Midterm Assessment Brief

Written assignment Activity brief BCO 211: Strategic Marketing Online campus

Professor: Ignacio Marinas | [email protected]

Description You have recently appointed Digital Marketing Manager, of your brand of your choice

As a Digital Marketing Manager, you need to prepare a report regarding the Marketing Strategy of your brand

You need to prepare a report to the management team answering the following questions:

Q1. Describe the digital marketing environment of your industry and identify a trend(s) that you will further exploit

Q2. Review your online value proposition in order to increase engagement with your target group

Q3. Suggest specific and relevant digital marketing Direct-to Consumer (D2C) initiatives to anticipate fast- changing consumer needs in a post-COVID era

Q4. Develop a relevant omnichannel marketing campaign

The report has to be delivered in the relevant submission point and will be checked in Turnitin, accompanied by a 10minute video, using ‘screen-o- matic’ tool.

Format This activity must meet the following formatting requirements:

• Font size 12

• Double-spaced

• 2500 words

• Harvard Referencing System

• pdf only

Goal(s) • Understand the importance of analysis of the marketing environment in business

• Learn how to develop relevant marketing activities towards consumer engagement in multiple channels

Due date Date: Monday, 21 June 2021]

Time: 14:00

Weight towards final grade

This activity has a weight of 40% towards the final grade.

Learning outcomes

• Apply the analytical frameworks used to assess

the major decisions facing marketing managers

as they attempt to harmonize organizational

goals and resources with market needs and

opportunities •

• Illustrate how to monitor the dynamic changes in

the external environment

Assessment criteria

Students will be evaluated according to the following rubric

Rubric: written assignment

Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)

Problem identification

The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Impact on company operations has been correctly identified. Thorough analysis of the issue is presented.

The student correctly identified the issue(s), taking into account a variety of environmental and contextual drivers. Key case information has been identified and analyzed.

The student correctly identified the case (issues), considering obvious environmental/contextual drivers. There is evidence of analysis, but it lacks depth.

The student correctly identified the issue(s) but analysis was weak. An absence of context – the work is basically descriptive with little analysis.

The student failed to correctly identify the issue(s); analysis was incorrect or too superficial to be of use; information was misinterpreted.

Information gathering

The student showed skill in gathering information and analyzing it for the purposes of filling the information gaps identified. Comprehensive and relevant.

Relevant information gaps were identified, and additional relevant information was found to fill them. At least two different types of sources were used. The student demonstrates coherent criteria for selecting information but needs greater depth.

The student correctly identified at least one information gap and found relevant information, but which was limited in scope. Some evidence of sound criteria for selecting information but not consistent throughout. Needs expansion.

An information gap was identified, and the student found additional information to fill it. However, this was limited in scope. Weak criteria for the selection of necessary information.

Information was taken at face value with no questioning of its relevance or value. Gaps in the information were not identified or were incorrect.

Conclusions T