Marketing Assignment 1 and 2

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 2 (1196) Page 1 of 8

Assignment 2: Marketing Campaign Slide Deck Part A: Drafts for Slides 1 to 7, due Week 5, Sunday (Weight: 10%) Part B: Complete Marketing Campaign Slide Deck, due Week 7, Sunday (Weight: 25%)

Overview In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3. For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment, use the JWI518_ Assignment_2_Template available in your Blackboard course. This template is provided as a guide for developing your slides, to ensure that all required content is included. Bear in mind that your audience will be the CMO and members of the company’s executive team. As high- level decision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign.

Leverage what you have learned in the first seven weeks of your JWI 518 - Marketing in a Global Environment course, including the textbook readings, Lecture Notes, articles, videos, and external resources. You will also build on the work you did in your Campaign Brief in Assignment 1.

Submission of Part A and Part B In Week 5, for Part A, you will submit draft versions of Slides 1 to 7. Your professor will grade the slides and provide feedback to help you revise and refine your slides. Your draft slides should be as complete as possible. If you still need additional data, note this in your slides and indicate what will be added and where you plan to locate the data. Assignment 2, Part A is due by Sunday, midnight of Week 5. In Week 7, you will submit your complete slide deck as Assignment 2, Part B. Be sure to implement the suggested revisions from your professor, to improve your draft slides. Also apply the lessons learned from Part A to the remaining slides that you create. The professor’s feedback will help you to create a polished and professional presentation. Assignment 2, Part B is due by Sunday, midnight of Week 7.

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 2 (1196) Page 2 of 8

Instructions Construct your slides for Assignment 2 using the Slide Deck Outline below. The slide numbers in parentheses refer to the numbered slides in the Assignment_2_Template. You may add some additional slides for topics that need them, but your total slide deck must be no more than 15 slides. Slide Deck Outline

CAMPAIGN PROPOSAL (SLIDE 1 – COVER SLIDE)

• Company name, campaign name, product or service name • Student name, professor name, submission date

PRODUCT / SERVICE AND FEATURES (SLIDE 2)

• Introduce the product or service for the campaign: o Description of the product or service o What is its core purpose or function?

• What are its key features? o Use this or a similar format - Feature: brief summary of the feature

CAMPAIGN MARKETING GOALS (SLIDE 3)

• Which marketing goals will this campaign support? o Provide a minimum of 3 and a maximum of 5 goals o Write a brief SMART description for each goal

 SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Bound o You may select from the sample goals below or add your own alternative goals:

 Build brand awareness  Increase in number of items sold  Increase in market share  Capture a new target market  Broaden the company’s mix of products/services  Increase overall company revenues  Increase donations to organization  Improve ROI on advertising expenditure  Change or improve the company’s image

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 2 (1196) Page 3 of 8

TARGET AUDIENCE AND COMPETITION (SLIDE 4)

• What are the key characteristics of your campaign’s target audience? • How will you differentiate your brand from the competition?

o Use the chart provided in the template to compare your product or service to similar offerings from two competitors in the marketplace

CUSTOMER NEEDS AND DESIRES (SLIDE 5)

• Customer Need: o What customer “need” does your product or service address? o Why would a customer buy the product or service? o What is the value that the product or service delivers?

• Customer Desire: o What customer “desire” does the product or service fulfill? o How does it reinforce the customer’s self-image? o How does it connect the customer with others?

CUSTOMER VALUES AND BELIEFS (SLIDE 6)

• What are the core values and beliefs of your target audience? • How can you connect your brand to those values and beliefs?

MARKETING MESSAGES AND STORY (SLIDE 7)

• What are the key features you need to highlight in your marketing messages for this campaign? • What is the “story” that you will use to appeal to customers in this campaign? • What words and images will you use to “frame” your marketing story for this campaign?

SOCIAL MEDIA STRATEGY (SLIDE 8)

• Where will you advertise to reach your target audience for this campaign? o Choose at least 3 channels

• How will you use social media to engage your audience for this campaign? • How will you use social media to spread your marketing message widely in this campaign?

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 2 (1196) Page 4 of 8

MARKETING METRICS AND BUDGET (SLIDE 9)

• What metrics will you use to measure your campaign’s performance? • How often will you need to collect data to calculate those metrics? • Why did you select those particular metrics for each marketing category? • Allocate appropriate funding to both traditional media and digital media

o Use the chart provided in the template to allocate your budget and select your metrics

CONCLUSION (SLIDE 10 – CLOSING SLIDE)

• Describe the short term and long term benefits of a successful campaign • Specify the reasons why the executive team should endorse your proposal • Thank your audience and invite questions

REFERENCES

• List of References (Sources)

Slide Deck Formatting Requirements

• Submit your assignment in the form of a 10 to 15 slide PowerPoint deck

o Note: Your References slide(s) do not count towards the total of 15 slides

• Use the Assignment_2_Template provided and include all the required content items

• Limit the amount of text by expressing your ideas briefly and succinctly

• Format your slides professionally and consistently

• Review your slides to remove any spelling and grammatical errors

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 2 (1196) Page 5 of 8

Rubric – Assignment 2, Part A

CRITERIA

Unsatisfactory

Low Pass

Pass

High Pass

Honors

1. (Slides 1 and 2) Includes a completed Cover slide. Describes the product or service and its features. Weight: 15%

Cover slide is missing or incomplete; description of product and features is missing or poor.

Cover slide is partially complete; description of product and features is partially complete.

Cover slide is included; description of product and features is satisfactory.

Cover slide is included; description of product and features is very good

Cover slide is included; description of product and features is excellent.

2. (Slides 3 and 4) Selects appropriate marketing goals. Describes target audience and differentiates the brand from competitors.

Weight: 25%

Marketing goals are missing or incomplete.

Description of the target audience and differentiation from competitors is missing or incomplete.

Marketing goals are partially complete.

Description of the target audience and differentiation from competitors is partially complete

Appropriate marketing goals are selected.

Description of the target audience is satisfactory and differentiation from competitors is well explained.

Appropriate marketing goals are selected.

Description of the target audience is good and differentiation from competitors is very well explained.

Appropriate marketing goals are selected.

Description of the target audience is excellent and differentiation from competitors is excellently explained.

3. (Slides 5 and 6) Describes customer needs and desires. Identifies customer core values and beliefs and explains their connection to the brand.

Weight: 25%

Description of customer needs and desires is missing or incomplete.

Description of customer values and beliefs and an explanation of the connection to the brand are missing or incomplete.

Description of customer needs and desires is partially complete.

Description of customer values and beliefs and an explanation of the connection to the brand are partially complete.

Customer needs and desires are well described.

Customer values and beliefs are well described and the connection to the brand is clearly explained.

Customer needs and desires are very well described.

Customer values and beliefs are well described and the connection to the brand is very well explained.

Customer needs and desires are excellently described.

Customer values and beliefs are excellently described and the connection to the brand is fully and effectively explained.

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 2 (1196) Page 6 of 8

4. (Slide 7) Uses key features to create a marketing story; provides words and images to frame the story.

Weight: 20%

Marketing story is missing or incomplete; words or images to frame the story are missing or incomplete.

Marketing story is partially complete; a few words or images to frame the story are provided.

Marketing story is complete and satisfactory; multiple words or images to frame the story are provided.

Marketing story is very well crafted; good selection of words or images to frame the story.

Marketing story is excellently crafted; very good selection of words or images to frame the story.

5. The draft slides follow the template. The text is free from grammar and spelling errors and the formatting is consistent.

Weight: 15%

The draft slides do not follow the template and/or there are numerous grammar or spelling errors and the formatting is consistent.

.

The draft slides mostly follow the template and there are some grammar or spelling errors and the formatting is consistent.

.

The draft slides follow the template and there are a few grammar or spelling errors and the formatting is consistent.

.

The draft slides use the template well and there are no grammar or spelling errors and the formatting is consistent.

.

The draft slides use the template very well and there are no grammar or spelling errors and the formatting is consistent.

.

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 2 (1196) Page 7 of 8

Rubric – Assignment 2, Part B

CRITERIA

Unsatisfactory

Low Pass

Pass

High Pass

Honors

1. Slide deck incorporates feedback given by professor when grading Part A. Weight: 10%

Student has ignored all feedback from the professor.

Student has incorporated feedback, but in a way that does not substantively improve the slides.

Student has incorporated feedback, in a way that substantively improves some of the slides.

Student has incorporated feedback, in a way that substantively improves most of the slides.

Student has incorporated feedback to significantly improve all the slides.

2. (Slide 8) Selects three social media channels; explains how social media will be used to engage the audience and spread the message widely. Weight: 25%

Does not select three social media channels; explanation of how social media will be used to engage the audience and spread the message widely is missing or poor.

Selects fewer than three social media channels; provides a minimal explanation of how social media will be used to engage the audience and spread the message widely.

Selects three social media channels; provides a satisfactory explanation of how social media will be used to engage the audience and spread the message widely.

Selects three social media channels; provides a very good explanation of how social media will be used to engage the audience and spread the message widely.

Selects three social media channels; provides an excellent explanation of how social media will be used to engage the audience and spread the message widely.

3. (Slide 9) Allocates appropriate funding to both traditional and digital media.

Provides suitable metrics. Specifies frequency of data collection and rationale for metric selection. Weight: 25%

Does not allocate appropriate funding to both traditional and digital media.

Does not provide suitable metrics, frequency of data collection and rationale.

Partially allocates appropriate funding to both traditional and digital media.

Provides some suitable metrics, with frequency of data collection and rationale.

Satisfactorily allocates appropriate funding to both traditional and digital media.

Provides satisfactory choice of metrics, with frequency of data collection and rationale.

Allocates appropriate funding very well to both traditional and digital media.

Provides very good choice of metrics, with frequency of data collection and rationale.

Allocates appropriate funding excellently to both traditional and digital media.

Provides excellent choice of metrics, with frequency of data collection and rationale.

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 2 (1196) Page 8 of 8

CRITERIA

Unsatisfactory

Low Pass

Pass

High Pass

Honors

4. (Slide 10) Describes the short term and long term benefits of a successful campaign and specifies reasons why the executive team should endorse the proposal.

References are provided in a manner that enables the reader to identify the sources. Weight: 25%

Does not describe the short term and long term benefits of a successful campaign and/or does not specify reasons why the executive team should endorse the proposal.

References are not included in a manner that enables the reader to quickly identify sources

Partially describes the short term and long term benefits of a successful campaign and/or minimally specifies reasons why the executive team should endorse the proposal.

References may not be included in a manner that enables the reader to quickly identify sources

Satisfactorily describes the short term and long term benefits of a successful campaign, and clearly specifies reasons why the executive team should endorse the proposal.

References are mostly accurate but some may not be included in a manner that enables the reader to quickly identify sources.

Provides a good, detailed description of the short term and long term benefits of a successful campaign. Specifies very well the reasons why the executive team should endorse the proposal.

All references are included in a manner that enables the reader to quickly identify sources.

Excellently describes the short term and long term benefits of a successful campaign. Specifies in an exemplary manner the reasons why the executive team should endorse the proposal.

All references are included in a manner that enables the reader to quickly identify sources.

5. The slide deck follows the template. It is well and consistently formatted and free from grammar and spelling errors.

Weight: 15%

The slide deck does not follow the template and/or there are numerous formatting, grammar or spelling errors.

The slide deck mostly follows the template and there are some formatting, grammar or spelling errors.

The slide deck follows the template and there are a few formatting, grammar or spelling errors.

The slide deck uses the template well and there are no formatting, grammar or spelling errors.

The slide deck uses the template very well and there are no formatting, grammar or spelling errors.