MKT200 – Principles of Marketing

Unit 6 Assignment: One-pager: Social Media

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ALL RIGHTS RESERVED

Due Date: 11:59 pm EST Sunday of Unit 6
Points: 100

Overview:

The surge of internet usage and digital technology has led to the rise of various social
media platforms. Marketers are now riding the social media wave to engage consumers.

Instructions:

There are 2 parts to this assignment:

1. Select a brand (i.e. Nike, Walmart, Coca Cola, etc.) that you frequently use.

2. Compare their social media platforms (Facebook, Twitter, Instagram, YouTube,
etc.) to their other digital and traditional marketing channels (TV, website, eMail).

Please address the following:

• List the number of current followers they have on 3 of the major social media
platforms they are utilizing. 25% of grade

• How do they leverage the use of influencers to promote their brand? 25% of
grade

• In your opinion, and assuming a $1 mil ad spend, what percentage should be
spent on: 25% of grade

o Social media

o Other digital & traditional

• One-paragraph summary of concluding thoughts & opinions 25% of grade

Requirements:

• A one-page Word document with your name, title of assignment & date in the
footer

© 2021 Post University, Waterbury, CT
ALL RIGHTS RESERVED

• Proper college-level grammar is required. APA format, including any in-text
citations.

Be sure to read the criteria below by which your work will be evaluated before
you write and again after you write.

Evaluation Rubric for Unit 6 Assignment

CRITERIA Need

Improvement
Average Very Good Excellent

0-11 Points 12-15 Points 16-17 Points 18-20 Points
Brand
Introduction

Brand
introduction not
submitted.

Brand
introduction
partially
submitted.

N/A Brand
introduction
submitted.

Number of
followers

Number of
followers not
submitted.

Number of
followers
partially
submitted.

Number of
followers
submitted.

Explanation
of Leverage
of Influencers

Explanation of
leverage of
Influencers not
submitted.

Explanation of
leverage of
Influencers
partially
submitted.

N/A Explanation of
leverage of
Influencers
submitted.

Percentages
of Ad Spend

Percentages of
ad spend not
submitted.

Percentages of
ad spend
partially
submitted.

N/A Percentages of
ad spend
submitted.

Summary

Summary is
missing or
poorly
presented.

Summary is
present but
missing key
details.

Summary is
present but
missing minor
details.

Summary is
thoughtfully
addressed and
all details
included

Length Less than 1
page.

N/A N/A At least 1
page.

0-5 Points 6-7 Points 8 Points 9-10 Points
Grammar Paper is

appropriate for
college-level
work.

Paper exhibits
some evidence
of college-level
grammatical
elements and
APA citation
methods.

Paper exhibits
good use of
grammatical
elements and
APA citation
methods.

Paper exhibits
skilled use of
grammatical
elements. The
content
displays skilled
use of APA

© 2021 Post University, Waterbury, CT
ALL RIGHTS RESERVED

CRITERIA Need
Improvement

Average Very Good Excellent

citation
methods.