Final Paper and Presentation

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DIGITAL MARKETING (MAR681) Week 4 Assignment - Part 4: Final Paper and Presentation (17%) Page 1 of 3

Objectives:

• Combine all of the sections of the strategy that you created this month into one complete document

• Finalize, summarize, and present your Digital Marketing Strategy

Instructions: 


Part 4 of the Digital Marketing Strategy is to deliver and present your comprehensive strategy plan. The goal of this assignment is to demonstrate your understanding of digital marketing practices by describing the technologies, tools, and metrics used in an effective digital marketing plan.

For this assignment, you will:

PART 1 - Final Paper

Combine all of the sections (Parts 1-3) of the strategy you created this month into a single document.

Review all of the feedback that you received on your assignments throughout the month from your instructor. Edit your plan and make adjustments, taking the feedback into consideration before finalizing your submission. Highlight any changes you made in parts 1, 2, and 3.

…Continued on page 2

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DIGITAL MARKETING (MAR681) | Final Paper and Presentation Page 2 of 3

References

Include a cumulative reference page citing all references used to date, in correct APA format. Any new references should be identified under the References sections on the last page, by providing a link to the source.

Deliverables

There are two deliverables for this assignment:

1. When your paper is complete, save it as a Word document. Name your file LastnameFirstinitial_DMKFinalPaper.doc and upload it to the FSO platform before the deadline.

2. Upload your narrated Keynote .MOV video file. Name your file LastnameFirstinitial_DMKFinalPrenentation.mov and upload it to the FSO platform before the deadline.

PART 2 - Presentation

Develop a professional and persuasive narrated Keynote presentation. Imagine your audience is an investor who will be funding your plan. Prepare and speak confidently to demonstrate your knowledge of digital marketing.

The presentation should include key aspects of all 12 sections from assignments 1-3:

1. Business Concept Overview 2. Competitive Analysis 3. Target Market 4. Digital Properties and Keyword Strategy 5. Campaign Objective 6. Marketing Channels 7. Campaign Strategy 8. Mock-ups 9. Integrated Marketing Strategy 10. Campaign Budget 11. KPIs 12. Analytics

Create a PDF of your presentation and then use Screencast-o-matic (https://screencast-o-matic.com) to create a narrated video version of your presentation. Length: 10-minute maximum.

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. 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