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FULL SAIL UNIVERSITY | EBMS
DIGITAL MARKETING (MAR681) Week 3 Assignment - Part 3: Budget and KPIs (16%) Page 1 of 3
Objectives:
• Plan and coordinate marketing initiatives across a spectrum of marketing channels
• Develop a campaign budget
• Identify important digital marketing metrics and establish KPIs for a successful campaign
• Establish an analytic framework to evaluate performance of a digital marketing campaign
Instructions: Sections 9-12
This week, you will develop Part 3 of your Digital Marketing Strategy. The goal of this assignment is to demonstrate your understanding of campaign integration, finances, and measurement.
For this assignment, you will submit a 3-4 page APA paper that includes your integrated marketing strategy, marketing budgets, KPIs and analytics.
Section 9: Integrated Marketing Strategy
Describe how you will use integrated marketing communications to optimize and send a consistent message to your target audience. How will you integrate messages and media to develop a holistic marketing approach? How will you time the messages so they operate to support each other and reach potential customers?
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FULL SAIL UNIVERSITY | EBMS
DIGITAL MARKETING (MAR681) | Budget and KPIs Page 2 of 3
Section 12: Analytics
Describe your measurement plan and provide specific details of how you will measure and assess the campaign's success. What tools will you use to measure your KPIs and what objectives need to be achieved?
Research Requirement
Cite the research using APA in-text citations. Add the full APA reference to the references list at the end of the document, on the References page. Do not include the full APA reference inside the body of the document.
Deliverable
When your paper is complete, save it as a Word document. Name your file LastnameFirstinitial_DMKPart3.doc and upload it to the FSO platform before the deadline.
Section 10: Campaign Budget
Using the Marketing and Advertising Year 1 Expense from your Proforma Statement in Entertainment Business Finance (last month's class,) conduct research and determine a realistic year-long marketing budget for your campaign. Typically, a business will not spend more than 20% of their sales on marketing and advertising. Develop a table or pie chart that includes the total annual cost and individual costs associated with each marketing channel (both digital and traditional,) labor expenses, and other direct expenses. Be sure to also include some funds to cover networking expenses like association dues, networking event fees, etc.
Remember, this budget will be part of your overall start-up costs and expenses for your updated Business Plan in Final Project.
Section 11: KPIs
Provide the best metric, or key performance indicator, that will be most useful in determining EACH marketing channel's activities are successfully helping you accomplish your objective. Be sure to identify the following for EACH marketing channel: 1. Objective 2. Goal 3. KPI 4. Target
DIGITAL MARKETING (MAR681) | Digital Marketing Strategy ASSIGNMENT RUBRIC
CRITERIA SUPERIOR AVERAGE BELOW AVERAGE, FAIL
80% 80 points 40-0 points
All sections are answered thoroughly. Research is used to support claims and resources are cited. Content demonstrates an understanding of the course material.
Many sections were missed or not addressed in a thorough manner. Research was not used to support claims and content demonstrates a week understanding of the course material.
10% 10 points 5-0 points
Content
Research and APA Style Citations
9-6 points
Uses a variety of evidence (3 resources at minimum) appropriately and effectively. Evidence is correct and supports ideas. All sources are properly cited and referenced in APA style.
Only one source, with limited specifics to allow the reader to locate the sources. APA style was not followed. Generalizations are used to support the main idea. Examples may not be relevant.
No source citations or reference page. Details are irrelevant. May be unduly brief.
10% 10 points
Professionalism The assignment is organized and has a professional look and feel. Free of spelling grammar, formatting and sentence construction errors. Maintains third person point of view. Template prompts removed. File named according to naming convention.
Ideas are included, but presented randomly without logical structure. Several errors, which distract the reader and impacts the author’s credibility. Third person point of view may not have been consistently.
Random flow, lacks paragraph cohesion. Paragraphs may not relate to author’s objective. Not professional, numerous errors throughout the document.
Most sections are addressed, but some could benefit from a deeper analysis. Some research is used to support claims and resources are cited. Content demonstrates an average understanding of course material.
79-41 points
9-6 points 5-0 points