Digital Marketing Audit – Display Ads

Format of Your Final Submission & Grading Rubric:
Your final submission is split into multiple components:
1) Maximum seven (7) pages of written text – Individual Paper *Note this will be completed individually regardless of any team/partner assignment. The page limit does not include visuals which must also be included. 50 points
2) Slide deck with completed note sections with written sentences of analysis. *We will work on this each week. Thus, by the end of the semester you will have completed this and made some revisions as we go. *Note this element might be completed with a partner or as a team if assigned by the instructor. 50 points
Final Written Document (50 points): The written document should provide a high-level summary of one section of your audit. A suggested outline for the written report using 11 point, single-spaced text includes:
Title page (DOES NOT COUNT AS PART OF PAGE LIMIT)
Table of contents (DOES NOT COUNT AS PART OF PAGE LIMIT)
Introduction: ~1-2 pages introducing the focus of your document plus additional details explaining the importance of digital marketing to the industry use data and trends that support arguments 5 points
Analysis: ~3-4 pages summarizing ONE AREA of your audit. For example, you might choose to summarize the Mobile section OR you might write up the PPC section. Each team member must summarize a different section of the audit (i.e., two people cannot do the same section).
When organizing your section use headings/sub-headings to identify the different aspects of your written report. Please outline each section as follows (see template document in Canvas):
o Methodology: Provide an intro to the section including what the methodology was for analyzing that aspect of digital marketing – should be around a paragraph to half a page and detailed for someone outside this course to understand the process, factors used to evaluate, and any digital tools used and for what purposes. 10 points for clarity/detail of methodology
o Focal Brand Analysis: Provide relevant data (tables/graphs put within the text or in appendix) and summary of that data for the focal organization followed by a bullet point summary list of strengths/weaknesses related to that area of digital marketing (about 2-3 pages)
o Competitor Analysis: Provide ~1 page briefly summarizing key aspects from the competitors
o Provide your specific recommendations for the focal organization you must have at least two clear/specific recommendations for each area. Be critical; dont say they are doing the best so there is no recommendation. These should be logically supported based on your analysis within the section. Please be specific. 10 points for analysis + recommendations
Screenshots & Data Visualization = appropriate use of graphs/tables and other visual images in appendix or within the text to support analysis (within the text with appropriate labels/references tends to be the better way to present, but either format is acceptable) 10 points. *any graphs/tables or images DO NOT COUNT IN PAGE LIMIT. Page limit is based solely on text.
~1 page for your final summary/conclusion highlighting the key takeaways from your entire audit. The concluding remarks should provide an adequate summary of your entire audit and help prioritize the companys digital marketing actions moving forward – 10 points
Communication and readability – (well-written, logical flow, & avoids grammatical mistakes) 5 points 11 pt font, Times New Roman, 1 inch margins, single-spaced, visuals, charts, and tables do not count toward page limit.

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