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MKT 345 Milestone Three Guidelines and Rubric (Marketing)

Overview: For this milestone, due in Module Six, you will submit a 2- to 3-page paper outlining the marketing strategy you have selected for the new segment you chose for your brand. This paper should include information about the overall campaign and should explain your strategy in detail. Prompt: First, review Chapter 2 and Chapter 3 in your text. Next, draft a 2- to 3-page paper that explains in detail the goals of the overall marketing campaign, channels through which you will market the new segment, the way you will incorporate a one-to-one strategy, and messaging strategy. When discussing your one-to-one strategy, be sure to define one-to-one marketing, describe the stage/s in the consumer buying process for which this strategy is most effective, and determine a one-to-one strategy that would work for the stage you identified, explaining why it aligns with your chosen segment. Specifically, the following critical elements must be addressed:

IV. Marketing Strategy The goal of a marketing strategy is to increase sales and stay current with how a market is behaving. Present this strategy in a way that communicates why this strategy will be effective, and defend your claims. Remember that when creating a presentation, you should ensure that the elements used display a level of professionalism and do not distract viewers from the key points being presented.

A. Overall marketing campaign 1. Define the goals of your marketing campaign for your segment. 2. Determine channels through which you will market the product to your segment. Justify your response. 3. Describe the way you will incorporate one-to-one marketing into your overall marketing campaign. 4. Develop a messaging strategy, including sample messaging, for each channel you identified.

B. One-to-one marketing campaign 1. Define one-to-one marketing, and provide an example of how this type of marketing is used. 2. Describe which stage(s) in the consumer buying process would best lend itself to one-to-one marketing. 3. Determine a one-to-one marketing strategy that would work for the stage you identified and explain why it aligns with your segment.

Instructor feedback on this milestone should be incorporated into your next milestones and into the final project.

Rubric Guidelines for Submission: Milestone Three should follow these formatting guidelines: 2–3 pages in length (excluding title and reference pages), double spaced, 12-point Times New Roman font, one-inch margins, and citations in APA style. Cite your sources within the text of your paper and on the reference page. Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional “Exemplary” category that provides guidance for how you can go above and beyond “Proficient” in your final submission.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Marketing Strategy: Goals

Defines at least three overall goals of the marketing campaign for the selected segment

Defines goals for a marketing campaign, but goals are not aligned with the chosen segment

Does not define the goals for the campaign

13

Marketing Strategy: Channels

Determines the channels through which you will market the product to your segment and justifies response

Determines the channels through which you will market the product to your segment, but either does not sufficiently justify selection or the selected channel is not appropriate

Does not identify the channels for marketing the product

13

Marketing Strategy: One-to-One Marketing

Describes the way one-to-one marketing will be incorporated into the overall marketing campaign

Describes the way one-to-one marketing will be incorporated into the overall marketing campaign, but description contains issues regarding cogency or accuracy

Does not describe how one-to-one marketing will be incorporated into the overall marketing strategy

13

Marketing Strategy: Messaging Strategy

Develops a messaging strategy, including sample messaging, for each channel identified

Develops a messaging strategy, but does not include samples for each channel identified

Does not develop a messaging strategy 13

Marketing Strategy: Type

Defines one-to-one marketing, and provides an example of how this type of marketing is used

Defines one-to-one marketing, but does not provide an example of how this marketing is used or definition is cursory or inaccurate

Does not define one-to-one marketing 13

Marketing Strategy: Stages

Describes which stage(s) in the consumer buying process would best lend itself to one-to-one marketing

Describes which stage(s) in the consumer buying process would best lend itself to one-to-one marketing, but description is cursory or inaccurate

Does not describe a stage in the process for one-to-one marketing

13

Marketing Strategy: Strategy

Determines a one-to-one marketing strategy that would work for the stage identified and explains why it aligns with selected segment

Determines a one-to-one marketing strategy, but chosen strategy is incorrect, or does not explain the connection to the chosen segment

Does not determine a one-to-one marketing strategy

13

Articulation of Response

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

9

Total 100%