Marketing project

Module: mktg 324, E-marketing

Lecturer: Evita Gantina

INDIVIDUAL PROJECT

Written & presentation

Assessment Grade Weight: 30% of overall Grade

Thessaloniki – Fall 2023

There will be an individual term project for this course. The project will evaluate a social media marketing strategy of a brand, company or organization. The purpose of this project is to demonstrate the depth of your understanding of social media marketing.

Each student will select one brand , company or organization and then develop a digital audit of it. Students are to consider the current and future impact of social media on their chosen brand - how the brand is changing/evolving & what this means for the players involved.

On the deadline you will deliver a paper and you are free to add as many exhibits as you think are necessary. These exhibits may include charts, tables, data analyses and/or summary statistics, pictures, videos, transcripts, etc. Use them effectively to convey the specifics of the information requested above. You will also make a 5 min presentation that accounts for 20% of the overall project grade.

Specifications:

LENGTH: 1.500 WORDS ± 10%

Font: Times New Roman 12

Paragraph: 1.5

References: Harvard Style

Format: The paper should be professional in presentation. It should have a title page and be typed, double-spaced, 12 point font, spell-checked, grammar checked, etc. It should have appropriate headings. Pictures, graphs, and tables are a plus. The two appendices should be included.

Grading: The paper will be graded firstly on your ability to apply and demonstrate an understanding of course concepts. It is a paper that requires a thoughtful interpretive report to receive maximum credit. The paper will also be graded on style, clarity, concision, insight, etc.. Τhe papers’ grade counts for 30% of the final grade.

Presentation Guidelines

The presentation will be graded on 3 overall factors that will be weighted as follows:

• Quality of the content (depth and breadth of the material) – 20%

• Quality of the visual aids (Powerpoint slides, charts, proposed ads, etc.) – 50%

• Quality of the delivery - 30%

The presentation will account for 20% of the overall project grade.

Assessment rubric

Grade range	A	B	C	F
Organization	Easy to read, topic introduced, organization clearly evident with proper introduction, body, conclusion	Paper has intro, body, and conclusion but may take a re-reading to understand	Disorganized, leaves reader wondering what is being said; abrupt ending	Fails to meet this criteria by obvious disregard for the expectations stated in the criteria; Disorganized and the reader can not follow the paper at any length
Relevance to material (is the topic addressed?)	The student’s reflection about the topic is explained in clear language; immediately interesting and supported with detail	The entire paper’s content relates to the prompt or topic; the student explains his/her reflections about the topic but may take a rereading to understand	Student does not clearly identify his/her reflections about the topic; may veer from topic	The topic of the paper is not addressed at all; Fails to stick to the topic therefore fails to meet this criteria
Writing style/Clarity	Consistently precise and unambiguous wording, clear and lucid sentence structure. All quotations are well chosen, effectively framed in the text and explicated where necessary.	Mostly precise and unambiguous wording, mostly clear sentence structure. Mostly effective choice of quotation. Mostly effective framing and explication of quotation where necessary.	Imprecise or ambiguous wording. Confusing sentence structure. Poorly chosen quotations, or ineffective framing and explication of quotations.	Consistently imprecise or ambiguous wording, confusing sentence structure. Quotations contradict or confuse student’s text. Serious errors; difficult to comprehend
Presentation/Referencing	Paper is clean, correctly formatted (12-point font, Times New Roman, normal margins), written in full sentences. Quotations are all properly attributed and cited in a consistent style. Virtually no spelling or grammatical errors. APA referencing system is followed flawlessly	Paper is clean, correctly formatted (12-point font, Times New Roman, normal margins), written in full sentences. A few minor spelling or grammatical errors. Proper references are cited and listed in the bibliography and in text citations are included but there are a few errors and omissions.	Paper is clean, correctly formatted (12-point font, Times New Roman, normal margins), written in full sentences. A number of spelling or grammatical errors. References are cited and listed in the bibliography but not in the correct format; in text citations are missing	Paper is sloppy or incorrectly formatted, not written in full sentences. No references included even though the student uses secondary sources.

Presentation Guidelines

The presentation will be graded on 3 overall factors that will be weighted as follows:

• Quality of the content (depth and breadth of the material) – 20%

• Quality of the visual aids (Powerpoint slides, charts, proposed ads, etc.) – 50%

• Quality of the delivery - 30%

You all are free to choose the presentation format (e.g., casual vs. formal).

The presentation will account for 20% of the overall project grade.

Scoring Rubric for Oral Presentations

Introduction:

○ Defines background.

○ States objective, and is able to identify relevant questions.

Body:

○ Presenter has a scientifically valid argument.

○ Addresses audience at an appropriate level (rigorous, but generally understandable to a scientifically-minded group).

○ Offers evidence of proof/disproof.

○ Describes methodology.

○ The talk is logical.

Conclusion:

○ Summarizes major points of talk.

○ Summarizes potential weaknesses (if any) in findings.

○ Provides you with a “take-home” message.

Speaking Style/Delivery

○ Speaks clearly and at an understandable pace.

○ Maintains eye contact with audience.

○ Well rehearsed (either extemporaneous or scripted presentation).

○ Limited use of filler words (“umm,” “like,” etc.).

○ Speaker uses body language appropriately.

○ Speaker is within time limits.

○ Speaker is able to answer questions professionally.

Audio/Visual

○ Graphs/figures are clear and understandable.

○ The text is readable and clear.

○ Audio/Visual components support the main points of the talk.

○ Appropriate referencing of data that is/was not generated by presenter

General Comments

TOTAL SCORE _______ / 100