Digital Marketing

Business Finance

Okanagan University College

Question Description

You have to finish 1 worksheet and 1 quiz. You must watch 3 video, every video relate worksheet and quiz.

Lecture 1: Buad200 Lecture01 - YouTube

Lecture 2 Buad200 Lecture02 - YouTube

Lecture 3: Buad200 Lecture03 - YouTube

This first quiz will due on Feb 5th. The worksheet will due on Feb 12th.

pls make sure you good at Marketing. If you get good grade on this work, I will let you do all my things.

Unformatted Attachment Preview

BUAD 200 Digital Marketing – Term Project Worksheet 1: Website Evaluation and Competitive Analysis This Word document contains several tasks for you to complete. The grading rubric is divided into the following sections, mostly corresponding to these tasks. 1. 2. 3. 4. 5. 6. Company, Industry, & Website ................................................................... 4 points Customer Segmentation ............................................................................. 4 points Competitive Analysis................................................................................... 4 points Website Assessment Criteria - Defined ...................................................... 4 points Website Assessment Criteria - Applied....................................................... 4 points Conclusion, Professionalism, and Presentation Quality ............................. 4 points Bibliography (and Appendices, if any) Total Points ...................................................................................... 24 points Your analysis is to be completed within this document file and then saved and uploaded to the designated Moodle dropbox. Make sure to read the instructions for each section carefully. You will not earn full marks if you do not provide sufficient content. Furthermore, these worksheets will be graded for professionalism, formatting, grammar and spelling, and the proper inclusion of figures, tables, and APA reference citations and bibliography. Before proceeding, complete the information below. Then, save this file using your student numbers as the file name (e.g., 300123456-300987654.docx). Date Submitted: Company Name: Company Website URL: Student Name: Student ID #: Note: Teams of 2 students are preferable (but not required) for this project. Company Overview In paragraph form (intro, body, conclusion), respond to the following questions and instructions. Make sure to cite (and include in the bibliography) the resources you used to research the information. Introduce your company (e.g., company name, location, type of business, and history, if known)? Feel free to include other relevant information, such as their current strengths and weaknesses. Tell me about the industry in which this company operates (e.g., geographical location, size, and other relevant PESTLE information). If applicable, describe any current digital trends, opportunities, or threats that could impact your chosen company’s profitability? Company Website Describe the company’s website (and include its domain-level URL). Specifically, summarize the layout, content, features, and purpose of their website. Provide a screenshot of the company’s home page. Caption the screenshot image as “Figure 1. Name of Company’s Home Page.” Customer Segmentation In paragraph form, describe the company’s segmentation and targeting strategies. Make sure to provide evidence for your chosen segmentation details and cite your resources. Briefly describe the customers (and/or customer groups) served by the company? Are the company’s online visitors/customers the same as their offline or in-store visitors/customers? Describe the customer segment(s) using demographic, psychographic, and geographic details. Describe the customer segment(s) using technographic details – social media profile, device usage, online behaviors, and motivations or reasons for going online. (Remember to cite your references.) Select your online target customers and develop a brief “web persona” statement (4-5 sentences) to personify the “typical” characteristics of that customer (min. of three profiles). Give each persona a name (e.g., Sara), an occupation, an education-level, description of their technical proficiency, and a motivation for why they might go online. Competitive Analysis In this section, compare your client’s company to two competitors. Make sure to provide evidence for any industry details included (i.e., age/size of the companies) and cite your resources (e.g., their websites). For competitor 1, what is the company name, location, history, and ownership details (if available)? Describe the company’s website (and URL) and then summarize the layout, content features, purpose of their website, and targeted online customer(s)? Provide a screenshot below of this competitor’s home page. Caption the screenshot image as “Figure 2. Name of Company’s Home Page.” For competitor 2, what is the company name, location, history, and ownership details (if available)? Describe the company’s website (and URL) and then summarize the layout, content features, purpose of their website, and targeted online customer(s)? Provide a screenshot below of this competitor’s home page. Caption the screenshot image as “Figure 3. Name of Company’s Home Page.” Website Assessment Criteria – Defined Before you can analyze the websites of your company and its competitors, you must develop an evaluation instrument (see Week 3) to assess quality from the perspective of your Web personas. Complete the table below using information from your readings, lectures, and web research. In the first column, name the assessment criteria (e.g., usability). In the second column, provide a value on a scale of 1- 5 (with 1 being not that important and 5 being extremely important) to weight its relevance to online visitors. In the third column, justify that weighting and then describe how you will measure the criteria (e.g., based on what factors? quantitatively vs qualitatively? objectively vs subjectively?). Note that you may add or remove rows in this table, as required. Remember to introduce the table with a couple of sentences, explaining its purpose… Criteria Weight Description and Justification Table 1. Website Criteria Ranking Website Assessment Criteria – Applied Using the evaluation instrument created in the previous section, you will now perform a competitive analysis of your website versus your competitors’ sites. Complete the table below using the criteria measures and weighted values. For each company, rank the website by entering a value between 1-5 (with 1 being worst and 5 being best) for each criterion in the “Score” column. Calculate the weighted score (WS) for each company by multiplying the weighted value by their score. Lastly, sum the values in the WS column for each company to find the “winning” website. (See https://expertprogrammanagement.com/2017/09/decision-matrix-analysis/.) Remember to introduce the table with a couple of sentences, explaining its purpose… Scoring Matrix Criteria Weight Your Company Score WS Competitor 1 Score WS Competitor 2 Score WS Weighted Scores Table 2. Website Evaluation Matrix In paragraph form, justify the individual scores and summarize the overall results shown in Table 2. Bibliography Follow APA guidelines for listing references used and cited within this worksheet. Appendices You may include further tables and graphics in this section. However, it’s usually best to include them in the relevant sections rather than here. For all tables and figures, make sure to label items (e.g., Figure 5. Navigation Menu) and reference them by name in the worksheet (e.g., See Figure 5 in the Appendix.) ...
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