Description
MKT 462 Option 2: Digital Marketing Research Essay
Assessment Description
The purpose of this assignment is to learn more about digital marketing.
Option 2: Digital Marketing Research Essay
For this assignment option, select a reputable company to research. Write a 800 word
essay that describes the following points.
- Describe how the company uses the internet and mobile technologies to market its
products and if the company’s marketing approach is effective.
- Describe how you would combine digital and traditional marketing to maximize
the company’s marketing effectiveness.
Include two or three scholarly sources in your essay.
Prepare this assignment according to the guidelines found in the APA Style Guide,
General Requirements
Refer to “Scoring Guide: Topic 1 Assignment – Digital Marketing,” prior to beginning the
assignment to become familiar with the expectations for successful completion. A
Scoring Guide: Topic 1Assignment – Digital Marketing
Use the applicable scoring guide to grade Option 1 and Option 2 of the Topic 1 assignment, Digital Marketing.
Option 1:Google Digital Marketing Certification
Criteria Unsatisfactory
0%
Insufficient
65%
Approaching
75%
Acceptable
85%
Target
100%
Fundamentals of Digital Marketing Certification PDF of the certification is not included, and the student has not attempted any modules.
(0 points)
PDF of the certification is not included, and the student has made few attempts to be successful and lack of effort is evident.
(65 points)
PDF of the certification is not included, but the student attempted multiple modules and was unable to pass.
(75 points)
PDF of the certification is included, but the student had substantial difficulty completing the certification.
(85 points)
PDF of the Certification is included demonstrating mastery of the module.
(100 points)
Option 2:Digital Marketing Research Essay
Criteria Unsatisfactory
0%
Insufficient
65%
Approaching
75%
Acceptable
85%
Target
100%
Internet and Mobile Technologies to Market Products 35% The essay does not describe how the company uses the internet and mobile technologies to market its products or if the marketing approach is effective.
(0 points)
The essay does not clearly describe how the company uses the internet and mobile technologies to market its products or if the marketing approach is effective.
(22.75 points)
The essay describes how the company uses the internet and mobile technologies to market its products and if the marketing approach is effective, but relevant details are missing.
(26.25 points)
The essay thoroughly describes how the company uses the internet and mobile technologies to market its products and if the marketing approach is effective.
(29.75 points)
The essay comprehensively describes how the company uses the internet and mobile technologies to market its products and if the marketing approach is effective.
(35 points)
Combining Digital and Traditional Marketing to Maximize Marketing Effectiveness 35% The essay does not describe how to combine digital and traditional marketing to maximize the marketing effectiveness of a company.
(0 points)
The essay does not clearly describe how to combine digital and traditional marketing to maximize the marketing effectiveness of a company.
(22.75 points)
The essay describes how to combine digital and traditional marketing to maximize the marketing effectiveness of a company, but relevant details are missing.
(26.25 points)
The essay clearly describes how to combine digital and traditional marketing to maximize the marketing effectiveness of a company.
(29.75 points)
The essay comprehensively describes how to combine digital and traditional marketing to maximize the marketing effectiveness of a company.
(35 points)
Thesis, Position, or Purpose 7% The thesis, position, or purpose is not discernible. No awareness of the appropriate audience is evident.
(0 points)
The thesis, position, or purpose is unfocused or confused. There is very little awareness of the intended audience.
(4.55 points)
The thesis, position, or purpose is discernable in most aspects but is occasionally weak or unclear. There is limited awareness of the appropriate audience.
(5.25 points)
The thesis, position, or purpose is adequately presented. An awareness of the appropriate audience is demonstrated.
(5.95 points)
The thesis, position, or purpose is clearly communicated throughout and clearly directed to a specific audience.
(7 points)
Development, Structure, and Conclusion 7% No advancement of the thesis, position, or purpose is evident. Connections between paragraphs are missing or inappropriate. No conclusion is offered.
(0 points)
Writing lacks logical progression of the thesis, position, or purpose. Some organization is attempted, but ideas are disconnected. Conclusion is unclear and not supported by the overall development of the purpose.
(4.55 points)
Limited advancement of thesis, position, or purpose is discernable. There are inconsistencies in organization or the relationship of ideas. Conclusion is simplistic and not fully aligned to the development of the purpose.
(5.25 points)
The thesis, position, or purpose is advanced in most aspects. Ideas clearly build on each other. Conclusion aligns to the development of the purpose.
(5.95 points)
The thesis, position, or purpose is logically advanced throughout. The progression of ideas is coherent and unified. A clear and logical conclusion aligns to the development of the purpose.
(7 points)
Evidence 6% Evidence to support the thesis, position, or purpose is absent. The writing relies entirely on the perspective of the writer.
(0 points)
Evidence is limited or irrelevant. The interpretation of other perspectives is superficial or incorrect.
(3.9 points)
Evidence is used but is insufficient or of limited relevance. Simplistic explanation or integration of other perspectives is present.
(4.5 points)
Relevant evidence that includes other perspectives is used.
(5.1 points)
Specific and appropriate evidence is included. Relevant perspectives of others are clearly considered.
(6 points)
Mechanics of Writing 6% Errors in grammar or syntax are pervasive and impede meaning. Incorrect language choice or sentence structure errors are found throughout.
(0 points)
Frequent and repetitive mechanical errors are present. Inconsistencies in language choice or sentence structure are recurrent.
(3.9 points) Occasional mechanical errors are present. Language choice is generally appropriate. Varied sentence structure is attempted.
(4.5 points)
Few mechanical errors are present. Suitable language choice and sentence structure are used.
(5.1 points)
No mechanical errors are present. Appropriate language choice and sentence structure are used throughout.
(6 points)
Format/Documentation 4% Appropriate format is not used. No documentation of sources is provided.
(0 points)
Appropriate format is attempted, but some elements are missing. Frequent errors in documentation of sources are evident.
(2.6 points)
Appropriate format and documentation are used, although there are some obvious errors.
(3 points)
Appropriate format and documentation are used with only minor errors.
(3.4 points)
No errors in formatting or documentation are present.
(4 points)