MKT 327 Week 8 Assignment 2

Assignment 2: Smarty Pants Mobile e-Marketing

Due Week 8 and worth 300 points

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Consider a situation where you have been hired as the vice president of strategic marketing Operations for a company called Smarty Pants that specializes in offering electronic toys to gifted children under the age of 10. Your organization is doing well in terms of traffic to the main Website; however, the board of directors is concerned that the reach of the e-Marketing campaign is not sufficient for mobile devices such as tablets and smartphones.

Write a six to eight (6-8) page paper in which you:

Provide at least two (2) examples of companies that sell similar products (that is, children’s toys) and determine how they market their brands from mobile devices.
Research the demographics of the potential audience and explain how and why those demographics would alter your mobile e-Marketing strategy.
Describe how the product could be differentiated through a mobile e-marketing strategy. Justify your reasoning.
Suggest how an e-Marketing strategy could be implemented for the company to include the utilization of mobile devices.
Research at least three (3) trends in mobile e-Marketing and describe how those trends should be addressed in the implementation of a mobile e-Marketing strategy.
Determine the steps that need to be taken to ensure the safety and security of the consumers of your product. Explain your reasoning.
Use at least three (3) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.

Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

Explain how to apply various electronic commerce mechanisms to support traditional marketing operations and create Web-based / virtual markets for consumer and commercial / organizational transactions.
Develop viable marketing strategies by applying the principles of marketing and the enhanced capabilities provided by electronic commerce processes.
Evaluate the expanded dimensions of the external marketing environment brought about by the application of information technology and evolution of the World Wide Web.
Integrate the promotional mix to market online.
Use technology and information resources to research issues in e-Marketing.
Write clearly and concisely e-Marketing using proper writing mechanics and technical style conventions.

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.

Points: 300	Assignment 2: Smarty Pants Mobile e-Marketing
Criteria	Unacceptable Below 60% F	Meets Minimum Expectations 60-69% D	Fair 70-79% C	Proficient 80-89% B	Exemplary 90-100% A
1. Provide at least two (2) examples of companies that sell similar products (that is, children’s toys) and determine how they market their brands from mobile devices. Weight: 15%	Did not submit or incompletely provided at least two (2) examples of companies that sell similar products and did not submit or incompletely determined how they market their brands from mobile devices.	Insufficiently provided at least two (2) examples of companies that sell similar products and insufficiently determined how they market their brands from mobile devices.	Partially provided at least two (2) examples of companies that sell similar products and partially determined how they market their brands from mobile devices.	Satisfactorily provided at least two (2) examples of companies that sell similar products and satisfactorily determined how they market their brands from mobile devices.	Thoroughly provided at least two (2) examples of companies that sell similar products and thoroughly determined how they market their brands from mobile devices.
2. Research the demographics of the potential audience and explain how and why those demographics would alter the mobile e-Marketing strategy. Weight: 15%	Did not submit or incompletely researched the demographics of the potential audience and did not submit or incompletely explained how and why those demographics would alter the mobile e-Marketing strategy.	Insufficiently researched the demographics of the potential audience and insufficiently explained how and why those demographics would alter the mobile e-Marketing strategy.	Partially researched the demographics of the potential audience and partially explained how and why those demographics would alter the mobile e-Marketing strategy.	Satisfactorily researched the demographics of the potential audience and satisfactorily explained how and why those demographics would alter the mobile e-Marketing strategy.	Thoroughly researched the demographics of the potential audience and thoroughly explained how and why those demographics would alter the mobile e-Marketing strategy.
3. Describe how the product could be differentiated through a mobile e-marketing strategy. Justify your reasoning. Weight: 15%	Did not submit or incompletely described how the product could be differentiated through a mobile e-marketing strategy. Did not submit or incompletely justified your reasoning.	Insufficiently described how the product could be differentiated through a mobile e-marketing strategy. Insufficiently justified your reasoning.	Partially described how the product could be differentiated through a mobile e-marketing strategy. Partially justified your reasoning.	Satisfactorily described how the product could be differentiated through a mobile e-marketing strategy. Satisfactorily justified your reasoning.	Thoroughly described how the product could be differentiated through a mobile e-marketing strategy. Thoroughly justified your reasoning.
4. Suggest how an e-Marketing strategy could be implemented for the company to include the utilization of mobile devices. Weight: 15%	Did not submit or incompletely suggested how an e-Marketing strategy could be implemented for the company to include the utilization of mobile devices.	Insufficiently suggested how an e-Marketing strategy could be implemented for the company to include the utilization of mobile devices	Partially suggested how an e-Marketing strategy could be implemented for the company to include the utilization of mobile devices.	Satisfactorily suggested how an e-Marketing strategy could be implemented for the company to include the utilization of mobile devices.	Thoroughly suggested how an e-Marketing strategy could be implemented for the company to include the utilization of mobile devices.
5. Research at least three (3) trends in mobile e-Marketing and describe how those trends should be addressed in the implementation of a mobile e-Marketing strategy. Weight: 15%	Did not submit or incompletely researched at least three (3) trends in mobile e-Marketing and described how those trends should be addressed in the implementation of a mobile e-Marketing strategy.	Insufficiently researched at least three (3) trends in mobile e-Marketing and described how those trends should be addressed in the implementation of a mobile e-Marketing strategy.	Partially researched at least three (3) trends in mobile e-Marketing and described how those trends should be addressed in the implementation of a mobile e-Marketing strategy.	Satisfactorily researched at least three (3) trends in mobile e-Marketing and described how those trends should be addressed in the implementation of a mobile e-Marketing strategy.	Thoroughly researched at least three (3) trends in mobile e-Marketing and described how those trends should be addressed in the implementation of a mobile e-Marketing strategy.
6. Determine the steps that need to be taken to ensure the safety and security of the consumers of your product. Explain your reasoning. Weight: 10%	Did not submit or incompletely determined the steps that need to be taken to ensure the safety and security of the consumers of your product. Did not submit or incompletely explained your reasoning.	Insufficiently determined the steps that need to be taken to ensure the safety and security of the consumers of your product. Insufficiently explained your reasoning.	Partially determined the steps that need to be taken to ensure the safety and security of the consumers of your product. Partially explained your reasoning.	Satisfactorily determined the steps that need to be taken to ensure the safety and security of the consumers of your product. Satisfactorily explained your reasoning.	Thoroughly determined the steps that need to be taken to ensure the safety and security of the consumers of your product. Thoroughly explained your reasoning.
7. 3 references Weight: 5%	No references provided	Does not meet the required number of references; all references poor quality choices.	Does not meet the required number of references; some references poor quality choices.	Meets number of required references; all references high quality choices.	Exceeds number of required references; all references high quality choices.
8. Clarity, writing mechanics, and formatting requirements Weight: 10%	More than 8 errors present	7-8 errors present	5-6 errors present	3-4 errors present	0-2 errors present

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