| Course | MKT-3060 Creating and Implementing the Electronic Enterprise |
|---|---|
| Module | Module 5 |
| Paper type | Module 5 written assignment: e-commerce marketing and communications |
| Length | About 441 words, 4 pages |
| Format | APA 7 student paper |
| School | Thomas Edison State University |
| Program | B.S.B.A. in Marketing |
| Updated | October 2026 |
Free sample paper for MKT 3060 Module 5
Getting Found, Getting Shared, Getting Reorders: A Digital Launch Plan for a Bakery
Student Name
B.S.B.A. in Marketing, Thomas Edison State University
MKT-3060: Creating and Implementing the Electronic Enterprise
Mentor Name
Month Day, Year
Getting Found, Getting Shared, Getting Reorders: A Digital Launch Plan for a Bakery
Three Jobs, Three Channels
Kannan and Li (2017) present a framework in which digital technologies shape the whole marketing process, from understanding customers to creating value and reaching them through touchpoints. For a small seller, the practical question is which channel does which job.
| Job | Channel | Tactics |
|---|---|---|
| Get found | Search | Product pages written for searches such as "authentic baklava delivery" and "Eid gift box"; a small paid search budget in the weeks before holidays |
| Get shared | Social media | Short videos of baking; posts encouraging customers to share gift unboxings; partnerships with community pages |
| Get reorders | A welcome series after first purchase; reminders before holidays; subscription offers |
Search
Laudon and Traver (2020) distinguish organic search, earned through relevant content, from paid search. The bakery cannot outbid large sellers for broad terms like "baklava," but it can win specific searches by describing its products in the words customers use, including Turkish and Arabic names, and by publishing pages for holidays such as Ramadan, Eid and Christmas.
Social Media
The bakery's strongest asset is its community. Social media lets satisfied customers spread the word to relatives and friends who have moved away. The plan relies on organic posts and customer shares more than on paid ads. Community pages run by cultural associations and mosques' event boards, where permitted, can carry holiday announcements to the exact audience the bakery serves.
Email reaches customers the bakery has already won. A three-message welcome series tells the family's story, shows how to store baklava and offers a reorder code. Holiday reminders go out three weeks before major gift dates. Lemon and Verhoef (2016) note that the postpurchase stage of the journey shapes the next purchase, which is the stage email serves best.
Budget
The first-year budget is $9,000: $4,000 for paid search before holidays, $3,000 for video and photography, $1,500 for an email service and $500 for community page partnerships.
Metrics
Customer acquisition cost matters most, because a $45 order with a 40 percent margin earns $18; the bakery must recover acquisition costs through reorders.
| Metric | Definition | First-year target |
|---|---|---|
| Conversion rate | Orders divided by site visits | 2.5 percent |
| Customer acquisition cost | Marketing spend divided by new customers | Under $20 |
| Average order value | Revenue divided by orders | $45 |
| Repeat purchase rate | Customers ordering twice within six months | 30 percent |
| Email open rate | Opens divided by emails delivered | 35 percent |
Conclusion
The bakery's launch plan gives search, social media and email distinct jobs, spends a small budget where it counts and tracks metrics that show whether new customers are worth what they cost to acquire.
References
Kannan, P. K., & Li, H. A. (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
Laudon, K. C., & Traver, C. G. (2020). E-commerce 2019: Business, technology, society (15th ed.). Pearson.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
MKT 3060 Module 5 instructions, in plain terms
This written assignment covers e-commerce marketing and communications. Expect questions on search engine marketing, social media, email and other online channels, and on the metrics used to judge them. Apply the channels to your business, give each a clear purpose, set a realistic budget and define metrics with targets. Show the calculation behind any metric that drives your decisions, such as customer acquisition cost against order margin. Give each channel one clear job and a budget, and choose a few metrics with targets. Show the calculation that links acquisition cost to the margin on a typical order, since that comparison decides whether a channel is worth funding.
How the MKT 3060 Module 5 example is put together
The paper assigns each of three channels a single job in a table, drawing on a research framework. Sections explain the approach to search, social media and email. A budget section allocates a small amount. A metrics table sets targets, and the text explains why customer acquisition cost matters most by comparing it with order margin. The conclusion summarizes the plan. The channel table keeps the plan focused, and the budget is small enough for a family business. The metrics section explains which number matters most and why, connecting marketing to the business's finances. A small budget is allocated to each channel's job. Targets are realistic for a small seller.
Where the marks sit in the MKT 3060 Module 5 rubric
For the launch plan, mentors look for correct digital marketing concepts, a coherent channel plan, realistic budgeting and meaningful metrics. Papers that give each channel a purpose show strategic thinking. Metrics with targets and calculations, especially comparing acquisition cost with margin, demonstrate business understanding. Research frameworks used to organize the plan add depth beyond the textbook's channel descriptions and show the writer can connect tactics to strategy. Mentors also value plans that use the business's natural advantages, such as a loyal community, rather than copying large sellers' tactics. Accurate citations and clear tables complete the paper. Plans that compare acquisition cost with order margin, as this one does, show the business reasoning mentors want to see in a communications plan. Channels matched to jobs avoid spreading a small budget too thinly.
MKT 3060 Module 5 help: mistakes that cost marks
Students lose points by listing every digital channel without priorities, by setting no budget or by choosing metrics without targets. Others focus on followers instead of sales. Give each channel one job. Spend where your customers are. Set targets you can measure. Compare what a customer costs to acquire with what the customer is worth. Review results each month and shift spending from weak channels to strong ones. Set targets you can actually measure from your platform and email service, and review them monthly. A free first sample on your own MKT-3060 Module 5 assignment is available on request.
Write yours, or have the desk draft it
This paper is an original model document written by our desk, not a submitted student paper and not an official Thomas Edison State University document. Read it for the moves, then write your own to the instructions in your classroom. If you want one built to your exact prompt and rubric, the first custom sample is free and arrives in 24 to 48 hours.
More MKT 3060 and B.S.B.A. in Marketing sample papers
- MKT 3060 Module 1: Written Assignment: An E-Commerce Business Model for a Family Bakery
- MKT 3060 Module 2: Written Assignment: Trust and the Online Purchase Journey for Baklava
- MKT 3060 Module 3: Written Assignment: Building the Bakery's Online Store
- MKT 3060 Module 4: Written Assignment: Security, Payments and Privacy for a Small Online Seller
- MKT 3060 Module 6: Written Assignment: Shipping Pastry Without Breaking It
- MKT 3060 Module 7: Final Project: An E-Commerce Marketing Plan for Silk City Pastry
- MKT 3350 Module 5: Project Part 4: Launching the Composter and Forecasting Its First Year
- MKT 4410 Module 4: Written Assignment: LinkedIn for Bike-to-Work Partnerships
- MKT 4790 Module 4: Marketing Plan Part 3: Target, Positioning and the Marketing Mix
MKT 3060 Module 5 questions, answered
Where can I find a free MKT 3060 Module 5 sample paper?
A bakery's launch plan across search, social media and email, with budget and metrics, is the assignment above.
What is customer acquisition cost?
Marketing spend divided by the number of new customers acquired.
What is the difference between organic and paid search?
Organic search results are earned through relevant content; paid search results are bought through ads.
Why use email for an online store?
Email reaches existing customers at low cost and drives repeat purchases.
What is conversion rate?
The share of site visits that result in an order.