Assignment: Project Guidelines

Overview

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 a provided list and analyze its current digital marketing strategy. Using this written analysis (Final Project I), you will then develop a digital marketing plan (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 final product will be submitted in Module Seven.

In this assignment, you will demonstrate your mastery of the following course outcomes:

- 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 presentation, you will use your analysis of your selected brand to create a digital marketing presentation that communicates the brand's message and suggests improvements. This presentation is a representation of you as a professional. With that in mind, be sure that you are creating this presentation in a way that displays professionalism. Elements on each slide should be chosen strategically and purposefully.

Specifically, the following critical elements must be addressed:

I. Presentation

A. Develop a slide that presents an overview of the brand and marketing campaign. Support your slide with speaker notes or audio.

B. Develop a slide that presents an overview of the evaluation you conducted of the brand's digital strategies. Support your slide with speaker notes or audio.

C. Develop a series of slides, using real-world examples or images of your own, that describe the digital campaigns (social media, online, and
mobile) you are proposing the brand should create. Support your slides with speaker notes or audio.

D. Develop a slide that presents an overview of the marketing research used to inform your proposed digital campaigns.

E. Develop a slide that presents an overview of legal and ethical concerns that must be addressed prior to launching your campaign.