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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 wa s 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 proje ct, 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 str engths and weaknesses are within its digital marketing presence. Referencing your findings , you will deve lop recommendations for how the brand can improve its digital marketing strateg ies 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 two milestones , which will be submitted at various points throughout the cours e to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Two and Three . The final product will be submitted in Module Five . 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 dig ital 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 , you will select a brand and conduct an analysis of the brand’s digital marketing strategies. Using your analysis, you will suggest improvements and develop the framework for a new digital marketing campaign that communicates the brand’s message. Select one of the following brands to analyze:  Starbucks  Microsoft  TED Talks  Doritos  Burberry  Nike  Oreo s  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 . Suppo rt your respon se 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 me dia 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 t o 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 activi ties. Be sure to cite examples. 2. Describe what the brand is doing well on digital media. Suppo rt your response with examples. B. Weaknesses 1. Identify a platform that the brand is currently using for marketing and could be improved or utilized more effectively. Support your response with examples. 2. Determine what the br and 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 ana lysis 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 mobi le campaign. B. Create a messaging strategy for the overall campaign, inclu ding examples t o 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 critical element I of Final Project I. This milestone will be graded with the Milestone One Rubric. Milestone Two : Social Media Platforms and Ev aluating Digital Marketing Campaigns In Module Three , you will submit critical elements II and III of Final Project I. This milestone will be graded with the Milestone Two Rubric. Final Project I Submission : Written Analysis In Module Five , 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 w ill be graded with the Assessment 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 Final Submission: Written Analysis Five Graded separately; Final Project I Rubric Final Project I Rubric Guidelines for Submission: Your wri tten analysis should be a 4 - to 5 -page Microsoft Word document, double spaced, with 12 -pt. Times New Roman font, one - inch margins, and APA formatting. Instructor Feedback : This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions . Critical Elements Exemplary (100% ) Proficient (85% ) Needs Improvement (55% ) Not Evident (0% ) Value The Brand’s Use of Digital Marketing:

Digital Media 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 4.2 The Brand’s 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 4.2 The Brand’s Use of Digital Marketing: Overall Brand Meets “Proficient” criteria , and use of examples demon strates sophisticated insight in to 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: Social Media Platforms 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 6.3 Social Media Platforms: Social Media 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 6.3 Social Media Platforms: Modify Meets “Proficient” criteria , and description offers keen insight into how the specifications of social media platforms impact messaging Describes how the br and 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 i naccurate Does not describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms 4.2 Evaluating Digital Marketing 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 6.3 Evaluating Digital Marketing 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 example s are inappropriate or nonexistent Does not describe what the brand is doing well on digital media 4.2 Evaluating Digital Marketing Campaigns: Improved 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 coul d be improved 6.3 Evaluating Digital Marketing Campaigns: Digital Activity Meets “Proficient” criteria and draws insightful conclusions on ho w 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 4.2 Evaluating Digital Marketing Campaigns: Research 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 b etter 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 re search to better focus its digital activ ity 8.4 Evaluating Digital Marketing 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 8.4 Cre ating Digital Marketing Campaigns: 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 8.4 Creating Digital Marketing 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 5 Creating Digital Marketing 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, includi ng 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 5 Creating Digital Marketing 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 8.4 Articulation of Response Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is prese nted in a professional and easy -to- read format Submission has no major errors related to citations, grammar, spelling, synta x, 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 5.2 Total 100%