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MKT 265 Milestone One Guidelines and Rubric Overview: The digital marketing landscape is constantly changing, and companies must be nimble and able to develop, evaluate, and change their digital marketing strategies in a short amount of time. Traditional marketing allowed marketers to create brand messaging and control how it was shared with an audience. But now more than ever, control over what is said about a brand or product has been put into the hands of consumers. The internet, social media, and mobile platforms have given rise to the voice of customers, and marketers have had to adapt. Prompt: For this assignment, you will select a brand from the provided list and analyze its current digital marketing strategy. Begin by selecting a brand below:

 Starbucks

 Microsoft

 TED Talks

 Doritos

 Burberry

 Nike

 Oreos

 Denny’s

 Pampers

 Netflix

 Dove

 Honest Tea

 ADT

 Taco Bell

 Beats by Dre

 Reese’s

 Krylon spray paint

 Mastercard

 Prudential

 Target

 IKEA

 Lego

 Harley-Davidson Specifically, the following critical elements must be addressed:

I. The Brand’s Use of Digital Marketing: In this section, you will examine the current marketing strategies used by the brand you selected. A. Describe the strategy the brand is using to position itself in digital media (social, mobile, and online). Support your description with examples. B. Describe how the brand’s digital media strategy relates to its overall marketing campaign seen in print, television, and online. Support your

description with examples. C. Examine whether the digital marketing activity aligns with the organization’s overall brand. Support your response with examples.

Rubric Guidelines for Submission: Your paper should be a 1- to 2-page Microsoft Word document with double spacing, 12-pt. Times New Roman font, one-inch margins, and at least three sources cited in APA format. Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions.

Critical Elements

Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

The Brand’s Use of Digital

Marketing: Digital Media

Meets “Proficient” criteria, and description is exceptionally clear and contextualized

Describes the strategy the brand is using to position itself in digital media, supporting description with examples

Describes the strategy the brand is using to position itself in digital media, but description is cursory or, examples are inaccurate or nonexistent

Does not describe the strategy the brand is using to position itself in digital media

30

The Brand’s Use of Digital

Marketing: Overall

Marketing Campaign

Meets “Proficient” criteria, and description offers a nuanced insight into how digital media strategies relate to overall marketing campaigns

Describes how the brand’s digital media strategy relates to its overall marketing campaign, supporting description with examples

Describes how the brand’s digital media strategy relates to its overall marketing campaign, but description is cursory, or examples are inaccurate or nonexistent

Does not describe how the brand’s digital media strategy relates to its overall marketing campaign

30

The Brand’s Use of Digital

Marketing: Overall Brand

Meets “Proficient” criteria, and use of examples demonstrates sophisticated insight into the organization’s overall brand

Examines whether the digital marketing activity aligns with the organization’s overall brand, supporting examination with examples

Examines whether the digital marketing activity aligns with the organization’s overall brand, but response is cursory, or examples are inaccurate or nonexistent

Does not examine whether the digital marketing activity aligns with the organization’s overall brand

30

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%

Undergraduate Courses

Proficiency Level Conceptual Meaning Value

Exemplary Performance exceeds expectations as specified in the outcome or objective.

100%

Proficient Performance meets expectations as specified in the outcome or objective.

85%

Needs Improvement Performance approaches but does not meet expectations as specified in the outcome or objective.

55%

Not Evident Performance is not evident. 0%

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