The Process:

Select an existing Fortune $1000$ company $($a well$-$known company$),$ ideally, one in an industry that interests you. If you are looking at a conglomerate organization, select ONE strategic business unit $($SBU$)$ from that organization. Berkshire Hathaway, for example, is a holding company with several SBUs, including Geico, Duracell, and Dairy Queen, among others.

Conduct a brief analysis of your selected organization$$s existing digital marketing strategy $($details below$).$

Next, extend the company$$s brand by identifying a new product offering $($good or service$)$ unrelated to its existing product lines, but consistent with the brand attributes of the parent company. An example would be Gillette $($a Procter & Gamble Co$.)$ extending its brand to a men$$s hair salon franchise organization.

Develop a digital marketing plan for your new product $($outline below$).$

Create a digital slide presentation $($PowerPoint$,$ Prezi, Keynote or any similar presentation software$)$ that effectively communicates the salient points of your analysis and project plan $($see the presentation outline below$).$ Your presentation should include $12-15$ slides.

Screen$-$capture your virtual slide presentation on video complete with your voice narration. Your slide presentation can be captured via the Collaborate Ultra feature in Blackboard or other means described below. Your presentation must be between $10$ and $15$ minutes in length.

View the project examples posted via the "Digital MKT Plan Examples" link in the home page navigation panel.