Assignment: Introduction, Situation Analysis and Opportunity

Assessment Rubric

Criteria / Section

Description

Your Mark

Weight

Total

Introduction, Situation Analysis and Opportunity (10%)

Did the presentation start with the agenda? Did the situation analysis provide sufficient amount of information that will later result in strategic recommendations? Did the group identify and properly explain the e-commerce opportunity? Was the opportunity identification supported with the research?

Objectives and Strategic decisions (20%)

Were the key objectives well explained? Were they specific / SMART? Were the objectives feasible? Did the presentation outline the keys to success? Were all key strategic / long term marketing decisions explained well? Was the explanation on strategy persuasive and professional? Were strategic decisions consistent with the objectives?

Tactics (20%)

Did the presentation describe all important tactical decisions, i.e. steps to be taken in order to implement the strategy? Were they consistent with the objectives and strategies? How effective was the SEO plan, and/ or PPC plan, and / or social media plan, etc. ? Did the presentation outline a vision for the future digital marketing presence (e.g. website map, website wireframe and visual layout)?

Implementation (5%)

Did the presentation outline an overview of key actions / steps to be taken to successfully launch the project? Was the plan presented in a clear table or Gantt chart format?

Conclusion (10%)

Was there an effective recap of all key findings? Did the conclusion provide a call to action?

Presentation Style & Professionalism (15%)

Was the presentation visually effective? Was it dynamic? Was it engaging? Did the presenters present full 20-25 minutes? Did they finish on time? Spelling mistakes, poor sentence structure, incorrect grammar?

WRITTEN ACTION PLAN (20%)

Was there a detailed market trend / keyword research? Were the TOWS strategies presented? Was there an effective SEO, PPC and / or social media marketing plan? Social Media calendar? Website plan, wireframe and visual layout? Implementation plan?

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