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MKT 500U Digital Marketing

Final Project - Spring 2024

Overview

Throughout this course, we have explored the various ways in which digital marketing channels can be leveraged to drive business growth effectively and efficiently. Beyond acquiring information and learning tactics, you have focused on creating an integrated strategy, properly evaluating success, and making decisions rooted in insights. You have also uncovered the critical role that leadership and values play in determining outcomes. Your task is to apply these learnings (class discussions,  exercises, assignments) by developing recommendations for your selected company.

Company Selection:

You will want to pick acompany large enough for the tools that you utilize to provide data insights. If you selected a startup, you will want to pick the established firm that they aspire to be as your primary point of analysis. There are some constraints to the company that you select:

1.   Only one team can have a single company as either the primary brand or the competitor.

2.  Your company must have a website “goal” of either sales or leads that convert on the site.

3.  You are not permitted to select a large conglomerate like Pepsi/Coke or P&G/Clorox.

4.  You are not permitted to select a QSR like McDonald’s or Starbucks

5.  You are not permitted to select a content platform like Spotify, Hulu, Netflix, etc.

Instructions

The purpose of this project is to apply what we have learned in this course and also learn how to analyze data with the purpose of uncovering insights to drive data-driven recommendations. Armed with insights from your analysis and knowledge from the course, you and your team will develop a presentation for leadership that details recommendations on how to enhance their digital marketing strategy. Below are four questions that you can use to guide your efforts:

1.  What are the things they are doing well and should continue?

2.  Are there things they aren’t doing well and should improve?

3.  Are there things the competitor is doing, but they are not and should be?

4.  Are there things that neither they nor their competitor are doing that they should explore?

To answer these questions, you and your team are going to need to perform both qualitative and quantitative analysis. In the final project module on Canvas, you will find your analysis instructions. There are eight in total.

1.   Customer Analysis

2.  Website Performance Analysis

3.  Website Experience Analysis

4.   Organic Search Analysis

5.   Paid Search Analysis

6.   Digital Advertising Analysis

7.   Digital PR/Social Media Marketing/Content Marketing Analysis

8.   Email Analysis

Deliverable Structure

You have creative liberty as it relates to presentation structure. Guidance has been provided on the next page to help. You can simply follow the structure detailed in the bullets above you may choose to walk through each stage of the customer journey. Note that neither of these is required; they are just to help if you are stuck. Your presentation is only 30 minutes in length. Prioritize content and structure the presentation to be delivered in this timeframe. Directionally, this should be about 15 to 20 slides max. Note that your appendix has more details. Regardless of structure, my experience suggests that the best presentations contain the following attributes:

•    Before going into the details, the team makes it clear to leadership right at the start what the opportunity is for the organization. This is sometimes referred to as “BLUF,” which is short for “bottom line up front.”

•    Once alignment and contextual clarity have been achieved, they detail to leadership how this opportunity was uncovered and how it will be achieved (this is the main body of your presentation)

•    To close, summarize for leadership what the objective of the meeting was and how they desired outcome was achieved.

Deliverable Format

We have learned the importance of data visualization and storytelling with our assignments.

Since you are not actually presenting, for each slide, in the comments section summarize the slide with 3 bullets. These are short sentences, not lengthy.

•    What is the purpose of this slide (i.e., why was it created)?

•    What is the primary takeaway of this slide (what’s most critical)?

•    What information is being shared on the slide (what are they looking at)?

Below are some questions you can discuss with your team to help ensure a sound deliverable:

1.   Is our message to leadership clear, concise, and easy to understand?

2.  Are our recommendations rooted in strategy and data, or are they merely opinions?

3.  Are we sharing information or making a recommendation for action?

4.  Are we sharing and visualizing data that supports our recommendation effectively?

5.   Have we made it clear why these recommendations are important/valuable?

It is worth reiterating that the goal of this presentation is not to share information. Instead, you should be focused on specific recommendations, using the insights you uncovered combined  with the course learnings to justify your position.

Evaluation Criteria

*Your deliverable should include an appendix that shows key insights uncovered during your audit analysis that drove your recommendations. You do not need to submit your entire audit, just make sure it is clear with your deliverable and appendix that your recommendations are rooted in strategic best practices taught in the course and data-insights.