7/3/22, 10:41 AM MBA 645 Module Five Presentation Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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MBA 645 Module Five Presentation Guidelines and
Rubric
Overview
Marke�ng in the digital age is very dynamic; it is necessary to monitor mul�ple digital channels and pla�orms to engage with your
target audience without missing any opportunity. Digital channels and pla�orms are measurable and allow for monitoring
performance of your marke�ng efforts in real �me.
As a regional marke�ng director in the course scenario, you are tasked with designing a phased marke�ng strategy for reopening the
park. You have already done an analysis of brand implica�ons and have iden�fied suitable tradi�onal marke�ng methods to address
the marke�ng needs for park reopening. As the organiza�on has chosen a blended approach (tradi�onal plus digital) for marke�ng,
your CMO wants you to create a digital marke�ng strategy to go with the tradi�onal marke�ng strategy you already determined.
Prompt
Create a narrated PowerPoint presenta�on to help other directors in the scenario understand the importance of digital marke�ng
for brand awareness. Create speaker notes, if necessary, for each slide. Specifically, you need to address the following criteria:
1. How will you use digital marke�ng to enhance brand awareness ? (slide 1)
2. Iden�fy two digital marke�ng methods that can be used for brand awareness and support with reasons. (slides 2–3)
Define short-term and long-term goals for brand awareness in the digital marke�ng strategy.
How will you determine the balance between the digital and tradi�onal marke�ng?
How will the iden�fied methods help you reach the target audience?
How will you measure the performance of your marke�ng efforts?
3. Use search engine op�miza�on (SEO) to improve search performance. (slides 4–5)
Iden�fy five keywords you will use to improve web search performance, and jus�fy your strategy for keyword
selec�on.
How will you redesign or rewrite the content of your website to support SEO strategy?
4. Describe the inbound marke�ng efforts. (slide 6)
How can they help in brand awareness?
Define the required content strategy for inbound marke�ng.
Guidelines for Submission
Submit a PowerPoint presenta�on with 5–7 slides. Consult the Shapiro Library APA Style Guide for more informa�on.
Criteria Exemplary (100%) Proficient (90%)
Needs Improvement
(70%)
Not Evident (0%) Value
Brand Awareness Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
Iden�fies and
discusses the use of
digital marke�ng for
brand awareness;
Shows progress
toward proficiency,
but with errors or
omissions; areas for
Does not a�empt
criterion
20
Module Five Presenta�on Rubric
MBA-645-Q5979 Optimizing Brands 22TW5 TM
7/3/22, 10:41 AM MBA 645 Module Five Presentation Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775860/View 2/4
crea�ve manner defines short-term
and long-term goals
for the digital
marke�ng strategy
improvement may
include determining
the use of digital
marke�ng in the
given scenario and
defining goals based
on the brand
awareness objec�ve
Digital Marke�ng
Methods
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies and
describes two digital
marke�ng methods
effec�ve in
spreading brand
awareness; defines
performance
measurement
strategy for digital
marke�ng methods
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include iden�fying
and jus�fying digital
marke�ng methods
for brand awareness
and describing
standard
performance
measurement
methods in digital
marke�ng
Does not a�empt
criterion
20
Search Engine
Op�miza�on
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies five
keywords most
suited to search
engine op�miza�on,
with a jus�fica�on;
describes website
strategy to support
SEO
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include iden�fying
the relevant
keywords for the
theme park to
op�mize the search
result ranking and
determining the
website
enhancement
strategy to support
SEO
Does not a�empt
criterion.
20
Inbound
Marke�ng
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies and
describes the role of
inbound marke�ng in
brand awareness
with required
content strategy to
achieve the expected
result
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include determining
the need for inbound
marke�ng to
improve the
performance of
digital marke�ng
efforts by using an
Does not a�empt
criterion
20
7/3/22, 10:41 AM MBA 645 Module Five Presentation Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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effec�ve content
strategy
Ar�cula�on of
Response
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Clearly conveys
meaning with correct
grammar, sentence
structure, and
spelling,
demonstra�ng an
understanding of
audience and
purpose
Shows progress
toward proficiency,
but with errors in
grammar, sentence
structure, and
spelling, nega�vely
impac�ng readability
Submission has
cri�cal errors in
grammar, sentence
structure, and
spelling, preven�ng
understanding of
ideas
20
Total: 100%
7/3/22, 10:41 AM MBA 645 Module Five Presentation Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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