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For your final project, you will assume the role of an account executive with a
For your final project, you will assume the role of an account executive with a small marketing firm that specializes in digital advertising campaigns. You have been asked to develop a digital strategy for a client who wants to develop a forward-thinking digital campaign that leverages key learnings from past campaigns. The proposed strategy should be based on the client’s campaign goals, budget, and timelines, as well as the lessons learned from the previous campaign.
The campaign proposal will include an overview of the campaign, including an executive summary, channel selection and rationale, a SWOT analysis, and evaluation methodology. Other components include a content plan, media plan, and recommendations for campaign enhancements.
To effectively address the required critical elements, you will use the information from the Client Packet. You will also use the Campaign Toolkit, which includes templates and other resources to use when developing the campaign proposal.
The proposal will demonstrate your knowledge of digital channels and related marketing strategies, including their pros and cons, methods of evaluation, and legal and ethical risks and considerations.
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