1 / 34100%
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 1/34
MKT478
Preview: MKT478 : Social Media Campaign
Course Guide
Prerequisites
Course Description
Instructional Materials
MKT465
Students will develop and execute on a social media campaign. Using all of their social media
profiles, social media tools and networks, media content (blogs, whitepapers), and websites,
students will be required to develop a social media campaign to market and grow their brand/profile.
This course will use the Dragon Fly Effect method to track campaign performance.
Required Resources
Keith A. Quesenberry. 2020. Social Media Strategy: Marketing, Advertising, and Public Relations in
the Consumer Revolution. MKT478 Blackboard Course. https://www.strayerbookstore.com
Online Resources Available Through the Strayer Library
For your convenience, the following required online resources are provided by the Strayer Library at
no cost. Links to the online library resources are also available in Blackboard via the Course Info
page. You may also search by title in the online Strayer Library.
Jennifer Aaker. 2010. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social
Media to Drive Social Change. https://search-ebscohost-com.libdatab.strayer.edu/login.aspx?
2020 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.
NOTE: The links in this document do not function. Please refer to your course to view/download
linked content.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 2/34
Course Learning Outcomes
direct=true&db=nlebk&AN=517503&site=ehost-live&scope=site
Christina Newberry. 2020. How to Create a Social Media Strategy in 8 Easy Steps (Free Template).
https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/
Loudmouth Projects. December 3, 2011. Social Media Marketing Plan.
https://www.youtube.com/watch?v=KzVjIsTIgkE
Maddy Osman. October 1, 2020. Instagram for Business: How to Add Location Tags and Why
They’re Important. https://fanbooster.com/blog/instagram-location-tags/
Howard Walker. June 6, 2014. 5 Social Media Marketing Content Ideas for Excellent Customer
Engagement. https://www.youtube.com/watch?v=cju1p1EMIDQ
The Disruptive. November 20, 2014. 13 Social Media Tips for Driving Engagement and Revenue
Immediately. https://www.youtube.com/watch?v=DaE7kmjuisU
Social Media Worldwide. December 1, 2015. How to Handle Negative Comments on Social Media.
https://www.youtube.com/watch?v=cUGdW-K1Mrw
Harish Manwani. 2013. Profit's Not Always the Point.
https://www.ted.com/talks/harish_manwani_profit_s_not_always_the_point
Dhariana Lozano. February 23, 2018. 7 Questions to Ask (and Answer) Before Building a Social
Media Strategy. https://www.socialmediatoday.com/news/7-questions-to-ask-and-answer-before-
building-a-social-media-strategy/517682/
Profile Booster. February 8, 2016. Top 3 Tips to Boost Your Social Media Marketing Strategy.
https://www.youtube.com/watch?v=oiJda_qHG7g
Warby Parker. No date. https://www.warbyparker.com
Prepare a social media marketing plan that includes platform selection, goals
and micro goals, and a rationale for either a push or pull strategy.
1
Prepare a social media marketing plan, including SMART objectives, a
SWOT and needs analysis, strategies for engaging the target market,
targeted content and a brand evangelist program.
2
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 3/34
Weekly Course Schedule
Week 1 - To Do List
Learn: Read Chapters 1 and 7 from Social
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: Read the blog post, How to Create a Social Media Strategy in 8 Easy Steps.
Learn: Watch this week's videos.
Discuss: Introduce yourself and complete the discussion, Is Facebook Mandatory?
Week 2 - To Do List
Learn: Read Wings 1 and 2 from The
Dragonfly
Effect:
Quick,
Effective,
and
Powerful
Ways
to
Use
Social
Media
to
Drive
Social
Change.
Learn: View the required videos from Serving Customers Using Social Media.
Discuss: Complete the discussion, Social Media Integration.
Create messages and hashtags for posting on social media platforms to
engage the target market.
3
Prepare a social media marketing plan, including a call to action, a social
media monitoring system, a social media game play contest, and evaluations
of the effectiveness of campaign posts and the overall marketing plan.
4
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 4/34
Week 2 - To Do List
Prepare: Read the instructions for the assignment, Social Media Marketing Plan: Chapter 1, due in
Week 3.
Week 3 - To Do List
Learn: Read Chapter 2 from Social
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: View this week's videos.
Discuss: Participate in the discussion, Word of Mouth in Social Media.
Assignment: Complete the assignment, Social Media Marketing Plan: Chapter 1.
Week 4 - To Do List
Learn: Read Chapters 3 and 8 from Social
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: View this week's videos.
Discuss: Participate in the discussion, Strategic Tweet Spikes.
Week 5 - To Do List
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 5/34
Week 5 - To Do List
Learn: Read Wing 3 from The
Dragonfly
Effect:
Quick,
Effective,
and
Powerful
Ways
to
Use
Social
Media
to
Drive
Social
Change.
Learn: Read Chapter 4 from Social
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: View this week's videos.
Discuss: Participate in the discussion, Managing Negativity.
Week 6 - To Do List
Learn: Read Chapters 9 and 10 from Social
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: Read the article, Instagram for Business: How to Add Location Tags and Why Theyre
Important.
Learn: View this week's videos.
Discuss: Participate in the discussion, Effective Social Media Bookmarking.
Prepare: Read the instructions for the assignment, Social Media Marketing Plan: Chapter 2, due in
Week 7.
Week 7 - To Do List
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 6/34
Week 7 - To Do List
Learn: Read Chapter 12 from Social
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: View this week's videos.
Discuss: Participate in the discussion, What the Consumer Wants.
Assignment: Complete the assignment, Social Media Marketing Plan: Chapter 2.
Prepare: Read the instructions for the assignment, Homework: Social Media Messaging, due in
Week 8.
Week 8 - To Do List
Learn: Read Wing 4 from The
Dragonfly
Effect:
Quick,
Effective,
and
Powerful
Ways
to
Use
Social
Media
to
Drive
Social
Change.
Learn: Read Chapter 13 from Social
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: View this week's videos.
Discuss: Participate in the discussion, Customer Service via Social Media.
Assignment: Complete the assignment, Homework: Social Media Messaging.
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 7/34
Week 8 - To Do List
Prepare: Read the instructions for the assignment, Social Media Marketing Plan: Chapter 3, due in
Week 9.
Week 9 - To Do List
Learn: Read Onward and Upward: You’re Flying! Now What? from The
Dragonfly
Effect:
Quick,
Effective,
and
Powerful
Ways
to
Use
Social
Media
to
Drive
Social
Change.
Learn: Read Chapter 15 from Social
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: View this week's videos.
Discuss: Participate in the discussion, Successful and Unsuccessful Businesses.
Assignment: Complete the assignment, Social Media Marketing Plan: Chapter 3.
Week 10 - To Do List
Learn: Read Chapter 14 and Appendices A and B from So cial
Media
Strategy:
Marketing,
Advertising,
and
Public
Relations
in
the
Consumer
Revolution.
Learn: Read the article, 7 Questions to Ask (and Answer) Before Building a Social Media Strategy.
Learn: View this week's videos.
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 8/34
Week 10 - To Do List
Discuss: Participate in the discussion, Social Media Metrics.
Week 11 - To Do List
Discuss: Participate in the discussion, Course Reflection.
Grading Scale
Participation Total Points % of Grade
Discussion Participation 330 33%
Assignment Total Points % of Grade
Week 3 Assignment - Social Media Marketing Plan: Chapter 1 200 20%
Week 7 Assignment - Social Media Marketing Plan: Chapter 2 240 24%
Week 8 Assignment - Homework: Social Media Messaging 30 3%
Week 9 Assignment - Social Media Marketing Plan: Chapter 3 200 20%
Totals 1000 100%
Final Course Grade
Points Percentage Grade
900 - 1000 90% - 100% A
800 - 899 80% - 89% B
700 - 799 70% - 79% C
600 - 699 60% - 69% D
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 9/34
Points Percentage Grade
0 - 599 59% and below F
Unique Course Features
Grading Scale Notation
Please consult the University Catalog and your academic advisor to determine the final grade needed
in this class to satisfy your specific degree conferral requirements.
Assignments
Week 3 Assignment - Social Media Marketing Plan: Chapter 1
Summary
Click the linked activity title to access this assignment.
Text
Instructions
For this course, you will create a social media marketing plan for a hypothetical product- or service-
based company. You will build your three-chapter plan in three assignments throughout this course.
Note: You may make all assumptions needed to complete this assignment.
Create a 5–6 page paper in which you:
Introduce your business. Provide a thorough description of the company, including the
company name, logo, location, prime products or services sold, target market (specific
demographics such as age, income, education, and geographic location), and any other items
you deem necessary to create a social media marketing plan for this business.
Conduct a social media platform search, examining the top trending platforms. Identify four
social media platforms to use in your social media campaign. Detail why you selected each
platform and how it aligns with the business's target market.
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 10/34
Create an overall concrete goal for your social media campaign. Thoroughly discuss why you
chose this overall goal, and its intended effects upon the business's overall marketing strategy.
Provide a rationale for your response. (See page 47 in The
Dragonfly
Effect.)
Create three microgoals for your social media campaign. Thoroughly discuss why you
selected each microgoal and how each will assist in achieving the overall concrete goal for the
social media campaign. (See page 47 in The
Dragonfly
Effect.)
Determine if you will be using the push or pull strategy in your social media strategy.
Thoroughly provide a rationale for your response.
Use at least three sources to support your writing. Choose sources that are credible, relevant,
and appropriate. Cite each source listed on your source page at least one time within your
assignment. For help with research, writing, and citation, access the library or review library
guides.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
Format your assignment file name as follows:
Last Name_First Name_Week3_Assignment1.
Example: Doe_John_Week3_Assignment1.
The specific course learning outcome associated with this assignment is:
Prepare a social media marketing plan that includes platform selection, goals and micro
goals, and a rationale for either a push or pull strategy.
Scoring Guide
Write an introduction with a thorough
description of the company, including
company name, logo, location, prime products
or services, target market details, and any
other items necessary to create a social
media marketing plan for this business. 16 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 11/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
wrote an
introduction with
a description of
the company,
including
company name,
logo, location,
prime products
or services,
target market
details, and any
other items
necessary to
create a social
media marketing
plan for this
business.
Needs
Improvement (60-
69%)
Insufficiently
wrote an
introduction with
a description of
the company,
including
company name,
logo, location,
prime products
or services,
target market
details, and any
other items
necessary to
create a social
media marketing
plan for this
business.
Satisfactory (70-
79%)
Satisfactorily
wrote an
introduction with
a thorough
description of the
company,
including
company name,
logo, location,
prime products
or services,
target market
details, and any
other items
necessary to
create a social
media marketing
plan for this
business.
Competent (80-
89%)
Competently
wrote an
introduction with
a thorough
description of the
company,
including
company name,
logo, location,
prime products
or services,
target market
details, and any
other items
necessary to
create a social
media marketing
plan for this
business.
Exemplary (90-
100%)
Thoroughly wrote
an introduction
with a thorough
description of the
company,
including
company name,
logo, location,
prime products
or services,
target market
details, and any
other items
necessary to
create a social
media marketing
plan for this
business.
Examine the top trending social media
platforms and identify four social media
platforms to include in your social media
campaign. Discuss why you selected each
platform and how it aligns with the business's
target market. 16 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 12/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
examined the top
trending social
media platforms
and did not
identify four
social media
platforms to
include in your
social media
campaign. Did
not submit or
incompletely
discussed why
you selected
each platform
and how it aligns
with the
business's target
market.
Needs
Improvement (60-
69%)
Insufficiently
examined the top
trending social
media platforms
and insufficiently
identified four
social media
platforms to
include in your
social media
campaign.
Insufficiently
discussed why
you selected
each platform
and how it aligns
with the
business's target
market.
Satisfactory (70-
79%)
Satisfactorily
examined the top
trending social
media platforms
and satisfactorily
identified four
social media
platforms to
include in your
social media
campaign.
Satisfactorily
discussed why
you selected
each platform
and how it aligns
with the
business's target
market.
Competent (80-
89%)
Competently
examined the top
trending social
media platforms
and competently
identified four
social media
platforms to
include in your
social media
campaign.
Competently
discussed why
you selected
each platform
and how it aligns
with the
business's target
market.
Exemplary (90-
100%)
Thoroughly
examined the top
trending social
media platforms
and thoroughly
identified four
social media
platforms to
include in your
social media
campaign.
Thoroughly
discussed why
you selected
each platform
and how it aligns
with the
business's target
market.
Create an overall concrete goal for your
social media campaign. Discuss why you
chose this overall goal, and its intended
effects upon the business's overall marketing
strategy. Provide a rationale for your
response. 16 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 13/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
created an
overall concrete
goal for your
social media
campaign. Did
not submit or
incompletely
discussed why
you chose this
overall goal, and
its intended
effects upon the
business's
overall marketing
strategy. Did not
submit or
incompletely
provided a
rationale for your
response.
Needs
Improvement (60-
69%)
Insufficiently
created an
overall concrete
goal for your
social media
campaign.
Insufficiently
discussed why
you chose this
overall goal, and
its intended
effects upon the
business's
overall marketing
strategy.
Insufficiently
provided a
rationale for your
response.
Satisfactory (70-
79%)
Satisfactorily
created an
overall concrete
goal for your
social media
campaign.
Satisfactorily
discussed why
you chose this
overall goal, and
its intended
effects upon the
business's
overall marketing
strategy.
Satisfactorily
provided a
rationale for your
response.
Competent (80-
89%)
Competently
created an
overall concrete
goal for your
social media
campaign.
Competently
discussed why
you chose this
overall goal, and
its intended
effects upon the
business's
overall marketing
strategy.
Competently
provided a
rationale for your
response.
Exemplary (90-
100%)
Thoroughly
created your
overall concrete
goal for your
social media
campaign.
Thoroughly
discussed why
you chose this
overall goal, and
its intended
effects upon the
business's
overall marketing
strategy.
Thoroughly
provided a
rationale for your
response.
Create three microgoals for your social media
campaign. Discuss why you chose each
microgoal and how each will help achieve the
overall goal of the social media campaign. 16
%
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 14/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
created three
microgoals for
your social
media
campaign. Did
not submit or
incompletely
discussed why
you chose each
microgoal and
how each will
help achieve the
overall goal of
the social media
campaign.
Needs
Improvement (60-
69%)
Insufficiently
created three
microgoals for
your social
media
campaign.
Insufficiently
discussed why
you chose each
microgoal and
how each will
help achieve the
overall goal of
the social media
campaign.
Satisfactory (70-
79%)
Satisfactorily
created three
microgoals for
your social
media
campaign.
Satisfactorily
discussed why
you chose each
microgoal and
how each will
help achieve the
overall goal of
the social media
campaign.
Competent (80-
89%)
Competently
created three
microgoals for
your social
media
campaign.
Competently
discussed why
you chose each
microgoal and
how each will
help achieve the
overall goal of
the social media
campaign.
Exemplary (90-
100%)
Thoroughly
created three
microgoals for
your social
media
campaign.
Thoroughly
discussed why
you chose each
microgoal and
how each will
help achieve the
overall goal of
the social media
campaign.
Choose the push or pull strategy for your
social media strategy and provide a thorough
rationale for your choice. 16 %
Unacceptable
(Below 60%)
Did not submit or
incompletely
chose the push
or pull strategy
for your social
media strategy.
Did not submit or
incompletely
provided a
rationale for your
response.
Needs
Improvement (60-
69%)
Insufficiently
chose the push
or pull strategy
for your social
media strategy.
Insufficiently
provided a
rationale for your
response.
Satisfactory (70-
79%)
Satisfactorily
chose the push
or pull strategy
for your social
media strategy.
Satisfactorily
provided a
rationale for your
response.
Competent (80-
89%)
Competently
chose the push
or pull strategy
for your social
media strategy.
Competently
provided a
rationale for your
response.
Exemplary (90-
100%)
Thoroughly
chose the push
or pull strategy
for your social
media strategy.
Thoroughly
provided a
rationale for your
response.
Three references. 5 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 15/34
Unacceptable
(Below 60%)
No references
provided.
Needs
Improvement (60-
69%)
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Satisfactory (70-
79%)
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Competent (80-
89%)
Meets the
required number
of references; all
references are
high-quality
choices.
Exemplary (90-
100%)
Exceeds the
required number
of references; all
references are
high-quality
choices.
Writing mechanics, grammar, and formatting. 5
%
Unacceptable
(Below 60%)
More than eight
errors present in
grammar,
spelling,
punctuation, or
formatting.
Needs
Improvement (60-
69%)
7–8 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Satisfactory (70-
79%)
5–6 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Competent (80-
89%)
3–4 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Exemplary (90-
100%)
0–2 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Information literacy and integration of
sources. 5 %
Unacceptable
(Below 60%)
Serious errors in
the integration of
sources, such as
intentional or
accidental
plagiarism, or
failure to use in-
text citations.
Needs
Improvement (60-
69%)
Sources are
insufficiently
integrated, using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Satisfactory (70-
79%)
Sources are
satisfactorily
integrated, using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Competent (80-
89%)
Sources are
mostly
integrated, using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Exemplary (90-
100%)
Sources are
consistently
integrated, using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 16/34
Clarity and coherence of writing. 5 %
Unacceptable
(Below 60%)
Information is
confusing to the
reader and fails
to include
reasons and
evidence that
logically support
ideas.
Needs
Improvement (60-
69%)
Information is
insufficiently
clear with
minimal reasons
and evidence
that logically
support ideas.
Satisfactory (70-
79%)
Information is
satisfactorily
clear with
minimal reasons
and evidence
that logically
support ideas.
Competent (80-
89%)
Information is
mostly clear and
generally
supported with
reasons and
evidence that
logically support
ideas.
Exemplary (90-
100%)
Information is
provided in a
clear, coherent,
and consistent
manner, with
reasons and
evidence that
logically support
ideas.
Week 7 Assignment - Social Media Marketing Plan: Chapter 2
Summary
Click the linked activity title to access this assignment.
Text
Instructions
Write Chapter 2 of the social media marketing plan for your chosen business.
Create a 7–8 page paper in which you:
Create SMART objectives for your social media marketing plan. Discuss why you created your
particular objectives.
Conduct a SWOT analysis on your business, identifying four each strengths, weaknesses,
opportunities, and threats.
Discuss why you classified each of the 16 SWOT items as you did. Conduct a needs analysis
based on your SWOT analysis, paying close attention to their social media marketing needs.
Create three strategies to integrate your consumer's voice into your social media strategy.
Explain how you will respond to consumers and utilize consumer feedback and
consumer ideas given via social media platforms.
Discuss how you will engage your target market utilizing the Third Wing of The
Dragonfly
Effect. Based on page 80 of The
Dragonfly
Effect text, select two or three characteristics of an
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 17/34
engaging campaign and discuss how you will use them and why you chose them.
Explain the types of content the brand can create to match the business’s specific target
market's interests.
Create a brand evangelist program to engage and reward the loyal and active brand
consumers and advocates. Spell out specific policies and promotions.
Use three sources to support your writing. Choose sources that are credible, relevant, and
appropriate. Cite each source listed on your source page at least one time within your
assignment. For help with research, writing, and citation, access the library or review library
guides.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions
Format your assignment file name as follows:
Last Name_First Name_Week7_Assignment2.
Example: Doe_John_Week7_Assignment2.
The specific course learning outcome associated with this assignment is:
Prepare a social media marketing plan, including SMART objectives, a SWOT and needs
analysis, strategies for engaging the target market, targeted content and a brand evangelist
program.
Scoring Guide
Create SMART objectives for your social
media marketing plan. Discuss why you
created your particular objectives. 15 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 18/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
created SMART
objectives for
your social
media marketing
plan. Did not
submit or
incompletely
discussed why
you created your
particular
objectives.
Needs
Improvement (60-
69%)
Insufficiently
created SMART
objectives for
your social
media marketing
plan. Insufficiently
discussed why
you created your
particular
objectives.
Satisfactory (70-
79%)
Satisfactorily
created SMART
objectives for
your social
media marketing
plan.
Satisfactorily
discussed why
you created your
particular
objectives.
Competent (80-
89%)
Competently
created SMART
objectives for
your social
media marketing
plan.
Competently
discussed why
you created your
particular
objectives.
Exemplary (90-
100%)
Thoroughly
created SMART
objectives for
your social
media marketing
plan. Thoroughly
discussed why
you created your
particular
objectives.
Conduct a SWOT analysis on your business,
identifying four each strengths, weaknesses,
opportunities, and threats. Discuss why you
classified each of the 16 SWOT items as you
did. Conduct a needs analysis based on your
SWOT analysis, paying close attention to their
social media marketing needs. 15 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 19/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
conducted a
SWOT analysis
on your
business. Did
not submit or did
not identify four
each strengths,
weaknesses,
opportunities,
and threats. Did
not submit or
incompletely
discussed why
you classified
each of the 16
SWOT items as
you did. Did not
submit or
incompletely
conducted a
needs analysis
based on your
SWOT analysis.
Needs
Improvement (60-
69%)
Insufficiently
conducted a
SWOT analysis
on your
business.
Insufficiently
identified four
each strengths,
weaknesses,
opportunities,
and threats.
Insufficiently
discussed why
you classified
each of the 16
SWOT items as
you did.
Insufficiently
conducted a
needs analysis
based on your
SWOT analysis.
Satisfactory (70-
79%)
Satisfactorily
conducted a
SWOT analysis
on your
business.
Satisfactorily
identified four
each strengths,
weaknesses,
opportunities,
and threats.
Satisfactorily
discussed why
you classified
each of the 16
SWOT items as
you did.
Satisfactorily
conducted a
needs analysis
based on your
SWOT analysis,
paying close
attention to their
social media
marketing
needs.
Competent (80-
89%)
Competently
conducted a
SWOT analysis
on your
business.
Competently
identified four
each strengths,
weaknesses,
opportunities,
and threats.
Competently
discussed why
you classified
each of the 16
SWOT items as
you did.
Competently
conducted a
needs analysis
based on your
SWOT analysis,
paying close
attention to their
social media
marketing
needs.
Exemplary (90-
100%)
Thoroughly
conducted a
SWOT analysis
on your
business.
Thoroughly
identified four
each strengths,
weaknesses,
opportunities,
and threats.
Thoroughly
discussed why
you classified
each of the 16
SWOT items as
you did.
Thoroughly
conducted a
needs analysis
based on your
SWOT analysis,
paying close
attention to their
social media
marketing
needs.
Create three strategies to integrate your
consumer's voice into your social media
strategy, explaining how you will respond to
consumers and utilize consumer feedback
and ideas given via social media platforms. 15
%
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 20/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
created three
strategies to
integrate your
consumer's
voice into your
social media
strategy. Did not
submit or
incompletely
explained how
you will respond
to consumers
and utilize
consumer
feedback and
ideas given via
social media
platforms.
Needs
Improvement (60-
69%)
Insufficiently
created three
strategies to
integrate your
consumer's
voice into your
social media
strategy.
Insufficiently
explained how
you will respond
to consumers
and utilize
consumer
feedback and
ideas given via
social media
platforms.
Satisfactory (70-
79%)
Satisfactorily
created three
strategies to
integrate your
consumer's
voice into your
social media
strategy.
Satisfactorily
explained how
you will respond
to consumers
and utilize
consumer
feedback and
ideas given via
social media
platforms.
Competent (80-
89%)
Competently
created three
strategies to
integrate your
consumer's
voice into your
social media
strategy.
Competently
explained how
you will respond
to consumers
and utilize
consumer
feedback and
ideas given via
social media
platforms.
Exemplary (90-
100%)
Thoroughly
created three
strategies to
integrate your
consumer's
voice into your
social media
strategy.
Thoroughly
explained how
you will respond
to consumers
and utilize
consumer
feedback and
ideas given via
social media
platforms.
Discuss how you will engage your target
market utilizing the Third Wing of The
Dragonfly Effect. Choose two or three
characteristics of an engaging campaign and
discuss how you will use them and why you
chose them. 10 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 21/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
discussed how
you will engage
your target
market utilizing
the Third Wing of
The Dragonfly
Effect. Did not
submit or
incompletely
chose two or
three
characteristics of
an engaging
campaign and
discussed how
you will use them
and why you
chose them.
Needs
Improvement (60-
69%)
Insufficiently
discussed how
you will engage
your target
market utilizing
the Third Wing of
The Dragonfly
Effect.
Insufficiently
chose two or
three
characteristics of
an engaging
campaign and
discussed how
you will use them
and why you
chose them.
Satisfactory (70-
79%)
Satisfactorily
discussed how
you will engage
your target
market utilizing
the Third Wing of
The Dragonfly
Effect.
Satisfactorily
chose two or
three
characteristics of
an engaging
campaign and
discussed how
you will use them
and why you
chose them.
Competent (80-
89%)
Competently
discussed how
you will engage
your target
market utilizing
the Third Wing of
The Dragonfly
Effect.
Competently
chose two or
three
characteristics of
an engaging
campaign and
discussed how
you will use them
and why you
chose them.
Exemplary (90-
100%)
Thoroughly
discussed how
you will engage
your target
market utilizing
the Third Wing of
The Dragonfly
Effect.
Thoroughly
chose two or
three
characteristics of
an engaging
campaign and
discussed how
you will use them
and why you
chose them.
Explain the types of content the brand can
create to match the business’s specific target
market's interests. 15 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 22/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
explained the
types of content
the brand can
create to match
the business's
specific target
market's
interests.
Needs
Improvement (60-
69%)
Insufficiently
explained the
types of content
the brand can
create to match
the business's
specific target
market's
interests.
Satisfactory (70-
79%)
Satisfactorily
explained the
types of content
the brand can
create to match
the business's
specific target
market's
interests.
Competent (80-
89%)
Competently
explained the
types of content
the brand can
create to match
the business's
specific target
market's
interests.
Exemplary (90-
100%)
Thoroughly
explained the
types of content
the brand can
create to match
the business's
specific target
market's
interests.
Create a brand evangelist program to engage
and reward the loyal and active brand
consumers and advocates. Spell out specific
policies and promotions. 10 %
Unacceptable
(Below 60%)
Did not submit or
incompletely
created a brand
evangelist
program to
engage and
reward the loyal
and active brand
consumers and
advocates. Did
not submit or
incompletely
spelled out
specific policies
and promotions.
Needs
Improvement (60-
69%)
Insufficiently
created a brand
evangelist
program to
engage and
reward the loyal
and active brand
consumers and
advocates.
Insufficiently
spelled out
specific policies
and promotions.
Satisfactory (70-
79%)
Satisfactorily
created a brand
evangelist
program to
engage and
reward the loyal
and active brand
consumers and
advocates.
Satisfactorily
spelled out
specific policies
and promotions.
Competent (80-
89%)
Competently
created a brand
evangelist
program to
engage and
reward the loyal
and active brand
consumers and
advocates.
Competently
spelled out
specific policies
and promotions.
Exemplary (90-
100%)
Thoroughly
created a brand
evangelist
program to
engage and
reward the loyal
and active brand
consumers and
advocates.
Thoroughly
spelled out
specific policies
and promotions.
Three references. 5 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 23/34
Unacceptable
(Below 60%)
No references
provided.
Needs
Improvement (60-
69%)
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Satisfactory (70-
79%)
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Competent (80-
89%)
Meets the
required number
of references; all
references are
high-quality
choices.
Exemplary (90-
100%)
Exceeds the
required number
of references; all
references are
high-quality
choices.
Writing mechanics, grammar, and formatting. 5
%
Unacceptable
(Below 60%)
More than eight
errors present in
grammar,
spelling,
punctuation, or
formatting.
Needs
Improvement (60-
69%)
7–8 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Satisfactory (70-
79%)
5–6 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Competent (80-
89%)
3–4 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Exemplary (90-
100%)
0–2 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Information literacy and integration of
sources. 5 %
Unacceptable
(Below 60%)
Serious errors in
the integration of
sources, such as
intentional or
accidental
plagiarism, or
failure to use in-
text citations.
Needs
Improvement (60-
69%)
Sources are
insufficiently
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Satisfactory (70-
79%)
Sources are
partially
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Competent (80-
89%)
Sources are
mostly integrated
using effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Exemplary (90-
100%)
Sources are
consistently
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 24/34
Clarity, writing mechanics, and formatting
requirements. 5 %
Unacceptable
(Below 60%)
Information is
confusing to the
reader and fails
to include
reasons and
evidence that
logically support
ideas.
Needs
Improvement (60-
69%)
Information is
insufficiently
clear, with
minimal reasons
and evidence
that logically
support ideas.
Satisfactory (70-
79%)
Information is
partially clear,
with minimal
reasons and
evidence that
logically support
ideas.
Competent (80-
89%)
Information is
mostly clear and
generally
supported with
reasons and
evidence that
logically support
ideas.
Exemplary (90-
100%)
Information is
provided in a
clear, coherent,
and consistent
manner, with
reasons and
evidence that
logically support
ideas.
Week 8 Assignment - Homework: Social Media Messaging
Summary
Click the linked activity title to access this assignment.
Text
Instructions
Continuing with your chosen business for your Social Media Marketing Plan, create, and post one
message to engage the target market on each of the four platforms selected. Note: Messages
must be tailored to fit each different platform.
Complete all the following:
1. Provide at least two hashtags per platform post. Make sure to tag your product or business.
2. Take a screenshot and insert it into a Word document.
3. Feel free to share your ideas and posts with your peers in the Week 8 discussion board.
Format your assignment file name as follows:
Last Name_First Name_Week8_Homework1.
Example: Doe_John_Week8_Homework1.
The specific course learning outcome associated with this assignment is:
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 25/34
Create messages and hashtags for posting on social media platforms to engage the target
market.
Scoring Guide
Create and post a message to engage the
target market on one of the four platforms
selected. 20 %
Unacceptable
(Below 60%)
Did not submit or
incompletely
created and
posted a
message to
engage the
target market on
one of the four
platforms
selected.
Needs
Improvement (60-
69%)
Insufficiently
created and
posted a
message to
engage the
target market on
one of the four
platforms
selected.
Satisfactory (70-
79%)
Satisfactorily
created and
posted a
message to
engage the
target market on
one of the four
platforms
selected.
Competent (80-
89%)
Competently
created and
posted a
message to
engage the
target market on
one of the four
platforms
selected.
Exemplary (90-
100%)
Thoroughly
created and
posted a
message to
engage the
target market on
one of the four
platforms
selected.
Create and post a message to engage the
target market on a second selected platform.
20 %
Unacceptable
(Below 60%)
Did not submit or
incompletely
created and
posted a
message to
engage the
target market on
a second
selected
platform.
Needs
Improvement (60-
69%)
Insufficiently
created and
posted a
message to
engage the
target market on
a second
selected
platform.
Satisfactory (70-
79%)
Satisfactorily
created and
posted a
message to
engage the
target market on
a second
selected
platform.
Competent (80-
89%)
Competently
created and
posted a
message to
engage the
target market on
a second
selected
platform.
Exemplary (90-
100%)
Thoroughly
created and
posted a
message to
engage the
target market on
a second
selected
platform.
Create and post a message to engage the
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 26/34
target market on a third selected platform. 20
%
Unacceptable
(Below 60%)
Did not submit or
incompletely
created and
posted a
message to
engage the
target market on
a third selected
platform.
Needs
Improvement (60-
69%)
Insufficiently
created and
posted a
message to
engage the
target market on
a third selected
platform.
Satisfactory (70-
79%)
Satisfactorily
created and
posted a
message to
engage the
target market on
a third selected
platform.
Competent (80-
89%)
Competently
created and
posted a
message to
engage the
target market on
a third selected
platform.
Exemplary (90-
100%)
Thoroughly
created and
posted a
message to
engage the
target market on
a third selected
platform.
Create and post a message to engage the
target market on the fourth selected platform.
20 %
Unacceptable
(Below 60%)
Did not submit or
incompletely
created and
posted a
message to
engage the
target market on
the fourth
selected
platform.
Needs
Improvement (60-
69%)
Insufficiently
created and
posted a
message to
engage the
target market on
the fourth
selected
platform.
Satisfactory (70-
79%)
Satisfactorily
created and
posted a
message to
engage the
target market on
the fourth
selected
platform.
Competent (80-
89%)
Competently
created and
posted a
message to
engage the
target market on
the fourth
selected
platform.
Exemplary (90-
100%)
Thoroughly
created and
posted a
message to
engage the
target market on
the fourth
selected
platform.
Provide at least two hashtags per platform
post. 10 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 27/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
provided at least
two hashtags per
platform post.
Needs
Improvement (60-
69%)
Insufficiently
provided at least
two hashtags per
platform post.
Satisfactory (70-
79%)
Partially
provided at least
two hashtags per
platform post.
Competent (80-
89%)
Satisfactorily
provided at least
two hashtags per
platform post.
Exemplary (90-
100%)
Thoroughly
provided at least
two hashtags per
platform post.
Writing mechanics, grammar, technology
usage, and formatting. 10 %
Unacceptable
(Below 60%)
More than eight
errors present in
grammar,
spelling,
punctuation, or
formatting.
Needs
Improvement (60-
69%)
7–8 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Satisfactory (70-
79%)
5–6 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Competent (80-
89%)
3–4 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Exemplary (90-
100%)
0–2 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Week 9 Assignment - Social Media Marketing Plan: Chapter 3
Summary
Click the linked activity title to access this assignment.
Text
Instructions
Write the final chapter of your plan for your selected business.
Create a 5–6 page paper in which you:
Create your call to action with your target market.
Utilize Wing 3 of The
Dragonfly
Effect to create your call to action.
Discuss why you have chosen your specific call to action.
Create your social media monitoring system.
Determine the metrics you will utilize for each of your four social media platforms.
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 28/34
Explain how you will utilize those metrics on each platform.
Utilizing your selected campaign metrics, evaluate the effectiveness and customer
engagement of your campaign posts created in Chapter 2 of your plan and in the Week 8
Homework: Social Media Messaging.
Go to each platform and examine the overall customer engagement (likes, shares,
retweets, comments, hashtag usage, et cetera).
Design one main game-play contest for the platform you think your target market is most likely
to engage, including the main purpose of the contest, the key rules of engagement for success,
the main incentives for the winners, and an example or description of an entry picture.
See page 133 in The
Dragonfly
Effect. Utilize feedback gained from the previous
section in creating your sample contest campaign.
Evaluate the effectiveness of your plan utilizing the four wings in The
Dragonfly
Effect model.
Discuss any changes that may need to be made, based upon your evaluations.
Use at least three sources to support your writing. Choose sources that are credible, relevant,
and appropriate. Cite each source listed on your source page at least one time within your
assignment. For help with research, writing, and citation, access the library or review library
guides.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
Format your assignment file name as follows:
Last Name_First Name_Week9_Assignment3.
Example: Doe_John_Week9_Assignment3.
The specific course learning outcome associated with this assignment is:
Prepare a social media marketing plan, including a call to action, a social media monitoring
system, a social media game play contest, and evaluations of the effectiveness of campaign
posts and the overall marketing plan.
Scoring Guide
Create a call to action with your target market
utilizing Wing 3 of The Dragonfly Effect.
Discuss why you have chosen your specific
call to action. 16 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 29/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
created a call to
action with your
target market
utilizing Wing 3
of The Dragonfly
Effect. Did not
submit or
incompletely
discussed why
you have chosen
your specific call
to action.
Needs
Improvement (60-
69%)
Insufficiently
created a call to
action with your
target market
utilizing Wing 3
of The Dragonfly
Effect.
Insufficiently
discussed why
you have chosen
your specific call
to action.
Satisfactory (70-
79%)
Satisfactorily
created a call to
action with your
target market
utilizing Wing 3
of The Dragonfly
Effect.
Satisfactorily
discussed why
you have chosen
your specific call
to action.
Competent (80-
89%)
Competently
created a call to
action with your
target market
utilizing Wing 3
of The Dragonfly
Effect.
Competently
discussed why
you have chosen
your specific call
to action.
Exemplary (90-
100%)
Thoroughly
created a call to
action with your
target market
utilizing Wing 3
of The Dragonfly
Effect.
Thoroughly
discussed why
you have chosen
your specific call
to action.
Create your social media monitoring system.
Determine the metrics you will utilize for each
of your four social media platforms and
explain how you will utilize those metrics on
each platform. 16 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 30/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
created your
social media
monitoring
system. Did not
submit or
incompletely
determined the
metrics you will
utilize for each of
your four social
media platforms.
Did not submit or
incompletely
explained how
you will utilize
those metrics on
each platform.
Needs
Improvement (60-
69%)
Insufficiently
created your
social media
monitoring
system.
Insufficiently
determined the
metrics you will
utilize for each of
your four social
media platforms.
Insufficiently
explained how
you will utilize
those metrics on
each platform.
Satisfactory (70-
79%)
Satisfactorily
created your
social media
monitoring
system.
Satisfactorily
determined the
metrics you will
utilize for each of
your four social
media platforms.
Satisfactorily
explained how
you will utilize
those metrics on
each platform.
Competent (80-
89%)
Competently
created your
social media
monitoring
system.
Competently
determined the
metrics you will
utilize for each of
your four social
media platforms.
Competently
explained how
you will utilize
those metrics on
each platform.
Exemplary (90-
100%)
Thoroughly
created your
social media
monitoring
system.
Thoroughly
determined the
metrics you will
utilize for each of
your four social
media platforms.
Thoroughly
explained how
you will utilize
those metrics on
each platform.
Utilize your selected campaign metrics to
evaluate the effectiveness and customer
engagement of your campaign posts created
in the Week 7 assignment and the Week 8
homework. Examine the overall customer
engagement for each platform. 16 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 31/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
utilized your
selected
campaign
metrics to
evaluate the
effectiveness
and customer
engagement of
your campaign
posts created in
the Week 7
assignment and
the Week 8
homework. Did
not submit or
incompletely
examined the
overall customer
engagement for
each platform.
Needs
Improvement (60-
69%)
Insufficiently
utilized your
selected
campaign
metrics to
evaluate the
effectiveness
and customer
engagement of
your campaign
posts created in
the Week 7
assignment and
the Week 8
homework.
Insufficiently
examined the
overall customer
engagement for
each platform.
Satisfactory (70-
79%)
Satisfactorily
utilized your
selected
campaign
metrics to
evaluate the
effectiveness
and customer
engagement of
your campaign
posts created in
the Week 7
assignment and
the Week 8
homework.
Satisfactorily
examined the
overall customer
engagement for
each platform.
Competent (80-
89%)
Competently
utilized your
selected
campaign
metrics to
evaluate the
effectiveness
and customer
engagement of
your campaign
posts created in
the Week 7
assignment and
the Week 8
homework.
Competently
examined the
overall customer
engagement for
each platform.
Exemplary (90-
100%)
Thoroughly
utilized your
selected
campaign
metrics to
evaluate the
effectiveness
and customer
engagement of
your campaign
posts created in
the Week 7
assignment and
the Week 8
homework.
Thoroughly
examined the
overall customer
engagement for
each platform.
Design one main game-play contest for the
platform you think your target market is most
likely to engage, including the main purpose
of the contest, the key rules of engagement
for success, the main incentives for the
winners, and an example or description of an
entry picture. 16 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 32/34
Unacceptable
(Below 60%)
Did not submit or
incompletely
designed one
main game-play
contest for the
platform you
think your target
market is most
likely to engage,
including the
main purpose of
the contest, the
key rules of
engagement for
success, the
main incentives
for the winners,
and an example
or description of
an entry picture.
Needs
Improvement (60-
69%)
Insufficiently
designed one
main game-play
contest for the
platform you
think your target
market is most
likely to engage,
including the
main purpose of
the contest, the
key rules of
engagement for
success, the
main incentives
for the winners,
and an example
or description of
an entry picture.
Satisfactory (70-
79%)
Satisfactorily
designed one
main game-play
contest for the
platform you
think your target
market is most
likely to engage,
including the
main purpose of
the contest, the
key rules of
engagement for
success, the
main incentives
for the winners,
and an example
or description of
an entry picture.
Competent (80-
89%)
Competently
designed one
main game-play
contest for the
platform you
think your target
market is most
likely to engage,
including the
main purpose of
the contest, the
key rules of
engagement for
success, the
main incentives
for the winners,
and an example
or description of
an entry picture.
Exemplary (90-
100%)
Thoroughly
designed one
main game-play
contest for the
platform you
think your target
market is most
likely to engage,
including the
main purpose of
the contest, the
key rules of
engagement for
success, the
main incentives
for the winners,
and an example
or description of
an entry picture.
Evaluate the effectiveness of your plan
utilizing the four wings in The Dragonfly Effect
model. 16 %
Unacceptable
(Below 60%)
Did not submit or
incompletely
evaluated the
effectiveness of
your plan utilizing
the four wings in
The Dragonfly
Effect model.
Needs
Improvement (60-
69%)
Insufficiently
evaluated the
effectiveness of
your plan utilizing
the four wings in
The Dragonfly
Effect model.
Satisfactory (70-
79%)
Satisfactorily
evaluated the
effectiveness of
your plan utilizing
the four wings in
The Dragonfly
Effect model.
Competent (80-
89%)
Competently
evaluated the
effectiveness of
your plan utilizing
the four wings in
The Dragonfly
Effect model.
Exemplary (90-
100%)
Thoroughly
evaluated the
effectiveness of
your plan utilizing
the four wings in
The Dragonfly
Effect model.
Three references. 5 %
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 33/34
Unacceptable
(Below 60%)
No references
provided.
Needs
Improvement (60-
69%)
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Satisfactory (70-
79%)
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Competent (80-
89%)
Meets the
required number
of references; all
references are
high-quality
choices.
Exemplary (90-
100%)
Exceeds the
required number
of references; all
references are
high-quality
choices.
Writing mechanics, grammar, and formatting. 5
%
Unacceptable
(Below 60%)
More than eight
errors present in
grammar,
spelling,
punctuation, or
formatting.
Needs
Improvement (60-
69%)
7–8 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Satisfactory (70-
79%)
5–6 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Competent (80-
89%)
3–4 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Exemplary (90-
100%)
0–2 errors
present in
grammar,
spelling,
punctuation, or
formatting.
Information literacy and integration of
sources. 5 %
Unacceptable
(Below 60%)
Serious errors in
the integration of
sources, such as
intentional or
accidental
plagiarism, or
failure to use in-
text citations.
Needs
Improvement (60-
69%)
Sources are
insufficiently
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Satisfactory (70-
79%)
Sources are
satisfactorily
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Competent (80-
89%)
Sources are
mostly integrated
using effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Exemplary (90-
100%)
Sources are
consistently
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
2020 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.
https://atlas.strategiced.com/app#offering/8644193/course/10113883/preview/courseguide 34/34
© 2021 Strategic Education, Inc.
Clarity, writing mechanics, and formatting
requirements. 5 %
Unacceptable
(Below 60%)
Information is
confusing to the
reader and fails
to include
reasons and
evidence that
logically support
ideas.
Needs
Improvement (60-
69%)
Information is
insufficiently
clear, with
minimal reasons
and evidence
that logically
support ideas.
Satisfactory (70-
79%)
Information is
satisfactorily
clear, with
minimal reasons
and evidence
that logically
support ideas.
Competent (80-
89%)
Information is
mostly clear and
generally
supported with
reasons and
evidence that
logically support
ideas.
Exemplary (90-
100%)
Information is
provided in a
clear, coherent,
and consistent
manner, with
reasons and
evidence that
logically support
ideas.
2020 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.
Students also viewed