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Explore key digital marketing objectives
Assessment Strategies
Project, Written or Digital Product, and/or Presentation
Criteria
Identify your business’s digital objectives
Identify areas in your marketing that may be outdated or insensitive
Review A/B testing and where/if it would be appropriate for your creative
Review past digital marketing efforts
Your presentation includes examples of a business’s digital marketing tools, a review of areas that can be improved, and a list of elements to be revised
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Identify your Digital Support Toolbox
Assessment Strategies
Project, Written or Digital Product, and/or Presentation
Criteria
Explain how each major social medium is best for Now/Then strategy and which creative style is best
Describe various digital marketing theories and assess best practices for each
Use basic technical terminology for layout, photography, and video assets
Explain the concept of Superfans and how they fit into digital marketing
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Conduct research and analysis on “What are Key Results” and timeliness
Assessment Strategies
Project, Written or Digital Product, and/or Presentation
Criteria
Your topic choice is relevant to your business
Identify key examples, references to, or online resources related to a chosen topic
Describe how psychology and anthropology impact digital marketing
Relate key findings in the research to your business
Theorize where this research applies to your digital marketing
You orally present a summary of key findings to the class
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Develop your brand voice through the creation of Digital Personas
Assessment Strategies
Project, Written or Digital Product, and/or Presentation
Criteria
Develop your brand voice through creation of digital personas
Identify tools to reach digital persona(s)
Generate creative elements relevant to your persona
You lead an in-class or online presentation of your personas and strategies
Your presentation includes: multiple personas with explanations connecting your brand, list of digital tools to connect with personas, examples of relevant creative, and a strategic timeline for a campaign
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Evaluate audience engagement metrics
Assessment Strategies
Written case study response
Essay
Criteria
Compare multiple analytic tools / dashboards and identify their strengths and weaknesses
Identify which KPIs are essential for your industry
Evaluate how engagements on each major Digital Tool are ranked and assessed
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Create a digital crisis management plan: RealTime 24 Plan: the Digital Response to the Unplanned
Assessment Strategies
Written product
Criteria
Identify the five types of crises found in digital marketing environments
Analyze past crisis fails related to digital marketing
Differentiate between a local unplanned digital marketing crisis and a national unplanned digital marketing crisis
Justify the use of a digital crisis management plan
Examine the LAERR plan
You use the RealTime 24 Plan: the Digital Response to the Unplanned tool Digital crisis management plan includes: examples of communication messages, examples of creatives, lists of who would implement plan, what tools (hardware and software) would be essential, and rough timelines for multiple scenarios
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Create a digital marketing plan for your business
Assessment Strategies
Presentation, Capstone Project
Criteria
Presentation is well organized
Presentation is neat, professional and presentable in real-time format
Presentation includes: objectives, Target Personas, appropriate Digital Tools, Timeline, KPIs with metrics, and rationale for how campaign supports Brand Voice,
You provide examples of creative
You create an outline of LAERR crisis plan