Traditional Strategies

Criteria Value HD D C P F Buyer persona (BP) 10 Profi le is perceptive and insightful, directly relating to plan. Uses insight beyond demographics. Map exactly matches buyer journey. Profile is insightful and directly relates to plan. Uses insight beyond demographics. Map accurately matches buyer journey. Profile is appropriate for the plan. Uses insight beyond demographics. Map appropriately matches buyer journey . Profile is adequate for the plan. Uses demographics and basic psychographic. Map adequately matches buyer journey. Profile and map are not adequate. They do not give insight into who the buyer persona is, what motivates or inspires them or how they make decisions. Set SMART objectives for the BP to be achieved through the Digital Marketing plan, which align with material presented in the SW OT/Audi t 10 Objectives are all thoroughly and insightfully constructed , building on knowledge gained from SW OT/audit. Objectives seamlessly match brand, organisation, and BP. Objectives are all insightfully con structed, building on knowledge gained from SW OT/audit. Objectives directly match brand, organisation, and BP. Objectives are all appropriately constructed, building on knowledge gained from SW OT/audit. Objectives appropriately match brand, organisation, and BP. Objectives are all adequately constructed building on knowledge gained from SWOT/audit. Objectives adequately match brand, organisation, and BP. Objectives are not appropriate . Objectives do not clearly match brand, organisation, and/or BP. Strateg y presented in a comprehensive strategic digital marketing plan which details digital standalone connected with more traditional marketing approaches 25 Digital strategies Identifies an insightful collection of digital strategies that are highly relevant to the selected BP. Justification is comprehensive and well supported by theory. Traditional strategies Identifies an insightful collection of traditional strategies that are highly relevant to the selected BP. Justification is comprehensive and well supported by theory. Cohesion Integration and originality in the selection and handling of relevant cohesive tools to build and justify a comprehensive strategic digital mark eting plan. W ide range of appropriate sources integrated in a systematic way. Digital strategies Identifies a highly relevant approach to digital strategies in relation to selected BP. Justification is thorough and well supported by theory. Traditional strategies Identifies a highly relevant approach to traditional strategies in relation to selected BP. Justification is thorough and well supported by theory. Cohesion Insightful and appropriate selection of cohesive tools from a good range of sources t o systematically build and justify a comprehensive strategic digital marketing plan. Digital strategies Identifies appropriate digital strategies in relation to selected BP. Justification is clear and supported by theory. Traditional strategies Identif ies appropriate traditional strategies in relation to selected BP. Justification is clear and supported by theory. Cohesion Clear and appropriate selection of cohesive tools and approaches from a range of sources to build and adequately justify a useful strategic digital marketing plan. Digital strategies are adequate for the selected BP. Justification is mostly adequate and supported by theory. Traditional strategies are adequate for the selected BP. Justification is mostly adequate and supported by theory. Cohesion Adequate selection of cohesive tools and approaches, from a range of sources to build and adequately justify a useful strategic digital marketing plan. Student did not select an adequate strategic approach for BP. Traditional strategies and/or tools selected were not cohesive or did not result in a functional strategic marketing plan. Communication skills Professionalism of critique in relation to spelling/grammar, report matches the structure detailed in the tas k section. 5 The report has minor or no spelling/grammar errors. The report structure of the strategic marketing plan is professionally structured, presenting a coherent idea. Both in -text referencing and the reference list have been accurately and consistently applied. The report has minor or no spelling/grammar errors. The report structure of the strategic marketing pl an was nicely structured and coherent. In - text referencing and the reference list have mostly been used accurately and consistently applied. The report has some spelling and grammar errors. The layout of the report was well - structured. Referencing was done well. The report has multiple spelling and grammar errors. The layout of the report was generally good but lacked coherence. Some referencing errors were observed. The report has multiple spelling and grammar errors. The layout of the report was poorly structured. Referencing was poorly done.