MKT 335 FINAL PROJECT GUIDELINES AND RUBRIC

MKT 335 Final Project Guidelines and Rubric

 

Overview

The final project for this course is the creation of a digital advertising campaign proposal. The final product represents an authentic demonstration of competency because the development of campaign proposals—and their underlying digital strategy—is an integral component of digital marketing. The project also provides the opportunity for you to demonstrate and apply your knowledge of digital channels and related strategies to a realistic, though fictional, client.

 

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, Four, and Five. The final product will be submitted in Module Seven.

 

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

 

  • MKT-335-01: Develop components of a digital advertising strategy that effectively support an organization’s goals
  • MKT-335-02: Develop digital advertising strategies that effectively address identified campaign goals and requirements
  • MKT-335-03: Recommend strategies for improving and optimizing digital advertising campaigns to maximize their effectiveness
  • MKT-335-04: Utilize marketing data in the development of digital advertising campaigns to evaluate their success
  • MKT-335-05: Determine potential legal and ethical issues related to digital advertising campaigns for minimizing stakeholder risks

 

Prompt

For your final project, you will assume the role of an account executive with a small marketing firm that specializes in digital advertising campaigns. You have been asked to develop a digital strategy for a client who wants to develop a forward-thinking digital campaign that leverages key learnings from past campaigns. The proposed strategy should be based on the client’s campaign goals, budget, and timelines, as well as the lessons learned from the previous campaign.

 

The campaign proposal will include an overview of the campaign, including an executive summary, channel selection and rationale, a SWOT analysis, and evaluation methodology. Other components include a content plan, media plan, and recommendations for campaign enhancements.

 

To effectively address the required critical elements, you will use the information from the Client Packet. You will also use the Campaign Toolkit, which includes templates and other resources to use when developing the campaign proposal.

 

The proposal will demonstrate your knowledge of digital channels and related marketing strategies, including their pros and cons, methods of evaluation, and legal and ethical risks and considerations.

 

 

Specifically, you must address the critical elements listed below. Most of the critical elements align with a particular course outcome (shown in brackets).

 

  • Part One: Campaign Overview: In this section, you will develop a digital campaign strategy that is aligned with the client’s campaign goals. The strategy should take into consideration the results of the previous campaign, as well as your knowledge of digital channels and platforms. The overview will include the following:

 

  1. Executive Summary: Provide a brief summary of the proposed campaign that provides context for the full proposal and highlights key campaign elements.
  2. Key Takeaways: Summarize the major takeaways from the results of the earlier campaigns. [MKT-335-04]
  3. Recommendations: Provide campaign recommendations that accurately reflect previous campaign results and align with current campaign goals. [MKT-335-03]
  4. Channels: Identify appropriate digital channels for the campaign and provide an explanation of the underlying selection rationale based on the client’s campaign goals, resources, and constraints, as well as industry research and best practices. [MKT-335-02]
  5. SWOT Analysis: Summarize the strengths, weaknesses, opportunities, and threats of the digital campaign, including legal and ethical concerns. [MKT-335-05]
  6. Evaluation Criteria: Determine appropriate KPIs for the campaign and provide a clear, logical, and accurate rationale for their selection.

[MKT-335-04]

 

  • Part Two: Media Plan: Next you will develop a media plan that optimizes advertising distribution across key channels, basing your selections on both the campaign goals and lessons learned from the previous campaign. The media plan will include the following:

 

  1. Worksheet: Complete the Media Plan Template, a worksheet you should use to identify key components of the media plan, such as channels, flight, and content type. Selected media should optimize advertising distribution across key channels to drive campaign results.

[MKT-335-01]

  1. Rationale: Provide a clear, appropriate rationale for the media options outlined in the media planning worksheet. [MKT-335-02]
  2. Targeting Specifications: Define appropriate targeting parameters for each channel and explain the rationale for selecting the identified targets. [MKT-335-04]

 

  • Part Three: Content Plan: Based on the recommendations outlined in the campaign overview and media plan, you will develop a content plan that identifies both paid and non-paid content needs. The content plan will include the following elements:

 

  1. Requirements: Outline the types of content and key information needed for the selected channels. [MKT-335-01]
  2. Touchpoint Map: Develop a visual map that illustrates content touchpoints for both paid and unearned channels. [MKT-335-01]
  3. Messaging Guidelines: Develop messaging guidelines, based on channel specifications and campaign goals, that maximize content effectiveness. [MKT-335-02]
  4. Legal Issues: Identify potential legal requirements and concerns related to content. [MKT-335-05]
  5. Ethical and Cultural Issues: Identify potential ethical and cultural issues related to content and propose possible responses to address these concerns. [MKT-335-05]

 

  • Part Four: Above and Beyond: In the concluding section of the campaign proposal, you will provide short- and long-term recommendations for improving or enhancing the campaign:

 

  1. Short-Term Recommendations: Recommend specific strategies for enhancing, extending, or supplementing the campaign, based on additional resources, including time and budget. [MKT-335-03]
  2. Predictions: Provide predictions about emerging technologies and approaches in digital advertising, explaining how these new options could further improve and enhance the client’s digital advertising efforts over the next two to five years. You must support your predictions with three academic or industry resources. [MKT-335-03]

 

Milestones

Milestone One: Campaign Overview

In Module Two, you will submit a draft of the campaign overview, Part One a–f. You will provide an executive summary of the campaign proposal. Based on the provided results of a previous campaign, you will summarize the key takeaways from the campaign, along with a list of recommendations for the proposed campaign. You will identify the suggested digital channels for the campaign, explaining the rationale for their selection. You will then provide a brief SWOT analysis, summarizing the strengths, weaknesses, opportunities, and threats of the digital campaign, including legal and ethical concerns. Lastly, you will provide suggested evaluation criteria, identifying suggested KPIs and the rationale for their selection. This milestone will be graded with the Milestone One Rubric.

 

Milestone Two: Media Plan

In Module Four, you will submit a draft of the media plan, Part Two a–c. The media plan should optimize advertising distribution across key channels based on the client’s goals and resources. You will complete the media planning worksheet and provide the rationale for the choices outlined in the worksheet. Lastly, you will summarize the targeting specifications for each channel based on the campaign goals as well as the channel itself. This milestone will be graded with the Milestone Two Rubric.

 

Milestone Three: Content Plan

In Module Five, you will submit a draft of the content plan, Part Three a–e. In the plan, you will identify content requirements, including both paid and unpaid content needs, as well as the key information needed for each channel. You will develop a related touchpoint map and messaging guidelines for content, based on the campaign goals and channel requirements. Lastly, you will summarize potential legal issues, as well as ethical and cultural issues to consider. This milestone will be graded with the Milestone Three Rubric. 

 

 

Final Submission: Campaign Proposal

In Module Seven, you will submit your final project. It should be a complete, polished artifact containing all 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 Rubric.

 

Deliverables

Milestone Deliverable Module Due Grading 
One Campaign Overview Two Graded separately; Milestone One Rubric
Two Media Plan Four Graded separately; Milestone Two Rubric
Three Content Plan Five Graded separately; Milestone Three Rubric
  Final Submission: Campaign Proposal Seven Graded separately; Final Project Rubric

 

Final Project Rubric

Guidelines for Submission: Your campaign proposal should be 15 to 20 pages in length, including provided templates and worksheets. It should be formatted with 12-point Times New Roman font, double spacing, and one-inch margins. Sources should be cited according to APA style.

 

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Overview: Executive Summary Meets “Proficient” criteria and deftly balances brevity with required detail Summarizes the proposed campaign, highlighting key elements and providing context for the full proposal Summarizes the proposed campaign, but summary is ineffective, verbose, or contains inaccuracies Does not summarize the proposed campaign 6
Overview: Key Takeaways 

[MKT-335-04]  

Meets “Proficient” criteria and the analysis reflects a nuanced understanding of the campaign results Analyzes previous campaign results to identify key takeaways Analyzes previous campaign results to identify key takeaways, but the analysis is cursory or contains inaccuracies Does not analyze previous campaign results to identify key takeaways 6
Overview:

Recommendations

[MKT-335-03]  

Meets “Proficient” criteria and the recommendations demonstrate exceptional creativity and insight Provides campaign recommendations that accurately reflect previous campaign results and align with current campaign goals Provides campaign

recommendations, but they are cursory or do not accurately reflect previous campaign results or campaign goals

Does not provide campaign recommendations that reflect previous campaign results and current campaign goals 6
Overview: Channels [MKT-335-02]   Meets “Proficient” criteria and offers an exceptionally clear and well-researched justification for channel selection Identifies appropriate digital channels for the campaign and provides an accurate, logical rationale for their selection Identifies digital channels for the campaign and provides a rationale for their selection, but the rationale is weak, unclear, or incomplete Does not identify appropriate digital channels for the campaign and/or does not provide a rationale for their selection 6

 

Overview: SWOT

Analysis

[MKT-335-05]  

Meets “Proficient” criteria and the analysis demonstrates an exceptional grasp of the factors that could impact the campaign Prepares a SWOT analysis that accurately identifies the strengths, opportunities, weaknesses, and threats of the proposed campaign Prepares a SWOT analysis, but

the analysis is cursory, incomplete, or contains inaccuracies

Does not prepare a SWOT analysis of the proposed campaign 6
Overview:

Evaluation Criteria

[MKT-335-04]  

Meets “Proficient” criteria and the explanation shows keen insight into the effective use of KPIs Identifies appropriate KPIs for the campaign and provides a clear, logical, and accurate rationale for their selection Identifies KPIs for the campaign, but the KPIs are not appropriate or the explanation is unclear or contains inaccuracies Does not identify KPIs for the campaign 6
Media Plan:

Worksheet

[MKT-335-01]

Meets “Proficient” criteria and the plan is exceptionally welldeveloped Selects media options that optimize advertising distribution across key channels to drive campaign results Selects media options for distribution across channels, but the response is incomplete or contains inaccuracies Does not select media options for distribution across channels 6
Media Plan:

Rationale

[MKT-335-02]

Meets “Proficient” criteria and the explanation demonstrates an in-depth understanding of the media planning process Provides a clear, appropriate rationale for the media options outlined in the media planning worksheet Provides a rationale for the media options outlined in the media planning worksheet, but the explanation is cursory, incomplete, or contains inaccuracies Does not provide a rationale for the media options outlined in the media planning worksheet 6
Media Plan:

Targeting

Specifications

[MKT-335-04]

Meets “Proficient” criteria and explanation demonstrates an indepth understanding of targeting parameters Defines appropriate targeting parameters for each channel and effectively explains the rationale for selecting the identified targets

 

Defines targeting parameters for each channel, but the parameters are either inappropriate or the selection rationale is incomplete, inaccurate, or missing Does not define targeting parameters for each channel 5
Content Plan:

Requirements

[MKT-335-01]  

Meets “Proficient” criteria and the requirements reflect an indepth understanding of the content planning process Provides an accurate, comprehensive outline of the types of content and key information needed for the selected campaign channels Provides an outline of the types of content and information needed for the selected channels, but the outline is cursory, incomplete, or contains inaccuracies Does not provide an outline of the types of content and information needed for the selected channels 6
Content Plan:

Touchpoint Map

[MKT-335-01]

Meets “Proficient” criteria and the touchpoint map is polished and professional Visually illustrates all content touchpoints for both paid and unearned channels using a touchpoint map Visually illustrates content touchpoints for paid and unearned channels using a touchpoint map, but the map is incomplete or contains inaccuracies Does not visually illustrate content touchpoints for paid and unearned channels using a touchpoint map 5

 

Content Plan: Messaging

Guidelines

[MKT-335-02]  

Meets “Proficient” criteria and the guidelines reflect an exceptional understanding of the connections between messaging, campaign goals, and the target audience Develops clear, concise messaging guidelines, based on channel specifications and campaign goals that maximize content effectiveness Develops messaging guidelines based on channel specifications and the campaign goals, but the guidelines are incomplete, contain inaccuracies, or do not clearly relate to the selected channels or campaign goals Does not develop messaging guidelines based on channel specifications and campaign goals 6
Content Plan: Legal

Issues

[MKT-335-05]

Meets “Proficient” criteria and addresses underlying, but less obvious, issues that many marketers might miss Identifies potential legal requirements and concerns relevant to the content plan Identifies potential legal requirements and concerns relevant to the content plan, but identifications are incomplete, contain inaccuracies, or do not clearly relate to the campaign elements Does not identify potential legal requirements and concerns related to content 6
Content Plan: Ethical and Cultural Issues

[MKT-335-05]

Meets “Proficient” criteria and addresses underlying, but less obvious, issues that many marketers might miss Identifies potential ethical and cultural issues related to content and proposes possible responses to address these concerns Identifies potential ethical and cultural issues related to content and proposes possible responses to address these concerns, but the response is incomplete, contains inaccuracies, or does not clearly relate to the campaign elements Does not identify potential ethical and cultural concerns related to content 6
Above and Beyond: Short-Term

Recommendations

[MKT-335-03]

Meets “Proficient” criteria and recommendations are

exceptionally creative, reflecting a forward-thinking approach to digital advertising

Recommends specific strategies for enhancing, extending, or supplementing the campaign Recommends strategies for enhancing, extending, or supplementing the campaign, but the response is cursory or incomplete Does not recommend strategies for enhancing, extending, or supplementing the campaign 6
Above and Beyond:

Predictions

[MKT-335-03]

Meets “Proficient” criteria and response demonstrates an indepth understanding of trends in digital advertising Provides predictions about emerging technologies and approaches in digital advertising explaining how these new options could shape client’s future campaigns; supports predictions with academic and industry resources Provides predictions about emerging technologies and approaches in digital advertising, but does not adequately explain how these new options could shape client’s future campaigns or does not provide academic and industry resources to support predictions Does not provide predictions about emerging technologies and approaches in digital advertising 6
Articulation of Response Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy to read 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 6
        Total 100%

 

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