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Rubric.docx
Instroduction.docx
PeopleGroveMSMKA-ProjectSummary12.docx

Rubric.docx

Rubric

A1:MARKETING OBJECTIVE AND PLAN OF ACTION

Competent

The submission identifies the assigned company’s marketing objective and provides a list of steps for the proposed plan of action that logically addresses the company’s marketing objective.

A1a:ALIGNMENT OF ACTION PLAN WITH MARKETING OBJECTIVE

Competent

The submission logically explains why the proposed plan of action aligns with the company’s marketing objective.

A2:CONCEPTS UTILIZED

Competent

The submission accurately describes 2 marketing concepts that logically support the proposed plan of action.

B1:SKILLS TO SUPPORT PROJECT

Competent

The reflective essay appropriately explains how all the given skills were used to manage the marketing project and includes specific processes used for each given skill.

B2a:KEY STRENGTHS

Competent

The reflective essay logically explains 2 strengths used in navigating the marketing project.

B2b:AREA FOR IMPROVEMENT

Competent

The reflective essay discusses a logical area for improvement that would have changed the learner’s approach to the marketing project.

B3:LEARNING EXPERIENCES

Competent

The reflective essay discusses 2 learning experiences from working on the marketing project and how each applies to the learner’s professional career path.

C: SOURCES

Competent

The submission includes in-text citations for sources that are properly quoted, paraphrased, or summarized and a reference list that accurately identifies the author, date, title, and source location as available.

D: PROFESSIONAL COMMUNICATION

Competent

This submission includes satisfactory use of grammar, sentence fluency, contextual spelling, and punctuation, which promote accurate interpretation and understanding. 

Instroduction.docx

30 PAGES

Introduction

For this task, you will demonstrate the competencies learned throughout your Marketing training. You will work directly with your designated client in the identified organization to execute a marketing project that aligns with your professional career path. You will outline a proposed plan of action to address the client's marketing needs. Using the marketing project experience, you will compose a reflection on how you used the skills you have gained through the marketing program and analyze why you made specific strategic decisions.

Requirements

Your submission must represent your original work and understanding of the course material. Most performance assessment submissions are automatically scanned through the COLLEGE’S similarity checker. Students are strongly encouraged to wait for the similarity report to generate after uploading their work and then review it to ensure Academic Authenticity guidelines are met before submitting the file for evaluation. Microsoft Files Note: Write your paper in Microsoft Word (.doc or .docx) unless another Microsoft product, or pdf, is specified in the task directions. All supporting documentation, such as screenshots and proof of experience, should be collected in a pdf file and submitted separately from the main file. 

You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.

A. Describe your assigned marketing project by doing the following:

1. Identify the company’s marketing objective and provide a list of the steps for your proposed plan of action to address this need.

a. Explain why the proposed plan of action aligns with the company’s marketing objective.

2. Describe two marketing concepts used to support the proposed plan of action.

B. Write a reflective essay that debriefs the entire marketing experiential learning experience by doing the following:

1. Explain how you managed each of the following skills to support the marketing project, including specific processes used for each:

• effective communication

• collaboration

• strategic decision-making

• time management

• project management

2. Reflect on your skills used during the marketing project by completing the following:

a. Explain two of your strengths in navigating this marketing project.

b. Discuss one improvement area that would have changed your approach to the marketing project.

3. Discuss two learning experiences from working on this marketing project and how each applies to your professional career path.

C. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.

D. Demonstrate professional communication in the content and presentation of your submission.

PeopleGroveMSMKA-ProjectSummary12.docx

PeopleGrove MSMKA - Project Summary

Employer Partner	PeopleGrove	Designated Employer Lead	Ashley Spain
Company Description	PeopleGrove is a leading technology and services company that connects students, alumni, and professionals to support career development and experiential learning. By fostering meaningful mentorship, networking, and collaboration opportunities, PeopleGrove helps universities and organizations build stronger, engaged communities. The platform is designed to enhance career readiness, providing users with tools to grow their personal networks, access industry expertise, and develop the skills needed to succeed in today’s dynamic job market. With a focus on creating lifelong connections, PeopleGrove empowers individuals to navigate their educational and professional journeys with confidence.
Project Title	Marketing Analytics & Performance Optimization Project: Leveraging Data to Drive User Summit Registrations
Project Description	This data-driven project challenges you to develop a marketing analytics framework for evaluating the effectiveness of Google’s paid and organic search and LinkedIn display advertising in driving PeopleGrove’s User Summit registrations. The focus is on analyzing campaign performance through data insights, keyword research, and predictive modeling to optimize digital marketing efforts.
Project Objectives	1. Marketing Analytics Focus: Develop an analytics-driven approach to measure and refine digital marketing efforts across Google and LinkedIn advertising channels. 2. Keyword Research & Data Analysis: Conduct keyword research and competitor analysis to identify high-impact search terms that drive registrations. 3. Campaign Performance Measurement: Define KPI benchmarks and create a reporting structure for real-time performance analysis. 4. Optimization Strategy Development: Use data insights to adjust ad spend, refine audience targeting, and enhance messaging for improved conversion rates.

Key Responsibilities

· Keyword & Competitive Research:

· Identify high-value keywords for Google paid and organic search.

· Evaluate search trends and competitor keyword strategies.

· Performance Data Analysis:

· Define and track key marketing KPIs such as impressions, CTR, CPA, quality scores, and conversion rates.

· Define how to use Google Analytics, Google Ads, and LinkedIn Campaign Manager to assess traffic patterns and conversion pathways.

· Campaign Optimization Recommendations:

· Develop data-backed strategies for improving ad performance, SEO ranking, and audience segmentation.

· Propose A/B testing frameworks for landing pages and ad creatives to maximize conversion rates.

· Predictive Insights & ROI Assessment:

· Build forecasting models for expected registration growth based on budget allocation.

· Assess ROI for each channel and recommend budget reallocations for maximum impact.

Project Deliverables

· Marketing Analytics Strategy Document: A comprehensive outline of data collection methodologies, KPI benchmarks, and campaign measurement techniques.

· Keyword Research Report: A sample analysis of high-impact search terms, including competitor insights and search volume trends.

· Performance Optimization Framework: A structured approach to monitoring and refining campaign efforts using real-time analytics.

· Data-Driven Campaign Recommendations: A report outlining A/B testing strategies, predictive insights, and budget allocation suggestions for maximizing event registrations.

· Final Presentation: A summary of marketing analytics findings, key insights, and optimization recommendations.

PeopleGrove will provide guidance, training and access to any relevant resources needed. Regular check-ins with PeopleGrove marketing lead will ensure alignment with summit objectives and industry standards.

This project offers a hands-on opportunity to blend creative strategy with analytical rigor, providing you with practical experience in leveraging targeted digital channels to drive event registrations.

PeopleGroveMSMKA-ProjectSummary12.docx

PeopleGrove MSMKA - Project Summary

Employer Partner	PeopleGrove	Designated Employer Lead	Ashley Spain
Company Description	PeopleGrove is a leading technology and services company that connects students, alumni, and professionals to support career development and experiential learning. By fostering meaningful mentorship, networking, and collaboration opportunities, PeopleGrove helps universities and organizations build stronger, engaged communities. The platform is designed to enhance career readiness, providing users with tools to grow their personal networks, access industry expertise, and develop the skills needed to succeed in today’s dynamic job market. With a focus on creating lifelong connections, PeopleGrove empowers individuals to navigate their educational and professional journeys with confidence.
Project Title	Marketing Analytics & Performance Optimization Project: Leveraging Data to Drive User Summit Registrations
Project Description	This data-driven project challenges you to develop a marketing analytics framework for evaluating the effectiveness of Google’s paid and organic search and LinkedIn display advertising in driving PeopleGrove’s User Summit registrations. The focus is on analyzing campaign performance through data insights, keyword research, and predictive modeling to optimize digital marketing efforts.
Project Objectives	1. Marketing Analytics Focus: Develop an analytics-driven approach to measure and refine digital marketing efforts across Google and LinkedIn advertising channels. 2. Keyword Research & Data Analysis: Conduct keyword research and competitor analysis to identify high-impact search terms that drive registrations. 3. Campaign Performance Measurement: Define KPI benchmarks and create a reporting structure for real-time performance analysis. 4. Optimization Strategy Development: Use data insights to adjust ad spend, refine audience targeting, and enhance messaging for improved conversion rates.

Key Responsibilities

· Keyword & Competitive Research:

· Identify high-value keywords for Google paid and organic search.

· Evaluate search trends and competitor keyword strategies.

· Performance Data Analysis:

· Define and track key marketing KPIs such as impressions, CTR, CPA, quality scores, and conversion rates.

· Define how to use Google Analytics, Google Ads, and LinkedIn Campaign Manager to assess traffic patterns and conversion pathways.

· Campaign Optimization Recommendations:

· Develop data-backed strategies for improving ad performance, SEO ranking, and audience segmentation.

· Propose A/B testing frameworks for landing pages and ad creatives to maximize conversion rates.

· Predictive Insights & ROI Assessment:

· Build forecasting models for expected registration growth based on budget allocation.

· Assess ROI for each channel and recommend budget reallocations for maximum impact.

Project Deliverables

· Marketing Analytics Strategy Document: A comprehensive outline of data collection methodologies, KPI benchmarks, and campaign measurement techniques.

· Keyword Research Report: A sample analysis of high-impact search terms, including competitor insights and search volume trends.

· Performance Optimization Framework: A structured approach to monitoring and refining campaign efforts using real-time analytics.

· Data-Driven Campaign Recommendations: A report outlining A/B testing strategies, predictive insights, and budget allocation suggestions for maximizing event registrations.

· Final Presentation: A summary of marketing analytics findings, key insights, and optimization recommendations.

Rubric.docx

Rubric

A1:MARKETING OBJECTIVE AND PLAN OF ACTION

Competent

The submission identifies the assigned company’s marketing objective and provides a list of steps for the proposed plan of action that logically addresses the company’s marketing objective.

A1a:ALIGNMENT OF ACTION PLAN WITH MARKETING OBJECTIVE

Competent

The submission logically explains why the proposed plan of action aligns with the company’s marketing objective.

A2:CONCEPTS UTILIZED

Competent

The submission accurately describes 2 marketing concepts that logically support the proposed plan of action.

B1:SKILLS TO SUPPORT PROJECT

Competent

The reflective essay appropriately explains how all the given skills were used to manage the marketing project and includes specific processes used for each given skill.

B2a:KEY STRENGTHS

Competent

The reflective essay logically explains 2 strengths used in navigating the marketing project.

B2b:AREA FOR IMPROVEMENT

Competent

The reflective essay discusses a logical area for improvement that would have changed the learner’s approach to the marketing project.

B3:LEARNING EXPERIENCES

Competent

The reflective essay discusses 2 learning experiences from working on the marketing project and how each applies to the learner’s professional career path.

C: SOURCES

Competent

D: PROFESSIONAL COMMUNICATION

Competent

This submission includes satisfactory use of grammar, sentence fluency, contextual spelling, and punctuation, which promote accurate interpretation and understanding. 

Instroduction.docx

30 PAGES

Introduction

Requirements

A. Describe your assigned marketing project by doing the following:

1. Identify the company’s marketing objective and provide a list of the steps for your proposed plan of action to address this need.

a. Explain why the proposed plan of action aligns with the company’s marketing objective.

2. Describe two marketing concepts used to support the proposed plan of action.

B. Write a reflective essay that debriefs the entire marketing experiential learning experience by doing the following:

1. Explain how you managed each of the following skills to support the marketing project, including specific processes used for each:

• effective communication

• collaboration

• strategic decision-making

• time management

• project management

2. Reflect on your skills used during the marketing project by completing the following:

a. Explain two of your strengths in navigating this marketing project.

b. Discuss one improvement area that would have changed your approach to the marketing project.

3. Discuss two learning experiences from working on this marketing project and how each applies to your professional career path.

C. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.

D. Demonstrate professional communication in the content and presentation of your submission.

PeopleGroveMSMKA-ProjectSummary12.docx

PeopleGrove MSMKA - Project Summary

Employer Partner	PeopleGrove	Designated Employer Lead	Ashley Spain
Company Description	PeopleGrove is a leading technology and services company that connects students, alumni, and professionals to support career development and experiential learning. By fostering meaningful mentorship, networking, and collaboration opportunities, PeopleGrove helps universities and organizations build stronger, engaged communities. The platform is designed to enhance career readiness, providing users with tools to grow their personal networks, access industry expertise, and develop the skills needed to succeed in today’s dynamic job market. With a focus on creating lifelong connections, PeopleGrove empowers individuals to navigate their educational and professional journeys with confidence.
Project Title	Marketing Analytics & Performance Optimization Project: Leveraging Data to Drive User Summit Registrations
Project Description	This data-driven project challenges you to develop a marketing analytics framework for evaluating the effectiveness of Google’s paid and organic search and LinkedIn display advertising in driving PeopleGrove’s User Summit registrations. The focus is on analyzing campaign performance through data insights, keyword research, and predictive modeling to optimize digital marketing efforts.
Project Objectives	1. Marketing Analytics Focus: Develop an analytics-driven approach to measure and refine digital marketing efforts across Google and LinkedIn advertising channels. 2. Keyword Research & Data Analysis: Conduct keyword research and competitor analysis to identify high-impact search terms that drive registrations. 3. Campaign Performance Measurement: Define KPI benchmarks and create a reporting structure for real-time performance analysis. 4. Optimization Strategy Development: Use data insights to adjust ad spend, refine audience targeting, and enhance messaging for improved conversion rates.

Key Responsibilities

· Keyword & Competitive Research:

· Identify high-value keywords for Google paid and organic search.

· Evaluate search trends and competitor keyword strategies.

· Performance Data Analysis:

· Define and track key marketing KPIs such as impressions, CTR, CPA, quality scores, and conversion rates.

· Define how to use Google Analytics, Google Ads, and LinkedIn Campaign Manager to assess traffic patterns and conversion pathways.

· Campaign Optimization Recommendations:

· Develop data-backed strategies for improving ad performance, SEO ranking, and audience segmentation.

· Propose A/B testing frameworks for landing pages and ad creatives to maximize conversion rates.

· Predictive Insights & ROI Assessment:

· Build forecasting models for expected registration growth based on budget allocation.

· Assess ROI for each channel and recommend budget reallocations for maximum impact.

Project Deliverables

· Marketing Analytics Strategy Document: A comprehensive outline of data collection methodologies, KPI benchmarks, and campaign measurement techniques.

· Keyword Research Report: A sample analysis of high-impact search terms, including competitor insights and search volume trends.

· Performance Optimization Framework: A structured approach to monitoring and refining campaign efforts using real-time analytics.

· Data-Driven Campaign Recommendations: A report outlining A/B testing strategies, predictive insights, and budget allocation suggestions for maximizing event registrations.

· Final Presentation: A summary of marketing analytics findings, key insights, and optimization recommendations.

Rubric.docx

Rubric

A1:MARKETING OBJECTIVE AND PLAN OF ACTION

Competent

The submission identifies the assigned company’s marketing objective and provides a list of steps for the proposed plan of action that logically addresses the company’s marketing objective.

A1a:ALIGNMENT OF ACTION PLAN WITH MARKETING OBJECTIVE

Competent

The submission logically explains why the proposed plan of action aligns with the company’s marketing objective.

A2:CONCEPTS UTILIZED

Competent

The submission accurately describes 2 marketing concepts that logically support the proposed plan of action.

B1:SKILLS TO SUPPORT PROJECT

Competent

The reflective essay appropriately explains how all the given skills were used to manage the marketing project and includes specific processes used for each given skill.

B2a:KEY STRENGTHS

Competent

The reflective essay logically explains 2 strengths used in navigating the marketing project.

B2b:AREA FOR IMPROVEMENT

Competent

The reflective essay discusses a logical area for improvement that would have changed the learner’s approach to the marketing project.

B3:LEARNING EXPERIENCES

Competent

The reflective essay discusses 2 learning experiences from working on the marketing project and how each applies to the learner’s professional career path.

C: SOURCES

Competent

D: PROFESSIONAL COMMUNICATION

Competent

This submission includes satisfactory use of grammar, sentence fluency, contextual spelling, and punctuation, which promote accurate interpretation and understanding. 

Instroduction.docx

30 PAGES

Introduction

Requirements

A. Describe your assigned marketing project by doing the following:

1. Identify the company’s marketing objective and provide a list of the steps for your proposed plan of action to address this need.

a. Explain why the proposed plan of action aligns with the company’s marketing objective.

2. Describe two marketing concepts used to support the proposed plan of action.

B. Write a reflective essay that debriefs the entire marketing experiential learning experience by doing the following:

1. Explain how you managed each of the following skills to support the marketing project, including specific processes used for each:

• effective communication

• collaboration

• strategic decision-making

• time management

• project management

2. Reflect on your skills used during the marketing project by completing the following:

a. Explain two of your strengths in navigating this marketing project.

b. Discuss one improvement area that would have changed your approach to the marketing project.

3. Discuss two learning experiences from working on this marketing project and how each applies to your professional career path.

C. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.

D. Demonstrate professional communication in the content and presentation of your submission.

PeopleGroveMSMKA-ProjectSummary12.docx

PeopleGrove MSMKA - Project Summary

Employer Partner	PeopleGrove	Designated Employer Lead	Ashley Spain
Company Description	PeopleGrove is a leading technology and services company that connects students, alumni, and professionals to support career development and experiential learning. By fostering meaningful mentorship, networking, and collaboration opportunities, PeopleGrove helps universities and organizations build stronger, engaged communities. The platform is designed to enhance career readiness, providing users with tools to grow their personal networks, access industry expertise, and develop the skills needed to succeed in today’s dynamic job market. With a focus on creating lifelong connections, PeopleGrove empowers individuals to navigate their educational and professional journeys with confidence.
Project Title	Marketing Analytics & Performance Optimization Project: Leveraging Data to Drive User Summit Registrations
Project Description	This data-driven project challenges you to develop a marketing analytics framework for evaluating the effectiveness of Google’s paid and organic search and LinkedIn display advertising in driving PeopleGrove’s User Summit registrations. The focus is on analyzing campaign performance through data insights, keyword research, and predictive modeling to optimize digital marketing efforts.
Project Objectives	1. Marketing Analytics Focus: Develop an analytics-driven approach to measure and refine digital marketing efforts across Google and LinkedIn advertising channels. 2. Keyword Research & Data Analysis: Conduct keyword research and competitor analysis to identify high-impact search terms that drive registrations. 3. Campaign Performance Measurement: Define KPI benchmarks and create a reporting structure for real-time performance analysis. 4. Optimization Strategy Development: Use data insights to adjust ad spend, refine audience targeting, and enhance messaging for improved conversion rates.

Key Responsibilities

· Keyword & Competitive Research:

· Identify high-value keywords for Google paid and organic search.

· Evaluate search trends and competitor keyword strategies.

· Performance Data Analysis:

· Define and track key marketing KPIs such as impressions, CTR, CPA, quality scores, and conversion rates.

· Define how to use Google Analytics, Google Ads, and LinkedIn Campaign Manager to assess traffic patterns and conversion pathways.

· Campaign Optimization Recommendations:

· Develop data-backed strategies for improving ad performance, SEO ranking, and audience segmentation.

· Propose A/B testing frameworks for landing pages and ad creatives to maximize conversion rates.

· Predictive Insights & ROI Assessment:

· Build forecasting models for expected registration growth based on budget allocation.

· Assess ROI for each channel and recommend budget reallocations for maximum impact.

Project Deliverables

· Marketing Analytics Strategy Document: A comprehensive outline of data collection methodologies, KPI benchmarks, and campaign measurement techniques.

· Keyword Research Report: A sample analysis of high-impact search terms, including competitor insights and search volume trends.

· Performance Optimization Framework: A structured approach to monitoring and refining campaign efforts using real-time analytics.

· Data-Driven Campaign Recommendations: A report outlining A/B testing strategies, predictive insights, and budget allocation suggestions for maximizing event registrations.

· Final Presentation: A summary of marketing analytics findings, key insights, and optimization recommendations.

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