I need a Digital marketing environment for Adidas, to include both the micro and the macro environment. They have to be DIGITAL ENVIRONMENT
Midterm Assessment Brief Written assignment Activity brief BCO211 – Strategic Marketing Online campus Professor: Dr. Petros Bouchoris |
[email protected] Description You have recently appointed Digital Marketing Manager, of your brand of your choice As a Digital Marketing Manager, you need to prepare a report regarding the Marketing Strategy of your brand You need to prepare a report to the management team answering the following questions: Q1. Describe the digital marketing environment of your industry and identify a trend(s) that you will further exploit Q2. Review your online value proposition in order to increase engagement with your target group Q3. Suggest specific and relevant digital marketing Direct-to Consumer (D2C) initiatives to anticipate fast- changing consumer needs in a post-COVID era Q4. Develop a relevant omnichannel marketing campaign The report has to be delivered in the relevant submission point and will be checked in Turnitin, accompanied by a 10minute video, using ‘screen-o- matic’ tool. Format This activity must meet the following formatting requirements: • Font size 12 • Double-spaced • 2500 words • Harvard Referencing System • pdf only Goal(s) • Understand the importance of analysis of the marketing environment in business • Learn how to develop relevant marketing activities towards consumer engagement in multiple channels Due date Date: Monday, 21 June 2021] Time: 14:00 Weight towards final grade This activity has a weight of 40% towards the final grade. Learning outcomes • Apply the analytical frameworks used to assess the major decisions facing marketing managers as they attempt to harmonize organizational goals and resources with market needs and opportunities • • Illustrate how to monitor the dynamic changes in the external environment Assessment criteria Students will be evaluated according to the following rubric Rubric: written assignment Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F) Problem identification The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Impact on company operations has been correctly identified. Thorough analysis of the issue is presented. The student correctly identified the issue(s), taking into account a variety of environmental and contextual drivers. Key case information has been identified and analyzed. The student correctly identified the case (issues), considering obvious environmental/contextual drivers. There is evidence of analysis, but it lacks depth. The student correctly identified the issue(s) but analysis was weak. An absence of context – the work is basically descriptive with little analysis. The student failed to correctly identify the issue(s); analysis was incorrect or too superficial to be of use; information was misinterpreted. Information gathering The student showed skill in gathering information and analyzing it for the purposes of filling the information gaps identified. Comprehensive and relevant. Relevant information gaps were identified, and additional relevant information was found to fill them. At least two different types of sources were used. The student demonstrates coherent criteria for selecting information but needs greater depth. The student correctly identified at least one information gap and found relevant information, but which was limited in scope. Some evidence of sound criteria for selecting information but not consistent throughout. Needs expansion. An information gap was identified, and the student found additional information to fill it. However, this was limited in scope. Weak criteria for the selection of necessary information. Information was taken at face value with no questioning of its relevance or value. Gaps in the information were not identified or were incorrect. Conclusions The student evaluated, analyzed, synthesized all information provided to create a perceptive set of conclusions to support the decisions and solutions. The student evaluated, analyzed and synthesized to create a conclusion(s) which support decisions and solutions. The student reached conclusions, but they were limited and provided minimal direction for decision-making and solutions. The conclusion was reasonable but lacked depth and would not be a basis for suitable strategy development. The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand. Solutions The student used problem solving techniques to make thoughtful, justified decisions about difficult and conflicting issues. A realistic solution was chosen which would provide maximum benefit to the company. Alternative solutions were explored and ruled out. The student used problem solving techniques to make appropriate decisions about complex issues. Relevant questions were asked and answered. A realistic solution was chosen. Alternatives were identified, explored and ruled out. The student used problem- solving techniques to make appropriate decisions about simpler issues. The solution has limited benefit but does show understanding of implications of the decision. Alternatives were mentioned but not explored. The student used problem solving techniques to make decisions about simpler issues but disregarded more complex issues. Implications of the decision were not considered. Alternatives were not offered. The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.