Assignment and Rubric | Unit 3
GB601 | MBA Capstone Creating a Measurable Marketing and Advertising Strategy In your simulation this week, one item that you will be working on is advertising to include ad
copy design, and media placement and ad frequency. To achieve penetration to your target
markets, you must keep consistency but also differentiate your advertising campaigns to
accommodate for individual market segments. Social media is a relative newcomer to the
marketing and advertising toolbox and must be integrated carefully into the overall strategy and
more importantly into the strategy for each target audience. Understanding how to measure the
Return on Marketing Investment (ROMI) and incorporating this measurement process into your
final plan will be important to the bottom line as well information that you will include report to
your Board of Directors. Requirements
In a 4-6 page APA formatted paper excluding text, diagrams, and other visual/oral aids as
appropriate, you will prepare the following:
? Report on the leading edge trends in integrating social media into traditional marketing
and advertising campaigns incorporating at least three academically credible sources. ? Create specific recommendations for incorporating social media into the market
segments your company is targeting. Include the following in your response to
achieve maximum points; company name, operating locations, product lines,
product names, and customer segments. ? Discuss how you will measure the results of your recommendations. Share the results of your research with your team as soon as you have completed it so that the
team can incorporate it into the marketing and advertising plans being developed.
Using your readings, the information from prior courses including: GB530: Marketing
Management, and personal experience will be helpful to you in this Assignment.
In this Assignment on reporting leading edge trends and integrating it into the simulation
marketing mix practices the following professional skills:
•
• Problem solving and critical thinking by analyzing qualitative and quantitative data in
decision making.
Working effectively in teams to collaborate and build relationships. 1 GB601 | MBA Capstone Rubric
Unit 3 Assignment: Creating A Measureable Marketing and Advertising Strategy
Criteria
Report on the leading edge trends in integrating social media into
traditional marketing and advertising campaigns incorporating at least
three academically credible sources.
Create specific recommendations for incorporating social media into the
market segments your company is targeting. Include the following in your
response to achieve maximum points; company name, operating
locations, product lines, product names, and customer segments. Maximum
Points 20 30 Discuss how you will measure the results of your recommendations. 30 General Writing and APA Compliance 20 TOTAL 100 2
