MKTG 3500 Digital Marketing – Winter 2021
Final Project Requirements & Rubric. (=25% of Final Grade)
Purpose:
The purpose of this project is to demonstrate that you have a good understanding of the concepts, tools and process of digital marketing, how to
plan, execute and control digital marketing plans and strategies in market setting. In teams of 6 – 7 members (refer to instructions by Professor)
students will propose a firm to present upon.
Deliverables:
1. Due by February 7, 2021: a 2-3 pages E-signed team contract clarifying team rules, roles, contact info of each team member and team
meeting schedule. Team contract will only be accepted if all team members have E-signed the contract. The contract must include a clause
that specifies that: “The penalty for any non-performing team members is zero marks”. The contract must include a Gantt chart showing
what the team will do each week until the end of the project. This Gantt chart is for the weekly team performance. (4 marks)
2. Due by February 7, 2021: a ONE-page final project proposal for approval describing the final project, (YOU MUST CHECK WITH THE
PROFESSOR FIRST ON THE COMPANY TO YOU WANT TO SELECT) project title, place/organization for project to be implemented and project
justification. All the team members’ names should be stated. The Professor will sign the proposal for approval if all the above requirements
are met. (1 marks)
3. Due by 11:30 p.m. April 18, 2021: an e-copy of the final presentation to be submitted on BLACKBOARD. Presentation time is 25 minutes
max. An AUDIO RECORDING by all group members must be added to the presentation. (20 marks)
The Delivery Requirements for the Final Presentation:
• Presentation skills: time management and time control, voice, colour contrast and design of slides, slide numbers, message at beginning and
end, teamwork, signal transfer of roles, signal beginning and end.
• All team members must present the work equally, any team member that does not present will get no marks.
• No handwritten work will be accepted.
• If any work presented is not clear and not readable by the professor, and if the font size used in the power point is too small, no marks will
be given to that part of the work.
The Content Requirements for the Presentation:
• Executive summary: a summary of all the important findings and facts about the project
• Company Background
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Problem/Opportunity Statement- Description of Project – Justification
Infographics
Current Status - evaluation using tools such as Digital Awareness Pyramid, etc. - Future Status
SWOT Analysis
Vision - Mission - Strategic Objectives
Digital Marketing Strategy, Tier 1 and Tier 2 Strategies, Detailed Description of Marketing 4P’s Mix
Digital Marketing Plan
Funding Requirements and Sources, ROMI
Balanced Score card
Performance Metrics
Digital Strategy Evaluation and Control
Alternative Analysis and Weighted Matrix to Justify Selection of Alternative/Best Course of Action
Conclusions
Recommendations
Assignment Rubric:
The marking scheme for EACH section is as follows as a percentage of full marks for that section:
• >80% – all points covered in professional, concise, proper professional Canadian English (with proper grammar/spelling), in a manner that
convincingly and completely addresses the assignment questions/purpose
• 70-80% - minor points missing and/or incomplete and/or improper language in a manner that partially addresses the assignment
questions/purpose
• 50-70% – significant points missing and/or incomplete and/or improper language and or unquantifiable regarding the assignment
questions/purpose
• <40% – more than half the points missing and/or incomplete and/or improper and or unquantifiable • 0 – more than 75% of the points
missing and/or incomplete and/or improper and or unquantifiable
• 30% or project mark deduction for EACH assignment requirement not met.
Academic Honesty:
Write your assignment completely in your own words. Express your own ideas in the assignment, not other peoples. Do not use ideas or
content from a source without quoting and referencing it. Do not provide ideas or material to another team. See the college policies for a
complete description of plagiarism and its consequences.
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