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Build Your Own Digital Marketing Agency

College/UniversityEconomicsOther50 days

In this project, university students undertake the challenge of building a digital marketing agency by integrating economic principles, ethical considerations, and industry-specific strategies into their business plans. Through engaging activities such as the 'Shark Tank Startup Showdown' and 'The Viral Challenge', students explore critical components of launching and managing a digital marketing agency, including crafting a mission statement, conducting market and competitor analysis, and understanding ethical guidelines. The project emphasizes hands-on learning, with students also evaluating the effectiveness of digital marketing tools and forecasting industry trends. Ultimately, this experience aims to cultivate the necessary skills and insights for students to thrive in the ever-evolving digital marketing landscape.

Digital MarketingBusiness PlanningEconomic PrinciplesEthical ConsiderationsMarket AnalysisIndustry TrendsDigital Tools

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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can we build a successful digital marketing agency by understanding and applying various skills, ethical considerations, economic principles, and industry-specific strategies while adapting to the evolving landscape of digital marketing?

Essential Questions

Supporting questions that break down major concepts.

What skills are required to build a successful digital marketing agency?
How can digital marketing strategies be tailored to different industries?
What are the ethical considerations in digital marketing?
How do economic principles apply to digital marketing strategies?
In what ways has digital marketing evolved over the past decade?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:

Develop a business plan for a digital marketing agency, including mission statement, target market identification, competitor analysis, and marketing strategies.
Apply economic principles such as supply and demand, market structures, and pricing strategies to the development of a digital marketing agency.
Identify and apply ethical standards to digital marketing scenarios, ensuring transparency, consumer privacy, and data protection are prioritized.
Research and evaluate digital marketing tools and platforms to effectively deliver marketing campaigns.
Analyze the trends and evolution in the digital marketing industry to anticipate future changes and challenges.

Economics Standards

ECON101

Primary

Understand and apply fundamental economic principles to real-world business scenarios.Reason: Students will apply economic principles in the context of running a digital marketing agency.

Marketing Standards

MKTG201

Primary

Develop effective digital marketing strategies for various industries.Reason: The project requires students to create tailor-made digital marketing strategies.

Ethics Standards

ETHICS301

Primary

Analyze and apply ethical standards in business practices, especially in digital contexts.Reason: Students need to consider ethical guidelines in digital marketing tactics.

Technology Use Standards

TECH401

Secondary

Adapt and apply digital tools and platforms for marketing purposes.Reason: Building a digital marketing agency requires understanding of digital tools and platforms.

History Standards

HIST501

Supporting

Evaluate the evolution of marketing strategies over time, with an emphasis on digital advancements.Reason: Understanding the evolution of digital marketing strategies is crucial for the project.

Entry Events

Events that will be used to introduce the project to students

Shark Tank Startup Showdown

Students enter a mock 'Shark Tank' environment where they are challenged to pitch a digital marketing strategy to a panel of business experts and potential investors. This scenario encourages creativity, persuasive communication, and understanding of high-level marketing tactics.

The Mystery Client

Students receive a mysterious video message from an anonymous client seeking innovative solutions for their digital marketing campaign. They must unravel the needs and goals of the client through a series of clues, encouraging deep research and strategic thinking about real-world marketing challenges.

The Viral Challenge

Students are tasked with creating a marketing campaign designed to go viral, tapping into current social media channels and trends that resonate with their generation. This entry event allows them to explore the dynamics of shareability and the elements that contribute to viral content.

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Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.

Activity 1

Mission Statement & Agency Identity

Students craft a clear mission statement for their digital marketing agency to solidify their agency's identity and purpose.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Research various successful digital marketing agencies and their mission statements.

2. Define the core values and unique selling propositions (USPs) for your agency.

3. Draft a concise and compelling mission statement reflecting these values and USPs.

Final Product

What students will submit as the final product of the activityA polished mission statement that defines the agency's identity and objectives.

Alignment

How this activity aligns with the learning objectives & standardsAligns with ECON101 and MKTG201 standards by applying business and marketing strategies to create agency identity.

Activity 2

Target Market Radar

Students identify and analyze their agency's target market to tailor strategies accordingly.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Conduct market research to identify potential target demographics for your agency.

2. Develop buyer personas to better understand customer needs and preferences.

3. Analyze data to confirm target market selection and anticipate market needs.

Final Product

What students will submit as the final product of the activityA detailed report on target market characteristics and buyer personas.

Alignment

How this activity aligns with the learning objectives & standardsMeets ECON101 and MKTG201 standards through market research and economic principle application.

Activity 3

Competitor Insights Arena

Students perform a competitor analysis to understand market positioning and refine their strategies.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Select key competitors within the digital marketing industry.

2. Evaluate competitors' strengths, weaknesses, opportunities, and threats (SWOT analysis).

3. Identify gaps and opportunities that your agency can exploit.

Final Product

What students will submit as the final product of the activityA SWOT analysis document with strategic insights for competitive advantage.

Alignment

How this activity aligns with the learning objectives & standardsFulfills requirements for ECON101 and MKTG201 by understanding market dynamics and competition.

Activity 4

Ethical Compass Review

Students explore ethical considerations to ensure responsible and transparent marketing practices.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Study ethical standards and guidelines relevant to digital marketing.

2. Discuss common ethical dilemmas in digital marketing scenarios.

3. Develop a code of ethics for your agency to guide decision-making.

Final Product

What students will submit as the final product of the activityA customized code of ethics for guiding agency practices.

Alignment

How this activity aligns with the learning objectives & standardsAligns with ETHICS301 by applying ethical standards to real-life business practices.

Activity 5

Digital Platform Toolbox

Students research and evaluate digital marketing tools and platforms necessary for campaign execution.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Identify popular digital marketing tools and platforms.

2. Analyze features and benefits of each tool for your marketing needs.

3. Choose the most appropriate tools to implement within your agency.

Final Product

What students will submit as the final product of the activityA curated selection of digital tools with an implementation strategy for the agency.

Alignment

How this activity aligns with the learning objectives & standardsSupports TECHNOLOGY401 by applying digital tools and platforms effectively.

Activity 6

Evolutionary Trend Report

Students analyze the historical evolution of digital marketing to forecast future industry trends.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Research the history and advances in digital marketing strategies over the past decade.

2. Discuss key trends that have shaped the industry.

3. Predict future changes and propose adaptable strategies.

Final Product

What students will submit as the final product of the activityA comprehensive report detailing past trends and future predictions for digital marketing.

Alignment

How this activity aligns with the learning objectives & standardsSupports HIST501 and primary marketing standard MKTG201 by understanding past and future trends.

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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

Digital Marketing Agency Project Rubric

Category 1

Mission Statement & Agency Identity

Assessment of the clarity, originality, and strategic alignment of the agency's mission statement and identity.

Criterion 1

Mission Statement Clarity

Evaluates the clarity, comprehensiveness, and strategic vision expressed in the mission statement.

Exemplary

4 Points

Mission statement is exceptionally clear, comprehensive, and strategically aligned, showcasing a deep understanding of agency identity.

Proficient

3 Points

Mission statement is clear, complete, and aligns well with the agency's strategic vision.

Developing

2 Points

Mission statement shows some clarity and alignment, but lacks depth in strategic vision.

Beginning

1 Points

Mission statement is unclear, incomplete, and lacks strategic vision.

Criterion 2

Agency Identity Originality

Assesses the uniqueness and creativity in defining the agency's identity and values.

Exemplary

4 Points

Agency identity is highly original and innovative, incorporating unique values and creative positioning.

Proficient

3 Points

Agency identity is original with a clear set of values and distinct positioning.

Developing

2 Points

Agency identity shows some originality but lacks distinctiveness in values and positioning.

Beginning

1 Points

Agency identity lacks originality and is poorly defined.

Category 2

Target Market Analysis

Evaluation of students' ability to effectively identify and analyze target markets using economic and marketing principles.

Criterion 1

Market Research Depth

Measures the depth and accuracy of market research conducted for target demographics.

Exemplary

4 Points

Market research is thorough, accurate, and deeply insightful, reflecting a strong understanding of target demographics.

Proficient

3 Points

Market research is complete and accurate, providing a good understanding of target demographics.

Developing

2 Points

Market research is basic and incomplete, offering limited insights into target demographics.

Beginning

1 Points

Market research is superficial and inaccurate, lacking significant insights.

Criterion 2

Buyer Personas Appropriateness

Evaluates the appropriateness and detail of buyer personas developed to understand customer needs.

Exemplary

4 Points

Buyer personas are detailed, highly appropriate, and offer deep insights into customer needs and behaviors.

Proficient

3 Points

Buyer personas are appropriate and provide clear insights into customer needs and behaviors.

Developing

2 Points

Buyer personas are basic and offer limited insights into customer needs.

Beginning

1 Points

Buyer personas are inappropriate or poorly developed, providing minimal insights.

Category 3

Competitor Analysis

Assessment of the students' ability to conduct a thorough competitor analysis and identify strategic opportunities.

Criterion 1

SWOT Analysis Thoroughness

Evaluates the depth and quality of SWOT analysis conducted on competitors.

Exemplary

4 Points

SWOT analysis is comprehensive and insightful, revealing significant strategic opportunities and competitive positioning.

Proficient

3 Points

SWOT analysis is complete and reveals useful strategic opportunities and competitive positioning.

Developing

2 Points

SWOT analysis is basic, offering limited strategic insights.

Beginning

1 Points

SWOT analysis is superficial and lacks strategic insights.

Criterion 2

Strategic Gap Identification

Assesses the ability to identify gaps in the market and strategic opportunities for the agency.

Exemplary

4 Points

Identification of strategic gaps is highly insightful, demonstrating a strong understanding of market dynamics.

Proficient

3 Points

Strategic gaps are identified effectively, showing a good understanding of market dynamics.

Developing

2 Points

Strategic gaps are identified, but understanding of market dynamics is limited.

Beginning

1 Points

Strategic gaps are poorly identified with limited understanding of market dynamics.

Category 4

Ethical Standards Application

Evaluation of the understanding and application of ethical standards in digital marketing practice.

Criterion 1

Ethics Analysis Depth

Measures the depth of ethical analysis and understanding of common dilemmas in digital marketing.

Exemplary

4 Points

Ethical analysis is in-depth and demonstrates exceptional understanding of ethical dilemmas and standards.

Proficient

3 Points

Ethical analysis shows a good understanding of ethical dilemmas and standards.

Developing

2 Points

Ethical analysis is basic, showing some understanding of ethical dilemmas and standards.

Beginning

1 Points

Ethical analysis is superficial, showing limited understanding of ethical dilemmas and standards.

Criterion 2

Code of Ethics Development

Assesses the quality and thoughtfulness in developing a code of ethics for the agency.

Exemplary

4 Points

Code of ethics is comprehensive, well-structured, and thoughtfully addresses key ethical issues.

Proficient

3 Points

Code of ethics is well-structured and addresses major ethical issues appropriately.

Developing

2 Points

Code of ethics addresses some ethical issues but lacks depth and structure.

Beginning

1 Points

Code of ethics is poorly developed and inadequately addresses ethical issues.

Category 5

Digital Tools Selection

Assessment of the capability to select and justify digital marketing tools and platforms for agency operation.

Criterion 1

Tool Evaluation Thoroughness

Evaluates the depth and thoroughness in evaluating digital tools for marketing needs.

Exemplary

4 Points

Tool evaluation is exhaustive and insightful, with strong justification for selection based on agency needs.

Proficient

3 Points

Tool evaluation is thorough with good justification for selection based on agency needs.

Developing

2 Points

Tool evaluation is basic, with some justification for selection based on agency needs.

Beginning

1 Points

Tool evaluation is superficial and lacks justification for selection.

Criterion 2

Implementation Strategy Coherence

Assesses the coherence and effectiveness of implementation strategies for chosen digital tools.

Exemplary

4 Points

Implementation strategy is coherent, detailed, and well-suited to agency needs.

Proficient

3 Points

Implementation strategy is coherent and suits agency needs appropriately.

Developing

2 Points

Implementation strategy is basic and lacks some coherence.

Beginning

1 Points

Implementation strategy is incoherent and poorly suited to agency needs.

Category 6

Industry Trends Analysis

Evaluation of the ability to assess historical and future trends in digital marketing and propose strategic responses.

Criterion 1

Historical Trend Analysis

Measures the depth of analysis on the historical evolution of digital marketing trends.

Exemplary

4 Points

Historical trend analysis is comprehensive and reflects a strong understanding of digital marketing evolution.

Proficient

3 Points

Historical trend analysis is complete and shows a good understanding of digital marketing evolution.

Developing

2 Points

Historical trend analysis is basic, reflecting limited understanding of digital marketing evolution.

Beginning

1 Points

Historical trend analysis is superficial and lacks understanding of digital marketing evolution.

Criterion 2

Future Prediction Justification

Assesses the rationale and creativity in predicting and strategizing for future digital marketing trends.

Exemplary

4 Points

Future predictions are well-justified with creative and strategic insights for industry applicability.

Proficient

3 Points

Future predictions are justified with clear strategic insights for industry applicability.

Developing

2 Points

Future predictions are basic and offer limited strategic insights.

Beginning

1 Points

Future predictions are unjustified and lack strategic insight.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning

Question 1

Reflect on the process of developing a business plan for a digital marketing agency. What steps did you find most challenging, and how did you overcome them?

Text

Required

Question 2

On a scale from 1 to 5, how confident do you feel about applying economic principles to craft digital marketing strategies post-project?

Scale

Required

Question 3

In what ways has your understanding of ethical considerations in digital marketing evolved through this project?

Text

Required

Question 4

Select the statement that best represents your most significant takeaway from this project: 1. Developing effective digital marketing strategies 2. Understanding and applying economic principles 3. Navigating ethical guidelines in marketing 4. Utilizing digital tools and platforms 5. Analyzing and predicting industry trends

Multiple choice

Required

Options

Developing effective digital marketing strategies

Understanding and applying economic principles

Navigating ethical guidelines in marketing

Utilizing digital tools and platforms

Analyzing and predicting industry trends

Question 5

Reflect on your experience working with digital marketing tools and platforms. What new skills or insights did you gain, and how do you plan to apply them in the future?

Text

Optional