Digital Marketing Strategy – Case Study 2.1

Assignment 2: Case Studies Overview
DMK 102: Digital Marketing Strategy
© McMaster University Centre for Continuing Education 1 of 4
Assignment 2: Case Studies Overview
The case studies have been created using some of your classmates’ business profiles, with their
consent. The goal of the case study assignments is to give you an opportunity to apply your
understanding of the course content to scenarios that are representative of the situations
encountered within the field of digital marketing.
• Type: Individual
• Weight: 30% (only the 2 highest grades out of 4 will count towards final weighting of 30%)
• Delivery: A2L – Assignments submission folder
• Due Date: Check the Detailed Course Schedule in the About the Course module
Learning Outcomes
This assignment provides you with an opportunity to demonstrate the achievement of the following
course learning outcomes:
• Analyze target markets using appropriate research methods and tools to determine consumer
behaviours and insights.
• Select digital tactics and channels for target audiences that align with campaign parameters.
• Evaluate emerging digital innovations to determine their impact on future strategy
development.
Instructions
Read the case study and answer the questions provided. Make sure you read the questions carefully
to ensure that your responses meet the intent of the questions being asked.
You are encouraged to use the resources provided in Library, Research and Writing Assistance,
under the Getting Started module. Noteworthy tools include the Purdue OWL: APA Formatting and
Style Guide and Polish Up Your Writing with Grammarly.
Before you begin your assignment, review the rubric to understand the assignment’s expectations.
Also, use the rubric to ensure inclusion of all marking criteria before submitting your assignment.
Structure
Complete this individual assignment by recording your answers directly on the appropriate case study
assignment. Use a combination of written paragraphs (i.e. one complete paragraph per question) and
bullet points. Furthermore, if you justify your responses with external sources (e.g. data, statistics,
etc.), make sure you cite your sources using APA citation style.
Assignment 2: Case Studies Overview
DMK 102: Digital Marketing Strategy
© McMaster University Centre for Continuing Education 2 of 4
Format
• Length and space: 2 pages max., double-spaced
• Font type: Arial, Calibri, or Times New Roman
• Font size: 12 points
• Citation guide: APA Style
• File type: Word Document (DOC or DOCX) or Portable Document Format (PDF)
How to Submit Your Assignment
Please note that the following instructions pertain to this specific assignment. Instructions for other
assignments may differ.
To submit your assignment:
1. Click on Assessments (top navigation bar)
2. Select Assignments
3. Click the appropriate Assignment folder:
o Assignment 2.1: Case Study
o Assignment 2.2: Case Study
o Assignment 2.3: Case Study
o Assignment 2.4: Case Study
You may submit to the assignment folder multiple times, your instructor will mark only the final
document uploaded, so make sure your final document is the correct one.
For general guidelines on how to submit assignments and how to create a PDF, read Submitting
A2L Assignments, under the Evaluations module.
Submission Late Policy
Late submissions will be penalized 5% per day (including weekends and holidays) up to seven (7)
days past the due date. After seven days, the Assignments folder will close, no further assignments
will be accepted, and a grade of zero (0) will be assigned for the course work item unless otherwise
specified by the Instructor. Requests for extensions must be submitted to the Instructor before the
assignment due date (see Coursework Policies). Extensions are permitted for exceptional
circumstances only; supporting documentation may be requested.
Assignment 2: Case Studies Overview
DMK 102: Digital Marketing Strategy
© McMaster University Centre for Continuing Education 3 of 4
Assignment Rubric
Criteria Meets All Expectations
(3-4)
Meets Some or Most of
the Expectations
(2)
Does Not Meet
Expectations
(0-1)
Content
An extensive
understanding and
outstanding ability to
analyze, synthesize
and evaluate.
Exhibits a high level of
insight into the case
study. Contextualizes
the discussion.
Responses are well
thought through;
thoroughly answers
the attendant
questions.
A fair to good
understanding and
reasonable ability to
analyze, synthesize
and evaluate.
Exhibits a fair level of
insight into the case
study. Reasonably
contextualizes the
discussion.
Responses are
reasonably thought
through; answers the
attendant questions,
but some room to
elaborate.
A poor to adequate
understanding; a less
than satisfactory effort
to analyze, synthesize
and evaluate.
Exhibits a poor level of
insight into the case
study. Little to no
context is provided.
Responses are poorly
executed; little effort to
answer the attendant
questions.
Criteria Meets All Expectations
(3)
Meets Some or Most of
the Expectations
(2)
Does Not Meet
Expectations
(0-1)
Specificity
Supports observations
with well-detailed,
specific and relevant
examples drawn from
the case study and
one’s own knowledge.
Demonstrates ability to
put insights in dialogue
with the scenario and
real-world insights.
Avoids generalities
altogether.
Supports observations
with relevant examples
drawn from the case
study and one’s own
knowledge.
Demonstrates some
ability to put insights in
dialogue with the
scenario and realworld insights.
Some examples or
entries may be general
rather than specific.
Observations are not
supported with relevant
examples from the
case study or from
one’s own knowledge.
Demonstrates little to
no ability to put
insights in dialogue
with the scenario or
real-world insights.
A lack of specificity
overall; too general.
Assignment 2: Case Studies Overview
DMK 102: Digital Marketing Strategy
© McMaster University Centre for Continuing Education 4 of 4
Criteria Meets All Expectations
(3)
Meets Some or Most of
the Expectations
(2)
Does Not Meet
Expectations
(0-1)
Professionalism
Writing is logical,
persuasive and
coherent.
Very few or no errors.
Work is cited
appropriately (if
included).
Writing is somewhat to
mostly logical,
persuasive and
coherent.
Minor errors, or
includes some errors
that impede meaning.
Work is mostly cited
appropriately (if
included).
Writing is illogical, not
persuasive, or
incoherent.
Frequent errors
impede meaning.
Work is not cited
appropriately (if
included).

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