Monitoring Online Conversations Instructions: Select a major company of your choice.

1. MKT 440 Week 5 Monitoring Online
Conversations
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Monitoring Online Conversations
Instructions:
Select a major company of your choice.
Write a 1,200- to 1,400-word paper that addresses the following:
• Define Online Reputation Management (ORM) and Search Engine
Results Page (SERP).
• Using specific examples, describe how your chosen company is
managing ORM well.
• Using Google Alerts, select 10 alerts that you would set up for your
company and explain why you chose them.
• As a reputation manager, PR person, or CEO, would you want to
review these frequently? Why or why not?
• Using the keywords chosen in your Google Alerts, research each of
the keyword SERPs using Google and Bing.
• Analyze the SERPs and explain the results: Is content negative?
Positive? Neutral? Why do you think this is? Is the content created by
the company itself or by outside customers, vendors, or partners?
What differences in results appear between Bing and Google?
Recommend improvements that can be made to ORM for your chosen
company?
Format your paper consistent with APA guidelines. You can use
screenshots, tables, graphics, and diagrams to answer the questions.

2. Click the Assignment Files tab to submit your assignment.
Supporting Material: Monitoring Online Conversations Grading Guide
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MKT 440 Week 5 Final Digital Marketing Plan
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Final Digital Marketing Plan
Instructions:
Combine Digital Marketing Plan Phase 1 and 2 to complete your digital
marketing plan.
Create a 20- to 22-slide Microsoft® PowerPoint® presentation with
speaker's notes to complete your digital marketing plan. The
presentation will need to include:
• Phase I and Phase II
• A public relations plan to manage online conversations (both
negative and positive) that incorporates best practices.
• The design elements that will be used in the mobile advertising
strategy as well as a specific mobile advertising plan.
Cite a minimum of three references.
Format your presentation consistent with APA guidelines. You can use
charts, graphs, and graphics to communicate your plan.
Click the Assignment Files tab to submit your assignment.
Supporting Material: Final Digital Marketing Plan Grading Guide
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3. MKT 440 Week 4 Team Digital Marketing Plan
Phase II: Social Media Plan for Your Product
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Digital Marketing Plan Phase II: Social Media Plan for Your Product
Instructions:
Create a 10- to 12-slide Microsoft® PowerPoint® presentation with
speaker's notes to develop a social media plan for the product that was
"created" during Week 3 and include the following:
Establish a strategy and objectives for each piece of the plan.
Address sound reasoning as to why each social media platform is being
utilized (Twitter, Facebook, LinkedIn, YouTube, etc).
Build in an email strategy, including target markets, timing, and how to
incorporate branding into email communications and measuring tools,
to determine success from each platform.
Format your presentation consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
Supporting Material: Digital Marketing Plan Phase II Grading Guide
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MKT 440 Week 4 Common Bond Case Study

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Common Bond Case Study
Instructions:
Resource: Common Bond Email Marketing Case Study
Write a 1,050- to 1,400-word analysis of the Common Bond Email
marketing case study.
• Describe the benefits of creating an email creation strategy and
process, and why it is important for Common Bond?
• Describe any risks of creating a three-month forward-looking email
calendar.
• With relatively high open and click--through rates to date, how should
the team measure success of the new strategy and process? How will
they know if the effort of planning is making an impact?
• What can you do to improve the strategy or process?
• Should Common Bond consider an entirely new thread of emails for
customers of new products that they launch?
• As Common Bond grows, should email remain an important avenue
for communicating with target customers? How should the strategy
evolve over time?
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
Supporting Material: Common Bond Case Study Grading Guide
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MKT 440 Week 4 Common Bond Case Study
Presentation (New Syllabus)

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Review the website you selected for your Week 3 assignment.
Create a 16- to 20-slide Microsoft® PowerPoint® presentation with
speaker's notes about your selected website in which you complete the
following:
• Assess the pros and cons of using an e-mail or newsletter strategy to
help build and maintain a core customer base.
• Describe any content and/or strategies you believe will help improve
customer e-mail open rates and interaction.
• Explain how this e-mail/newsletter strategy can be integrated with
other social media marketing efforts and online communities to improve
brand recognition and website performance.
• Evaluate the metrics that should be used to measure the success of the
new strategy and processes (i.e., how will you know if your proposed
marketing efforts are making an impact?).
• Recommend a plan for moving from the current marketing strategy to
your proposed strategy.
• Assess whether new target customers, products, or services should be
included in this updated marketing plan.
• Summarize the main points of your strategy and include one-, three-,
and five-year projections for the growth you believe will result from the
implementation of your strategy.
Format your presentation consistent with APA guidelines, and cite any
resources used.
Click the Assignment Files tab to submit your assignment.
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6. MKT 440 Week 3 Website Marketing KPI
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Watch the assigned weekly videos.
Select a website of your choosing that sells products or services.
Note: You will use this website for both the Week 3 and 4 individual
assignments.
Research the company to gather additional information (e.g., via an
annual report or investor relations site).
Write a 1,050-word analysis of the website in which you complete the
following:
• Determine who the assumed target market is for the website.
• Evaluate the website according to the manner in which the products or
services are being sold (e.g., keywords, website structure, web links,
product descriptions, messaging, chats, blogs, banner ads, pop-ups,
shopping cart structure).
• Describe how well you think the website will resonate with the
assumed target market, and why.
• Recommend structural, design, and content updates that could be
implemented to improve website performance and customer satisfaction.
• Propose key performance indicators (KPIs) and metrics that can be
used to evaluate your proposed updates and determine whether they led
to performance improvements.
Format your paper consistent with APA guidelines, and cite any
resources used.

7. Click the Assignment Files tab to submit your assignment.
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MKT 440 Week 3 Team Marketing Plan Phase I
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Marketing Plan Phase I
Instructions:
Create an 8- to 10-slide Microsoft® PowerPoint® presentation with
speaker's notes where you:
• Define a target market with segmentation criteria for the product that
your team selected in the Week 2 Learning Team assignment.
• Create a digital advertising strategy including two sample banner ads
and a mock landing page.
• Create three mock web ads with specifics of where they will be
placed along with budget for a 2-week advertising campaign.
Format your presentation consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
Supporting Material: Marketing Plan Phase I Grading Guide
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MKT 440 Week 3 Orabrush Case Study

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Orabrush Case Study
Instructions:
Resource: Internet Marketing Essentials, Ch. 11
Read the Orabrush Case Study in Internet Marketing Essentials, Ch. 11
(page 233).
Write a 1,050- to 1,400-word paper and answer the following
questions:
1. Why were both Jeff and the former BYU student unable to create a
profitableAdWords campaign to sell the Orabrush?
2. Once Jeff had optimized the orabrush.com site and the YouTube
video messaging, what was Orabrush.com's average value per visitor
(to the YouTube video, not the homepage)?
3. If you were Jeff and you decided to run Facebook ads for Orabrush,
would you send them to orabrush.com or to the YouTube video?
4. If online advertising and sales were profitable, why did Jeff still want
traditional retail distribution for the Orabrush?
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
Supporting Material: Orabrush Case Study Grading GuideInternet
Marketing Essentials, Ch.
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MKT 440 Week 2 Team Product Brainstorm

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Product Brainstorm
Instructions:
As a team, you will create a new product, and develop a digital
marketing plan for the course. Each team member will generate an
idea for a new product and will include a description of the industry,
competition (if any), as well as a description of the product. As a team,
you will narrow it down to one final product and submit for faculty
approval.
Write a two-page summary and include the team member's name and
the product idea they created.
Determine which product you want to submit for approval and include
the original description along with the addition of the target market.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
Supporting Material: Product Brainstorm Grading Guide
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MKT 440 Week 2 SEO Analysis of a Favorite
Website
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SEO Analysis of a Favorite Website
Instructions:
Select a small (not a national brand or company) website.
Step 1:
Create a 10- to 12-slide Microsoft® PowerPoint® presentation with
speaker's notes and include the following:
• SEO audit.
• Analyzation of both on-site and off-site optimization of the website.
• Evaluation of the links found throughout the site.
• List at least 10 key words that the company has optimized the site
for.
• Provide a minimum of three suggestions to improve SEO
rankings.
Step 2:
Write a 350-word reflection on your presentation.
Format your paper and presentation consistent with APA guidelines.
Click the Assignment Files tab to submit your assignments.
Supporting Material: SEO Analysis of a Favorite Website Grading
Guide
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MKT 440 Week 1 Website Evaluation
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11. Website Evaluation
Instructions:
Select three websites from different industries and different-sized
companies.
Write a one-page summary for each website that includes the following:
• Analyze the website's performance in relation to standard
components of a digital marketing plan.
• Recommend potential changes to improve website performance
based upon your initial impression of the site.
• Assess how the website ranks by looking it up using a search engine
using various keywords.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your 3 one-page summaries in
one cohesive document.
SupportingMaterial:Website Evaluation Grading Guide
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MKT 440 All Assignments
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MKT 440 Week 1 Website Evaluation
MKT 440 Week 2 Team Product Brainstorm
MKT 440 Week 2 SEO Analysis of a Favorite Website

12. MKT 440 Week 3 Team Marketing Plan Phase I
MKT 440 Week 3 Website Marketing KPI
MKT 440 Week 3 Orabrush Case Study
MKT 440 Week 4 Common Bond Case Study Presentation (New
Syllabus)
MKT 440 Week 4 Team Digital Marketing Plan Phase II: Social Media
Plan for Your Product
MKT 440 Week 4 Common Bond Case Study
MKT 440 Week 5 Final Digital Marketing Plan
MKT 440 Week 5 Monitoring Online Conversations
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