Tracking Trends Assignment and Grading Rubric
- 1. COM 329: Applied Media Analytics Dr. Kathleen Stansberry Email: kstansberry@elon.edu Phone: 541-228-5576 (cell – please don’t call after 9 pm) Tracking Trends Assignment The purpose of this assignment is to familiarize you with brand monitoring and social listening processes, help you identify common key performance indicators (KPIs), and provide experience in competitor benchmarking. The deliverable for this assignment is a brand activity report appropriate for distribution to upper-level management within a company or organization. Working in teams of two or three, you will select a brand (company, organization, product, person, location, etc.). Using media monitoring tools, you will observe the representation of the brand in traditional and social media over a defined period of time and produce an activity report describing the brand representation and providing recommendations for improvement. Meltwater must be one of the tools used for this assignment Assignment Guidelines: o Your brand activity report should include: o Situational Analysis Description of the brand Strengths, challenges, recent campaigns, contextual information Identification of competitors (2) o Data and Analysis Reach Engagement (what topics appear to be driving engagement?) Sentiment Comparison with key competitors o Conclusion and Recommendations Where is the brand now? What recommendations do you have based on the data collected? o Data visualizations (charts, graphs, infographics if you’re feeling ambitions) must be included in the text of the report o Timeframe will vary based on brand (1 month, 3 months, 6 months, year) o Upload completed assignment (PDFs) to Moodle by Wednesday, Oct. 4 at 11:59 p.m.
- 2. Grading Rubric Name(s): Criteria Points Possible Your Score Content Provides all required information Information is ofhigh quality and free oferrors Situational Analysis Data and Analysis Conclusion and Recommendations 40 Data Data is accurate and clearly presented Student(s) shows confidencein data collection and analysis Findings and recommendation are supported by data 20 Strategic Thinking Exhibits coherence & problem solving Making smart choices and recommendations with clear rationale 20 Formatting Uses correct form & structure Presentation ofreport and visualizations are clean, accurate and appropriate 1 0 Writing Piecesare written with correct grammar & proper style 1 0 Points possible 100 Comments: