Task - Objectives- Assessment Item Blueprint

 

Instructional Goal:

At the end of instruction students will be able to research, describe and analyze a variety online and social media marketing tools that are available for use in business and industry. They will develop and present an online marketing analysis for a business, describing traditional and online marketing principles and best practices and outlining creative alternative strategies for online and social media marketing, advertising and customer engagement.

Outcome levels are identified according to Bloom’s Taxonomy

Learning Task Item and Number Objective Outcome Level Assessment Item
Create and present a detailed analysis of the strengths and weaknesses of the online marketing strategies for two businesses or organizations (derived from goal statement) presenting evidence that supports the analysis and proposals for improving weaknesses.   Synthesis Rubric
1.0 Demonstrate basic skills in using software and online technology and resources used in business Given readings, supporting information, websites, videos and practice exercises  the LWBAT demonstrate basic skills in creating files, documents, accounts, posts or presentations in application software and web applications used in business.  Application Exercises
Submission of URLs or account information
Discussion in VT
Posting to blog
Creating introduction document in Gliffy
Grovo badges
Webinar participation
Module Quiz
1.1 Research and create a learning blog using a free web application for blogging Given readings, supporting information, websites and videos, the LWBAT create a free blog account, choose a blog theme and create two 150 word posts and one descriptive About Me page.   Application URL of blog submitted
2 posts and  1 page created on blog
Discussion forum; Module Quiz
1.2 Create an account in an online web application  Given readings, supporting information, websites and videos, the LWBAT create accounts in a variety of web applications and complete assigned tasks using these web interfaces. Application Discussion forum submissions; Module Quiz
1.2.1 Create an account at grovo.com Given readings, supporting information, websites and videos, the LWBAT create an account at Grovo.com and complete one free course.  Application Grovo completion badge; Discussion forum; Module Quiz
1.2.2 Create and use an account at gliffy.com Given readings, supporting information, websites and videos, the LWBAT create an account at gliffy.com and create a document that introduces him/herself to the class Application Link to introduction document; Discussion forum; Module Quiz
1.2.3 Create and use an account at VoiceThread.org Given readings, supporting information, websites and videos, the LWBAT create an account at voicethread.org and post a reply to the instructor's introduction VoiceThread (VT) Application VT submission; Discussion forum; Module Quiz
1.3 Create an account on a professional social networking platform Given readings, supporting information, websites and videos, the LWBAT create an account at LinkedIn.com and complete a professional profile Application  
2.0 Identify and discuss components of online and offline marketing.  Given supporting information, websites and worked examples & materials, the LWBAT identify, explain and demonstrate the basics components of traditional and online marketing. Comprehension  
2.1 Compare and Contrast traditional and online marketing components Given a reading task and questions about these components, the LWBAT list, define and compare/contrast traditional vs. online marketing tools and strategies with 90% accuracy.  Comprehension Interactive Exercise; Module Quiz
2.1.1 Define and apply primary and secondary research sources Given supporting information, websites and worked examples & materials, the LWBAT identify, explain and demonstrate the use of primary and secondary research for analyzing online marketing data Application Research worksheet; discussion forum; Module Quiz
2.2 Identify and discuss the 4 Ps of markeing and the steps of crafting a digital marketing strategy Given a question about these components and time to research websites, the LWBAT describe 3 different examples of use Product, Placement, Price and Promotion and use of digital strategies of Context, Objectives and Tactics Comprehension Discussion forum; Module Quiz; Gliffy map
2.3 Identify and discuss strategies for market research Given supporting information, websites and worked examples & materials, the LWBAT identify and explain strategies companies use for finding primary and secondary data online.
3.0 Analyze online marketing and social media tools and strategies Given supporting information, websites and worked examples & materials, the LWBAT identify, explain and demonstrate the basics of creating or using ten online and social media marketing tools available to businesses and organizations.  Analysis  
3.1 Analyze website and mobile website design Given a sample website analysis and list of web design terms and definitions, the LWBAT complete 4 website analysis worksheets and discuss their findings in an online forum. Analysis Website Analysis Worksheet; discussion forum; wireframe mock-ups in Gliffy.com
3.1.1 Describe key terms and concepts of web development and design and mobile web design   Comprehension
3.1.2 Describe key terms and concepts of copywriting for the web   Comprehension
3.2 Compare / contrast Social Media channels and strategies Given supporting information and time to research on the web, the LWBAT complete a comparison/contrast worksheet for ten social media channels and strategies they have investigated on the web and discuss examples of companies who have used some of these channels or strategies successfully   Comprehension Graphic organizer; rubric
3.2.1 Describe key terms and concepts of social media channels Comprehension
3.2.2 Describe key terms and concepts of social media strategies Comprehension
3.3 Define and discuss content marketing & search engine optimization strategies Given supporting information, websites and worked examples & materials, the LWBAT perform a minimum of 5 keyword searches using Google AdWords keyword tool and explain these processes in an online forum Application Blog entries; discussion forum
3.3.1 Describe key terms and concepts of Web PR, online reputation management and branding. Comprehension
3.3.2 Describe key terms and concepts of search engine optimization (SEO), video SEO and search engine marketing Comprehension
3.3.3 Discuss & analyze examples of Branding and Identity Given a branding web-quest, the LWBAT work in a small group to complete the tasks in the webquest and post an analysis of the group's findings in the team discussion area.  Comprehension, Analysis Discussion forum; Web quest analysis worksheets; Module Quiz
3.4 Define and discuss customer acquisition strategies Given a reading task and questions about this component, the LWBAT list, define and compare/contrast 3 different customer acquisition strategies. Comprehension Module Quiz; discussion forum
3.4.1 Describe key terms and concepts of Email marketing, customer relationship management and mobile engagement    Comprehension Practice exercise
3.5 Define and discuss paid online advertising strategies Given a reading task and questions about this component, the LWBAT list, define and compare/contrast 3 different online adverstising strategies. Comprehension Module Quiz; discussion forum
3.5.1 Describe key terms and concepts of affiliate marketing, pay-per-click and display advertising.   Comprehension Practice exercise
3.6 Define and discuss marketing metrics and best practices for measuring online marketing results Given a reading task and questions about this component, the LWBAT list, define and compare/contrast 3 different marketing metric strategies. Comprehension Module Quiz; discussion forum
3.6.1 Describe key terms and concepts of web analytics and conversion optimisation   Comprehension Practice exercise
4.0 Create a tool for examining and analyzing the online marketing strategies of a business or organization  Given a client description or case study and worked examples, the LWBAT create and use an analysis tool for analyzing a client's current online marketing strategy, describe strategy strengths and weaknesses and defend the reasons for their opinions with primary and secondary research and data.  Synthesis Analysis Tool submission; discussion forum
4.1 Review creative briefs & case studies of businesses, identify the dominant marketing strategies and outline these strategies' strengths and weaknesses. Given information and case studies of a variety of hypothetical business clients, the LWBAT outline an overview of the current online marketing strategies employed, describe strategies' strengths and weaknesses and defend the reasons for their opinions with primary and secondary research and data.   Analysis Analysis Tool draft submission; discussion forum
4.2 Describe and analyze target markets and best practices for identifying and describing customer buying trends, consumer habits and profiles. Given a hypothetical business client, the LWBAT identify and analyze the current online marketing strategies with respect to target markets, describe the strategies' strengths and weaknesses and defend the reasons for their opinions with primary and secondary research and data.  Analysis Analysis Tool 1 submission; discussion forum
4.3 Describe and analyze marketing messages and best practices for creating effective marketing messages.  Given a hypothetical business client, the LWBAT identify and analyze the current online marketing strategies with respect to marketing messages, describe the strategies' strengths and weaknesses and defend the reasons for their opinions with primary and secondary research and data.  Analysis Analysis Tool 1 submission; discussion forum
4.4 Describe and analyze online and social media tools and web assets Given a hypothetical business client, the LWBAT identify and analyze the current online marketing strategies with respect to social media tools and web assets, describe the strategies' strengths and weaknesses and defend the reasons for their opinions with primary and secondary research and data.  Analysis Analysis Tool 2  submission; discussion forum
4.5 Participate in crowdsourcing project to create a comprehensive marketing analysis tool and rubric for a final project Given worked examples and opportunity to review peer submissions, the LWBAT evaluate and suggest components to be included in a final comprehensive analysis tool and measurement rubric which will be used by the class for the final course project.  Synthesis Draft submission; survey voting; discussion forum
5.0 Create and present a comprehensive online marketing analysis for a business or organization.  Given an online marketing analysis tool to follow, the LWBAT identify and analyze the current online marketing strategies - including detailed descriptions and analysis of target markets, media messages, social media tools and web assets- describe the strategies' strengths and weaknesses and defend the reasons for their opinions with primary and secondary research and data.  Synthesis Rubric
5.1 Write strategy analysis document Given an online marketing analysis tool, the LWBAT format a document that includes appropriate information, descriptions, graphics and references achieving a minimum of 90% of the rubric standard. Synthesis Rubric
5.2 Create strategy analysis presentation  Given a sample MS PowerPoint presentation and grading rubric, the LWBAT create a comprehensive presentation explaining their analysis and upload the presentation file to the LMS drop box Application Rubric
5.3 Deliver presentation  Given supporting information and links to acceptable web-based presentation applications, the LWBAT upload their presentation and provide a link for viewing by the class.  Application Online presentation
5.4 Evaluate peer submissions Given an evaluation rubric to follow, the LWBAT complete a peer review of two other students' work and post these evaluations in an online forum Evaluation Rubric
Entry Level Skills      
0.1 Beginning level skills with MS Word and PPT   Comprehension  
0.2 Computer file management (naming, saving, uploading and downloading)   Application  
0.3 First year college level reading and writing   Application  
0.4 Beginning Internet research skills  

 

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Clustered Objectives

 

Getting Connected 

Objective 1.0-1.3

The New World of Marketing

Objective 2.0-2.3

Tools of the Trade: Websites, blogs and copywriting for the Web

Objectives 3.0-3.1.2;

Tools of the Trade: SEO, branding and online content

Objectives 3.3-3.3.3

Tools of the Trade: Social Media, Customer Engagement

Objectives 3.2-3.2.2

Tools of the Trade; Customer Acquisition and Conversion, Email Marketing

Objectives 3.4-3.4.1

Tools of the Trade: Paid Advertising and Web analytics

Objectives 3.5 -3.6.1

Analyzing Strategies

Objective 4.0 - 4. 5

The Final Pitch

Objective 5.0 - 5.4

 

Project Timeline

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Design Timeline - Gantt chart

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