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

Terrell McGhee
Highlight

7/3/22, 10:41 AM MBA 645 Module Five Presentation Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5

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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

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775860/View 3/4

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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