| Course | MT357 Digital Marketing Platforms and Strategy |
|---|---|
| Unit | Unit 2 |
| Paper type | Digital marketing objective brief |
| Length | About 490 words, 4 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 2
The Shelves Are Short, Not the Buyers: An MT357 Unit 2 Objective and Audience Brief for a Used-Camera Shop
[Student Name]
Purdue University Global
MT357: Digital Marketing Platforms and Strategy
Unit 2 Objective and Audience Brief
[Instructor Name]
[Date]
The shop, figures and audience are composite; the frameworks and sources cited are real.
Business Objective
The owners describe the same problem every week: clean used lenses sell within days of listing, and the shelves run short. Growth depends on buying more gear from photographers who want to sell, not on finding more people to buy. The business objective is therefore to increase the supply of good used gear entering the shop.
Marketing Objective
Raise completed trade-ins from 132 a month, the April to September 2026 average, to 190 a month by June 30, 2027, at a cost per completed trade-in to be set in the paid media plan. Doran (1981) gave managers a short test for a goal worth writing down, and this one passes it: it names a measure, a baseline, a target and a date.
The arithmetic beneath it: the shop's quote tool converts 31 percent of started quotes into completed trade-ins. To add 58 completed trade-ins a month, the shop needs about 187 more quote starts a month at the current rate, or fewer if the tool's completion rate improves. That gives the plan two levers: more quote starts and better completion.
The plan's job is not to sell more cameras; it is to persuade more photographers to sell theirs.
Audience
The audience is photographers who own DSLR lenses and have bought or priced a mirrorless camera body in the past six months. Camera makers have shifted their new lenses to mirrorless mounts, and photographers who switch systems are the most likely to sell older lenses. Chaffey and Ellis-Chadwick (2022) recommend defining digital audiences by behavior and intent rather than demographics alone, and this definition does that.
Who Is Out
The audience excludes buyers looking for used gear, who are already served and are not the constraint. It excludes photographers who are happy with their DSLR systems, since they have no reason to sell. It excludes owners of point-and-shoot cameras and phones, whose gear the shop rarely buys. And it excludes casual followers of photography content, who engage with posts but rarely own lenses worth trading.
What the Exclusions Imply
Defining the audience this tightly rules out most channels built for broad reach, such as general social media advertising or programmatic display, before any channel analysis begins. It also points toward channels where people express an intent to sell, such as searches with the word sell in them, and toward the shop's own list of customers who recently bought mirrorless bodies. Kannan and Li (2017), reviewing digital marketing research, stress that firms should map customer behavior by goal and stage, and a seller's goal is different from a buyer's.
References
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson.
Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals and objectives. Management Review, 70(11), 35-36.
Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. https://doi.org/10.1016/j.ijresmar.2016.11.006
The Purdue Global MT357 Unit 2 instructions
Unit 2 asks for a brief that sets a marketing objective and defines the audience it targets. The business objective, what the company needs, should be kept separate from the marketing objective, the specific measurable change marketing will deliver. The marketing objective should say what will be counted, where it stands now, where it should reach and by when, with the arithmetic tying it to the business. The audience should be defined by behavior and intent, not demographics alone, and the brief should say who is excluded and why. A tight audience definition often rules out some channels before channel selection begins, and noting that implication links the brief to the next unit. Three headings, business objective, marketing objective and audience, are usually enough.
How this MT357 Unit 2 example is built
The sample's business objective describes the supply constraint the owners face weekly. The marketing objective sets 190 completed trade-ins by June 30, 2027, against a baseline of 132, citing Doran. The arithmetic converts the gap into 187 more quote starts and identifies two levers, under the highlighted line that the plan's job is to persuade photographers to sell rather than to sell more cameras. The audience is defined as DSLR lens owners moving to mirrorless, citing Chaffey and Ellis-Chadwick. Four exclusions follow, from used-gear buyers to casual followers. A final section shows how the exclusions rule out broad-reach channels and point toward selling searches and the past-buyer email list, citing Kannan and Li.
Reading the MT357 Unit 2 grading rubric
Marks for this brief rest on a plainly stated business problem, the measurability of the marketing objective, the logic of the audience definition and the quality of exclusions. Graders reward objectives that carry a starting figure and a deadline. Arithmetic linking the objective to marketing activity shows practical thinking. Audiences defined by behavior and intent are stronger than demographic descriptions. Exclusions should be reasoned. Drawing out implications for channels shows the brief will guide later decisions. Frameworks appear in APA 7. Briefs that set vague goals such as increasing engagement, or that describe an audience so broadly that any channel could reach it, tend to receive lower marks.
MT357 Unit 2 help: mistakes that cost points
Objective briefs often state goals like grow the brand or increase awareness, which cannot be measured. Another common weakness is confusing the business's goal with marketing's contribution to it. Some students describe audiences by age and income only. Exclusions are rarely included. Before drafting, ask what the business actually lacks, customers, inventory, repeat purchases or something else, and what one number would show progress. Then work out how many marketing-driven actions would move that number. That calculation usually reveals both the objective and the audience that can deliver it. Checking that number against last year's records keeps the target realistic.
Get an MT357 Unit 2 example written to your instructions
Tell us which business your section assigned or allows, what it most needs customers to do, and any baseline figures you already hold. Attach the Unit 2 prompt and rubric, and a brief built around one measurable objective and a narrow audience comes back in 24-48h, with the first custom sample 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.
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MT357 Unit 2 questions, answered
Does the objective have to be about sales?
No. The objective should be whatever the business most needs, and for some firms that is supply, sign-ups, repeat orders or bookings. A brief that picks a less obvious objective and defends it often reads as sharper analysis than one that defaults to revenue. State why that objective matters more than the others right now, and measure it at its source.
What if I cannot find a real baseline?
Use a labeled estimate and show where it comes from: industry figures, a comparable business, or your employer's rounded numbers. Put estimated figures in brackets or mark them clearly. Graders generally accept an assumption that is stated and reasoned; they mark down a target that appears from nowhere, because it cannot be judged later.
How narrow should the audience be?
Narrow enough that someone reading the definition could say which channels would not reach it. A shared recent behavior, such as pricing a new product or leaving a service, usually does this better than an age range. Include a short list of who is excluded; exclusions show that the definition was a decision rather than a description of everyone.
Where can I find a free MT357 Unit 2 sample paper?
The complete MT357 Unit 2 brief is on this page, setting a trade-in objective and audience for a used-camera shop.
How many more quote starts does the MT357 Unit 2 sample need?
About 187 a month, since the extra 58 completed trade-ins require that many starts at a 31 percent completion rate.