Company Enter Company name hereCampaign Enter Ca.docx

Company: Enter Company name here
Campaign: Enter Campaign name here
Product or Service: Enter Product or Service name here
Marketing Director: Enter Student Name here
Chief Marketing Officer: Enter Professor Name here
Submitted on: Enter Date here
CAMPAIGN PROPOSAL
1
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service.
What is its core function or purpose? Write a full paragraph.
Replace this box with Logo or Photo representing your Product
or Service.
KEY FEATURES
Enter Description:
2
Instructions: Name and describe at least three key features of
your product or service. Feature NameDescription of Feature

Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the
campaign. Use the five SMART elements to create a detailed
description of each goal.
3
SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness Description: Ensure 80% of target
segments become aware of the offering within 6 months of
launch.
Goal: Growth in market share Description: Capture at least 3%
of the product’s category share from competitors within Year
One.
Goal: Add new accounts or relationships Description: Increase
requests for quotes (in value terms) by 10% in Year One and by
25% in Year Two. Marketing GoalSMART Description
(Specific, measurable, achievable, relevant, time-bound)
Marketing Goal 1Marketing Goal 2Marketing Goal 3Marketing
Goal 4Marketing Goal 5

SAMPLE GOALS
Build brand awarenessIncrease in number of items sold Growth
in market shareCapture a new target marketIncrease overall
company revenuesIncrease donations to organization Add new
accounts or relationshipsImprove ROI on advertising
expenditureEnhance the company’s image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Response:
DIFFERENTIATION of your BRAND
Response:
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two
competitors with a similar product or service. Using all the rows
in the table below, summarize how your campaign compares to
the campaigns of these two competitors.
4
What are the key characteristics of your target audience?
How will you differentiate your brand from the
competition?COMPARISONCOMPANY &
PRODUCT/SERVICECOMPETITOR 1COMPETITOR 2NAME
of COMPANY and NAME OF PRODUCT/SERVICE: Response:
Response:
Response:
KEY FEATURES and BENEFITS:
What are the top features of the product, from the customer
perspective?Response:

Response:
Response:
TARGET AUDIENCE:
Describe the best target audience for this product.Response:
Response:
Response:
COST:
What is your best estimate of the cost of the product or service?
Response:
Response:
Response:
Customer Needs and Desires
CUSTOMER NEED
What customer “need” does the product or service address?
Why would a customer buy it? What value does it deliver?
CUSTOMER DESIRE
What customer “desire” does the product or service fulfill?
How does it reinforce the customer’s self-image? How does it
connect the customer with others?
Response:
Response:

5
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience?
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer
values and beliefs?
Response:
Response:
6
Marketing Messages and Story
MESSAGES
What are the key features you need to highlight in your
marketing messages for this campaign?
MARKETING STORY
What is the “story” you will use to appeal to customers in this
campaign?
Response:
Response:
Response:
WORDS AND IMAGES
What words and images will you use to “frame” your marketing
story in this campaign?
7
Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS
and USE of SOCIAL MEDIA

Where will you advertise to reach your target audience for this
campaign?
ENGAGEMENT
How will you use social media to engage your audience for this
campaign?
Response:
Response:
EXPAND MESSAGE
How will you use social media to spread your marketing
message widely in this campaign?
8Social Media ChannelUniverse SizeIdeal Demographic(s)Cons
of Channel
Marketing Metrics and Budget Allocation ($1MM)
HOW WILL YOU ALLOCATE THE $1MM BUDGET FOR
THIS CAMPAIGN? (NOTE: YOU MUST SPEND THE FULL
$1MM)
A Minimum of 75% of the Budget must be for Digital
Marketing Channels versus Traditional. You must have a
minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below
with your own budget items.
For Metrics, consider these questions: How will you measure
your campaign’s performance? What are the key data items you

need? How frequently will you collect these data items? What
metrics will you calculate, based on the campaign data?
9Marketing CategoryBudget%TypeWhy This Category?Metric
Calculation Frequency of Data
CollectionFacebook$300,00030%DigitalWith target age of
50…..What Metric(s) can be calculated with this
data?WeeklyTwitter$100,00010%DigitalTwitter and
Facebook…..What Metric(s) can be calculated with this
data?DailyLinkedIn$250,00025%DigitalBecause the buyers
…What Metric(s) can be calculated with this
data?MonthlyRadio$100,00010%TraditionalWe will focus our
radio efforts ….What Metric(s) can be calculated with this
data?Bi-MonthlyOutdoor Billboards$150,00015%TraditionalFor
billboards…..What Metric(s) can be calculated with this
data?QuarterlyTOTAL$1,000,000100%
Conclusion
BENEFITS OF THE PROPOSED CAMPAIGN

Describe the short term and long term benefits of a successful
campaign
REASONS TO ENDORSE THE PROPOSAL
Specify the reasons why the executive team should endorse your
proposal
Enter description:
Specify reasons:
Conclude your presentation:
THANK YOU!
Thank your audience and invite questions
10
ReferencesReferences list (Sources) should reflect 7 weeks of
learning and content, including textbook readings, articles,
lectures, and external content you found in your research.
You may add an extra References slide if needed
Note that your References slides do not count towards the total
of 15 slides
JWI 518: Marketing In a Global Environment
Assignment 1 : Key Terms and Concepts
© Strayer University. All Rights Reserved. This document
contains Strayer University confidential and proprietary
information and may not be copied, further distributed, or
otherwise
disclosed, in whole or in part, without the expressed written
permission of Strayer University. This course guide is subject to
change based on the needs of the class.

JWI 518 – Assignment 1: Key Terms and Concepts (1198)
Page 1 of 2
The table below lists major terms and concepts used in
Assignment 1, the Campaign Brief. The key terms and concepts
are
defined and put into context in relation to their use in this
assignment.
Sources:
• Kotler, Kartajaya & Setiawan. (2017). Marketing 4.0: Moving
from Traditional to Digital. New Jersey: Wiley.
• Clemente, Mark N. (2002). The Marketing Glossary. New
York: AMACOM
Term Definition
Campaign A series of promotional messages featuring a
common theme and scheduled to run during a designated period
of time. May include advertising, public relations activities,
sales promotions, and direct marketing.
Campaign Brief A document that describes the theme for the
campaign, states its goals, and describes how these goals will be
accomplished. Some examples of campaign goals are: an
increase in awareness, an increase in sales, and/or
an increase in acquiring new customers.
Chief Marketing Officer
(CMO)
A Chief Marketing Officer (CMO) – also known as a Global
Marketing Officer or Marketing Director - is a

corporate executive responsible for marketing activities in an
organization.
Database Marketing Database marketing is a form of direct
marketing that uses customer data, stored in databases, to
generate
personalized marketing messages to both prospective and
existing customers. The database system enables
users to enter, retrieve, sort, edit, and index the stored
information.
Features Characteristics or attributes that supplement a
product’s basic function. These are used by the marketer to
advertise extra advantages of the product. For example, if a
laptop is thin and lightweight, these are features
that may add to its basic functionality in attracting purchasers.
Market Research Information that relates to a specific
marketing opportunity or problem, and the process of
collecting, analyzing,
and reporting this information.
otherwise

Page 2 of 2
Term Definition
Demographics The study of a market’s composition based on
socioeconomic variables, such as age, sex. Occupation,
religion, level of education, race, nationality, income, or family
size. Demographic information is useful in
analyzing consumer behavior because buyer wants, preferences,
and product usage patterns often are similar
among members of a given demographic category.
Target Audience or Target
Market
The segment of a population to which advertising and other
marketing communications are directed. Target
audiences are usually defined in terms of geographic,
demographic, or psychographic attributes. Marketers
study target audiences and their characteristics in order to
devise impactful promotional strategies.
Values and Beliefs These are deeply rooted ethical traits,
underlying a person’s worldview, which have a significant
effect on their
purchasing decisions.
Point of Differentiation A point of differentiation, also known
as a differentiator, is a key characteristic of a product or service
that
distinguishes it from similar items offered by other companies.

Social Media Electronic media platforms that allow customers
to share text, images, audio, and video information with each
other and with companies or non-profit organizations. Some
examples are Facebook, Twitter, Instagram,
Pinterest, and LinkedIn.
Value Proposition A brief statement from a marketer offering a
set of benefits that will satisfy one or more needs of the
customer.
Media Channel The avenues through which messages are sent.
In marketing, these refer to the means by which promotional
communications are disseminated to the target market. The
target market may include customers, other
businesses, partners, or non-profit donors. Some examples of
media channels are print media, radio,
television, blogs, video blogs, direct-to-customer mail, email,
and social media platforms, such as Facebook,
YouTube, LinkedIn etc.
JWI 518: Marketing in a Global Environment
Campaign Brief
DATE
[Enter Due Date]
TO
Chief Marketing Officer
FROM
[Enter Your Name]
SUBJECT
Campaign Proposal for [Enter Name of Your Product or
Service]

A. PRODUCT OR SERVICE DESCRIPTION
B. BUYER PROBLEM
Consumer Need
Core Results
(Reference needed)
C. TARGET AUDIENCE
Demographics and Characteristics
(Reference needed)
Segmentation
D. VALUES AND BELIEFS
Underlying Values
· Value #1: Enter short description
Value Connection with Buyers
E. MARKETING MESSAGE
Differentiation
· Point of Difference: Enter short description
Value Proposition
(2 sentences max.)

F. SOCIAL MEDIA STRATEGY
Target Social Media Channels
· Channel #1. Core audience description (reference).
How will you use these channels for a successful campaign? (2-
3 sentences max.)
G. REFERENCES (Enter References to Support Your Brief
Here)
otherwise disclosed, in whole or in part, without the expressed
written permission of Strayer University. This course guide is
subject to change based on the needs of the class.
JWMI 518 – Assignment 1 Template (1196)
otherwise

Page 1 of 3
The table below lists major terms and concepts used in
Assignment 2, the Marketing Campaign Slide Deck. The key
terms and concepts are
defined and put into context in relation to their use in this
assignment.
Sources:
• Kotler, Kartajaya & Setiawan. (2017). Marketing 4.0: Moving
from Traditional to Digital. New Jersey: Wiley.
• Clemente, Mark N. (2002). The Marketing Glossary. New
York: AMACOM
Terms Definitions
SLIDE 2
Key Features Characteristics that go beyond a product’s basic
function, helping to define its brand and make it more attractive
to
customers.
SLIDE 3
Marketing Goals Goal formulation is the process of
establishing precise points of measurement to pursue corporate
objectives.
Goals relate to specific levels of magnitude or time. For
example, the campaign’s objective may be to increase

sales. Its goal, however, would be to increase sales by 10% over
the next six months.
SMART Goals For your campaign to benefit your company, you
need clearly defined and attainable goals. The acronym SMART
reminds you to make your goals Specific, Measurable,
Achievable, Relevant, and Time-Bound.
SLIDE 4
Target Audience The segment of a population to which
advertising and other marketing communications are directed.
Target
audiences are usually defined in terms of geographic,
demographic, or psychographic attributes. Marketers study
target audiences and their characteristics in order to devise
impactful promotional strategies.
otherwise
Page 2 of 3

Terms Definitions
Competitors Competitors are other providers who offer a
product or service that performs the same or a similar function
to
yours in a shared marketplace. Competition is the rivalry among
product or service providers, all of whom are
attempting to increase their sales, profits, or market share.
Differentiation Key characteristics of your product or service
that distinguishes it from similar items offered by your
competitors.
By highlighting these differences, you can attract consumers
who are likely to become repeat purchasers and
brand advocates.
SLIDE 5
Customer Need A product or service offers to provide an item
or perform an action that will fulfill some requirement or need
in the
life of a customer.
Customer Desire A product or service offers to fulfill a
customer’s wish, such as their desire to look and feel better, or
to achieve
some other personal goal, as a result of using the brand.
SLIDE 6
Customer Values
and Beliefs
Customers are motivated to buy products and services that align

with their worldview. This worldview is grounded
in a person’s core ethical values and beliefs, deeply rooted
traits that marketers should not expect to change.
Brand The combination of symbols, words, or designs that
differentiate one company’s product from another company’s
product. Customers often develop a relationship with a
particular brand that forms the basis for the loyalty and
advocacy that digital marketers seek.
SLIDE 7
Marketing Story A successful and compelling marketing story
uses the key features and history of your brand to appeal to
customers and pique their interest.
otherwise
Page 3 of 3

Terms Definitions
Marketing
Messages
Marketing information sent from the marketer to current and
prospective consumers, highlighting the key benefits
of the product or service, such as quality, economy, value, and
performance. Marketing messages must be readily
understandable and attractive to the target audience.
SLIDE 8
Social Media Electronic media platforms where people can
create individual accounts, as well as groups based on shared
interests – e.g. Facebook, Twitter, Instagram, Pinterest,
YouTube, etc. Individuals and members of social media
groups can post and share comments, images, videos, and other
electronic information.
Channels Venues and methods for connecting with customers,
including print media, radio, TV, blogs, mailings, email, and
social media.
Demographic A particular sector or segment of a population,
defined by characteristics such as age, sex, race, geographic
location, education level, income level, occupation, etc.
SLIDE 9
Traditional Channels Radio, TV, billboards, printed newspapers
and magazines.
Digital Channels Company websites, social media platforms,
online communities, influencers, and product review sites.

Marketing Metrics Ways to measure the success of a marketing
campaign or strategy. Traditional measures focus on sales and
profits, but Kotler et al. propose some new measures of success,
as follows: growth rates for new customers,
repeat purchasers, and brand advocates.
Budget Allocation Division of the budgeted amount for a
project or campaign into various categories of spending.
Allocations may be
expressed as dollar amounts or as percentages. See the template
for some budget allocation examples.
Academic Submissions and Evaluations
information and may not be
copied, further distributed, or otherwise disclosed, in whole or
in part, without the expressed written permission of Strayer
University. This course
guide is subject to change based on the needs of the class.
JWI 518 – Assignment 2 (1196) Page 1 of 8
Assignment 2: Marketing Campaign Slide Deck

Part A: Drafts for Slides 1 to 7, due Week 5, Sunday (Weight:
10%)
Part B: Complete Marketing Campaign Slide Deck, due Week 7,
Sunday (Weight: 25%)
Overview
In this assignment, you assume the role of Director of
Marketing at a Fortune 500 company. The Chief
Marketing Officer (CMO) has reviewed your Campaign Brief
and shared it with the executive team. They
have asked for a presentation with details of the proposed
Marketing Campaign. This presentation will be
developed as a PowerPoint slide deck in Assignment 2 and
presented via Zoom in Assignment 3.
For Assignment 2, you will create a PowerPoint deck of 10 to
15 slides. To support you in this assignment,
use the JWI518_ Assignment_2_Template available in your
Blackboard course. This template is provided as
a guide for developing your slides, to ensure that all required
content is included.
Bear in mind that your audience will be the CMO and members
of the company’s executive team. As high-
level decision makers, these are very busy people, so you know
that you must present your ideas concisely,
to respect their time, but also persuasively, to solicit their buy-
in and approval for the campaign.
Leverage what you have learned in the first seven weeks of your
JWI 518 - Marketing in a Global
Environment course, including the textbook readings, Lecture

Notes, articles, videos, and external resources.
You will also build on the work you did in your Campaign Brief
in Assignment 1.
Submission of Part A and Part B
In Week 5, for Part A, you will submit draft versions of Slides 1
to 7. Your professor will grade the slides and
provide feedback to help you revise and refine your slides. Your
draft slides should be as complete as
possible. If you still need additional data, note this in your
slides and indicate what will be added and where
you plan to locate the data. Assignment 2, Part A is due by
Sunday, midnight of Week 5.
In Week 7, you will submit your complete slide deck as
Assignment 2, Part B. Be sure to implement the
suggested revisions from your professor, to improve your draft
slides. Also apply the lessons learned from
Part A to the remaining slides that you create. The professor’s
feedback will help you to create a polished
and professional presentation. Assignment 2, Part B is due by
Sunday, midnight of Week 7.

Instructions
Construct your slides for Assignment 2 using the Slide Deck
Outline below. The slide numbers in
parentheses refer to the numbered slides in the
Assignment_2_Template. You may add some additional
slides for topics that need them, but your total slide deck must
be no more than 15 slides.
Slide Deck Outline
CAMPAIGN PROPOSAL (SLIDE 1 – COVER SLIDE)
• Company name, campaign name, product or service name
• Student name, professor name, submission date
PRODUCT / SERVICE AND FEATURES (SLIDE 2)
• Introduce the product or service for the campaign:
o Description of the product or service
o What is its core purpose or function?

• What are its key features?
o Use this or a similar format - Feature: brief summary of the
feature
CAMPAIGN MARKETING GOALS (SLIDE 3)
• Which marketing goals will this campaign support?
o Provide a minimum of 3 and a maximum of 5 goals
o Write a brief SMART description for each goal
t &
Recorded, and Time-Bound
o You may select from the sample goals below or add your own
alternative goals:
s mix of products/services

TARGET AUDIENCE AND COMPETITION (SLIDE 4)
• What are the key characteristics of your campaign’s target
audience?
• How will you differentiate your brand from the competition?
o Use the chart provided in the template to compare your
product or service to similar offerings
from two competitors in the marketplace
CUSTOMER NEEDS AND DESIRES (SLIDE 5)
• Customer Need:
o What customer “need” does your product or service address?
o Why would a customer buy the product or service?
o What is the value that the product or service delivers?
• Customer Desire:
o What customer “desire” does the product or service fulfill?
o How does it reinforce the customer’s self-image?
o How does it connect the customer with others?

CUSTOMER VALUES AND BELIEFS (SLIDE 6)
• What are the core values and beliefs of your target audience?
• How can you connect your brand to those values and beliefs?
MARKETING MESSAGES AND STORY (SLIDE 7)
• What are the key features you need to highlight in your
marketing messages for this campaign?
• What is the “story” that you will use to appeal to customers in
this campaign?
• What words and images will you use to “frame” your
marketing story for this campaign?
SOCIAL MEDIA STRATEGY (SLIDE 8)
• Where will you advertise to reach your target audience for this
campaign?
o Choose at least 3 channels
• How will you use social media to engage your audience for
this campaign?
• How will you use social media to spread your marketing
message widely in this campaign?

MARKETING METRICS AND BUDGET (SLIDE 9)
• What metrics will you use to measure your campaign’s
performance?
• How often will you need to collect data to calculate those
metrics?
• Why did you select those particular metrics for each marketing
category?
• Allocate appropriate funding to both traditional media and
digital media
o Use the chart provided in the template to allocate your budget
and select your metrics
CONCLUSION (SLIDE 10 – CLOSING SLIDE)
• Describe the short term and long term benefits of a successful
campaign
• Specify the reasons why the executive team should endorse

your proposal
• Thank your audience and invite questions
REFERENCES
• List of References (Sources)
Slide Deck Formatting Requirements
• Submit your assignment in the form of a 10 to 15 slide
PowerPoint deck
o Note: Your References slide(s) do not count towards the total
of 15 slides
• Use the Assignment_2_Template provided and include all the
required content items
• Limit the amount of text by expressing your ideas briefly and
succinctly
• Format your slides professionally and consistently
• Review your slides to remove any spelling and grammatical
errors

Rubric – Assignment 2, Part A
CRITERIA
Unsatisfactory
Low Pass
Pass
High Pass
Honors

1. (Slides 1 and 2)
Includes a
completed Cover
slide. Describes
the product or
service and its
features.
Weight: 15%
Cover slide is
missing or
incomplete;
description of
product and
features is
missing or poor.
Cover slide is partially
complete; description
of product and
features is partially
complete.
Cover slide is
included;
description of
product and
features is
satisfactory.
Cover slide is
included;
description of
product and
features is very

good
Cover slide is
included;
description of
product and
features is
excellent.
2. (Slides 3 and 4)
Selects
appropriate
marketing goals.
Describes target
audience and
differentiates the
brand from
competitors.
Weight: 25%
Marketing goals
are missing or
incomplete.
Description of
the target
audience and
differentiation
from competitors
is missing or
incomplete.
Marketing goals are
partially complete.

Description of the
target audience and
differentiation from
competitors is
partially complete
Appropriate
marketing goals
are selected.
Description of
the target
audience is
satisfactory and
differentiation
from competitors
is well
explained.
Appropriate
marketing
goals are
selected.
Description of
the target
audience is
good and
differentiation
from
competitors is
very well
explained.
Appropriate

marketing goals
are selected.
Description of the
target audience is
excellent and
differentiation
from competitors
is excellently
explained.
3. (Slides 5 and 6)
Describes
customer needs
and desires.
Identifies customer
core values and
beliefs and
explains their
connection to the
brand.
Weight: 25%
Description of
customer needs
and desires is
missing or
incomplete.
Description of
customer values
and beliefs and
an explanation of
the connection to

the brand are
missing or
incomplete.
Description of
customer needs and
desires is partially
complete.
Description of
customer values and
beliefs and an
explanation of the
connection to the
brand are partially
complete.
Customer needs
and desires are
well described.
Customer values
and beliefs are
well described
and the
connection to
the brand is
clearly
explained.
Customer
needs and
desires are
very well
described.

Customer
values and
beliefs are well
described and
the connection
to the brand is
very well
explained.
Customer needs
and desires are
excellently
described.
Customer values
and beliefs are
excellently
described and the
connection to the
brand is fully and
effectively
explained.

4. (Slide 7) Uses
key features to
create a marketing
story; provides
words and images
to frame the story.
Weight: 20%
Marketing story
is missing or
incomplete;
words or images
to frame the
story are missing
or incomplete.
Marketing story is
partially complete; a
few words or images
to frame the story are
provided.
Marketing story
is complete and
satisfactory;
multiple words
or images to
frame the story

are provided.
Marketing story
is very well
crafted; good
selection of
words or
images to
frame the story.
Marketing story is
excellently
crafted; very good
selection of words
or images to
frame the story.
5. The draft slides
follow the
template. The text
is free from
grammar and
spelling errors and
the formatting is
consistent.
Weight: 15%
The draft slides
do not follow the
template and/or
there are
numerous
grammar or
spelling errors

and the
formatting is
consistent.
.
The draft slides
mostly follow the
template and there
are some grammar or
spelling errors and
the formatting is
consistent.
.
The draft slides
follow the
template and
there are a few
grammar or
spelling errors
and the
formatting is
consistent.
.
The draft slides
use the
template well
and there are
no grammar or

spelling errors
and the
formatting is
consistent.
.
The draft slides
use the template
very well and
there are no
grammar or
spelling errors
and the
formatting is
consistent.
.

Rubric – Assignment 2, Part B
CRITERIA
Unsatisfactory
Low Pass
Pass
High Pass
Honors
1. Slide deck
incorporates
feedback given by
professor when
grading Part A.
Weight: 10%
Student has
ignored all

feedback from the
professor.
Student has
incorporated
feedback, but in a
way that does not
substantively
improve the slides.
Student has
incorporated
feedback, in a
way that
substantively
improves some of
the slides.
Student has
incorporated
feedback, in a
way that
substantively
improves most of
the slides.
Student has
incorporated
feedback to
significantly
improve all the
slides.
2. (Slide 8) Selects
three social media
channels; explains

how social media
will be used to
engage the
audience and
spread the
message widely.
Weight: 25%
Does not select
three social media
channels;
explanation of how
social media will
be used to engage
the audience and
spread the
message widely is
missing or poor.
Selects fewer than
three social media
channels; provides
a minimal
explanation of how
social media will be
used to engage the
audience and
spread the
message widely.
Selects three
social media
channels;
provides a
satisfactory

explanation of
how social media
will be used to
engage the
audience and
spread the
message widely.
Selects three
social media
channels;
provides a very
good explanation
of how social
media will be
used to engage
the audience and
spread the
message widely.
Selects three social
media channels;
provides an
excellent
explanation of how
social media will be
used to engage the
audience and
spread the
message widely.
3. (Slide 9)
Allocates
appropriate
funding to both
traditional and

digital media.
Provides suitable
metrics. Specifies
frequency of data
collection and
rationale for metric
selection.
Weight: 25%
Does not allocate
appropriate
funding to both
traditional and
digital media.
Does not provide
suitable metrics,
frequency of data
collection and
rationale.
Partially allocates
appropriate funding
to both traditional
and digital media.
Provides some
suitable metrics,
with frequency of
data collection and
rationale.

Satisfactorily
allocates
appropriate
funding to both
traditional and
digital media.
Provides
satisfactory
choice of metrics,
with frequency of
data collection
and rationale.
Allocates
appropriate
funding very well
to both traditional
and digital
media.
Provides very
good choice of
metrics, with
frequency of
data collection
and rationale.
Allocates
appropriate funding
excellently to both
traditional and
digital media.
Provides excellent
choice of metrics,

with frequency of
data collection and
rationale.
CRITERIA
Unsatisfactory
Low Pass
Pass

High Pass
Honors
4. (Slide 10)
Describes the
short term and
long term benefits
of a successful
campaign and
specifies reasons
why the executive
team should
endorse the
proposal.
References are
provided in a
manner that
enables the reader
to identify the
sources.
Weight: 25%
Does not describe
the short term and
long term benefits
of a successful
campaign and/or
does not specify
reasons why the
executive team
should endorse the
proposal.

References are not
included in a
manner that
enables the reader
to quickly identify
sources
Partially describes
the short term and
long term benefits
of a successful
campaign and/or
minimally specifies
reasons why the
executive team
should endorse the
proposal.
References may not
be included in a
manner that
enables the reader
to quickly identify
sources
Satisfactorily
describes the
short term and
long term benefits
of a successful
campaign, and
clearly specifies
reasons why the
executive team
should endorse

the proposal.
References are
mostly accurate
but some may not
be included in a
manner that
enables the
reader to quickly
identify sources.
Provides a good,
detailed
description of the
short term and
long term
benefits of a
successful
campaign.
Specifies very
well the reasons
why the
executive team
should endorse
the proposal.
All references
are included in a
manner that
enables the
reader to quickly
identify sources.
Excellently

describes the short
term and long term
benefits of a
successful
campaign.
Specifies in an
exemplary manner
the reasons why
the executive team
should endorse the
proposal.
All references are
included in a
manner that
enables the reader
to quickly identify
sources.
5. The slide deck
follows the
template. It is well
and consistently
formatted and free
from grammar and
spelling errors.
Weight: 15%
The slide deck
does not follow the
template and/or
there are
numerous
formatting,

grammar or
spelling errors.
The slide deck
mostly follows the
template and there
are some
formatting, grammar
or spelling errors.
The slide deck
follows the
template and
there are a few
formatting,
grammar or
spelling errors.
The slide deck
uses the
template well
and there are no
formatting,
grammar or
spelling errors.
The slide deck
uses the template
very well and there
are no formatting,
grammar or
spelling errors.

Assignment 2: Marketing Campaign Slide DeckPart A: Drafts
for Slides 1 to 7, due Week 5, Sunday (Weight: 10%)Part B:
Complete Marketing Campaign Slide Deck, due Week 7, Sunday
(Weight: 25%)Campaign Proposal (Slide 1 –
Student name, professor name, submission dateProduct / Service
e product or service for the
campaign:o Description of the product or serviceo What is its
or a similar format - Feature: brief summary of the
marketing
goals will this campaign support?o Provide a minimum of 3 and
a maximum of 5 goalso Write a brief SMART description for
Relevant & Recorded, and Time-Boundo You may select from
the sample goal
s to
Change or improve the company’s imageTarget Audience and
your brand from the competition?o Use the chart provided in the
template to compare your product or service to similar offerings
from two competitors in the marketplaceCustomer Needs and
does your product or service address?o Why would a customer
buy the product or service?o What is the value that the product
“desire” does the product or service fulfill?o How does it
reinforce the customer’s self-image?o How does it connect the

How can you connect your brand to those values and
key features you need to highlight in your marketing messages
will you use to “frame” your marketing story for this
campaign?Social Media Str
advertise to reach your target audience for this campaign?o
social media to spread your marketing message widely in this
metrics will you use to measure your campaign’s
metrics for each
funding to both traditional media and digital mediao Use the
chart provided in the template to allocate your budget and select
your metricsConclusion (Slide 10 –
the short term and long te
Specify the reasons why the executive team should endorse your

Assignment 1: Campaign Brief
Due Week 3, Sunday midnight of your time zone (Weight: 10%)
“In a busy marketplace, not standing out is the same as being
invisible.”
Seth Godin
Overview
In this assignment, you assume the role of Director of
Marketing at a Fortune 500 company. The Chief
Marketing Officer (CMO) has asked you to prepare a Campaign
Brief to use at the executive team meeting.
A brief is similar to a memo but, whereas a memo is mainly
informative, a brief recommends a course of
action and therefore it has a persuasive tone. Your brief in this
case will focus on the product or service that
you have chosen to promote in your Marketing Campaign Plan
in Assignment 2.
The purpose of the Campaign Brief is to summarize your
research thus far and to present your strategy for
marketing your product or service. Since the CMO and
executive team are busy, high-level stakeholders, a
brief is an appropriate vehicle to keep them informed without

taking up too much of their time. To meet this
goal, your Campaign Brief will be short and concise – only two
to three pages long.
Leverage what you have learned in the first three weeks of your
marketing course, including the textbook
readings, Week 2 Lecture Notes, articles, videos, and external
resources. This assignment provides you
with a practical application of the ideas you have been studying
and useful preparation for Assignment 2.
Instructions
Use the JWI518_Assignment_1_Template provided in your
course shell. The headings below mirror the
sections in the template and provide you with some detailed
prompts for each section. Respond to all the
prompts and questions below to ensure that you include all
required content in the assignment.
A. PRODUCT OR SERVICE
• Briefly describe the product or service you have selected for
your marketing campaign.
• What are key features of your product or service? Remember
to be brief, but provide context.
For example, use the format “Feature: Brief summary of the
feature.”
B. BUYER PROBLEM

• What consumer “need” does your product or service address?
• What are the core results your buyers are seeking?
C. TARGET AUDIENCE
• What are the key demographics and characteristics of your
ideal target audience for this
campaign?
• Is your target audience one segment, or should it be divided
into two or more sub-segments?
What are those segments?
D. VALUES AND BELIEFS
• What are the top two or three underlying values and beliefs

that you will target for this
campaign?
• How can you connect your product or service to the values and
beliefs you have prioritized?
E. MARKETING MESSAGE
• What are the top three differentiators that distinguish your
product or service from similar
offerings sold by your competitors?
• Write a two-sentence value proposition for this campaign in a
manner that is engaging but
succinct.
F. SOCIAL MEDIA STRATEGY
• What are the top three channels you will use to advertise to
reach the target audience you have
identified, and what are their core demographic audiences?
• How will you use the social media channels you selected to
engage your target audience and
spread your marketing message?
G. REFERENCES
Campaign Brief Formatting Requirements
• Typed, using a professional font (size 10-12)

• Use the Assignment_1_Template provided in the course shell
• Do NOT include a Cover page, as this is a professional brief
and not a paper. Instead, use the
spaces that are provided for your name, the date, etc. in the
template.
• References must be included and provide information that
enables the reader to locate the original
source. Application and analysis of course materials and
resources are expected, and additional
research is welcome.
• Your Campaign Brief should be two to three pages in length,
including your References list

Rubric – Assignment 1
CRITERIA
Unsatisfactory
Low Pass
Pass
High Pass
Honors
1. Describes
the product or
service and the
buyer problem
it addresses.
Weight: 20%
Does not or
unsatisfactorily
describes the
product or
service and buyer

problem.
Partially
describes the
product or
service and buyer
problem.
Satisfactorily
describes the
product or
service and buyer
problem.
Completely
describes the
product or
service and buyer
problem.
Exemplarily
describes the
product or
service and buyer
problem.
2. Describes
the target
audience and
their top 2 or 3
values or
beliefs.
Weight: 20%

Does not or
unsatisfactorily
describes the
target audience
and their top 2 or
3 values or
beliefs.
Partially
describes the
target audience
and their top 2 or
3 values or
beliefs.
Satisfactorily
describes the
target audience
and their top 2 or
3 values or
beliefs.
Completely
describes the
target audience
and their top 2 or
3 values or
beliefs.
Exemplarily
describes the
target audience
and their top 2 or
3 values or
beliefs.

3. Describes
the top 3
differentiators
and creates an
effective value
proposition for
the campaign.
Weight: 25%
Does not or
unsatisfactorily
describes the top
3 differentiators.
Does not create
or creates an
ineffective value
proposition for
the campaign.
Partially
describes the top
3 differentiators.
Creates a
minimally
effective value
proposition for
the campaign.
Satisfactorily
describes the top
3 differentiators

and creates an
effective value
proposition for
the campaign.
Completely
describes the top
3 differentiators
and creates a
strong and
effective value
proposition for
the campaign.
Exemplarily
describes the top
3 differentiators
and creates an
excellent and
effective value
proposition for
the campaign.
4. Identifies 3
social media
channels for
the campaign
and explains
how they will
be used.
Weight: 25%

Does not or
unsatisfactorily
identifies 3 social
media channels.
Does not or
unsatisfactorily
describes how
they will be used
in the campaign.
Identifies 3 social
media channels;
writes a poor or
insufficient
description of
how they will be
used.
Identifies 3 social
media channels;
writes a
satisfactory
description of
how they will be
used in the
campaign.
Identifies 3 social
media channels;
writes a complete
and effective
description of
how they will be
used in the
campaign.

Identifies 3 social
media channels;
writes an
exemplary
description of
how they will be
used in the
campaign.
CRITERIA
Unsatisfactory
Low Pass

Pass
High Pass
Honors
5. The
Campaign
Brief follows
the template
and is free
from grammar
and spelling
errors.
References are
provided in a
manner that
enables the
reader to
identify the
sources.
Weight: 10%
The Campaign
Brief does not
follow the
template and/or
there are
numerous

grammar or
spelling errors.
References are
not included in a
manner that
enables the
reader to quickly
identify sources.
The Campaign
Brief follows the
template, but
there are some
grammar or
spelling errors.
References may
not be included in
a manner that
enables the
reader to quickly
identify sources.
The Campaign
Brief follows the
template, but
there are a few
grammar or
spelling errors.
References are
mostly accurate
but some may

not be included in
a manner that
enables the
reader to quickly
identify sources.
The Campaign
Brief makes good
use of the
template and
there are no
grammar or
spelling errors.
All References
are included in a
manner that
enables the
reader to quickly
identify sources.
The Campaign
Brief makes
excellent use of
the template and
there are no
grammar or
spelling errors.
All References
are included in a
manner that
enables the
reader to quickly

identify sources.
Assignment 1: Campaign Brief“In a busy marketplace, not
standing out is the same as being invisible.”A. Product or
ServiceB. Buyer ProblemC. Target AudienceD. Values and
BeliefsE. Marketing MessageF. Social Media StrategyG.
ReferencesCampaign Brief Formatting Requirements

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