MKT 440 Wk 1 – Website Evaluation

Resource: Website Evaluation Grading Guide

Select 3 websites from different industries and different-sized companies.

Write a 1,050-word TOTAL PAPER word count for each of the three websites 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 and using various keywords.

Format your paper consistent with APA guidelines. 

Submit your assignment.

MKT 440 Wk 2 Team – Practice: Team Project Plan

Overview

In this course, your team will work together to complete a few assignments. This assignment is designed to help you apply your project management skills to understand the scope of your project, then break the project into goals, tasks, responsibilities, resources, and milestones. The assignment also asks you to discuss and answer some questions that will lay the foundation for developing your project.

Beyond the Standard Charter

You will notice this charter process goes beyond your standard University of Phoenix Charter. In particular, it will help your team create a project plan for team success by providing you with opportunities to:

• Define your deliverables.
• Recognize the connections between the deliverables and other classroom activities.
• Determine your timelines and milestones.
• Identify each team member’s expected contribution.
• Answer questions that lay the foundation for building your projects.

Putting the “I” in “Team”

Something important to note is the section for defining Learning Team expectations related to participation, collaboration, communication, team contributions, assignment deadlines, and other considerations. Please take the time to discuss and document how your team will address each area and any challenges that may arise. It is important to understand we are “Putting the ‘I’ in ‘Team'”. In short, we will recognize and reward individuals according to their contributions to team output, not according to their team membership. This means individual grades may be different from the team grade depending on each individual’s contribution to each team deliverable.

Completing this Assignment

To complete this assignment, do the following:

• Review the Charter and Project plan.
• Review the weekly Learning Team deliverables.
• Complete the provided Learning Team Charter and Project Plan, including the following: team member contact information, project by week, learning team expectations, and team discussion questions.

Submit your assignment.

MKT 440 Wk 2 – SEO Analysis of a Favorite Website

Instructions: Select a small (not a national brand or company) website.

Create a 10- to 12-slide Microsoft® PowerPoint® presentation with speaker’s notes. The presentation must include the following:

• SEO audit
• Analysis of both on-site and off-site optimization of the website
• Evaluation of the links found throughout the site
• Listing of at least 10 keywords that the site is using for optimization
• A minimum of at least 3 suggestions to improve SEO rankings

Format your paper and presentation consistent with APA guidelines.

Submit your assignment.

MKT 440 Wk 3 Team – Marketing Plan Phase I

Introduction: As a team, you will create a new company/product and develop a digital marketing plan for the course. Each team member will generate an idea for a new product that will include a description of the industry, competition (if any), and the product itself. As a team, you will narrow it down to one final product.

Create a minimum 5-slide Microsoft® PowerPoint® presentation with speaker’s notes in which you:

• Include the team member’s name and each of the product ideas they developed.
• Determine which product you want to use as the final product, describe why you selected this product versus the others, and include a description of the product.
• Define a target market with segmentation criteria for your product.
• Create a digital advertising strategy including how AND where you will use banner ads and a landing page.

Format your presentation consistent with APA guidelines.

Submit your assignment.

MKT 440 Wk 3 – Website Marketing KPI

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 and 5 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.

Submit your assignment.

MKT 440 Wk 4 Team – Digital Marketing Plan Phase II: Social Media Plan for Your Product

Resource: Digital Marketing Plan Phase II Grading Guide

Create a 10- to 12-slide Microsoft® PowerPoint® presentation with speaker’s notes.

Instructions: Your team will build a social media plan for the product you created in Week 3. The team will establish a strategy and objectives for each piece of the plan and address sound reasoning as to why each social media platform is being utilized (Twitter, Facebook, LinkedIn, YouTube, etc.). An e-mail strategy, including target markets, timing, and how to incorporate branding into e-mail communications, as well as measuring tools to determine success from each platform, will also need to be built in. 

Format your presentation consistent with APA guidelines. 

Submit your assignment.

MKT 440 Wk 4 – Email & Newsletter Strategy

Review the website you selected for your Week 3 assignment. 

Create a 7-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.

Format your presentation consistent with APA guidelines, and cite any resources used.

Submit your assignment.

MKT 440 Wk 5 – Monitoring Online Conversations

Review the website you selected for your Week 3 and Week 4 assignments. 

Write a 1,200- to 1,400-word paper that addresses the following:

• Define ORM and SERP.
• Using specific examples, describe how your chosen company is managing ORM well.
• Using Google Alerts, select 10 alerts 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.

Submit your assignment.