Introduction: This portfolio work project, a digital marketing plan, will help you demonstrate competency in digital marketing planning and measurement.
Scenerio:
For this assessment, choose either Option 1 or Option 2. You do not need to do both. You will apply one of these scenarios in the Requirements below. Both options will be graded using the same Rubric.
OPTION 1
You are an owner of Spokin’ Wheels, a locally owned bicycle shop with two locations. While your original location has been in business for several years, your second location has only been open a few months. The bicycle shops sell new and previously owned major brand bicycles. The shops also provide repairs, offer a small line of bicycle accessories and clothing, and organize group rides on Sunday mornings. You and your business partner both want to have a solid digital marketing plan in place to grow the shops.
OPTION 2
If you chose Option 2 for Assessments 1 and 2, use the same business for this assessment, or select a different business. Note that it is recommended that you use the same business for each assessment in this course, using the following criteria for your selection:
The company fits the assessment requirements.
You can complete your assessment without disclosing confidential company information.
- Contact faculty with questions.
- Your role:
OPTION 1
You are one of two owners of Spokin’ Wheels. Your background is primarily in marketing. Your business partner's background is in operations. While she is focused on making the internal customer-facing processes as efficient as possible, you are working on writing the digital marketing plan.
OPTION 2
Your boss, a director, has tasked you with a marketing mix project. He is relying on you to prepare an analysis that can be presented to the executive team of the company. You have completed a couple of special projects for him previously that went very well. You are pleased to have received this new assignment.