Module 8 Assignment

This Module Assignment is a little different than previous Module Assignments. You will apply skills you learned in your School of Business prerequisites (specifically math, business communication, accounting/finance/Excel, and lower-division business classes) to a "real world" marketing scenario. I will be evaluating two of the Undergraduate Business Program Learning Goals, Problem Solving & Decision Making and Business Communication (LG1 & LG3). Detailed formatting guidelines and grading rubrics for each Learning Goal can be found at the end of this document.

You are a digital marketing intern at a small footwear company located in Portland, OR. You have been asked to evaluate the financial performance of your social media advertising campaigns and make recommendations about how to allocate your digital advertising budget. Your manager gave you the following information:

• Online sales earn a 12% profit margin.
• Your monthly social media advertising budget is $20,000
• You currently allocate 30% to Facebook, 30% to Instagram, 20% to TikTok, and 20% to Twitter.

Part 2: Executive Summary

Now that you have completed your Marketing Data Analysis, consolidate your findings into a 1-page executive summary. I have provided a couple examples attached to the Assignment Dropbox. You should at least answer the following questions in your executive summary:

• How is our social media advertising performing?
• Should we increase our social media advertising budget? Why/why not?
• Should we allocate more of our budget to a specific platform? Which one(s)? Why?
• Should we allocate less of our budget to a specific platform? Which one(s)? Why?
• Should we allocate more of our budget to specific days of the week? Which one(s)? Why?
• Should we allocate less of our budget to a specific day of the week? Which one(s)? Why?
• Bonus Question: If we didn't increase our total budget, but we allocated the funds from the worst performing platform to our best performing platform (to the best performing day of the week) how would it impact our total ROAS? (Pro Tip: You will need to make a copy of the original data, modify the data based on your findings, and recalculate ROAS).

Final Deliverables:

1. Submit your Executive Summary (1 page + appendices) to the Module 8 Executive Summary dropbox.

Grading:

Your grade will be based on four criteria:

1. Your executive summary (based on the Learning Goals 3: Business Communication Rubric)
2. Your answers to the questions in your Executive Summary

Pro Tip: Don't always just paste screenshots of excel cells into your executive summary. Use graphs when they are appropriate.