2) Syllabus Supplementary Document
2) Syllabus Supplementary Document
Salesforce Assignment (6 %)
The main goal for this component is that students identify and implement emerging marketing technologies and
topics. Each student will create Salesforce Trailhead account and earn at least 1200 points (by completing 3 or more
modules), which will constitute 6 % of your final grade. You need go to https://trailhead.salesforce.com/en/modules
and learn about Salesforce and its certificates. Afterward create a Trailhead account/profile and complete your
desirable three modules to earn at least 1200 points (completing 3 or more modules) for your profile. For example,
below are three suggested optional modules:
¡ Audience Segmentation – 400 points – 1hr 10 mins
¡ Email Marketing Strategies – 500 points - 1hr 20 mins
¡ Email Creation and Sending – 300 points – 1hr 5mins
Next you need to submit your Trailhead profile link and your reports to answer, “What you have learned from this
module? and how it helps your personal development and future career success?” in MyUCW to get the 5 % of your
mark before the due date. You need to submit one file including your profile link in addition to one-page report for
each module that you complete. You will be marked based on both completion of +3 modules (+1200 points) and the
quality of your reports. Purpose of this assignment is directing you to become familiar by Salesforce and obtaining a
very practical tool for your future career. This is just a start; you yourself can become a specialist in your desirable
Salesforce field and have that credential in your CV, LinkedIn, etc.
Proposal (10 %): Submit one-file proposal of your project on the determined due date in your syllabus including:
1) A brief explanation of your core brilliant, new idea to respond to the need of your client company. (what is
your new idea to make changes in their current marketing plan. You may suggest new product, reposition the
brand, digital marketing ideas, etc.)
2) Why do you think your idea will be a success and what are your rational?
3) how you would implement UCW library recourses, company resources, and other reliable data bases. what is
your plan?
4) A detailed outline of your project that is approved by your client company.
5) Documents confirming the approval of the outline and your proposal by employers such as screen shot of their
emails etc.
Presentation (10 %): You have 15 min for presenting your work to the client and class and 5 min for answering to the
audience potential questions. Audience may ask questions of clarification during the presentation, but major
substantive questions will be held until the presentation is completed. Group members will be expected to defend
their plan and recommendations. The presentation should be clear, concise, equally shared by team members, and
analytically well defended. The ability to answer questions effectively will be evaluated as well.
Peer Evaluation: Another objective of the group project is to help you to effectively and successfully collaborate with
different work styles and skill sets in order to reach common goals. Part of our project evaluation will include
anonymous peer evaluations by your team members at the end of the term. The peer evaluation report is due at the
time of submitting your written report (details will be announced). Although the marketing plan is group work, each
member’s grade will be adjusted to reflect individual contribution through a confidential peer evaluation at the end of
the term. Failure to submit your evaluation on time will result in an automatic deduction of 5% of total grade in the
course.
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++++All members of the group will participate equally in the communication with employer, proposal, write-up,
presentation and handling of questions++++
Suggested Marketing Plan Outline and rubrics (total 50 marks; you may revise it based on needs of your assigned
client company):
1. Executive Summary (5 mark):
[You may also include a brief Organizational overview including:
a. Name of organization
b. Mission statement, organization’s basic values and philosophy
c. Geographic location
d. Product mix
- Single product
- Product line(s)]
e. Summary of your new ideas and a good reason to reader to continue reading your report.
b. Price strategy
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Which pricing strategies do you believe they are using and/or should be using and why? Please provide
examples to support your point
c. Promotion strategy
- Personal selling
- Advertising
- Internet – website, social media, email etc.
- Television
- Radio
- Magazine and newspaper
- Integrated media
- Outdoor media
- Others
- Sales promotions – sales prices, discounts, coupons, contests, sweepstakes, tradeshows etc.
- Direct Marketing – telemarketing, direct mail etc.
- Public relations
- Digital marketing and website (there are several tactics/channels of DM including SEO plan, PPC
campaign plan, e-mail marketing plan, social media marketing campaign plan, content calendar, etc.
(depending on client's needs) and almost all companies nowadays need to use them- consult it with
your client)
- Other forms of Promotion
5. Budget (7 marks):
You need to consult it with your client to figure out a realistic budget and develop your budgeting strategy,
allocations etc.
6. Control/monitor (8 marks)
- Feedback mechanism to monitor progress
- Evaluation process
- Performance objectives (quantifiable elements)
- Profit margin
- Market share
- Promotional effectiveness
- Market penetration
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Grammar, format, citations, APA, words, transitions, readability, cohesiveness, space, headlines, punctuations
etc.
The following assessment criteria will be used for team presentations of marketing plans:
Delivery
• Did members show enthusiasm and make good eye contact?
• Did members uses appropriated voice volume?
• Did group has excellent use of the time
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The following assessment criteria will be used for written assignments:
Rubric 1:
Written Content/Development - 50%
• Content is comprehensive/accurate/persuasive and demonstrates critical thinking.
• Displays an understanding of client and environmental issues.
• Major points supported by specific details/examples and critical analysis.
• Research is adequate/timely
• Writer has gone beyond textbook for resources
Organization -- 15%
• Use of template as outlined in text.
• The introduction provides sufficient background on the topic, major points
• Structure is clear, logical, and easy to follow
• Subsequent sections develop/support central theme
• Conclusion/recommendations follow logically from the body of the paper
Style/Mechanics - 15%
• Format
• Citations/reference page follow guidelines
• Properly cites ideas/info from other sources
• Paper is laid out effectively--uses, heading and other reader-friendly tools
• Paper is neat/shows attention to detail
• Grammar/Punctuation/Spelling
• Rules of grammar, usage, punctuation are followed
• Spelling is correct
• Readability/Style
• Sentences are complete, clear, and concise
• Sentences are well-constructed with varied structure
• Transitions between sentences paragraphs and sections help maintain the flow of thought
• Words used are precise and unambiguous
• The tone is appropriate to audience, content, and assignment
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Rubric 2: The following rubric will be used for written marketing plans
Group project Assessment Rubric
5% Students did not understand the Students fairly understood the Students understood the project/employer objective and Students understood the project/employer objectives and
project/employer objective project/employer objective but did not explained them well in the introduction/executive explained them well from various perspective in the
explain them well in the summary introduction/executive summary
introduction/executive summary
20 %
Identified the business's strengths & Identifies the business's strength, weakness, Somewhat identified the business's strengths, weakness, Clearly identified the business's strengths, weakness,
weakness. opportunity and threat. opportunities and threats external to the business. opportunities and threats external to the business with well-
developed Customer, Company, competitor, and Industry
Poor/fair evaluation and audiation of past Good evaluation and audiation of past marketing plan Analysis; PEST/SWOT.
marketing plan
Excellent evaluation and audiation of past marketing plan
30 %
Created a very simple marketing Fair Marketing Mix that partly addressed Good Marketing plan that well addressed client's needs Detailed Marketing plan that well addressed client's needs
plan. Employer needs are not client's needs. (including at least 1-2 detailed new ideas such as tactical (including at least 2-3 detailed new ideas and deliverable such
addressed. promotion campaign/plans, DM (e.g., SEO, PPC, e-mail, as tactical promotion campaign/plans, DM (e.g., SEO, PPC,
Student identifies and describes but fails to social media, content calendar, etc.), repositioning, new e-mail, social media, content calendar, etc.), repositioning,
Student failed to evaluate and improve overall marketing strategy and target market, new product, etc.). Each tactic was based on new target market, new product, etc.). Each tactic was based
improve current overall marketing business model. good rationales. on good rationales.
strategy and business model.
Suggestions are show a comprehension of market factors Suggestions are well show a comprehension of market factors
as well as client strengths and capabilities. as well as client strengths and capabilities.
Student identifies and describes and fairly improve overall Student well identifies and describes and thoroughly improve
marketing strategy and business model considering the overall marketing strategy and business model. They are very
current covid-19 situation. well aligned by the current covid-19 situation.
15%
Fair performance evaluation and KPI Good detailed and clear, realistic, relevant budgeting, Excellent detailed and clear, realistic, relevant budgeting,
control, and monitoring plans control, and monitoring plans
Plan is able to integrate theory and best practices into Plan is able to well integrate theory and best practices into
thoughtful suggestions for client. thoughtful realistic suggestions for client.
Good performance evaluation and KPI. Excellent performance evaluation and KPI.
15 % Poorly written plan; did not Satisfactory written plan; demonstrates Demonstrates disciplinary understanding and makes some Demonstrates deep disciplinary understanding and
demonstrate knowledge in business surface knowledge but not inter- interconnections; interconnections;
functions and relationships; no real relationships among functions; logical Provides logical arguments with sound evidence Expertly advances argument with well researched evidence
arguments, decisions made; many arguments but lack of evidence; some and documentation; Effective organization and flow, good and documentation,
organization problems and organizational problems, errors. Fair presentation, good readability. Excellent organization, appropriate tone documentation;
spelling/grammatical errors, Poor presentation. Fair Readability. Excellent organization, Excellent presentation. Excellent
presentation and readability. readability.
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