AMP425 Grand Canyon University Analysis of Nike Inc Select a product, line of products, or brand from a company of your choice and research the company’s s

AMP425 Grand Canyon University Analysis of Nike Inc Select a product, line of products, or brand from a company of your choice and research the company’s social media marketing strategies. Carefully examine the social media presence for the product. In an analysis (750-1,000 words), identify how the company utilizes social media to promote the product. Address the following in your analysis:

What is the customer segment for this particular product, line of products, or brand?
Which social media outlets does the company use to reach the customer segment? Discuss elements of their campaign.
Examine the customer segment’s response to the company’s social media marketing (e.g., through evaluating user-generated content related to the campaign, sales data for particular products, etc.). Based on that response, how effective are the company’s social media marketing strategies?
Compare the company’s social media strategies to one of its major competitors. What does the company do well to distinguish itself and product(s)/brand?
Finally, recommend two specific strategies for how the company could more effectively utilize social media to better target its customer segment and increase its competitive advantage in the market.

Support your ideas and findings with descriptions of specific social media campaign examples and consumer and market research.

Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

You are required to submit this assignment to LopesWrite. Please refer to the directions in the Student Success Center. Course Code
AMP-425
Class Code
AMP-425-O501
Criteria
Content
Percentage
100.0%
Discussion of Social Media Outlets Used to Reach
the Customer Segment
20.0%
Examination of Customer Segment’s Response to
the Company’s Social Media Marketing
Benchmarks C5.2-Analyze markets and consumer
behavior to develop marketing strategies.
20.0%
Comparison of Company’s Social Media
Strategies to One of Its Major Competitors
20.0%
Recommendation of Two Specific Strategies to
Increase Competitive Advantage Benchmarks
C5.1-Apply marketing concepts to improve an
organization?s competitive advantage.
20.0%
Mechanics of Writing (includes spelling,
punctuation, grammar, language use)
10.0%
Paper Format (Use of appropriate style for the
major and assignment)
5.0%
Research Citations (In-text citations for
paraphrasing and direct quotes, and reference
page listing and formatting, as appropriate to
assignment)
5.0%
Total Weightage
100%
Benchmark Assignment – Social Media Strategy Analysis
Unsatisfactory (0.00%)
No discussion of social media outlets used to reach the
customer segment is present.
No examination of the customer segment’s response to the
company?s social media marketing is present.
A comparison of the company’s social media strategies to one
of its major competitors is not present.
A recommendation of two specific strategies to more
effectively use social media is not present.
Surface errors are pervasive enough that they impede
communication of meaning. Inappropriate word choice
and/or sentence construction are used.
Template is not used appropriately, or documentation format
is rarely followed correctly.
No reference page is included. No citations are used.
130.0
Less than Satisfactory (65.00%)
A discussion of social media outlets used to reach the
customer segment is incomplete or omits some requirements
stated in the assignment criteria.
An examination of the customer segment’s response to the
company?s social media marketing is incomplete or omits
some requirements stated in the assignment criteria.
A comparison of the company’s social media strategies to one
of its major competitors is incomplete or omits some
requirements stated in the assignment criteria.
A recommendation of two specific strategies to more
effectively use social media is incomplete or omits some
requirements stated in the assignment criteria.
Frequent and repetitive mechanical errors distract the
reader. Inconsistencies in language choice (register), sentence
structure, and/or word choice are present.
Appropriate template is used, but some elements are missing
or mistaken. A lack of control with formatting is apparent.
Reference page is present. Citations are inconsistently used.
Satisfactory (75.00%)
A discussion of social media outlets used to reach the
customer segment is complete, but is somewhat inaccurate
or irrelevant. Research is inadequate in relevance, quality, or
currentness.
An examination of the customer segment’s response to the
company?s social media marketing is complete, but is
somewhat inaccurate or irrelevant. Research is inadequate in
relevance, quality, or currentness.
A comparison of the company’s social media strategies to one
of its major competitors is complete, but is somewhat
inaccurate or irrelevant. Research is inadequate in relevance,
quality, and/or currentness.
A recommendation of two specific strategies to more
effectively use social media is complete, but is somewhat
inaccurate or irrelevant. Research is inadequate in relevance,
quality, and/or currentness.
Some mechanical errors or typos are present, but are not
overly distracting to the reader. Correct sentence structure
and audience-appropriate language are used.
Appropriate template is used. Formatting is correct, although
some minor errors may be present.
Reference page is included and lists sources used in the
paper. Sources are appropriately documented, although
some errors may be present.
Good (85.00%)
A discussion of social media outlets used to reach the
customer segment is accurate. Research is adequate, current,
and relevant, and addresses all issues stated in the
assignment criteria. Details are present.
An examination of the customer segment’s response to the
company’s social media marketing is accurate. Research is
adequate, current, and relevant. All issues stated in the
assignment criteria are addressed. Details are present.
A comparison of the company’s social media strategies to one
of its major competitors is accurate. Research is adequate,
current, and relevant. All issues stated in the assignment
criteria are addressed. Details are present.
A recommendation of two specific strategies to more
effectively use social media is accurate. Research is adequate,
current, and relevant. All issues stated in the assignment
criteria are addressed. Details are present.
Prose is largely free of mechanical errors, although a few may
be present. A variety of sentence structures and effective
figures of speech are used.
Appropriate template is fully used. There are virtually no
errors in formatting style.
Reference page is present and fully inclusive of all cited
sources. Documentation is appropriate and GCU style is
usually correct.
Excellent (100.00%)
A discussion of social media outlets used to reach the
customer segment is comprehensive, accurate, and clearly
provides purpose and facts. Research is thorough, current,
and relevant. All issues stated in the assignment criteria are
thoroughly addressed. Insightful details are present.
An examination of the customer segment?s response to the
company?s social media marketing is comprehensive,
accurate, and clearly provides purpose and facts. Research is
thorough, current, and relevant. All issues stated in the
assignment criteria are thoroughly addressed. Insightful
details are present.
A comparison of the company’s social media strategies to one
of its major competitors is comprehensive, accurate, and
clearly provides purpose and facts. Research is thorough,
current, and relevant. All issues stated in the assignment
criteria are thoroughly addressed. Insightful details are
present.
A recommendation of two specific strategies to more
effectively use social media is comprehensive, accurate, and
clearly provides purpose and facts. Research is thorough,
current, and relevant. All issues stated in the assignment
criteria are thoroughly addressed. Insightful details are
present.
Writer is clearly in command of standard, written, academic
English.
All format elements are correct.
Comments
In-text citations and a reference page are complete. The
documentation of cited sources is free of error.
Points Earned

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