MBA 645 Module Five Presentation Guidelines and Rubric
Overview
Marketing in the digital age is very dynamic; it is necessary to monitor multiple digital channels and platforms to engage with your target audience without missing any opportunity. Digital channels and platforms are measurable and allow for monitoring performance of your marketing efforts in real time.
As a regional marketing director in the course scenario, you are tasked with designing a phased marketing strategy for reopening the park. You have already done an analysis of brand implications and discussed suitable traditional marketing methods to address the marketing needs for park reopening. As the organization has chosen a blended approach (traditional plus digital) for marketing, your CMO wants you to create a digital marketing strategy to go with the traditional marketing strategy you already determined.
Prompt
Create a narrated PowerPoint presentation to help other directors in the scenario understand the importance of digital marketing for brand awareness. Ground your responses in research and rich detail. Specifically, you need to address the following criteria:
- How will you use digital marketing to enhance brand awareness? (Slide 1)
- Identify two digital marketing methods that can be used for brand awareness and support with reasons (Slides 2–3).
- How will the identified methods help you reach the target audience?
- How will you determine the balance between the digital and traditional marketing?
- Define short-term and long-term goals for brand awareness in the digital marketing strategy.
- How will you measure the performance of your marketing efforts?
- Use search engine optimization (SEO) to improve search performance (Slides 4–5).
- Identify five keywords or phrases you will use to improve web search performance, and justify your strategy for keyword selection.
- How will you redesign or rewrite the content of your website to support SEO strategy?
- Define inbound marketing and describe its efforts (Slide 6).
- How can they help in brand awareness?
- Define the required content strategy for inbound marketing.
What to Submit
Submit a PowerPoint presentation with 5–7 slides. Consult the Shapiro Library APA Style Guide and FAQ: Where Can I Find Information on APA Style and PowerPoint Presentations for more information.
Note: In addition to the text on the slides, remember to include audio narration in your PowerPoint presentations to convey your information effectively. If due to technical challenges, audio narration is not possible, precise and extensive speaker notes should be used to address all the critical elements in the presentation. For example, you can use brief bulleted lists on the slide and include detailed explanations in your audio narration or speaker notes.
Module Five Presentation Rubric
| Criteria | Exemplary (100%) | Proficient (90%) | Needs Improvement (70%) | Not Evident (0%) | Value |
|---|---|---|---|---|---|
| Brand Awareness | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies and discusses the use of digital marketing for brand awareness | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include determining the use of digital marketing in the given scenario and defining goals based on the brand awareness objective | Does not attempt criterion | 20 |
| Digital Marketing Methods | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies and describes two digital marketing methods effective in spreading brand awareness; defines short-term and long-term goals; defines performance measurement strategy for digital marketing methods | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying and justifying digital marketing methods for brand awareness and describing standard performance measurement methods in digital marketing | Does not attempt criterion | 20 |
| Search Engine Optimization | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies five keywords or phrases most suited to search engine optimization, with a justification; describes website strategy to support SEO | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying the relevant keywords for the theme park to optimize the search result ranking and determining the website enhancement strategy to support SEO | Does not attempt criterion. | 20 |
| Inbound Marketing | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies and describes the role of inbound marketing in brand awareness with required content strategy to achieve the expected result | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include determining the need for inbound marketing to improve the performance of digital marketing efforts by using an effective content strategy | Does not attempt criterion | 20 |
| Articulation of Response | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose | Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readability | Submission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas | 10 |
| Citations and Attributes | Uses citations for ideas requiring attribution, with few or no minor errors | Uses citations for ideas requiring attribution, with consistent minor errors | Uses citations for ideas requiring attribution, with major errors | Does not use citations for ideas requiring attribution | 10 |
| Total: | 100% | ||||
Introduction
In this resource section, you will examine the different aspects and elements of visual marketing. You delve deeper into search engine strategies, integrated digital strategy, and the appropriate mobile marketing tactics that align with an organization’s larger marketing strategy. This section will introduce you to social media marketing strategies and search engine optimization. Finally, in this section, you will learn about Generation Z’s concept of marketing.
 | Required Resources |
Reading: How to Make Visual Marketing Work for You opens in new window
To access this Shapiro Library resource, select the PDF Full Text option. This article examines the different aspects and elements of visual marketing. The article emphasizes the aspects such as social media and digital news. The article also stresses finding and sizing photos for visual marketing. As you read, consider the following questions:
- Why is audience research important when designing a visual strategy?
- What are some criteria to use when selecting the appropriate visuals for digital marketing?
Reading: The Digital Marketing Landscape: Creating a Synergistic Consumer Experience opens in new window, Chapter 2
Select Chapter 2 in the e-book. This chapter explains search engine optimization and search engine marketing features. This chapter helps you understand search engine strategies for promoting positive brand awareness. As you read this chapter, you will learn to analyze the strategic use of a website as a part of an integrated digital strategy. You will also learn to compare how brands add value and translate customer needs into an excellent online experience. As you read, consider the following questions:
- What are the features of an optimized website?
- How do user experience (UX) and integration design help in the optimization of a website?
- What are the key elements of a successful search engine strategy?
Reading: The Digital Marketing Landscape: Creating a Synergistic Consumer Experience opens in new window, Chapter 3
Select Chapter 3 in the e-book. In this chapter, you will learn to analyze the strategic use of social media for alignment with business objectives as a part of an integrated digital strategy. You will also understand the connection between blogging, storytelling, and branding. This chapter will help you identify the strengths and weaknesses of social media and associated tools for reaching and engaging target audiences. As you read, consider the following questions:
- How can blogging be integrated as a part of the social media mix?
- How can social media be strategically used as a part of an integrated digital marketing strategy?
- How has social media changed the integrated marketing communication (IMC) strategy?
Reading: The Digital Marketing Landscape: Creating a Synergistic Consumer Experience opens in new window, Chapter 4
In this chapter, you will analyze the strategic use of mobile technology as a part of an integrated digital strategy. This chapter will also help you determine appropriate mobile marketing tactics that align with an organization’s larger marketing strategy. As you read this chapter, you will learn to analyze the strategic use of e-mail as part of an integrated digital strategy. As you read, consider the following questions:
- How can email be used to drive sales and keep customers’ interest?
- What are cross-channel touch points?
- How do brands determine appropriate mobile marketing initiatives that align with an organization’s larger marketing strategy?
Reading: The Digital Marketing Landscape: Creating a Synergistic Consumer Experience opens in new window, Chapter 5
This chapter will help you to identify key performance indicators (KPI) for supporting recommendations about future digital marketing decisions. In this chapter, you will learn how the strategic use of analytics can inform an integrated digital strategy. Finally, this chapter will help you recognize the many ways to use data effectively to generate valuable and actionable managerial insights for informed decision-making. As you read, consider the following questions:
- How does big data enhance and support decision making within an organization?
- What makes qualitative data important for a campaign?
- What are the digital marketing KPIs for your organization in the scenario?
Video: Social Media Marketing opens in new window (23:57)
In this video from Sage Knowledge, Dr. Tracy Tuten explains social media marketing and the best ways to use social media for business. She explains how to effectively use a social medium, how to promote brands using social media, and how social media differs in emerging markets. As you read, consider the following questions:
- Is social media a tool or a strategy?
- What is the role of social media in customer engagement?
- What are the several types of social media that marketers need to understand?
Reading: Optimize Your Website for Search Engines opens in new window
To access this Shapiro Library resource, select the PDF Full Text option. This Shapiro article presents information and suggestions related to SEO. In this article, you will learn about websites, web search engines, internet searching, and internet users. As you read, consider the following questions:
- How does a brand optimize keywords selections?
- How can ranking be improved for certain keywords or phrases?
- How do titles and URLs relate to optimizing SEO performance?
Reading: GEN Z’s Conception of Marketing opens in new window
To access this Shapiro Library resource, select the PDF Full Text option. This Shapiro article provides current information on how marketing is understood by Generation Z. In this article, you will identify whether business majors differ in those perceptions relative to people who are not business majors and if there are significant differences across different business majors in their perceptions regarding marketing. As you read, consider the following questions:
- What are the generational cohorts?
- How can Generation Z be perceived as consumers and learners?
 | Additional Support (Optional) |
To access this Shapiro Library resource, select the PDF Full Text option. This Shapiro article discusses the Millennials, who are digital natives challenging the marketing world to develop effective digital advertising strategies because they have become experts at avoiding digital advertising designed to influence their consumer behavior.