MKT 265 Final Project I

MKT 265 Final Project I Guidelines and Rubric

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 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

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