Edit paper to fulfilled guidelines
Building on your prior work this term, develop a digital marketing plan using the SOSTAC© model. Your plan must address each of the SOSTAC© elements, including:
- Situational Analysis.
- Analyze the current situation in terms of customers, intermediaries, and competencies.
- Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence.
- Objectives.
- Develop specific measurable objectives for a digital marketing strategy. Where do you want your company to be?
- Strategy.
- Articulate short- ( 3 years) digital marketing strategies. How do you achieve your objectives within these terms?
- Tactics.
- Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel?
- Actions.
- Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics.
- Controls.
- Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics?
Requirements:
- The digital marketing plan must be at least 8–10 pages in length, in addition to the title and reference pages.
Related company standards:
- The digital marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources), including single-spaced paragraphs.
- Use at least five scholarly or academic sources, formatted per APA. Use Academic Writer for guidance in citing sources in proper APA style. See the Writing Center for more APA resources specific to your degree level.
Scoring Guide
1. Analyze the current situation in terms of customers, intermediaries, and competencies.
Distinguished
Analyzes the current situation in terms of customers, intermediaries, and competencies, and summarizes key points for the digital marketing plan.
Proficient
Analyzes the current situation in terms of customers, intermediaries, and competencies.
Basic
Describes but does not analyze the current situation in terms of customers, intermediaries, and competencies.
Non Performance
Does not describe the current situation in terms of customers, intermediaries, and competencies.
2. Develop specific measurable objectives.
Distinguished
Develops specific, measurable objectives and assesses how the marketing models inform the marketing strategy.
Proficient
Develops specific measurable objectives.
Basic
Identifies but does not develop specific, measurable objectives.
Non Performance
Does not identify specific, measurable objectives.
3. Articulate short-, medium-, and long-term digital marketing strategies.
Distinguished
Articulates short-, medium-, and long-term digital marketing strategies and elaborates how objectives can be achieved within these terms.
Proficient
Articulates short-, medium-, and long-term digital marketing strategies.
Basic
Identifies but does not articulate short-, medium-, and long-term digital marketing strategies.
Non Performance
Does not identify short-, medium-, and long-term digital marketing strategies.
4. Differentiate various techniques to use for implementing strategies.
Distinguished
Differentiates various techniques and summarizes key points for implementing strategies.
Proficient
Differentiates various techniques to use for implementing strategies.
Basic
Identifies but does not differentiate various techniques to use for implementing strategies.
Non Performance
Does not identify various techniques to use for implementing strategies.
5. Develop a project plan for executing each tactic.
Distinguished
Develops a project plan for executing each tactic and uses supporting resources to validate approach.
Proficient
Develops a project plan for executing each tactic.
Basic
Identifies but does not develop a project plan for executing each tactic.
Non Performance
Does not identify a project plan for executing each tactic.
6. Develop specific metrics to monitor tactics.
Distinguished
Develops specific metrics and identifies how monitoring the tactics drives business success.
Proficient
Develops specific metrics to monitor tactics.
Basic
Identifies but does not develop specific metrics to monitor tactics.
Non Performance
Does not identify specific metrics to monitor tactics.
Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.
Distinguished
Writing is coherent and consistently appropriate, using evidence to support a central idea and with correct grammar, usage, and mechanics as expected of a business professional.
Proficient
Writes coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.
Basic
Writing supports an idea but is inconsistent and contains major errors of grammar, usage, and mechanics.
Non Performance
Writing does not support a central idea. Does not use correct grammar, usage, and mechanics as expected of a business professional.