Strategic marketing

BCO 211 STRATEGIC MARKETING Task brief & rubrics Midterm Exam: Due on Monday, 21 June 2021 by 14h00 CEST Dr. Jon-Hans Coetzer

The task is individual The deliverable has to be a report (of about 2,500 and 3,000 words)

You have recently appointed Digital Marketing Manager, of your brand of your choice

As a Digital Marketing Manager you need to prepare a report regarding the Marketing Strategy of your brand

You need to prepare a report to the management team answering the following questions:

Q1. Describe the digital marketing envinronment of your industry and identify a trend(s) that you will further exploit

Q2. Review your online value proposition in order to increase engagement with your target group

Q3. Suggest specific and relevant digital marketing Direct-to Consumer (D2C) initiatives to anticipate fast-changing consumer needs in a post- COVID era

Q4. Develop a relevant omnichannel marketing campaign

The report has to be delivered in the relevant submission point and will be checked in Turnitin, accompanied by a 10 minute video, using ‘screen-o-matic’ tool.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvard’s citation style.

• Rubric: Report & Video

Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)

Visuals Professionally designed. Attractive, relevant and add to understanding. Support the development of the presentation.

Professionally designed but there are too many (some irrelevant) or are missing. Support the development of the presentation.

Visuals are well designed. Generally, they support the argument, but some are irrelevant or unclear.

Visuals are mundane and not always relevant to the presentation development. Fewer than five spelling mistakes.

Visuals are poorly designed, containing only words and are used as notes. More than five spelling mistakes. Relevance is not clear.

Content The content is clear, well developed and interesting. Conclusions are clearly justified. Appropriate language style and shows thorough, in-depth understanding of the subject area.

Competent development of content showing in-depth knowledge of subject area.

The content is clear showing knowledge of the area. Improvements would help to justify conclusions.

The content is generally clear but there are gaps in the development or information which is not relevant is given too much importance.

The content is a simple repetition of written work with no amendments to language or style. The development is confusing and does not justify the conclusions.

Questions and answers

The candidate showed in- depth knowledge, was well prepared for the questions and expanded answers in- depth showing ownership of the subject area.

The candidate was well prepared to answer questions and showed in- depth knowledge of the subject area. Expanded on answers.

The candidate was able to answer the questions but did not expand on question areas.

The candidate attempted to answer the questions but not always appropriately.

The candidate was unprepared and unable to answer pertinent questions.

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