given by the responsible GDT Lecturer.
A confirmation from the responsible GDT Lecturer confirming the completeness, veracity
and relevance of the content submitted to the portfolio (can be in any format).

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