MKT200Unit1Assignment
Digital technology, including social media, has changed how we communicate, deliver and receive information, access entertainment and shop (Armstrong& Kotler, 2017, p.23).
Instructions: In this assignment, you will select a company which is using social media platforms such as Facebook, Twitter, Instagram, YouTube, etc. and address the following points:
1) Provide an introduction to the company, the needs/value they are serving, their target customer and the social media platforms they are utilizing. If they are using multiple platforms, list them here and then choose 1 to evaluate in the next section.
2) Evaluate the effectiveness of the social media platform you chose in building and maintaining customer relationships while providing information about the brand.
3) Evaluate the effectiveness of the company in creating customer engagement. How does their branding message align with the company’s marketing mix?
4) Based on your observation, do you think social media is a positive return on investment for the company? Why or why not? 5) Use at least two resources to support your work (one may be the textbook). Use specific examples to support your points. Include a link to the social media platform you are evaluating in your paper. Follow APA guidelines.
Due Date: Sunday at 11:59 pm of Unit 1
Points:100
Overview:
Digital technology, including social media, has changed how we communicate, deliver
and receive information, access entertainment and shop (Armstrong& Kotler, 2017,
p.23).
Instructions:
In this assignment, you will select a company which is using social media platforms
such as Facebook, Twitter, Instagram, YouTube, etc. and address the following points:
1) Provide an introduction to the company, the needs/value they are serving, their
target customer and the social media platforms they are utilizing. If they are using
multiple platforms, list them here and then choose 1 to evaluate in the next
section.
2) Evaluate the effectiveness of the social media platform you chose in building and
maintaining customer relationships while providing information about the brand.
3) Evaluate the effectiveness of the company in creating customer engagement.
How does their branding message align with the company’s marketing mix?
4) Based on your observation, do you think social media is a positive return on
investment for the company? Why or why not?
5) Use at least two resources to support your work (one may be the textbook). Use
specific examples to support your points. Include a link to the social media
platform you are evaluating in your paper. Follow APA guidelines.
Requirements:
• Length: at least 2 double-spaced, APA formatted pages (Not including cover or
reference pages)
Be sure to read the criteria by which your work will be evaluated before you write
and again after you write.
MKT200 – Principles of Marketing
Unit 1 Assignment: Social Media
Evaluation Rubric for Unit 1 Assignment
=
CRITERIA Exemplary Proficient Needs
Improvement
Deficient
(10 Points) (8-9 Points) (6-7 Points) (0-5 Points)
Introduction of
Company,
Including Needs,
Value, Target
Customer, Social
Media Platform(s)
The introduction is
fully and
thoughtfully
addressed,
including all
details.
The introduction is
present but is
missing minor
details.
The introduction is
present but is
missing key
details.
The introduction is
missing or poorly
presented.
(20 Points) (16-19 Points) (12-15 Points) (0-11 Points)
Effectiveness of
the Social Media
Platform
Effectiveness of
the social media
platform is fully
and thoughtfully
addressed,
including all
details.
Effectiveness of
the social media
platform is
present but is
missing minor
details.
Effectiveness of
the social media
platform is present
but is missing key
details.
Effectiveness of
the social media
platform is missing
or poorly
presented.
Effectiveness of
Customer
Engagement and
Branding
Alignment
Effectiveness of
customer
engagement and
branding
alignment are fully
and thoughtfully
addressed,
including all
details.
Effectiveness of
customer
engagement and
branding
alignment are
present but are
missing minor
details.
Effectiveness of
customer
engagement and
branding
alignment are
present but are
missing key
details.
Effectiveness of
customer
engagement and
branding
alignment are
missing or poorly
presented.
Observation and
Discussion on
Social Media’s
ROI for the
Company
The observation
and discussion
are fully and
thoughtfully
addressed,
including all
details.
The observation
and discussion
are present but
are missing minor
details.
The observation
and discussion
are present but
are missing key
details.
The observation
and discussion are
missing or poorly
presented.
(10 points) (8-9 points) (6-7 points) (0-5 points)
Resources More than 2
resources.
2 resources. 1 resources. No resources
used.
Paper Length More than 2
pages.
2 pages. 1 page. Less than 1 page.
Clear and
Professional
Writing and APA
Format
Writing and format
are clear,
professional, APA
compliant, and
error free.
Few errors that do
not impede
professional
presentation.
Significant errors
that do not impede
professional
presentation.
Errors impede
professional
presentation;
guidelines not
followed.
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Formatting
Title Page
Citation
Outline
