Assignments

Submissions

Student

64

64 rounds Mimic Pro

12 rounds Mimic Social

258 pts.

36 pts.

25%

Discussions

50

100 pts.

15%

Participation

Knowledge Checks

38

114 pts.

5%

Certifications

Google Analytics for Beginners

Hubspot Content Marketing

Hubspot Social Media

Google Ads Search Certification

MOZ SEO Fundamentals

5

100 pts.

15%

Capstone

Final Plan

Presentation

1

1

300 pts.

40%

Slide 1:

Target Persona

(25 pts.)

Clear definition of the target persona and insights as to why the persona would represent a user group. Clearly illustrates who the potential user is and why they would use the GreenCard. Clear insights into the persona's pain points, behaviors, characteristics, digital habits and expectations of the product.

(15 pts.)

Good insights into the target persona and the reasons why this persona would represent an important user group. Some definition of pain points, digital consumption behaviors, motivations and expectations and why the persona was a target for the GreenCard.

(0 pts.)

Unclear depiction of the target persona and why the persona would be representative of a major user group. Limited description of specific behaviors, pain points, characteristics, motivations, digital consumption behaviors and expectations of a GreenCard user.

Slide 2:

Customer Insights

(25 pts.)

Powerful insights into GreenCard perceptions collected from a wide range of primary sources. Insights are actionable and can drive the design of the digital marketing plan for GreenCard.

(15 pts.)

A few good insights that go beyond the obvious. Preliminary insights from forums, communities and social networks into the needs and pain points of a potential GreenCard user.

(0 pts.)

Superficial customer insights without attempt to use primary data. Limited effort demonstrated to gain insights from forums, surveys and social networks.

Slide 3:

Value Proposition and Positioning

(25 pts.)

Compelling illustration of the GreenCard's value prop describing how it solves a customer problem, highlighting the card's strengths and providing a powerful reason for the customer or user to act; insights into how it differs from competing products and articulating a clear messaging and positioning strategy.

(15 pts.)

Some description of the specific problem the GreenCard solves, differentiation from competing cards and why or how it would benefit the user; some insight and ideas about messaging and positioning for GreenCard.

(0 pts.)

Limited to no description of the specific benefits to the user of the GreenCard. Failed to clearly articulate what problem it solves, how it differs from competing credit cards and why or how the GreenCard would benefit the user. Vague positioning and messaging strategy.

Slide 4:

Customer Journey Map

(25 pts.)

Excellent description of the steps in the customer experience and journey of finding or applying for a new credit card; powerful insights into the application process including pain points of customers, their needs, activities and thoughtful ideas on innovating on the customer experience.

(15 pts.)

Some description of the steps in the customer experience and journey of finding or applying for a new credit card; provides some insight into the application process including pain points of customers, their needs, the information they need and some thoughts into innovating the customer experience.

(0 pts.)

Limited description of the steps in the customer experience and journey of finding or applying for a new credit card; little insight into the application process including pain points of customers, their needs, and information they need.

Slide 5/6:

Content Strategy

(25 pts.)

Excellent outline of a content strategy for the target persona, highlighting different media (videos, images, infographics, blog, etc.) and channels used to publish the content based on the persona; includes a prototype home page with use of storytelling to educate and engage customers.

(15 pts.)

A partial attempt to establish a content strategy and using storytelling elements to create a vision for the GreenCard; a mockup of a homepage and some elements to educate and engage the user.

(0 pts.)

Narrow attempt to define what content will be created for GreenCard users; did not include a mockup homepage to attract and educate the user; limited use of storytelling elements to engage customers.

Slide 7:

Social Media Strategy

(25 pts.)

Excellent outline of digital and social channels and why they form the right mix and approach based on the target persona; comprehensive analysis and insights into various media channels and SEO strategy.

(15 pts.)

Good insights into the right mix of digital and social marketing channels, based on the target persona; some analysis of various media owned and paid, as well as SEO strategy for the GreenCard.

(0 pts.)

Limited information about digital and social marketing channels or why these channels are the right mix for the GreenCard; lacked depth of analysis of owned media (homepage, app, social channels), paid media (ad platforms, audience and spending strategy), SEO (keyword purchase and content optimization plan).

Slide 8:

Customer Acquisition

(25 pts.)

Powerful customer acquisition strategy based on target persona and customer insights above. Excellent overview of a marketing plan or strategy that would target specific audiences based on target persona and customer insights discussion.

(15 pts.)

Good insights into the right mix of digital and social marketing channels, based on the target persona; some analysis of various media owned and paid, as well as SEO strategy for the GreenCard.

(0 pts.)

Narrow to no discussion of a customer acquisition strategy based on target persona and customer insights above. Little description of a marketing strategy that would target specific audience for the GreenCard discovered in target persona and customer insights.

Slide 9:

Success Metrics and Monitoring

(25 pts.)

Created a compelling metrics dashboard to evaluate success. Provided a comprehensive measurement plan such as channel specific traffic, total conversions, total visits, customer retention rate, etc. Included discussion of automation technologies and how ROE (Return on Engagement) would be calculated.

(15 pts.)

Some description and analysis of monitoring and measurement strategy but lacking details or a dashboard or a road map. Little insight into what automation technologies would be used or how ROE (Return on Engagement) would be calculated.

(0 pts.)

Very narrow insights into monitoring and metrics strategy; limited to no description of potential measurement strategies such as channel specific traffic, new customers, conversions, customer retention rates, etc.

Presentation

(100 pts.)

Highly informative and energetic presentation of the capstone project. Clearly articulated ideas and concise explanations. Completed presentation within the designated time limit.

(75 pts.)

Fairly informative and energetic presentation of the capstone project. Clearly articulated ideas and fairly concise explanations. Completed presentation within the designated time limit.

(25 pts.)

Low level of energy and information during the presentation of the capstone project. Little or no clarity of ideas and explanations. Did not complete the full presentation within the designated time limit.

Slide 1:

Target Persona

(30 pts.)

Clear definition of the target persona and insights as to why the persona would represent a user group. Clearly illustrates who the potential user is and why they would use UberClean. Clear insights into the persona's pain points, behaviors, characteristics, digital habits and expectations of the service.

(20 pts.)

Good insights into the target persona and the reasons why this persona would represent an important user group. Some definition of pain points, digital consumption behaviors, motivations and expectations and why the persona was a target for UberClean.

(0 pts.)

Unclear depiction of the target persona and why the persona would be representative of a major user group. user group. Limited user research effort describing specific behaviors, characteristics, assumptions and expectations.

Slide 2:

Customer Insights

(28 pts.)

Powerful insights into laundry behavior collected from a wide range of primary sources. Insights are actionable and can drive the design of the cleaning service offering.

(18 pts.)

A few good insights that go beyond the obvious. Some primary research and significant effort to gain insights from forums, social networks and online surveys.

(0 pts.)

Superficial customer insights without attempt to use primary data. Limited to no research effort to gain insights from forums, communities and social networks.

Slide 3:

Value Proposition and Positioning

(28 pts.)

Compelling illustration of UberClean's value proposition describing how it solves a customer problem, highlighting the service's strengths and providing a powerful reason for them to act; clearly differentiated from competing services and included an actionable positioning/messaging strategy.

(18 pts.)

Some description of the specific problem the service solves and why or how it would benefit the user; some insights into how it is differentiated from competing services and what messaging and positioning strategy might be effective.

(0 pts.)

Limited to no description of the specific benefits to the user of the service. Failed to clearly articulate what problem it solves, how it differs from competing alternatives and why or how the service would benefit the user.

Slide 4:

Customer Journey Map

(28 pts.)

Excellent outline of the steps in the customer experience and journey of finding a new cleaning service; powerful insights into the process including pain points of customers, their needs, activities and thoughtful ideas on innovating on the customer experience.

(18 pts.)

Some description of the steps in the customer experience and journey of finding a cleaning service provides some insight into the process including pain points of customers, their needs, the information they need and some thoughts on innovating the customer experience.

(0 pts.)

Limited description of the steps in the customer experience and journey of finding a laundry and cleaning service; little insight into the research process including pain points of customers, their needs, and information they need.

Slide 7:

Digital Marketing Channels

(30 pts.)

Excellent outline of digital social channels and why they form the right mix and approach; comprehensive analysis of and insights into various media channels and SEO and content strategy.

(20 pts.)

Good insights into the right mix of digital and social marketing channels for the cleaning service; some analysis of various media owned and paid, as well as SEO strategy.

(0 pts.)

Limited description of digital and social marketing channels or why these channels are the right mix; lacked depth of analysis of owned media (homepage, app, social channels), paid media (ad platforms, audience and spending strategy), SEO (keyword purchase and content optimization plan).

Slide 8:

Success Metrics and Monitoring

(28 pts.)

Created a compelling metrics dashboard to evaluate success. Provided a comprehensive measurement plan such as channel specific traffic, total conversions, total visits, customer retention rate, etc.

(18 pts.)

Some description and analysis of monitoring and measurement strategy but lacking details or a dashboard of potential metrics or what measurement strategies would be used to gauge the metrics.

(0 pts.)

Very narrow insights into monitoring and metrics strategy; no clear articulation of potential metrics and limited to no description of possible measurement strategies for identified metrics.

Presentation

(100 pts.)

Highly informative and energetic presentation of the capstone project. Clearly articulated ideas and concise explanations. Completed presentation within the designated time limit.

(75 pts.)

Fairly informative and energetic presentation of the capstone project. Clearly articulated ideas and fairly concise explanations. Completed presentation within the designated time limit.

(25 pts.)

Low level of energy and information during the presentation of the capstone project. Little or no clarity of ideas and explanations. Did not complete the full presentation within the designated time limit.

Slide 1:

Target Persona

(35 pts.)

Clear definition of the target persona and insights as to why the persona would represent a user group. Clearly illustrates who the potential user is and why they would be an AI transformation client. Clear insights into the persona's pain points, behaviors, characteristics, digital habits and expectations of the product.

(25 pts.)

Good insights into the target persona and the reasons why this persona would represent an important user group. Some research and effort to define buyer persona pain points, motivations and expectations and why the persona was a target for AI transformation.

(0 pts.)

Unclear depiction of the target customer (large enterprise clients) and stakeholders. Limited clarity on buyer persona and their specific behaviors, pain points, motivations, and unmet needs.

Slide 2:

Value Proposition and Positioning

(33 pts.)

Compelling illustration of Bain AI's value proposition describing how it solves a customer problem, highlighting the service's strengths and providing a powerful reason for the customer or user to act; insights into how it differs from competing services and articulating a clear messaging and positioning strategy.

(23 pts.)

Some description of the specific problem the AI service solves, differentiation from competing alternatives and why or how it would benefit the user; some insight and ideas about messaging and positioning themes.

(0 pts.)

Limited description of the specific benefits to the user of the AI service. Failed to clearly articulate what problem it solves, how it differs from competing services and why or how the service would benefit the user. Limited insight into possible positioning messages.

Slide 3:

Marketing Strategy

(33 pts.)

A clear and compelling articulation of the marketing strategy and specific tactics need to gain the attention of influential decision makers. The marketing plan includes a recognition of tactics designed to attract the attention of multiple decision makers that can impact the buying decision.

(23 pts.)

Some understanding and articulation of specific marketing tactics directed towards gaining the attention of one or more influential decision makers for the AI service.

(0 pts.)

Unsatisfactory articulation of the marketing plan including specific tactics directed towards influencing decision makers. Limited understanding of the potential need to influence more than one decision maker.

Slide 6:

Content Hub Lead Nurturing Plan

(33 pts.)

Included deep insights into creating a content hub and the type of content needed to populate it. Created a comprehensive lead nurturing architecture. Provided a lead nurturing plan such as multi touch and multi channel nurturing, follow ups, lead scoring based on content and engagement, personalization, etc.

(23 pts.)

Some description and analysis of a content hub and lead nurturing strategy but lacking details such as multi channel nurturing, (email marketing, marketing automation, dynamic web content, etc.), multi touch (social media, blogs, whitepapers, etc.) automated and timely follow ups, personalized emails, etc. and how they would be helpful.

(0 pts.)

Very narrow insights on creating a content hub or the type of content to create; limited to no description of potential strategies such as nurturing leads through targeted and relevant information, multi channel nurturing, follow ups, etc.

Slide 7:

Success Metrics

(33 pts.)

The response includes a comprehensive plan for success metrics (leads and revenues) and their measurement. It includes a clear list of potential metrics and how to measure each. It also includes a clear recognition of the long nature of the sales cycle and challenges of measuring success in the short term.

(23 pts.)

A somewhat coherent plan for success metrics was provided. A partial list of metrics was articulated along with a limited plan for monitoring and measuring those metrics. There was some recognition of the long and complex nature of the sales cycle and difficulty in measuring success.

(0 pts.)

A coherent plan for measuring success metrics was not provided. A potential list of metrics wasn't created nor a plan for monitoring and measuring those metrics. There was also no recognition of the long and complex nature of the sales cycle and difficulty in measuring success.

Presentation

(100 pts.)

Highly informative and energetic presentation of the capstone project. Clearly articulated ideas and concise explanations. Completed presentation within the designated time limit.

(75 pts.)

Fairly informative and energetic presentation of the capstone project. Clearly articulated ideas and fairly concise explanations. Completed presentation within the designated time limit.

(25 pts.)

Low level of energy and information during the presentation of the capstone project. Little or no clarity of ideas and explanations. Did not complete the full presentation within the designated time limit.

Slide 1:

Target Customer

(25 pts.)

Clear definition of the target customer and insights as to why the persona was a target. Clearly illustrates who the potential customer is and why they would be interested in an innovative new perfume product. Insights into the persona's pain points, behaviors, motivations and expectations of the new product.

(15 pts.)

Good insights into the target customer and the reasons why this persona would represent an important user. Some research and effort to define pain points, motivations and expectations and why the persona was a target for the Bikhawr perfume.

(0 pts.)

Unclear depiction of the target customer who is fascinated by new trends and is willing to experiment with new perfumes. Limited research effort describing specific behaviors, pain points, characteristics, motivations, and expectations of the perfume user.

Slide 2:

Customer Insights

(25 pts.)

Powerful insights into the perfume customer's perceptions collected from a wide range of online sources such as forums and social networks. Insights are actionable and can drive the design of the brand marketing plan for Bikhawr.

(15 pts.)

A few good insights that go beyond the obvious. Some primary research and effort to gain insights from social listening through forums, online surveys, communities and social networks.

(0 pts.)

Superficial customer insights without attempt to list online resources . Limited to no research effort to gain insights into the perfume customer from forums, communities, online surveys and social networks.

Slide 3:

Value Proposition and Positioning

(25 pts.)

Compelling illustration of the perfume's value prop describing how it meets a customer need and providing a powerful reason for the customer or user to act; insights into how it differs from competing products and articulating a clear messaging and positioning strategy.

(15 pts.)

Some description of the specific problem the product solves, differentiation from competing niche fragrances and why or how it would benefit the user; some insight and ideas about messaging and positioning themes for the Bikhawr perfume.

(0 pts.)

Limited to no description of the specific benefits to the user of the product. Failed to clearly articulate what problem it solves, how it differs from competing niche fragrance companies and celebrity perfumes; no clear enunciation of messaging and positioning for the offering.

Slide 4:

Brand Concept and Brand Story

(25 pts.)

Powerful insights into the brand and its foundational idea, heritage and identity. Described consumer pain points and how the product solves them. Compelling brand story illustrating the brand's benefits to the consumer.

(15 pts.)

Some good insights into the brand's rich heritage, tradition and identity. Illustrated the brand's foundational idea, consumer pain points and main consumer benefits.

(0 pts.)

Superficial understanding of the brand and its innovative concept. Failed to illustrate the product's rich heritage and the tradition and rituals associated with perfumes, or to describe consumer pain points and the product's benefits.

Slide 7:

Ecommerce Platform (Evaluating Yoox Net a Porter, Shopify Plus and Farfetch Black and White)

(25 pts.)

Powerful evaluation of the three platforms and their capabilities. Insights are actionable and can drive the decision to pick the most effective platform provider for Bikhawr.

(15 pts.)

Some description of the pros and cons of each platform and insights into how they might benefit Bikhawr's online only presence. Some analysis of the platforms' capability to deliver an on brand experience, flexible design, robust product catalog, search ability, site security and customer engagement.

(0 pts.)

Limited description of the pros and cons of each platform and how they might benefit Bikhawr's online only presence. Narrow understanding of the platforms' capability to deliver an on brand experience, flexible design, search ability, site security and customer engagement.

Slide 8:

Digital Channels & Online Advertising

(25 pts.)

Excellent overview of digital and social channels and why they form the right mix and approach; comprehensive analysis of and insights into various media channels and SEO and content strategy as well as description of spend strategy and target customer acquisition cost (CAC).

(15 pts.)

Good insights into the right mix of digital and social marketing channels; some analysis of various media owned and paid, as well as SEO strategy. Some insights into how much to spend on customer acquisition and the target customer acquisition cost (CAC).

(0 pts.)

Limited description of digital and social marketing channels or why these channels are the right mix; lacked depth of analysis of owned media (homepage, app, social channels), paid media (ad platforms such as Google, Facebook,Instagram, audience and spending strategy), SEO (keyword purchase and content optimization plan).

Slide 9/10:

Success Metrics and Monitoring

(25 pts.)

Comprehensive overview and analysis of metrics that would provide indication of campaign success and how success would be measured. Detailed description and analysis of a roadmap that showed pre launch, launch and post launch activities. Good insights into specific advertising products that would be crucial to success.

(15 pts.)

Some description of metrics that would provide indication of campaign success and how success would be measured. Limited description and analysis of a roadmap that showed pre-launch, launch and post launch activities. Some insights into specific advertising products that would be crucial to success and how ROE would be calculated.

(0 pts.)

Little to no description of success metrics that would provide indication of campaign success. Limited insights into a roadmap that showed pre-launch, launch and post launch activities. Did not highlight specific advertising products that would be crucial to success or how return on engagement would be calculated for the Bikhawr perfume.

Presentation

(100 pts.)

Highly informative and energetic presentation of the capstone project. Clearly articulated ideas and concise explanations. Completed presentation within the designated time limit.

(75 pts.)

Fairly informative and energetic presentation of the capstone project. Clearly articulated ideas and fairly concise explanations. Completed presentation within the designated time limit.

(25 pts.)

Low level of energy and information during the presentation of the capstone project. Little or no clarity of ideas and explanations. Did not complete the full presentation within the designated time limit.