| Course | MKT 440 Fundamentals of Digital Marketing (MKT/440) |
|---|---|
| Week | 5 |
| Paper type | Integrated digital marketing plan |
| Length | about 1,067 words, 4 double-spaced pages plus title page and references |
| Format | APA 7 student paper |
| School | University of Phoenix |
| Program | BS in Business |
| Updated | October 2026 |
Free sample paper for MKT 440 Week 5
One Plan, Not Six Channels: Integrating Digital Media Into the Annual Marketing Plan of an Omaha Heating and Cooling Contractor
[Student Name]
University of Phoenix
MKT/440: Fundamentals of Digital Marketing
Week 5 Final Assignment
[Instructor Name]
[Date]
Kessler Comfort Systems, its budget and its results are composites written for a model paper.
Over the past four weeks, Kessler Comfort Systems, a composite family heating, cooling and plumbing contractor in Omaha, Nebraska, examined how the Internet changed its market, compared digital tools, built a dashboard of metrics and adopted an ethics code. Owner Ruth Kessler now needs one plan for next year that brings those pieces together with the company's remaining traditional marketing. This paper evaluates how digital media should be integrated into Kessler's marketing plan and presents that plan, from situation analysis to measurement.
Situation Analysis
Kessler has 41 technicians, 12 office staff and annual revenue near $14 million. Customers are homeowners and small building owners within 25 miles of downtown Omaha. Search and the local map listing now produce about 60 percent of new customer calls, referrals about 25 percent and the printed directory under 5 percent. January data showed 148 paid search leads at about $50 each, but only 43 percent were booked into jobs. The company has 212 reviews averaging 4.3 stars and roughly 9,000 former customers whose email is on file. Two competitors with newer websites outrank Kessler in local results. The brand is strong among older homeowners who recognize its trucks and radio ads, but weak among newer residents.
Objectives
The plan sets three objectives for the coming year. First, raise the share of leads booked into jobs from 43 percent to 52 percent by December. Second, increase replacement system sales from 211 to 260 installations. Third, enroll 1,200 households in the annual maintenance plan, up from 740. Each objective supports revenue growth of about 8 percent.
Target Segments
The plan serves two segments with different decision patterns. Urgent repair callers have no heat, no cooling or a leak and choose a contractor within an hour, usually from a phone search. Planned replacement buyers have an aging system and compare contractors over several weeks, reading reviews, visiting websites and requesting quotes. A third group, past customers, is the main source of maintenance plan sales and referrals.
Why Integration Matters
Batra and Keller (2016) describe integrated marketing communication as the coordination of channels so that each contributes to shared goals and the combination is stronger than the parts. In their view each medium has a particular strength, with some suited to building awareness and others to prompting action, and that planners should match channels to the stage a customer has reached. Dinner et al. (2014) studied a retailer's advertising and found strong cross-channel effects: traditional and online display advertising raised online and offline sales, and paid search also lifted offline sales. Judging each channel in isolation would have underestimated its value.
Channel Roles
For urgent repair callers, the map listing and paid search on urgent terms are the front line, supported by a fast mobile landing page with a single call button. Review responses protect the rating that these callers check first. For planned replacement buyers, the rebuilt website carries detailed pages on system types, financing and typical price ranges, and retargeting reminds visitors who priced a system. A short educational video series on choosing a furnace runs on the website and the company's video channel. For past customers, seasonal emails promote tune-ups and the maintenance plan and ask for honest reviews. Traditional media remain: the fleet of 38 marked trucks and a reduced schedule of radio spots during cold snaps and heat waves build recognition that makes searchers more likely to choose the Kessler name in results.
Each channel in the plan has one job, and the plan shows how each one hands the customer to the next.
Budget
The marketing budget is $112,000, about 0.8 percent of revenue. Paid search receives $38,000, weighted toward January, February, July and August. The website rebuild and search engine optimization receive $24,000. Radio receives $16,000, down from $28,000. Email software and design receive $4,000. Retargeting receives $6,000, starting after the new site launches in April. Video production receives $8,000. Call tracking and booking training for dispatchers receive $6,000, because the booking rate is the largest opportunity. A reserve of $10,000 covers unexpected weather events. The printed directory is dropped.
Calendar
January to March: heating season search ads, radio during cold snaps, dispatcher training, call tracking installed. April: new website launches with service and neighborhood pages; retargeting begins. May: spring tune-up email campaign and maintenance plan offer. June to August: cooling season search ads and radio during heat waves. September: fall tune-up emails and replacement season content. October to December: replacement promotion with clear typical prices, year-end maintenance plan renewals and the annual review.
Measurement
Each month the Week 3 dashboard reports five figures: what a click costs, how many clicks become leads, how many leads become jobs, the ad cost of each job and the average job's revenue, plus replacement installations and maintenance plan enrollments each quarter. Lewis and Rao (2015) showed how difficult it is to measure advertising returns precisely, so the plan also uses simple tests, such as pausing paid search in one zip code group for two weeks in spring and comparing call volumes. Customers will be asked how they found Kessler at booking.
Ethics in the Plan
The Week 4 code governs all channels. Review requests go to every customer with no reward tied to rating. Any free service given to a blogger or video creator is disclosed. Customer data is used only by Kessler and never sold. Advertised prices show typical ranges, not rare minimums.
Evaluation of the Integration
The plan integrates digital media in three ways. Every tool serves a named segment and objective. Channels hand customers forward, from radio to search, from search to the website and from service to email and reviews. And measurement follows the customer across channels rather than crediting each tool alone. The main risk is the website rebuild, which delays the replacement segment until April; the reserve and paid search can cover that gap.
Conclusion
Kessler's digital tools are most valuable when planned together and paired with the traditional media its older customers still notice. This plan sets measurable objectives, gives every channel a role for a defined segment, moves money from the directory into higher-value tools and builds in measurement and ethics. Reviewed each quarter, it gives the company a clear way to grow in a market where homeowners now begin with a search.
References
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145. https://doi.org/10.1509/jm.15.0419
Dinner, I. M., Van Heerde, H. J., & Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527-545. https://doi.org/10.1509/jmr.11.0466
Lewis, R. A., & Rao, J. M. (2015). The unfavorable economics of measuring the returns to advertising. The Quarterly Journal of Economics, 130(4), 1941-1973. https://doi.org/10.1093/qje/qjv023
What the MKT 440 Week 5 instructions ask
The final MKT 440 assignment usually asks students to evaluate the integration of digital media into a marketing plan, often by writing a digital marketing plan or the digital section of a broader plan for a chosen organization. Common elements are a situation analysis, objectives, target market, the selection and role of digital tools, budget, schedule, metrics and ethical considerations. Some versions ask students to assess an existing company's plan and recommend changes. A strong paper explains how digital and traditional channels support each other, ties every tool to an objective and a segment, and shows how results will be measured. It should draw on what the earlier weeks covered and cite scholarly sources in APA format.
How this MKT 440 Week 5 example is built
The plan treats Kessler's digital tools as parts of one system rather than separate campaigns. A brief situation analysis summarizes the earlier weeks: search has replaced the directory, booking rates trail lead volume and an ethics code is now in place. Three objectives follow, each with a number and a date. Two segments, urgent repair callers and planned replacement buyers, receive different channel roles, because one decides within an hour and the other over weeks. Research on integrated marketing communication and on how television, display and search advertising affect each other's sales supports the channel design. The budget moves directory money into digital and keeps trucks and radio as reminders. A seasonal calendar, a five-metric dashboard and a quarterly review close the plan.
MKT 440 Week 5 grading rubric: where the points go
Marks on the final plan depend on integration and evidence. The strongest submissions start from a situation analysis grounded in the earlier work, set objectives that are specific and measurable and assign each digital tool a clear role for a defined segment. Graders look for evidence that channels reinforce each other, including traditional media where they help, rather than a list of disconnected tactics. A realistic budget and schedule, a short set of metrics tied to objectives and attention to ethics show the plan could be carried out. Scholarly research on integration and channel effects strengthens the reasoning. Professional formatting, accurate APA citations and an executive tone fit the final week, since the plan is written as if for an owner or a manager.
MKT 440 Week 5 help: mistakes to avoid
Final plans often fail because they repeat each channel from earlier weeks without explaining how the channels work together. Show the handoffs, such as a radio spot that sends people to search or an email that asks for a review. Another problem is objectives without numbers or dates; write goals a manager could check. Budgets are frequently missing or unrealistic, so allocate a total and justify the shares. Some students forget traditional media entirely, even when their customers still see trucks and hear the radio. Others list twenty metrics. Choose a few tied to the objectives. Keep ethics in the plan rather than as a separate essay. Finally, write for a decision maker: lead with the recommendation and keep background short, because the earlier assignments already covered it.
Related MKT 440 sample papers
Other MKT 440 week samples
- MKT 440 Week 1: The Internet and Digital Marketing
- MKT 440 Week 2: Comparing Digital Marketing Tools
- MKT 440 Week 3: Digital Marketing Terms and Metrics
- MKT 440 Week 4: Ethics in Digital Marketing
More BS in Business sample papers
- MKT 431 Week 5: Advertising and Customer Loyalty
- MKT 435 Week 5: Consumer Insight in Communication
- MKT 438 Week 5: Public Relations Campaign Plan
- MKT 443 Week 5: Micropayments and the Final Plan
MKT 440 Week 5 questions, answered
What does MKT 440 Week 5 usually cover?
It usually covers evaluating how digital media are integrated into a marketing plan, often by writing a digital marketing plan with objectives, target segments, channel roles, budget, schedule, metrics and ethics for one organization.
Where can I find a free MKT 440 Week 5 sample paper?
The integrated plan shown above, written for a made-up Nebraska furnace and air conditioning firm, is a full Week 5 example, with its budget and calendar.
What is integrated marketing communication?
It is the practice of coordinating all of a company's messages and channels, digital and traditional, so they deliver a consistent message and support each other toward shared objectives.
How do you set objectives in a digital marketing plan?
Make each objective specific, measurable and time-bound, such as raising the booking rate from 43 percent to 52 percent of leads by December, and tie each one to the business's goals.
Should a digital marketing plan include traditional media?
Yes, when customers still encounter them; research shows that offline advertising can raise online search and that channels often amplify each other, so the plan should assign each a role.
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