MKT 229 Final Project Guidelines and Rubric Overview

MKT 229 Final Project Guidelines and Rubric
Overview
In today’s fast-paced society, integrated marketing communications (IMC) is the key to building authentic relationships with customers. IMC ensures that a
cohesive message is being communicated to a company’s intended target audience as well as internal company stakeholders. Understanding how all marketing
disciplines can work together to communicate a single, unified message will help you create an engaging experience for consumers while increasing marketing
opportunities. IMC is not just the responsibility of the marketing department but a way to unite the company and create strategies that support company
growth through organized, consistent, and cohesive messaging.
For the final project, you will need to read the final project case study to understand how SNHU Pet Supply would like to use integrated marketing in a new
campaign. The case study will provide you with data the company has compiled and any other information that you will need to complete a detailed analysis of
the company’s current marketing strategies. You will then develop an integrated marketing communications plan that you would recommend to the company.
Throughout the exercise, you will need to consider the company’s brand, messaging, and strategies that will support an integrated campaign, as well as how you
will communicate that plan to internal and external stakeholders.
The project is divided into three milestones, which will be submitted at various points throughout the course to build on learning experiences and ensure a
quality final submission. Milestones will be submitted in Modules Two, Four, and Five. You will also complete a peer review discussion in Module Six as an
opportunity to get feedback before you submit your final project in Module Seven.
Note: Although worksheets will be provided for Milestones One and Two, these are intended to be used only as tools to help you get started. The final project
itself should be submitted in essay format, as noted in the Guidelines for Submission section.
In this assignment, you will demonstrate your mastery of the following course outcomes:
ï‚· Develop strategic marketing plans aligned with organizational goals for supporting growth and promoting a cohesive brand
ï‚· Develop appropriate communication strategies within the context of the professional marketing field for communicating a cohesive message to
intended stakeholders
ï‚· Discuss the use of key performance indicators (KPIs) across internal and external environments for communicating the performance of marketing
campaigns
ï‚· Recommend strategies and tactics that support an integrated marketing communications program for maximizing marketing opportunities
ï‚· Apply industry-standard ethical and professional standards for supporting marketing decisions
Prompt
Based on the SNHU Pet Supply case study, develop an integrated marketing campaign that conveys how you will create a cohesive marketing message and
communicate that message across three to five marketing channels as well as your strategy for communicating the message internally. Your integrated
marketing campaign will also include strategies and tactics for marketing, and you will discuss what key performance indicators (KPIs) will be helpful to measure
the success of your campaign.
Specifically, the following critical elements must be addressed:
I. Background and Analysis: In this section, you will introduce your marketing campaign and its goals. You will also include a SWOT analysis and target
market analysis in a table format and develop three to five SMART goals, listed in bulleted format.
A. Write a brief executive summary that introduces your integrated marketing plan to intended stakeholders.
B. Describe the company’s history, background, and how they position themselves for determining areas for growth.
C. Illustrate the company’s strengths, weaknesses, opportunities, and threats using a SWOT analysis.
D. Determine how the audience is using media in a target market analysis that addresses media consumption behaviors of the intended audience.
E. Create integrated marketing campaign SMART goals that build on information presented in the target market analysis and align to strategic
plans.
II. Creative Strategy Statement and Creative Brief: In this section, you will develop a one-sentence creative strategy statement and a creative brief that is
organized in four to five questions with responses that indicate audience perceptions and areas of opportunity.
A. Develop the internally communicated creative strategy statement for informing the basis of the campaign’s external message.
B. Develop a creative brief that communicates how the creative strategy statement will maximize marketing opportunities.
III. Strategies and Tactics: In this section, you will develop three to five key strategies across different marketing channels and discuss the tactics that will
support those strategies. List key strategies in bulleted format.
A. Develop key strategies across different marketing channels that will inform your integrated marketing plan based on campaign goals, and
explain the strategy you will employ on each platform.
B. Recommend specific integrated marketing tactics that support strategies identified in your SWOT analysis and target market analysis, and
explain your choices.
C. Describe how your recommended tactics will be applied for maximizing marketing opportunities.
IV. Key Performance Indicators
A. Identify specific key performance indicators that you will use for determining the campaign’s success within each marketing channel
recommended, and explain your choices.
B. Discuss how the identified key performance indicators will measure success of the campaign based on information from the target market
analysis.
C. Develop a long-term strategy for communicating the performance of the marketing campaign to key stakeholders based on key performance
indicators.
V. Ethical and Professional Practices
A. Identify American Marketing Association ethical and professional standards that apply to your integrated marketing campaign.
B. Recommend strategies for ensuring compliance with industry-standard ethical and professional standards.
C. Discuss state and government regulations that should be considered within your integrated marketing strategy for ensuring compliance with
industry-standard regulations.
VI. Conclusion: Explain to intended stakeholders how the company’s future marketing initiatives will benefit from an integrated marketing strategy based
on the market and strategies recommended.
Milestones
Milestone One: Background and Analysis
In Module Two, you will submit a completed worksheet that relates to the Background and Analysis section of your final project. Note that the worksheet is a
tool to guide you as you begin generating ideas for your final project. In the final project, you will produce a cohesive integrated marketing plan that will be in
essay format. This milestone will be graded with the Milestone One Rubric.
Milestone Two: SMART Goals, Creative Strategy Statement, and Creative Brief
In Module Four, you will submit a completed worksheet that relates to creating SMART goals and developing your creative strategy statement and creative brief.
Note that the worksheet is a tool to guide you as you begin generating ideas for your final project. In the final project, you will produce a cohesive integrated
marketing plan that will be in essay format. This milestone will be graded with the Milestone Two Rubric.
Milestone Three: Key Performance Indicators
In Module Five, you will submit the portion of your final project that outlines key performance indicators that you will use the measure the success of your
integrated marketing campaign. This milestone will be graded with the Milestone Three Rubric.
Final Submission: Integrated Marketing Communications Plan
In Module Seven, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final project. It should
reflect the incorporation of feedback gained throughout the course. Remember to include Sections V and VI, which are the only portions that are not addressed
in milestones. This submission will be graded with the Final Project Rubric.
Deliverables
Milestone Deliverable Module Due Grading
One Background and Analysis Two Graded separately; Milestone One Rubric
Two SMART Goals, Creative Strategy Statement,
and Creative Brief
Four Graded separately; Milestone Two Rubric
Three Key Performance Indicators Five Graded separately; Milestone Three Rubric
Final Submission: Integrated Marketing
Communications Plan
Seven Graded separately; Final Project Rubric
Final Project Rubric
Guidelines for Submission: Your integrated marketing communications plan should be 5 to 7 pages in length (in addition to a cover page and references) and
should follow APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. Sources should be cited according to APA style.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Background and
Analysis: Executive
Summary
Meets “Proficient” criteria, and
executive summary makes
cogent connections between
ideas proposed
Writes a brief executive
summary that introduces
integrated marketing plan to
intended stakeholders
Writes an executive summary
that introduces integrated
marketing plan, but summary is
verbose or cursory
Does not write an executive
summary that introduces
integrated marketing plan to
intended stakeholders
5.79
Background and
Analysis: Company’s
History, Background,
and Position
Meets “Proficient” criteria, and
description communicates a
unique perspective on the
company’s history and
background and how they
position themselves for
determining areas for growth
Describes the company’s
history, background, and how
they position themselves for
determining areas for growth
Describes the company’s
history, background, and how
they position themselves for
determining areas for growth,
but description is cursory or
contains inaccuracies
Does not describe the
company’s history, background,
or how they position themselves
for determining areas for
growth
5.79
Background and
Analysis: SWOT
Analysis
Meets “Proficient” criteria, and
information presented in SWOT
analysis demonstrates a
complex awareness of strengths,
opportunities, weaknesses, and
threats
Illustrates the company’s
strengths, weaknesses,
opportunities, and threats using
a SWOT analysis
Illustrates the company’s
strengths, weaknesses,
opportunities, and threats using
a SWOT analysis, but
information presented is missing
key elements or contains
inaccuracies
Does not illustrate the
company’s strengths,
weaknesses, opportunities, and
threats using a SWOT analysis
5.79
Background and
Analysis: Target
Market Analysis
Meets “Proficient” criteria, and
analysis shows sophisticated
awareness of media
consumption behaviors of target
markets
Determines how the audience is
using media in target market
analysis that addresses media
consumption behaviors of the
intended audience
Determines how the audience is
using media in a target market
analysis, but information
presented is cursory or lacks
detail
Does not determine how the
audience is using media in a
target market analysis
5.79
Background and
Analysis: SMART
Goals
Meets “Proficient” criteria, and
SMART goals make cogent
connections between target
market analysis, strategic plans,
and campaign goals
Creates integrated marketing
campaign SMART goals that
build on information presented
in the target market analysis and
align to strategic plans
Creates integrated marketing
campaign SMART goals, but
goals are missing key elements
or are illogical
Does not create integrated
marketing campaign SMART
goals
5.79
Creative Strategy
Statement and
Creative Brief:
Creative Strategy
Statement
Meets “Proficient” criteria, and
creative strategy statement
demonstrates expertly applied
communication of the
campaign’s message
Develops the internally
communicated creative strategy
statement for informing the
basis of the campaign’s external
message
Develops the internally
communicated creative strategy
statement, but the creative
strategy statement is illogical in
the context of the campaign or
for internal communication
Does not develop the internally
communicated creative strategy
statement
5.79
Creative Strategy
Statement and
Creative Brief: Brief
Meets “Proficient” criteria and
demonstrates keen insight into
how the creative brief will
maximize marketing
opportunities
Develops a creative brief that
communicates how the creative
strategy statement will
maximize marketing
opportunities
Develops a creative brief, but
communication of how the
creative strategy statement will
maximize marketing
opportunities is cursory or
illogical
Does not develop a creative
brief
5.79
Strategies and Tactics:
Key Strategies
Meets “Proficient” criteria, and
explanation of strategy
demonstrates a sophisticated
understanding of strategies
across different marketing
channels
Develops key strategies across
different marketing channels
that will inform integrated
marketing plan based on
campaign goals, and explains
the strategy employed on each
platform
Develops key strategies that will
inform integrated marketing
campaign, but strategies are
missing key elements or
explanation is cursory or illogical
Does not develop key strategies 5.79
Strategies and Tactics:
Integrated Marketing
Tactics
Meets “Proficient” criteria, and
recommendations demonstrate
cogent connections between
tactics and strategies identified
in SWOT analysis and target
market analysis
Recommends specific integrated
marketing tactics that support
strategies identified in SWOT
analysis and target market
analysis and explains choices
Recommends specific integrated
marketing tactics and explains
choices, but explanation is
illogical, contains inaccuracies,
or is cursory
Does not recommend specific
integrated marketing tactics that
support strategies
5.79
Strategies and Tactics:
Tactics Applied
Meets “Proficient” criteria, and
description of how
recommended tactics will be
applied demonstrates
exceptional insight into
marketing opportunities
Describes how recommended
tactics will be applied for
maximizing marketing
opportunities
Describes how recommended
tactics will be applied for
maximizing marketing
opportunities, but response is
cursory or illogical
Does not describe how tactics
will be applied for maximizing
marketing opportunities
5.79
Key Performance
Indicators: Identify
Key Performance
Indicators
Meets “Proficient” criteria, and
explanation demonstrates indepth knowledge of marketing
channels and key performance
indicators
Identifies specific key
performance indicators that will
be used for determining the
campaign’s success within each
marketing channel
recommended and explains
choices
Identifies specific key
performance indicators that will
be used for determining the
campaign’s success within each
marketing channel and explains
choices, but explanation is
cursory or illogical
Does not identify key
performance indicators for
determining the campaign’s
success
5.79
Key Performance
Indicators: Measure
Success
Meets “Proficient” criteria, and
discussion makes cogent
connections between key
performance indicators and
information from target market
analysis
Discusses how the identified key
performance indicators will
measure the success of the
campaign based on information
from the target market analysis
Discusses how the identified key
performance indicators will
measure the success of the
campaign, but explanation is
cursory or illogical
Does not discuss how the
identified key performance
indicators will measure the
success of the campaign
5.79
Key Performance
Indicators:
Communicating
Performance
Meets “Proficient” criteria, and
long-term strategy shows
exceptional insight into key
performance indicators
Develops a long-term strategy
for communicating the
performance of the marketing
campaign to key stakeholders
based on key performance
indicators
Develops a long-term strategy
for communicating the
performance of the marketing
campaign to key stakeholders,
but strategy is not based on key
performance indicators or is
cursory or illogical
Does not develop a long-term
strategy for communicating the
performance of the marketing
campaign to key stakeholders
5.79
Ethical and
Professional Practices:
American Marketing
Association
Meets “Proficient” criteria, and
the American Marketing
Association ethical and
professional standards identified
make cogent connections within
integrated marketing campaign
Identifies American Marketing
Association ethical and
professional standards that
apply to integrated marketing
campaign
Identifies American Marketing
Association ethical and
professional standards, but
application to integrated
marketing campaign is illogical
Does not identify American
Marketing Association ethical
and professional standards that
apply to integrated marketing
campaign
5.79
Ethical and
Professional Practices:
Ensuring Compliance
Meets “Proficient” criteria, and
strategies recommended
demonstrate a nuanced
understanding of industrystandard ethical and
professional standards
Recommends strategies for
ensuring compliance with
industry-standard ethical and
professional standards
Recommends strategies for
ensuring compliance with
industry-standard ethical and
professional standards, but
strategies recommended are
cursory or illogical
Does not recommend strategies
for ensuring compliance with
industry-standard ethical and
professional standards
5.79
Ethical and
Professional Practices:
State and
Government
Regulations
Meets “Proficient” criteria and
makes cogent connections
between state and government
regulations and considerations
for integrated marketing
strategy
Discusses state and government
regulations that should be
considered within integrated
marketing strategy for ensuring
compliance with industrystandard regulations
Discusses state and government
regulations that should be
considered, but discussion of
the connection to integrated
marketing campaign is cursory
or illogical
Does not discuss state and
government regulations that
should be considered for
ensuring compliance with
industry-standard regulations
5.79
Conclusion:
Integrated Marketing
Strategy
Meets “Proficient” criteria, and
explanation demonstrates a
sophisticated awareness of
integrated marketing strategy
and the market
Explains to intended
stakeholders how the
company’s future marketing
initiatives will benefit from an
integrated marketing strategy
based on the market and
strategies recommended
Explains to intended
stakeholders how the
company’s future marketing
initiatives will benefit from an
integrated marketing strategy,
but explanation is cursory or
illogical
Does not explain to intended
stakeholders how the
company’s future marketing
initiatives will benefit from an
integrated marketing strategy
5.79
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
1.57
Total 100%