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Digital Marketing & Advertising: Assignment 1 - Market & Business Evaluation

Instructor: Ryan Villard
If you have a Study.com College Accelerator membership and are seeking college credit for this course, you must submit your final project and pass the proctored final exam. You must submit your complete final project before registering for the final. Below you will find a prompt and instructions for submitting your final project, along with a rubric that describes how your project will be graded.

About The Assignment

You work for a digital marketing agency and you've been asked to prepare a digital marketing plan and a PowerPoint presentation that will sell your plan to your client. In your plan, you will assess the competitive market for a fictional company and create a digital marketing strategy to achieve their business goals. Your plan will include a detailed monthly marketing schedule and a budget.

Please see the Company Details for Digital Marketing & Advertising Assignments for essential information about the fictional company for this assignment. You will need to read it before beginning this assignment.

Market and Business Evaluation

In this assignment, you will evaluate the market situation and competitive landscape for EcoFresh. This process means performing a situation analysis, writing a digital competitive review, and identifying business goals and market objectives for EcoFresh.

  1. Situation Analysis: Write a summary of the key market, environmental and competitive factors. Additionally, create 3 SWOT analyses - one for a potential direct competitor, one for an indirect competitor, and one for your own company. Length: 1000 - 1500 words
  2. Digital Competitive Review: Perform a focused digital marketing review of EcoFresh and their top three competitors. Length: 400 - 500 words
  3. Business Goals and Marketing Objectives: Describe the plan's business goals and marketing objectives. Length: 150 - 250 words

As a reminder, you will not be able to complete this assignment without using the information in the Company Details for Digital Marketing & Advertising Assignments to generate your response for the Market and Business Evaluation section.

Grading Rubric

The Market and Business Evaluation section of your Digital Marketing Plan will be graded based on the following rubric:

Category Unacceptable (0-1) Needs Improvement (2-3) Good (4) Excellent (5) Total Possible Points
Research and Situation Analysis (x5) Some analysis is provided but there are at significant gaps. Rationale is absent or flawed, no reasoning is provided for some items, and/or sources used to support analysis are irrelevant or missing. Analysis is provided but is weak or surface level. There are some missing points, reasoning for each item is not always thoroughly provided, and/or few or weak sources are given to support the content. Analysis is provided and based on quality research with no gaps. Reasoning for all items is provided and logical, 10 or more relevant sources are given to support all points. Rationale is appropriate and supports main ideas. A thorough analysis is provided, based on quality research. Reasoning for all items is provided and logical. 10 or more quality sources are provided to support main points. Rationale is clear and enhances main ideas. 25
Business Objectives & Marketing Goals (x2) Goals and objectives are missing or those that are identified are not quantified or are inappropriate. Linkage of objectives and goals to company's mission is not clearly stated and/or some of the objectives and goals are unclear and/or not appropriately quantified. The objectives and goals are related to the company's mission. Objectives and goals are clearly stated and appropriately quantified. The objectives and goals are clearly aligned to the company's mission. Objectives and goals are clearly stated and appropriately quantified. 10
Mechanics (x1) Incorrect spelling, punctuation, capitalization, and use of standard English grammar hinders understanding. Plan does not include all the required elements. Several instances of incorrect spelling, punctuation, capitalization, and usage of standard English grammar. Plan does not include all the required elements. Few instances of incorrect spelling, punctuation, capitalization, and usage of standard English grammar. Plan includes all the required elements. No or very few instances of incorrect spelling, punctuation, capitalization, and usage of standard English grammar. Plan includes all the required elements. 5
Total Points 40

Using Research and Sources to Support Your Recommendations

The digital marketing plan and presentation must represent original work developed by you for this course. Your analysis and recommendations must be supported by research about the market and consumers for natural cleaning products, trends, competition and digital marketing. Sources of primary and secondary information referenced must receive appropriate credit, using APA format.

If you're unsure about how to use APA format to cite your sources, please see the following lessons:

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