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Course 1: Foundations and Strategy of
Graded Assignment Worksheets
Part A: Company Overview
Part B: The 4 Ps and Unique Value Propositions
Part C: SWOT Analysis
Part D: Competitive Analysis and Brand
Part E: Segmentation and Personas
Part F: Customer Journey, Marketing Funnel,
and Channels
Part G: Marketing Objectives and KPIs
Part A: Company Overview
Task 1: Pick a Company
Directions: Select a company for your final presentation. You will create a marketing
plan for this company. Choose from the following suggested companies. You are also
welcome to focus on a company of your choice, including your own if you are a business
If you plan to select a company NOT on this list, select one with a thorough website and
common product or service. Later in this course, you will need to find someone who has
used the company’s product or service, or a product or service similar to the one your
selected company offers. Also, if you choose to work with a large company (such as
Amazon), make sure you choose a specific product or product line to focus on (such as
retail goods, Amazon Prime, or the Kindle).
Sephora (makeup company)
Curb (rideshare service)
Wyzant (online tutoring service)
DoorDash (food delivery service)
Backroads (active travel company)
Little Spoon (baby food company)
Other: Check out Fortune’s interactive map to find a company that is local to you
or a Fortune 500 company. You may want to select a company that you currently
work for, one that has job openings, or one you may be interested in working for
Task 2: Write a Company Overview
Directions: Complete the worksheet below to provide a broad overview of your
company. Write directly into this document. Review Section 2 of this course if you get
stuck. This broad overview will be one part of your marketing plan, which you will
compile at the end of the course.
Company Overview: Insert Company Name
Insert company logo
or relevant image
Company Overview
This company is based in _____. This company was
established in _____. The mission statement is the
following: _____.
Company Size & Marketer Experience
There are currently _____ employees at this company. Two to three ways that the size of
this company will impact the experience of a digital marketer working there are…
Stage in Business Lifecycle
This company is currently in the ____ stage. The evidence for this is…
Business Model
The business model for this company is [B2B/B2C]. The evidence for this is…
Business Structure
The business model for this company is [partnership, LLC, etc.]. The evidence for this is…
Revenue Model
The one revenue model that most accurately reflects this company is [ad-based,
transactional, direct sales, etc.]. The evidence for this is…
Part B: The 4 Ps and Unique Value Propositions
Insert Company Name
One of the products, product lines, or
services this company sells is…
How much will customers pay for the
product or service?
Where are customers interacting with the
product or service?
How is the product line or service
being promoted?
Unique Value Proposition (UVP)
For ____________ (target customer)
who ____________ (statement of the need or opportunity)
____________ (product/service name) is ____________ (product category)
that ____________ (statement of benefit).
Part C: SWOT Analysis
Task 1: Perform a SWOT Analysis
Directions: Complete a SWOT Analysis (outline on following page) for your chosen
To determine strengths and weaknesses, examine your company’s website and other
marketing materials. Consider looking at the company’s competitors’ websites by
Googling “competitors of company X.”
To determine opportunities and threats, you can visit news sources local to your
company, Statista, or the U.S. Census Bureau for relevant demographic information. As a
business owner, you may also have personal insights into components of SWOT that are
relevant to your company.
Be sure to list URLs of the sources you included in the text box following the SWOT
analysis. You should include at least 3 relevant sources in your analysis.
Since a SWOT analysis should be clear and thorough enough for another marketer at
your company to learn from, you should use complete sentences and find at least three
strengths and weaknesses and two opportunities and threats. Review Section 4, Module
1 if you get stuck.
Insert Company Name
Example: Human resources — The
owner of this company has 10 years
of relevant experience in a similar
Example: Competitive advantage —
There are two competing companies in
the same area that offer the same
product for a lower price.
Strength 1:
Strength 2:
Strength 3:
Weakness 1:
Weakness 2:
Weakness 3:
Example: Target audience shift —
More millennials are starting to
purchase these products.
Example: Economic trends — The local
economy that supports this company is
experiencing a recession.
Opportunity 1:
Opportunity 2:
Threat 1:
Threat 2:
List of Sources
Task 2: Develop Action Steps
Directions: For the insights you added to your SWOT analysis, develop at least six
potential action steps for your company. Three action steps should align to strengths
and opportunities, and three action steps should align to weaknesses and threats.
In addition, make sure each suggestion aligns with a particular insight from your SWOT
analysis. If you get stuck on this part, revisit Section 4, Module 3.
How can Insert Company Name build on its strengths and
1. Potential action step:
2. Potential action step:
3. Potential action step:
How can Insert Company Name minimize its weaknesses and threats?
Potential action step:
Potential action step:
Potential action step:
Task 3: Prioritize Action Steps
Directions: Now that you have at least six potential action steps, select two that you
think will be most important for your chosen company to prioritize. If you get stuck on
this part, revisit Section 4, Module 3.
Action Step 1:
Action Step 2:
I chose this because…
I chose this because…
Part D: Competitive Analysis and Brand Positioning
Task 1: Identify Competitors
Directions: Determine at least four competitors of your chosen company. If you need a
refresher on how to determine competitors, revisit Section 5, Module 2. Remember that
for larger companies that offer multiple products or services, you should focus on
comparing just one product that the company offers.
Insert Company Name
Task 2: Identify Competitive Factors
Directions: Determine 7-10 competitive factors that are relevant to the particular
product or service of your chosen company, as you learned to do in Section 5, Module
Competitive Factors
Task 3: Conduct a Competitive Analysis
Directions: Complete the following competitive analysis template based on the
information you gathered in tasks 1 and 2.
As you did in Section 5, Module 2, determine which five competitive factors are the
most relevant to your target audience and would show your chosen company’s value
above others.
Replace the term “feature” on the template with those factors. Then, after conducting
online research, indicate whether each company has those competitive factors using
descriptions or symbols (e.g., ✔ or ✗).
Competitive Analysis: COMPANY NAME
Task 4: Create a Brand Positioning Statement
Directions: Create a brand positioning statement based on the competitive analysis that
you created in the previous task. For the brand promise, you should pull insights from
your competitive analysis. Refer to Section 5, Module 3 for a refresher on writing a
brand positioning statement.
Brand Positioning Statement:
[Brand Name] provides [Target Audience] with [Brand Promise] than any other
[Brand Industry]. We do this by [Reasons to Believe].
Part E: Segmentation and Personas
Task 1: Create a Segmentation Tree
Directions: Make sure you are using Chrome as your browser for this task. Build a
segmentation tree that reflects the way you might divide your market to determine a
target market for your chosen company. Double click on the image below and type
directly into the colored text boxes. Revisit Section 6, Module 2 for a refresher on
creating segmentation trees.
Who is the target market for your marketing plan?
Directions: Use your segmentation tree as a guide to determine your target market.
Task 2: Determine Segmentation Methods
Directions: List the method(s) of segmentation you used (i.e., demographic, behavioral,
psychographic, or geographic). Next, explain in at least 3 sentences how you knew you
used this type of segmentation.
Type(s) of segmentation:
Task 3: Determine Targeting Strategy
Directions: Identify the targeting strategy that you recommend that your company use
(i.e., undifferentiated, differentiated, or concentrated). Then, describe in two to three
sentences why you recommend that targeting strategy.
Targeting strategy:
Task 4: Create Survey Questions
Directions: Compile a list of 10 survey questions that would help you understand
relevant information about your target market (which will inform your persona).
You may draw questions from the example survey in Section 6, Module 3. In this survey,
you want to gather general information about your customers, as well as specific
information related to the product or service you are offering them.
Task 5: Record Responses
Directions: Give your survey to at least three people (such as family members, friends,
or classmates) who are part of your target market. Then, type up or copy your three
survey responses into the tables below.
If you are conducting your survey in person, you can input your respondents’ answers
directly into the tables below. If you are not conducting your survey online, send it in the
body of an email or use Google Forms, which is a tool you can use to make surveys and
send them online. If you use email or Google Forms, you will need to transfer the
information into the tables below.
You might have more success getting responses for your survey if you reach out directly
to people you know, or if you connect with classmates and offer to complete their
surveys as well.
Respondent 1: [Insert Person’s Name]
Type in the respondent’s answer to question 1.
Respondent 2: [Insert Person’s Name]
Type in the respondent’s answer to question 1.
Respondent 3: [Insert Person’s Name]
Type in the respondent’s answer to question 1.
Task 6: Create a User Persona
Directions: Use this persona template to create a user persona based on the survey
data you gathered. You should choose information for your persona based on survey
responses that you see most frequently. If you can’t discern that information, select one
respondent who gave you the most marketing insight for your particular company.
You can also conduct secondary research by using a reputable source to gain insights
about your target market.
Persona Name
Common Objections
Interaction with Digital Media
Hobbies and Interests
Task 7: Write a Paragraph
Directions: Write a short paragraph describing how this persona would guide your work
as a digital marketer. Give at least two specific examples.
For example, how would you message your product to the target market?
Part F: Customer Journey, Marketing Funnel and Channels
Task 1: Interview Your Target Market
Directions: Find someone in your target market to interview. You can interview one of
the people you interviewed in Part E. This person can be a classmate, friend, family
member, or even yourself if you are within that market. This person should have recently
purchased a product or service from your chosen company. (If you cannot find someone
who purchased from your company, you may interview someone who used a similar
product to what your chosen company offers.)
Ask them the following questions to better understand how they moved through the
customer journey for their recent purchase. As a marketer, you will likely interview more
than one person for a customer journey. For the purpose of this activity, however, one
interview is sufficient. Record the interviewee’s answers in the provided table.
Introduction to Interviewees: “I am currently taking a course on digital
marketing. I am collecting research about the way that people interact with
[particular product or service name]. Please answer the following prompt with as
much detail as possible.”
Introduction Question
What product or service did you purchase from [company name]?
Please tell me about your experience leading up to, during, and after making your
purchase. Provide as much detail as you can remember regarding how you
interacted with the brand (for example, getting an email, hearing about it from a
friend, or seeing an ad), how you felt and what you thought about during each of
those interactions, and what actions you took.
Notes (capture all thoughts, feelings, touchpoints and actions):
Task 2: Create a Customer Journey
Directions: In the chart below, you will outline a customer journey for the person you
interviewed in Task 1.
Under the relevant stage in the customer journey, describe the touchpoint, action, and
thought or feeling that your interviewee had with the company. Note that since no
customer journey is the same, you might not have information for every single stage or
text box. In those cases, write “N/A”.
__________’s Customer
What was the customer’s
touchpoint with the
What was the customer’s
What was the customer
thinking or feeling?
Conversion Retention Advocacy
Task 3: Identify Channels
Directions: Based on your persona, customer journey, and any online research that you
conduct, complete the following graphic organizer to identify the three specific digital
marketing channels you would use as a marketer at your chosen company to reach your
target market. Then, identify whether those channels are owned, paid, or earned, and
provide evidence for your choice. Remember, the digital marketing channels that you
choose should be related to the persona that you created in Part E of this project and
the customer journey that you just created, and this connection should be explained in
the “Evidence” column of the table below.
You will find a list of possible digital marketing channels in Section 7, Module 2.
Digital Marketing
(i.e. Facebook)
Type of
(Paid, owned, or
(Based on your research, why is this
channel a good choice?)
Part G: Marketing Objectives and KPIs
Task 1: Goal
Directions: Determine a marketing goal that your chosen company might have. This
goal may be the same as the one you selected in Section 2 of this course, or it might
have changed as you got to know your company better.
Explain in two to three complete sentences why you selected this goal. To refresh your
memory about common marketing goals, revisit Section 2, Module 4.
Task 2: Objective
Directions: Determine a possible objective for your chosen company. Remember to
include the goal, target, KPI, and time period as a part of the objective. Refer to the
“Selecting a KPI” video in Section 8, Module 3 to help you pick your KPI.
Example objective: To build brand awareness, we will increase the number of new
website visitors by 15% by the end of Q2.
Task 3: KPI Alignment
Directions: Explain how your KPI aligns with your goal.
Example: The KPI aligns with the goal because increasing the number of new website
visitors means that more customers are going to the website and gaining awareness of
the brand.
Task 4: SMART Framework
Directions: Complete the SMART framework for your objective with one sentence per
box. Refer to Section 8, Module 1 to review the SMART framework.
Explain how your objective is specific.
Explain how your objective is measurable.
Explain how your objective is achievable.
Explain how your objective is relevant.
Explain how your objective is time-based.
Task 5: Rationale
Directions: In five to six sentences, explain why you chose the objective and KPI that
you did. Consider why the objective makes sense for your particular company.

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