6/2/2020 Project Instructions - COM-30095-XC040 Internet Marketing Concepts 20DA03
Listen Competency
In this project, you will demonstrate your mastery of the following competency:
Explain how fundamental internet markeng strategy concepts inform the creaon of various communicaons
Scenario
You work in the small communicaon department at Acme Widget Co., a business that sells a wide variety of products including high-quality toys, games, bicycles, sporng goods, and footwear. Acme Widget is based out of a small retail locaon, but over the past few years, the company's sales soared as it expanded its business model to include online sales. In that me, the company’s sales more than doubled as its customer base went from local to internaonal.
Recently, however, sales have stopped increasing and you are fairly confident that it is due to a lack of internet markeng. You shared this thought with your boss, who agrees but needs addional informaon in order to approve a new posion in the organizaon for an internet markeng specialist. You would like to take on that role, so your boss needs you to put together a proposal for upper management that explains the value of internet markeng.
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6/2/2020 Project Instructions - COM-30095-XC040 Internet Marketing Concepts 20DA03
Your proposal will need to first explain the fundamental concepts of internet markeng, then expand on how they can be applied to the creaon of various communicaons. Your boss believes that you would be an ideal candidate for this posion, so it is important that you convince upper management of the value of the role by showing that you are knowledgeable about various internet markeng strategies and concepts. You will also need to include concrete examples of how you might apply some of these concepts at Acme Widget. Your proposal will be in the form of a slide presentaon with speaker’s notes.
Direcons
Your boss wants to make sure that your proposal persuades upper management to approve of an internet markeng specialist posion. (Since your project must include four examples, it may be advisable to choose one markeng concept. For instance, Acme Widget sells a number of items. You could choose one item that you plan to market to one target demographic, such as adversing sporng goods to teen athletes. This is not a requirement, but it may make creang your examples easier and improve flow throughout your presentaon.) As such, your boss has asked you to include the following in your slide presentaon:
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Project Instructions - COM-30095-XC040 Internet Marketing Concepts 20DA03
Introducon: Begin your presentaon with one slide that defines internet markeng in your own terms and briefly explains the necessity of understanding internet markeng strategies and concepts in the present-day landscape.
Fundamental Internet Markeng Strategies: Your boss believes that the following four fundamental internet markeng strategies should be introduced in your presentaon with accompanying examples:
Search Engine Opmizaon (SEO), Search Engine Markeng (SEM), and Pay-per- Click (PPC): SEO, SEM, and PPC are three crical internet markeng strategies related to search engines. On this slide, define each term and briefly explain how it will benefit Acme Widget to have an employee on the team who understands these crical concepts.
Example: On this slide, provide one example that is relevant to Acme Widget. The example should show how SEO, SEM, and/or PPC can be used to increase online sales at Acme Widget. Briefly explain your raonale for choosing this example.
Metadata and Keywords: Another crical element related to search engines is metadata and keywords. On this slide, explain how search engines use these concepts to priorize results.
Example: On this slide, provide one example that is relevant to Acme Widget. The example should show how metadata and keywords can be used to increase online sales at Acme Widget. Explain your raonale for choosing this example.
Trending Topics: Trending topics are an important piece of internet markeng. On this slide, explain how you could gather informaon about trending topics through various tools and technologies. Also be sure to elaborate on why you would gather this informaon and how it could benefit Acme Widget to understand trending topics.
Example: On this slide, provide one example that is relevant to Acme Widget. The example should show how trending topics can be used to increase online sales at Acme Widget. Explain your raonale for choosing this example.
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Project Instructions - COM-30095-XC040 Internet Marketing Concepts 20DA03
Titles, Headlines, and Tags to Foster Engagement: A number of different tles are used in internet markeng. On this slide, define tles—including actual/headline, meta-tle, and social media tle—and describe how they can be used to foster engagement. Explain the benefits and uses of tles in internet markeng.
Example: On this slide, provide one example that is relevant to Acme Widget. The example should show how tles can be used to increase online sales at Acme Widget. Explain your raonale for choosing this example.
Conclusion: Conclude your presentaon with one slide that summarizes key points in your presentaon including a discussion of the role of internet markeng strategies in creang effecve communicaons.
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submied before your project can be assessed. For this project, you must submit the following:
Posion Proposal Presentaon
Your presentaon should contain 10 slides (excluding your cover and reference slides) with 1,000 to 1,500 words in comprehensive speaker’s notes. The purpose of your presentaon is to persuade upper management to create a posion for an internet markeng specialist by defining the role and key concepts and providing specific examples to prove its value.
Supporng Materials
The following resource(s) may help support your work on the project:
Citaon Help
Need help cing your sources? Use the CfA Citaon Guide and Citaon Maker.
Document: How to Design and Deliver an Effecve Presentaon
This document presents a variety of other resources and tools available for designing an effecve presentaon.
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6/2/2020 Project Rubric - COM-30095-XC040 Internet Marketing Concepts 20DA03
Listen
The following rubric will be used to assess your project. The rubric is a detailed list of the specific expectaons your project submission must meet to demonstrate mastery of the competency. You may resubmit the project unl you have demonstrated mastery of each rubric row.
This competency has a Learning Resources area. This area includes units with resources such as readings and videos, which have been provided to help support your work on this project. You may be wondering how what you’re working on in the project fits together with these units. The following table shows how the different rubric rows align to the units.
If you need more help with a parcular rubric row, you can use the resources in the matching unit to help support your work.
Project Rubric: Posion Proposal Presentaon
Posion Proposal Presentaon
Which Resources Can Help?
| Describes the value of internet markeng strategies and concepts, including the role they play in creang effecve communicaons | ☐ Mastered ☐ Not Yet | Unit Resources: Internet Markeng Strategies |
| Defines SEO, SEM, and PPC and describes their role in internet markeng, creang a specific example to support descripon | ☐ Mastered ☐ Not Yet | Unit Resources: Opmizing Search Engine Results |
| Explains the use and importance of metadata and keywords in search engines, creang a specific example to support explanaon | ☐ Mastered ☐ Not Yet | Unit Resources: Opmizing Search Engine Results |
| Explains how and why to gather and use informaon about trending topics, creang a specific example to support explanaon | ☐ Mastered ☐ Not Yet | Unit Resources: Trending Topics in Social Media |
| Defines tles including actual/headline, meta-tle, and social media tle and describes how they can be used to foster engagement, creang a specific example to support descripon | ☐ Mastered ☐ Not Yet | Unit Resources: Titles, Headlines, and Tags in Internet Markeng |
General
Lists sources where needed using citaon methods with no major errors
☐ Mastered ☐ Not Yet
Which Resources Can Help?
Citaon Help
| Clearly conveys meaning with correct grammar, sentence structure, and spelling; shows understanding of audience and purpose | ☐ Mastered ☐ Not Yet | Academic Support |
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