Marketing B

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 – Part B (1244) Page 1 of 5

Assignment 2: Marketing Campaign Slide Deck – Part B

Part B: Complete Your Slide Deck Due: Monday 9 am (eastern), Week 4 (Weight: 20%)

Overview In this assignment, you continue working on your Marketing Campaign slide deck. Your goal is to improve Slides 1 to 6, create Slides 7 to 10, finalize your References slide(s), and submit your full PowerPoint Slide Deck to your professor. As before, bear in mind that your audience for the presentation will be the CMO and members of the company’s executive team. You must create a slide deck that enables you to present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the marketing campaign.

NOTE: Continue to use the Assignment 2 Tutorial as a guide. The tutorial document provides tips and resources for each slide in your deck; it can be found on the Week 7 Overview page in Canvas.

Instructions In this assignment, you will incorporate your professor’s feedback into Slides 1 to 6, create Slides 7 to 10, and add remaining references. Then you will finish and submit the Full Slide Deck, as Assignment 2, Part B. Your total slide deck must be no more than 15 slides; however, your References slide(s) do not count towards the total of 15 slides.

Continue working in the Assignment 2 Template provided in your course. Firstly, review your professor’s feedback from Assignment 2, Part A; apply their guidance to make improvements to Slides 1 to 6. Secondly, read through the Slide Deck Outline below, which describes the required content for Slides 7 to 10. When you have done the necessary research, add content to create Slides 7 to 10. The slide numbers in parentheses in the Outline refer to the numbered slides in the Assignment 2 Template. If necessary, you may add one or two additional slides for topics that need them.

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 – Part B (1244) Page 2 of 5

Be sure to include the following steps in your work on this assignment:

• Incorporate your professor’s feedback into the content on Slides 1 to 6

• Research and add content to Slides 7 to 10 in your Assignment 2 template

• Add your additional sources to your References slide(s)

• Review your slides for consistency, grammar, punctuation, and overall impact

Slide Deck Outline (continued)

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 3 social media channels and fill in the chart provided in the template

• 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?

MARKETING METRICS AND BUDGET ALLOCATION (SLIDE 9)

• Select at least 4 marketing categories – examples are provided in the template • For each marketing category, fill in the chart to answer these questions:

o What is the budget dollar amount? o What is the budget percentage? o Is this marketing category using a digital or traditional type of channel? o Why is this category relevant for your campaign? o What metric(s) can be calculated with data from this category? o How often should data be collected to calculate the specified metric(s)?

Note: Over 50% of the budget must be for digital marketing channels versus traditional

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 – Part B (1244) Page 3 of 5

CONCLUSION (SLIDE 10)

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

REFERENCES

• List all your research sources on the References slide(s), using the format presented in the JWMI Writing Standards Guide.

• List your references in the order that they are used in your PowerPoint Slides.

• You should have some course work references and some references from your own research.

Slide Deck Formatting Requirements

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

• Use the Assignment 2 Template provided and include all the required content items

• Use your professor’s feedback from Assignment 2, Part A, to improve Slides 1 to 6

• 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

• Include your References on a separate slide, using the format presented in the JWMI Writing Standards Guide. Your References slide(s) do not count towards the total of 15 slides.

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 – Part B (1244) Page 4 of 5

Rubric – Assignment 2 Part B

CRITERIA Honors High Pass Pass Low Pass Unsatisfactory

1. Student has incorporated the feedback from the professor on Slides 1 to 6, provided in the grading of Part A of Assignment 2. Weight: 10%

Student has incorporated feedback to significantly improve all the slides.

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

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

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

Student has ignored all feedback from the professor.

2. (Slide 7)

Uses key features to create a marketing story.

Provides words and images to frame the story.

Weight: 20%

Marketing story is excellently crafted.

Very good selection of words or images to frame the story.

Marketing story is very well crafted.

Good selection of words or images to frame the story.

Marketing story is complete and satisfactory.

Multiple words or images to frame the story are provided.

Marketing story is partially complete.

A few words or images to frame the story are provided.

Marketing story is missing or incomplete.

Words or images to frame the story are missing or incomplete.

3. (Slide 8)

Selects three social media channels.

Explains how social media will be used to engage the audience and spread the message widely. Weight: 20%

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.

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 a satisfactory explanation of how social media will be used to engage the audience and spread the message widely.

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.

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.

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 – Part B (1244) Page 5 of 5

CRITERIA Honors High Pass Pass Low Pass Unsatisfactory

4. (Slide 9)

Allocates appropriate funding to both traditional and digital media.

Provides suitable metrics along with frequency of data collection. Weight: 20%

Allocates appropriate funding excellently to both traditional and digital media.

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

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

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

Satisfactorily allocates appropriate funding to both traditional and digital media.

Provides satisfactory metrics, with frequency of data collection.

Partially allocates appropriate funding to both traditional and digital media.

Provides some suitable metrics, with frequency of data collection.

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

Does not provide suitable metrics or frequency of data collection.

5. (Slide 10)

Describes the short term and long term benefits of the proposed campaign.

Specifies the reasons why the executive team should approve the proposal.

Weight: 20%

Excellently describes the short term and long term benefits of the proposed campaign.

Specifies excellent reasons why the executive team should approve the proposal.

Fully describes the short term and long term benefits of the proposed campaign.

Specifies strong reasons why the executive team should approve the proposal.

Satisfactorily describes the short term and long term benefits of the proposed campaign.

Specifies adequate reasons why the executive team should approve the proposal.

Partially describes the short term and long term benefits of the proposed campaign.

Specifies minimal reasons why the executive team should approve the proposal.

Does not describe the short term and long term benefits of the proposed campaign.

Does not specify the reasons why the executive team should approve the proposal.

6. The slide deck follows the template. The text is free from grammar and spelling errors.

References are provided in a manner that enables the reader to identify the sources.

Weight: 10%

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

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

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

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

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

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

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

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

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

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