Assignment- The digital marketing landscape is constantly changing, and companies must be nimble and able to develop, evaluate, and change their digital marketing strategies in a short amount of time.

The digital marketing landscape is constantly changing, and companies must be nimble and able to develop, evaluate, and change their digital marketing
strategies in a short amount of time. Traditional marketing allowed marketers to create brand messaging and control how it was shared with an audience. But
now more than ever, control over what is said about a brand or product has been put into the hands of consumers. The internet, social media, and mobile
platforms have given rise to the voice of customers, and marketers have had to adapt.
For your final project, you will select a brand from the provided list and analyze its current digital marketing strategy. Using this written analysis (Final Project I),
you will then develop a digital marketing plan presentation (Final Project II). This plan will show where the brand’s strengths and weaknesses are within its digital
marketing presence. Referencing your findings, you will develop recommendations for how the brand can improve its digital marketing strategies and ensure it is
using these platforms effectively. This process is vital in the marketing field, as it is through constant review and analysis that marketers are able to make
informed decisions regarding strategies.
The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Two, Three, and Five. The final product will be submitted in Module Seven.
In this assignment, you will demonstrate your mastery of the following course outcomes:
 Determine the appropriate digital marketing platforms for supporting effective marketing strategies
 Determine the role of market research in developing strategic digital marketing plans
 Analyze digital marketing campaigns for determining their role in effective marketing communications
 Develop digital marketing plans that align with organizations’ larger marketing strategies
 Examine digital marketing activities for identifying and addressing possible legal and ethical implications in digital marketing
Prompt
For your written analysis, select a brand from the list below and conduct an analysis of the brand’s digital marketing strategies. Using your analysis, suggest
improvements and develop the framework for a new digital marketing campaign that communicates the brand’s message.
 Starbucks
 Microsoft
 TED Talks
 Doritos
 Burberry
 Nike
 Oreos
 Denny’s
 Pampers
 Netflix
 Dove
 Honest Tea
 ADT
 Taco Bell
 Beats by Dre
 Reese’s
 Krylon Spray
Paint
 MasterCard
 Prudential
 Target
 IKEA
 Lego
 Harley-Davidson
Specifically, the following critical elements must be addressed:
I. The Brand’s Use of Digital Marketing: In this section, you will examine the current marketing strategies used by the brand you selected.
A. Describe the strategy the brand is using to position itself in digital media (social, mobile, and online). Support your description with examples.
B. Describe how the brand’s digital media strategy relates to its overall marketing campaign seen in print, television, and online. Support your
description with examples.
C. Examine whether the digital marketing activity aligns with the organization’s overall brand. Support your response with examples.
II. Social Media Platforms: In this section, you will examine the social media platforms used by the brand you selected. You will discuss how these
platforms are used to support the brand’s digital marketing strategy.
A. Identify the social media platforms the brand uses and explain how they align to the brand’s target market.
B. Describe how the brand uses each social media platform. Consider what the brand’s social media posts consist of or look like.
C. Describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms. In other words, how
does a brand need to change a post between various social media platforms in order to communicate the same message?
III. Evaluating Digital Marketing Campaigns: Before recommending changes to a brand’s digital presence, you should review and analyze its current state.
This will help inform changes and improvements in the new media campaign.
A. Strengths
1. Determine which digital platforms would be most effective for the brand to use. Consider the overall brand, messaging strategy, and
other marketing activities. Be sure to cite examples.
2. Describe what the brand is doing well on digital media. Support your response with examples.
B. Weaknesses
1. Identify a platform the brand is currently using for marketing that could be improved or utilized more effectively. Support your
response with examples.
2. Determine what the brand could improve on regarding its digital activity. Support your response with examples.
3. Describe how the brand could use research to better focus its digital activity.
4. Identify current legal and ethical concerns about the brand’s current digital marketing strategy. Support your response with examples.
IV. Creating Digital Marketing Campaigns: Using your analysis of the brand’s current digital media presence, develop the framework for a new digital
campaign.
A. Describe the types of research that could inform a social media, online, and mobile campaign.
B. Create a messaging strategy for the overall campaign, including examples to demonstrate content and tone.
C. Referring to the digital platforms you determined to be most effective for the brand to use, describe the overall media campaign, including
campaign goals.
D. Describe ethical and legal concerns that will need to be addressed.
Milestones
Milestone One: The Brand’s Use of Digital Marketing
In Module Two, you will submit section I of Final Project I. This milestone will be graded with the Milestone One Rubric.
Milestone Two: Social Media Platforms and Evaluating Digital Marketing Campaigns
In Module Three, you will submit sections II and III of Final Project I. This milestone will be graded with the Milestone Two Rubric.
Milestone Three: Creating Digital Marketing Campaigns
In Module Five, you will submit section IV of Final Project I. This milestone will be graded with the Milestone Three Rubric.
Final Project I Submission: Written Analysis
In Module Seven, you will submit the final version of Final Project I. It should be a complete, polished artifact containing all of the critical elements of the final
product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project I Rubric.
Deliverables
Milestone Deliverable Module Due Grading
One The Brand’s Use of Digital Marketing Two Graded separately; Milestone One Rubric
Two Social Media Platforms and Evaluating
Digital Marketing Campaigns
Three Graded separately; Milestone Two Rubric
Three Creating Digital Marketing Campaigns Five Graded separately; Milestone Three Rubric
Final Submission: Written Analysis Seven Graded separately; Final Project I Rubric
Final Project I Rubric
Guidelines for Submission: Your written analysis should be a 4 – 5 page Microsoft Word document (excluding title and reference pages), double spaced, with 12-
pt. Times New Roman font, one-inch margins, and APA formatting.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Use of Digital Marketing:
Digital Media Strategy
Meets “Proficient” criteria,
and description is
exceptionally clear and
contextualized
Describes the strategy the brand
is using to position itself in digital
media, supporting description
with examples
Describes the strategy the brand is
using to position itself in digital
media, but description is cursory or
examples are inaccurate or
nonexistent
Does not describe the strategy
the brand is using to position
itself in digital media
4
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Use of Digital Marketing:
Overall Marketing
Campaign
Meets “Proficient” criteria,
and description offers a
nuanced insight into how
digital media strategies relate
to overall marketing
campaigns
Describes how the brand’s digital
media strategy relates to its
overall marketing campaign,
supporting description with
examples
Describes how the brand’s digital
media strategy relates to its overall
marketing campaign, but description
is cursory, or examples are
inaccurate or nonexistent
Does not describe how the
brand’s digital media strategy
relates to its overall marketing
campaign
4
Use of Digital Marketing:
Overall Brand Alignment
Meets “Proficient” criteria,
and use of examples
demonstrates sophisticated
insight into the organization’s
overall brand
Examines whether the digital
marketing activity aligns with the
organization’s overall brand,
supporting examination with
examples
Examines whether the digital
marketing activity aligns with the
organization’s overall brand, but
response is cursory, or examples are
inaccurate or nonexistent
Does not examine whether
the digital marketing activity
aligns with the organization’s
overall brand
5
Social Media Platforms:
Platform Identification
Meets “Proficient” criteria,
and explanation demonstrates
an insightful awareness of
how brands use social media
to target specific markets
Identifies the social media
platforms the brand uses and
explains how they align to the
brand’s target market
Identifies social media platforms, but
not all are used by the company
Does not identify any social
media platforms
6
Social Media Platforms:
Social Media Usage
Meets “Proficient” criteria and
demonstrates in-depth
knowledge of the nuances of
social media platforms
Describes how the brand uses
each social media platform
Describes how the brand uses some
social media platforms, or
description is cursory or contains
inaccuracies
Does not describe how the
brand uses social media
platforms
6
Social Media Platforms:
Post Modification
Meets “Proficient” criteria,
and description offers keen
insight into how the
specifications of social media
platforms impact messaging
Describes how the brand must
modify posts in order to
accommodate the differing
functionalities of social media
platforms
Describes how the brand must
modify posts in order to
accommodate the differing
functionalities of social media
platforms, but description is cursory
or inaccurate
Does not describe how the
brand must modify posts in
order to accommodate the
differing functionalities of
social media platforms
4
Evaluating Campaigns:
Platforms
Meets “Proficient” criteria and
cites specific, relevant
examples to establish which
platforms are the most
effective for the specific brand
to use
Determines which digital
platforms are most effective for
the brand to use, citing examples
Determines which digital platforms
are most effective for the brand to
use, but response is cursory, or
examples are inappropriate or
nonexistent
Does not determine which
digital platforms are most
effective for the brand to use
6
Evaluating Campaigns:
Doing Well
Meets “Proficient” criteria,
and description is
exceptionally clear and
contextualized
Describes what the brand is doing
well on digital media, supporting
response with examples
Describes what the brand is doing
well on digital media, but description
is cursory, or examples are
inappropriate or nonexistent
Does not describe what the
brand is doing well on digital
media
5
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Evaluating Campaigns:
Improve Platform
Meets “Proficient” criteria,
and use of examples
demonstrates an in depth
knowledge of how platforms
can be fully utilized for
marketing purposes
Identifies a platform the brand is
currently using for marketing that
could be improved or utilized
more effectively, supporting
response with examples
Identifies a platform the company is
using that could be improved or
utilized more effectively but
response is cursory or examples are
inappropriate or nonexistent
Does not identify which social
media platforms the company
is using that could be
improved
6
Evaluating Campaigns:
Improve Digital Activity
Meets “Proficient” criteria and
draws insightful conclusions
on how the brand could
improve its digital activity
Determines what the brand could
improve on regarding its digital
activity, supporting response with
examples
Determines what the brand could
improve on regarding its digital
activity, but response is cursory, or
examples are inappropriate or
nonexistent
Does not determine what the
brand can improve on
regarding its digital activity
5
Evaluating Campaigns:
Research Use
Meets “Proficient” criteria and
offers nuanced insight into
how research can inform a
brand’s digital activity
Describes how the brand could
use research to better focus its
digital activity
Describes how the brand could use
research better, but does not
connect it to digital activity, or
submission contains issues of clarity
Does not describe how the
brand could use research to
better focus its digital activity
8
Evaluating Campaigns:
Current Legal and Ethical
Concerns
Meets “Proficient” criteria and
demonstrates a complex grasp
of the legal and ethical
considerations associated
with digital marketing
strategies
Identifies current legal and
ethical concerns about the
brand’s current digital marketing
strategy, supporting response
with examples
Identifies legal and ethical concerns
about the brand, but response is
cursory or lacks connections to the
brand’s current digital marketing
strategy, or examples are
inappropriate or nonexistent
Does not identify current legal
and ethical concerns about
the brand’s current digital
marketing strategy
8
Creating Campaigns:
Research Inform
Meets “Proficient” criteria,
and description demonstrates
a nuanced understanding of
the relationship between
research and digital marketing
campaigns
Describes the types of research
that could inform a social media,
online, and mobile campaign
Describes the types of research that
could inform a social media, online,
and mobile campaign, but
descriptions are cursory or
inaccurate
Does not describe the types of
research that could inform a
social media, online, and
mobile campaign
8
Creating Campaigns:
Messaging Strategy
Meets “Proficient” criteria,
and examples provided create
a plausible, comprehensive
messaging strategy
Creates a messaging strategy for
the overall campaign and
includes examples to
demonstrate content and tone
Creates a messaging strategy for the
overall campaign, but strategy is
illogical or does not include
examples that demonstrate content
and tone
Does not create a messaging
strategy
6
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Creating Campaigns:
Overall Media Campaign
Meets “Proficient” criteria,
and the connection between
digital platforms and
campaign goals demonstrates
insight into effective media
campaigns
Describes the overall media
campaign, including campaign
goals, based on the digital
platforms determined to be most
effective
Describes the overall media
campaign, but description is cursory
or lacks connections to campaign
goals or determined digital platforms
Does not describe the overall
media campaign
6
Creating Campaigns: Ethical
and Legal Concerns
Meets “Proficient” criteria and
demonstrates an astute ability
to recognize where issues of
legality and ethics will need to
be addressed
Describes the ethical and legal
concerns that will need to be
addressed
Describes the ethical and legal
concerns that will need to be
addressed, but description is cursory
or inaccurate
Does not describe the ethical
and legal concerns that will
need to be addressed
8
Articulation of Response Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented
in a professional and easy-toread format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors related
to citations, grammar, spelling,
syntax, or organization that
negatively impact readability and
articulation of main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or
organization that prevent
understanding of ideas
5

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