Digital Marketing & Advertising: Assignment 2 - Digital Marketing Strategy

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.

Digital Marketing Strategy

In this assignment, you will use your analysis from the Market and Business Evaluation you completed in Assignment 1 to inform how you shape the digital marketing strategy for EcoFresh. You'll create a unique strategy to achieve EcoFresh's business goals and marketing objectives, and contains the following sections below:

  1. Recommended Digital Strategy: Detail your recommended marketing campaign, including digital marketing and media strategy. Length: 250 - 300 words
  2. Campaign Message: Describe and explain your digital campaign message. Length: 200 -250 words
  3. Editorial Calendar and Budget: Detail your recommended digital marketing activities by month, including creative, agency, and digital media with budget allocations. Include a sample of a one-month editorial calendar for next year. Length: 250 - 300 words.
  4. Monitoring and Optimization: Describe how you will measure and improve digital marketing performance during the campaign based on KPIs and any other factors. Be specific, and provide a situational example that would prompt a change or optimization. Length: 200 - 250 words.

It is important that you explain the rationale for your recommendations. You must specifically address why you are recommending these strategies and tactics, why the client should believe your recommended digital marketing strategies, and why your implementation will be successful.

As a reminder, you will not be able to complete this assignment without using both your findings from the Market and Business Evaluation you completed in Assignment 1, and the information in the Company Details for Digital Marketing & Advertising Assignments.

Grading Rubric

Your digital marketing strategy for EcoFresh will be graded based on the following rubric:

Category Unacceptable (0-1) Needs Improvement (2-3) Good (4) Excellent (5) Total Possible Points
Digital Marketing Strategy (x4) The proposed strategy is missing or poorly described. The strategy is presented but lacks detail and is difficult to understand. Strategy is clearly stated and discussed in detail; logical actionable steps are included in some detail. The digital marketing strategy is presented in a compelling manner with excellent detail and support. 20
Implementation & Control (x3) Very little detail on specific tactics is provided. Tactics are unclear and hard to understand. An implementation plan is provided but has gaps and lacks specificity. Overall control measures and contingency plans are not defined. Most of the tactics are thoroughly and clearly identified, but there are minor gaps. Specificity of some of the plan could be improved. Overall control measures are included and contingency actions are identified, but they lack thoroughness. Tactics are described with sufficient detail, making it easy to understand the plan's scope and intent. The timing, cost, measurement of effectiveness, and other relevant information for each tactic is provided. Overall control measures and contingency actions for the plan are identified. Tactics are thoroughly and clearly described fully conveying the plan's scope and intent. The timing, cost, measurement of effectiveness, and other relevant information for each tactic is provided in a clear, concise manner. Overall control measures and contingency actions for the plan are identified. 15
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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