MT357 Unit 10 Digital Marketing Strategy Plan Example

Course	MT357 Digital Marketing Platforms and Strategy
Unit	Unit 10
Paper type	Digital strategy plan
Length	About 870 words, 6 pages double-spaced
Format	APA 7 student paper
School	Purdue University Global
Program	BS in Business Administration
Updated	October 2026

Free sample paper for MT357 Unit 10

More Trade-Ins, Honestly Counted: An MT357 Unit 10 Digital Strategy Plan for a Camera Shop Short of Used Stock

[Student Name]

Purdue University Global

MT357: Digital Marketing Platforms and Strategy

Unit 10 Digital Strategy Plan

[Instructor Name]

[Date]

The shop, figures and plan are composite; the frameworks and research cited are real.

What this part is doingPromising a page on what the plan cannot prove signals that its claims will be stated with their limits.

Summary for the Owner

The target is 190 completed trade-ins a month by the end of June 2027, against today's 132. The plan projects about 72 additional trade-ins a month: about 17 from shortening the quote tool, about 47 from new paid lines after allowing for overlap with existing traffic and about 8 from value emails to past mirrorless buyers. The paid budget is $16,000 a quarter. Content takes about fourteen staff hours a week. The single largest risk is dependence on the marketplace, which carries 36 percent of revenue and could change its rules without notice.

Audience (Unit 2)

System switchers: owners of older DSLR lenses who recently moved to, or shopped for, a mirrorless camera. The plan aims at sellers, not buyers, because the shop's constraint is supply.

Channels (Unit 3)

Kept: search ads on sell-my-lens queries, value emails to recent mirrorless customers and the lens value pages. On probation: YouTube in-stream, with a cost limit of $150 per trade-in. Excluded: TikTok, Instagram ads, programmatic display, marketplace promoted listings and creator sponsorship, because removing them loses nothing the objective needs.

Owned Asset Repairs (Unit 4)

Keep sold product pages live with a link to the quote tool. Move the serial-photo step after the offer, which should raise completion from 31 to about 36 percent. Add a packing insert inviting marketplace buyers to the email list.

Content Calendar (Unit 5)

A weekly grading video, a biweekly value email to 3,140 mirrorless buyers and a monthly refresh of thirty value pages, with buyer content trimmed. About fourteen hours a week at a blended $24 an hour.

Paid Media (Unit 7)

Nonbrand search, $10,200; retargeting quote abandoners, $600; brand search, $1,500; YouTube test, $2,400; reserve, $1,300 released in week seven. Every line is judged against a margin of $118 per trade-in.

One Seller's Path (Unit 8)

A composite photographer's 38-day path showed that a phone call answered the deciding question and that two reports claimed the same trade-in. The plan logs trade-in calls and treats channel reports as diagnostics.

Measurement (Unit 9)

Outcomes rank above leading measures, diagnostics and vanity metrics. A four-week brand search pause showed the ads added about 6 trade-ins rather than the 33 credited, at about $77 each. Decision rules raise, hold or cut each line against the margin.

The plan's projection is built from three separate sources, so if one falls short the owner can see which.

What this part is doingShowing the projection's three parts lets the owner check each one rather than trust a single total.

Why These Channels and Not Others

The plan concentrates on channels where sellers already express intent, following the owned, paid and earned distinction Edelman (2010) drew. Paid search reaches sellers who search; owned email and value pages reach past customers and searchers; earned reviews reassure sellers once they arrive. Broad-reach channels such as display and Instagram ads were cut because they reach people browsing, not selling. Chaffey and Ellis-Chadwick (2022) describe this as choosing relevance over reach, and the objective, measured in completed trade-ins, rewards relevance.

Staff and Cost

The plan costs about $16,000 a quarter in paid media and about $2,690 in staff time for every eight weeks of content, plus one-time web work for the quote tool and product pages estimated at about thirty hours. At a margin of $118, the projected 72 additional trade-ins a month would return about $8,500 a month, covering the quarterly paid budget in about two months.

Risk Register

The marketplace could change fees, ranking or seller policies at any time; the response is to grow the email list through packing inserts and review the dependence each quarter, starting January 15. The search platform could raise prices on selling queries; the response is to watch cost per click monthly and shift budget to retargeting and email if costs rise above $3. The quote tool change could have unexpected effects; it will run as a four-week split test before every visitor sees it, starting December 1. Key staff, especially the lead grader, carry the grading videos; a second grader will be trained by February.

What This Plan Cannot Prove

Four attribution limits remain. First, phone calls about trade-ins have not been tracked, so their role is unknown until the new log has run for a quarter. Second, channel reports double-claim some trade-ins, so their totals overstate results; resolving this requires holdout tests for each paid line, planned for next quarter. Third, the brand search test lasted only four weeks; a longer alternating test would narrow the estimate. Fourth, seasonal events, such as camera releases, can move trade-ins more than any campaign, as Unit 6 showed; comparing results against a holdout region would separate the two. Gordon et al. (2019) found that observational attribution methods often disagree with experimental results, and the plan treats its own projections in that light.

Approval

The owner is asked to approve the paid budget, the quote tool change and fourteen weekly staff hours for content, with a review on March 31.

What this part is doingEnding with a specific approval request and review date makes the plan actionable.

References

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson.

Edelman, D. C. (2010). Branding in the digital age: You're spending your money in all the wrong places. Harvard Business Review, 88(12), 62-69.

Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D. (2019). A comparison of approaches to advertising measurement: Evidence from big field experiments at Facebook. Marketing Science, 38(2), 193-225. https://doi.org/10.1287/mksc.2018.1135

What the MT357 Unit 10 assignment asks for

The closing unit gathers every earlier decision into one strategy. Begin with a one-page summary an owner could approve, stating the objective, the projected result and its sources, the budget, staff time and the largest risk. Sections should follow the order of decisions, each naming the earlier unit it summarizes so figures can be traced. Instructors expect a risk register with dated responses and a candid section on what the plan cannot prove, especially about attribution. Costs and expected returns should be compared. The plan should end with a specific approval request and review date. Breaking the projection into separate sources lets the reader check each part rather than trusting a single total, which strengthens the plan's credibility.

How this MT357 Unit 10 example is built

The sample's summary gives the objective, a three-part projection, the budget, staff time and marketplace dependence as the main risk. Sections summarize audience, channels, asset repairs, the calendar, paid media, the seller's path and measurement, each with its unit, under the highlighted line that a projection built from three sources shows which part falls short. A section explains why these channels were chosen, citing Edelman and Chaffey and Ellis-Chadwick. Staff and cost compare spending with returns at the $118 margin. A risk register sets dated responses. A page on what the plan cannot prove lists four attribution limits, citing Gordon and colleagues, and an approval request with a March review closes the plan.

Reading the MT357 Unit 10 grading rubric

Final strategy plans are usually assessed on a summary that stands alone, traceable figures, coherent decisions, realistic risk management and honesty about limits. Graders reward summaries that let an owner decide without reading further. Each section should draw on earlier analysis with consistent figures. Projections broken into sources are stronger than a single total. Risks should have dated responses. A section on what cannot be proved shows integrity. Costs should be set against expected returns. Each source used during the term keeps its APA 7 entry here. Plans that present projections as certain, or that omit the measurement limits found earlier, tend to be judged less credible than plans that state exactly where their evidence stops.

MT357 Unit 10 help from the desk

Final plans often repeat every earlier unit at length and bury the recommendation. Another common weakness is a projection given as one number with no breakdown. Some plans list risks without responses or dates. Attribution limits are often dropped for fear they undercut the plan. Before drafting, write the one-page summary first and check that it answers what to approve, what it will cost, what it should deliver and what could go wrong. Then build each section to support one line of that summary. Adding a page on what the plan cannot prove usually makes the rest more believable.

Get an MT357 Unit 10 example written to your instructions

Gather every earlier submission, rough drafts included, plus the comments your instructor wrote back and the brief for Unit 10 with its grading criteria. From those, a custom plan is assembled in 24-48h that reconciles the figures, marks what changed and states its attribution limits on a closing page an owner could read in a minute. The first is free. The paper above is an original model document written by our desk, not a submitted student paper and not an official Purdue University Global document.

More MT357 papers and BS in Business Administration samples

MT357 Unit 10 questions, answered

Can I change earlier decisions in the final plan?

Yes, and saying so usually strengthens it. If a later unit showed an earlier estimate was wrong, revise it and note the change with the reason. Graders tend to read visible revision as learning, while a plan that silently contradicts its earlier parts, or repeats a known error, suggests the pieces were never read together.

How long should the executive summary be?

Often one page, sometimes less. It should let a decision maker approve or reject the plan without reading further: the objective, the projected result, the cost, the main risk and what you are asking them to approve. Background and methods belong in the body. A summary that opens with company history usually wastes the page.

How do I present attribution limits without weakening the plan?

State them as known gaps with proposed fixes rather than as apologies. Name what the data cannot show, why it matters to a spending decision, and what it would cost to find out. Plans that acknowledge limits this way generally read as more credible than those claiming precise credit for every channel.

Where can I find a free MT357 Unit 10 sample paper?

The complete MT357 Unit 10 digital strategy plan is on this page, bringing a camera shop's trade-in plan together with its limits.

Where does the projected rise come from in the MT357 Unit 10 sample?

About 17 trade-ins a month from shortening the quote tool, 47 from new paid lines and 8 from value emails, 72 in all.