Homework: An Integrated Marketing Strategy
The Paper should demonstrate understanding of the reading homework as well as the discussion points. The purpose of this homework is to integrate the concepts studied in this course into a cohesive and comprehensive paper.
The Paper will be titled "An Integrated Marketing Strategy for ____." You will fill in the blank with an existing or a new brand name of your choice. The goal of the paper is to integrate theories and concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand (good or service) with a particular target market. Refer to the previous homework completed in this course for insight on how to develop your Paper. You must
i. Provide an Overview/Executive Summary of the marketing strategy.
ii. Describe the good or service and desired brand image.
iii. Describe the target market, including buyer motivations, demographics, and psychographics.
iv. Describe the overall marketing strategy, including positioning strategy versus competitors.
v. Describe a promotions and advertising campaign that includes a description of one advertisement.
vi. Recommend and describe a Public Relations campaign.
vii. Describe the use of an Internet marketing campaign, including web site and use of email.
viii. Describe a direct marketing campaign, including Customer Relationship Management.
Format your homework according to the following formatting requirements:
i) The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
ii) The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
iii) Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.