Assignment 1: Business Profile

Assignment 1: Business Profile
Before you create a digital strategy for any business, it is imperative to have a full review of the
business and this is generally created through a brief. For the purpose of this course, the business
profile will cover many of the core questions pertaining to why a business exists and where it is today.
Overall, the business profile contains important information surrounding a business and serves as a
foundational element and prerequisite to a digital strategy.
Additionally, you will have the option to base your business profile on a real-life experience, a fictitious
company, or a company that you have an interest towards. By sharing your personal experiences and
interests, this assignment will enhance the relevancy of the course and help you engage with the
course content. Moreover, with your consent, some of the business profiles will be selected and used
by your instructor to create the case study assignments.
• Type: Individual
• Weight: 10%
• Delivery: A2L – Assignments submission folder
• Due Date: Check the Detailed Course Schedule in the About the Course module
Learning Outcomes
This assignment provides you with an opportunity to demonstrate the achievement of the following
course learning outcomes:
• Specify objectives for a digital strategy to guide the achievement of business goals.
Instructions
You are invited to create a business profile with the option of basing it on a real-life experience, a
fictitious company, or a company that you have an interest towards. If you choose to base your
business profile on real-life experiences, scenarios, places, or people, it is best practice and advised
to alter the names and places.
The business profile will challenge you to think through the 4 ‘P’s (i.e. Products, Place, Promotion and
Price) of your business by answering a series of questions. More specifically, you will consider the
overall business objectives, target customers, the product, pricing and distribution of your business.
Use the perspective of someone who has never heard of your business and answer the questions
accordingly. For an example of a business profile, refer to the Business Profile: Barbecues R Us.
Once you complete your assignment, you will be required to complete the Assignment 1: Consent
Quiz (non-graded) BEFORE you submit your assignment. By completing this non-graded quiz, this
will let your instructor know if they can use your business profile to create the case study assignments
for the course.
Assignment 1: Business Profile
DMK 102: Digital Marketing Strategy
© McMaster University Centre for Continuing Education 2 of 4
To access the Assignment 1: Consent Quiz (non-graded):

  1. Click on Assessments (top navigation bar)
  2. Select Quizzes
    Note: Completing this quiz will allow you to submit your assignment to the Assignments folder.
    You are encouraged to use the resources provided in Library, Research and Writing Assistance,
    under the Getting Started module. Noteworthy tools include the Purdue OWL: APA Formatting and
    Style Guide and Polish Up Your Writing with Grammarly.
    Before you begin your assignment, review the rubric to understand the assignment’s expectations.
    Also, use the rubric to ensure inclusion of all marking criteria before submitting your assignment.
    Structure
    Complete this individual assignment by filling out the Business Profile Template.
    Format
    • Length and space: 6 pages max., 1.5 spaced
    • Font type: Arial, Calibri, or Times New Roman
    • Font size: 12 points
    • Citation guide: APA Style
    • File type: Word Document (DOC or DOCX) or Portable Document Format (PDF)
    How to Submit Your Assignment
    Please note that the following instructions pertain to this specific assignment. Instructions for other
    assignments may differ.
    Note: You can only submit your assignment to the Assignments folder if you have completed the
    Assignment 1: Consent Quiz (non-graded).
    To submit your assignment:
  3. Click on Assessments (top navigation bar)
  4. Select Assignments
  5. Click the Assignment 1: Business Profile folder
    You may submit to the assignment folder multiple times, your instructor will mark only the final
    document uploaded, so make sure your final document is the correct one.
    For general guidelines on how to submit assignments and how to create a PDF, read Submitting
    A2L Assignments, under the Evaluations module.
    Assignment 1: Business Profile
    DMK 102: Digital Marketing Strategy
    © McMaster University Centre for Continuing Education 3 of 4
    Submission Late Policy
    Late submissions will be penalized 5% per day (including weekends and holidays) up to seven (7)
    days past the due date. After seven days, the Assignments folder will close, no further assignments
    will be accepted, and a grade of zero (0) will be assigned for the course work item unless otherwise
    specified by the Instructor. Requests for extensions must be submitted to the Instructor before the
    assignment due date (see Coursework Policies). Extensions are permitted for exceptional
    circumstances only; supporting documentation may be requested