MK160 Portfolio Project Part 1 (1)

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Computer Systems Institute, Chicago *

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MK160

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Marketing

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Feb 20, 2024

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MK160: STORYTELLING IN SALES AND MARKETING - Portfolio Project Overview and Part 1 Story-Telling Portfolio Project Throughout this quarter, we have discussed how great brands tell great stories. Now it’s time for YOU to do the storytelling. Your Portfolio project consists of 2 parts and a presentation that highlights the work you have done throughout the project. During the final week of the course, you’ll present your portfolio project to the class. Portfolio Project Part 1 consists of 3 main tasks: Choose any brand/company that is currently active on social media. Choose wisely, considering that the same brand/company will be used for all parts of your portfolio project. Follow each step below: A) Self Audit/Social Listening : Conduct an audit of at least 3 social media platforms used by the brand/company. For each platform, assess the brand’s performance and activity. Remember, good marketing starts with honest self-reflection. What is your brand doing well? What is your brand doing poorly? What platforms appear to be generating the most engagement? What types of posts garner the most engagement? What are your customers saying about your brand? In essence, describe what stories your brand is currently telling their followers. Finally, discuss if the stories that are being told are aligned with the company’s core values and mission. B) Audit Your Competition : Do a similar audit for 2 of your chosen brand’s competitors. C) Target Market Analysis : After doing your 3 audits you should have a pretty good idea of who your brand/company considers is its primary target market. Write a synopsis of their perceived target market, including relevant demographics and psychographics. Write at least 450 words. Include at least 2 images or screenshots of your brand related to your writing. Before submitting, do a check of your grammar, spelling, and punctuation. Post your final draft on its own separate page in Mahara, and then submit it to Portfolio Project Part 1 in Moodle .

FOR INSTRUCTOR USE ONLY Grading Rubric Grading accepts a start value of 100. Points will be deducted for failure to fully complete or meet the stated requirements. 90-100 = Represents work of superior quality (A); 80-89 = Represents work of good to very good quality (B); 70-79 = Represents adequate command of class content (C); 69 and below = Represents work that shows a need for development or improvement (F); 0 = Represents plagiarized work (F). MK160: STORYTELLING IN SALES AND MARKETING (BCM) Student: Instructor: Date: STUDENT LEARNING OUTCOMES SLO-1. Define brand storytelling and actively assess its pivotal role in shaping a brand's identity and driving its success. SLO-2. Demonstrate the profound impact of skillful storytelling on a brand's overall performance and its ability to captivate and engage diverse audiences. SLO-3. Establish a clear connection between a brand's mission, content marketing strategies, and the development of its narrative arc. SLO-4. Evaluate the impact of authentic storytelling on building and sustaining emotional connections between a brand and its target audience, emphasizing the role of empathy and relatability in successful brand narratives. SLO-6. Identify and articulate the underlying universal truth in a brand's story actively, recognizing its pivotal role in creating a resonant and compelling narrative.

Portfolio Project Part 1 Description of requirements Possible Points Your Points SLO-1, SLO-2, SLO-3, SLO-4, SLO-6. Chose a brand that is currently active on social media and responded to the following questions: Self-Audit: Audited the social media feeds of the brand from at least 3 different platforms. For each platform used, assessed the brand’s performance and activity. 15 SLO-2, SLO-4. Self-Audit: Conveyed what brand is doing well and what it is doing poorly. 10 SLO-1, SLO-2, SLO-4. Social Listening: Discussed what platforms are generating the most engagement. What types of posts garner the most engagement? Conveyed what customers are saying about the brand. 15 SLO-3, SLO-4, SLO-6. Described what stories your brand is currently telling their followers. Discussed if the stories that are being told are aligned with the company’s core values and mission. 15 SLO-1, SLO-2, SLO-3, SLO-4, SLO-6. Audit Your Competition: Did a similar audit of at least 2 competitor’s social media feeds. 20 SLO-2, SLO-4. Target Market Analysis: Wrote a synopsis of the target market, including relevant demographic and psychographic details. 15 Wrote at least 450 words. Included at least 2 images or screenshots of your brand related to your writing. 10 TOTAL 0 YOUR SCORE : ________ Instructor Comments:

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MK160 Portfolio Project Part 1 (1)

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