MKT 265 Milestone Two Guidelines and Rubric Overview: The digital marketing landscape is constantly changing, and companies must be nimble and able to develop, evaluate, and change their digital marketing strategies in a short amount of time. Traditional marketing allowed marketers to create brand messaging and control how it was shared with an audience. But now more than ever, control over what is said about a brand or product has been put into the hands of consumers. The internet, social media, and mobile platforms have given rise to the voice of customers, and marketers have had to adapt. Prompt: For this assignment, you will examine the social media platforms used by the brand you selected. You will discuss how these platforms are used to support the brand’s digital marketing strategy. Before recommending changes to a brand’s digital presence, it is important to review and analyze its current state. This will help inform changes and improvements in the new media campaign. Note: The ethical considerations section of critical element II has been intentionally omitted from this milestone. That section must be addressed when submitting the complete final project in Module Five. Specifically, the following critical elements must be addressed: II. Social Media Platforms: In this section, you will examine the social media platforms used by the brand you selected. You will discuss how these platforms are used to support the brand’s digital marketing strategy. A. Identify the social media platforms the brand uses and explain how they align to the brand’s target market. B. Describe how the brand uses each social media platform. Consider what the brand’s social media posts consist of or look like. C. Describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms. In other words, how does a brand need to change a post between various social media platforms in order to communicate the same message? III. Evaluating Digital Marketing Campaigns: Before recommending changes to a brand’s digital presence, you should review and analyze its current state. This analysis will help inform changes and improvements in the new media campaign. A. Strengths 1. Determine which digital platforms would be most effective for the brand to use. Consider the overall brand, messaging strategy, and other marketing activities. Be sure to cite examples. 2. Describe what the brand is doing well on digital media. Support your response with examples. B. Weaknesses 1. Identify a platform that the brand is currently using for marketing and could be improved or utilized more effectively. Support your response with examples. 2. Determine what the brand could improve on regarding its digital activity. Support your response with examples. 3. Describe how the brand could use research to better focus its digital activity. Rubric Guidelines for Submission: Your pape ...

1. MKT 265 Milestone Two Guidelines and Rubric
Overview: The digital marketing landscape is constantly
changing, and companies must be nimble and able to develop,
evaluate, and change their digital
marketing strategies in a short amount of time. Traditional
marketing allowed marketers to create brand messaging and
control how it was shared with an
audience. But now more than ever, control over what is said
about a brand or product has been put into the hands of
consumers. The internet, social media, and
mobile platforms have given rise to the voice of customers, and
marketers have had to adapt.
Prompt: For this assignment, you will examine the social media
platforms used by the brand you selected. You will discuss how
these platforms are used to
support the brand’s digital marketing strategy. Before
recommending changes to a brand’s digital presence, it is
important to review and analyze its current
state. This will help inform changes and improvements in the
new media campaign.
Note: The ethical considerations section of critical element II
has been intentionally omitted from this milestone. That section
must be addressed when
submitting the complete final project in Module Five.
Specifically, the following critical elements must be addressed:

2. II. Social Media Platforms: In this section, you will examine the
social media platforms used by the brand you selected. You will
discuss how these
platforms are used to support the brand’s digital marketing
strategy.
A. Identify the social media platforms the brand uses and
explain how they align to the brand’s target market.
B. Describe how the brand uses each social media platform.
Consider what the brand’s social media posts consist of or look
like.
C. Describe how the brand must modify posts in order to
accommodate the differing functionalities of social media
platforms. In other words, how
does a brand need to change a post between various social
media platforms in order to communicate the same message?
III. Evaluating Digital Marketing Campaigns: Before
recommending changes to a brand’s digital presence, you should
review and analyze its current state.
This analysis will help inform changes and improvements in the
new media campaign.
A. Strengths
1. Determine which digital platforms would be most effective
for the brand to use. Consider the overall brand, messaging
strategy, and
other marketing activities. Be sure to cite examples.
2. Describe what the brand is doing well on digital media.
Support your response with examples.
B. Weaknesses
1. Identify a platform that the brand is currently using for

3. marketing and could be improved or utilized more effectively.
Support your
response with examples.
2. Determine what the brand could improve on regarding its
digital activity. Support your response with examples.
3. Describe how the brand could use research to better focus its
digital activity.
Rubric
Guidelines for Submission: Your paper should be a 1- to 2-page
Microsoft Word document with double spacing, 12-pt. Times
New Roman font, one-inch
margins, and at least three sources cited in APA format.
Instructor Feedback: This activity uses an integrated rubric in
Blackboard. Students can view instructor feedback in the Grade
Center. For more information,
review these instructions.
Critical
Elements
Exemplary (100%) Proficient (85%) Needs Improvement (55%)
Not Evident (0%) Value
Social Media
Platforms:

4. Social Media
Platforms
Meets “Proficient” criteria, and
explanation demonstrates an
insightful awareness of how brands
use social media to target specific
markets
Identifies the social media platforms
the brand uses and explains how
they align to the brand’s target
market
Identifies social media platforms,
but not all are used by the
company
Does not identify any social
media platforms
10
Social Media
Platforms:
Social Media
Meets “Proficient” criteria and
demonstrates in-depth knowledge
of the nuances of social media
platforms
Describes how the brand uses each
social media platform

5. Describes how the brand uses
some social media platforms, or
description is cursory or contains
inaccuracies
Does not describe how the
brand uses social media
platforms
10
Social Media
Platforms:
Modify
Meets “Proficient” criteria, and
description offers keen insight into
how the specifications of social
media platforms impact messaging
Describes how the brand must
modify posts in order to
accommodate the differing
functionalities of social media
platforms
Describes how the brand must
modify posts in order to
accommodate the differing
functionalities of social media
platforms, but description is
cursory or inaccurate
Does not describe how the
brand must modify posts in

6. order to accommodate the
differing functionalities of
social media platforms
10
Evaluating
Digital
Marketing
Campaigns:
Platforms
Meets “Proficient” criteria and cites
specific, relevant examples to
establish which platforms are the
most effective for the specific
brand to use
Determines which digital platforms
are most effective for the brand to
use, citing examples
Determines which digital
platforms are most effective for
the brand to use, but response is
cursory, or examples are
inappropriate or nonexistent
Does not determine which
digital platforms are most
effective for the brand to use
10
Evaluating

7. Digital
Marketing
Campaigns:
Doing Well
Meets “Proficient” criteria, and
description is exceptionally clear
and contextualized
Describes what the brand is doing
well on digital media, supporting
response with examples
Describes what the brand is
doing well on digital media, but
description is cursory, or
examples are inappropriate or
nonexistent
Does not describe what the
brand is doing well on digital
media
10
http://snhu-
media.snhu.edu/files/production_documentation/formatting/rubr
ic_feedback_instructions_student.pdf
Evaluating
Digital
Marketing

8. Campaigns:
Improved
Meets “Proficient” criteria, and use
of examples demonstrates an in
depth knowledge of how platforms
can be fully utilized for marketing
purposes
Identifies a platform the brand is
currently using for marketing that
could be improved or utilized more
effectively, supporting response
with examples
Identifies a platform the
company is using that could be
improved or utilized more
effectively but response is
cursory or examples are
inappropriate or nonexistent
Does not identify which social
media platforms the company
is using that could be improved
10
Evaluating
Digital
Marketing
Campaigns:
Digital
Activity

9. Meets “Proficient” criteria and
draws insightful conclusions on
how the brand could improve its
digital activity
Determines what the brand could
improve on regarding its digital
activity, supporting response with
examples
Determines what the brand could
improve on regarding its digital
activity, but response is cursory,
or examples are inappropriate or
nonexistent
Does not determine what the
brand can improve on
regarding its digital activity
10
Evaluating
Digital
Marketing
Campaigns:
Research
Meets “Proficient” criteria and
offers nuanced insight into how
research can inform a brand’s
digital activity

10. Describes how the brand could use
research to better focus its digital
activity
Describes how the brand could
use research better, but does not
connect it to digital activity, or
submission contains issues of
clarity
Does not describe how the
brand could use research to
better focus its digital activity
10
Articulation
of Response
Submission is free of errors related
to citations, grammar, spelling,
syntax, and organization and is
presented in a professional and
easy-to-read format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas
Submission has critical errors

11. related to citations, grammar,
spelling, syntax, or
organization that prevent
understanding of ideas
20
Total 100%
Undergraduate Courses
Proficiency Level Conceptual Meaning Value
Exemplary
Performance exceeds expectations as specified in the outcome
or objective.
100%
Proficient
Performance meets expectations as specified in the outcome or
objective.
85%
Needs Improvement
Performance approaches but does not meet expectations as
specified in the outcome or objective.
55%
Not Evident Performance is not evident. 0%