MKTG 229 – Major Group Assignment (#4)
Fall / Winter 2018
Digital Marketing Strategy and Implementation Project
20% of Final Grade (80% Written Report, 20% Group Presentation)
Beginning Week 2 (September 17th) we will assign groups for this assignment (groups of 4 students). Your group membership must be submitted by email to the professor by the end of Week 4, otherwise, you will be assigned to a group. Each group of 4 students will have a captain. The captain will be responsible for coordinating group efforts and gathering group questions when clarification or help is required by the professor.
During class in Week 4 (October 1st) your group will select or be assigned a product from the list below. Your group will develop a company/brand name and target market for the product. By the end of Week 6 (October 15th) your group must submit your company, brand name and target market to the professor for approval in a written one-page format. All group members must be present to participate in a 5 to 10-minute consultation with the professor at the end of Week 7 (October 22nd).
This project will operate throughout the remainder of term and will culminate with a written report due in Week 13 (December 3rd) and followed by an in-class presentation.
Create a Digital Marketing Strategy and Implementation Plan. This process starts with understanding your market and your products’ relationship to that market.
For the purpose of this assignment you and your group members represent the owners of the new e-business
Ensure that your strategy and implementation plans considers SEO, mobile marketing, content marketing and social media – strategies and tactics
Demonstrate your knowledge of digital marketing project management
Follow the guidelines below to create your Digital Strategy and Implementation Plan:
Know the company and know your market
Set the marketing objectives
Generate strategies and tactics for achieving objectives
Implement with specifics related to the tools you choose
Track, Analyze, Optimize and Control
Total Marks – 80 % – Written Report – 20% Group Presentation
8 to 10 pages in length 1.5 spaced not including charts, appendices, bibliography and cover page.
This is a group assignment and you and your group mates are responsible for leading, coordinating, arranging for & managing meetings, providing feedback & direction and motivation. Everyone must put in equal effort in completing the assignment. Individual – group evaluations are part of the process.
In the event that any report bears a similarity to any other report, both reports will receive a mark of zero. Submit the assignment final report to the Dropbox provided on e-centennial and TURNITIN.
The report must read as one coherent document and must have the appearance of a single marketing plan report.
Write in standard report format using APA to reference any supporting material. See notes below in italic. You will likely want to follow this for the external macro environmental section of the report.
This assignment is designed to examine:
your understanding of the concepts taught
your application of key concepts
your marketing creativity
your ability to present your ideas in a interesting and coherent fashion
Use proper grammar and spelling in your report.
Submit your report on 8 1/2 X 11 paper with title page and staple the pages together (ensure all team member names and students numbers are included). Ensure pages are numbered.
When in doubt contact me — I am more than willing to answer any questions you might have, to counsel you along the way and to ensure you are on track.
When quoting from a website or other source of information be sure to use a citation and reference. Use APA format to format a References or Works Cited page and include it at the end of your report. For help on formatting and references sources of information visit our Centennial College Library website at: http://library.centennialcollege.ca/library/researchhelp/
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