DISCUSSION
Develop a brief IMC for the company or product you are working on in your assignments.
• First, tell us about your company or product. What is your unique selling proposition? How do you distinguish your product or company from your competitors?
• Now, think about how to communicate this information using the AIDA principle. Describe your ad and promotion.
• How would you vary your ad for different media platforms? How would you vary the schedule to air it for maximum coverage with minimal expense?
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"The Importance of Social Media and Web Analytics" Please respond to the following:
• * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response.
• Use the Internet to research social media marketing strategies. Next, imagine that you are a manager of a retail store in a major mall with decreasing sales. Suggest two ways that you can use social media in order to increase sales and promote your business. Provide two examples of businesses that have used these methods and succeeded.
Go to Google Trends at google.com/trends and search for one of your favorite brands as well as two or three of its competitors.
• Analyze the trends that you observed with each company. To what could you attribute the increases or decreases in each company's trend(s)?
• What recommendations would you give to the brand managers of your favorite brand to increase the trend line for the future?
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Assignmen: Part C: Your Marketing Plan
To conclude your marketing plan, in Assignment , you will describe the company's, marketing strategy, implementation strategy, expansion plan, social media strategy, monitoring methods, and integrated marketing communication strategy.
Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.
Write a six to seven page paper in which you:
1. Develop the company's branding, pricing, and distribution strategy.
2. Classify the company's major competitors as inter- or intra-competitors. Categorize the competitors' major strengths and weaknesses.
3. Develop the differentiation strategy in relation to the closest competitor.
4. Establish whether the company's intention is to be a leader or follower within the industry.
5. Specify two social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.
6. Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company's advertising strategy.
7. Use at least five academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service.
Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
• Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
• Include a cover page containing the title of the assignment, the student's name, the professor's name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
• Develop strategies to assess performance and achieve marketing goals.
• Develop pricing strategies and distribution channels for products.
• Analyze integrated marketing communications and its relationship to advertising strategy.
• Evaluate marketing research tools involved in the marketing process.
• Use technology and information resources to research issues in marketing management.
• Write clearly and concisely about marketing management using proper writing mechanics.
Assignment : Part D: Your Marketing Plan - Video Presentation
Imagine that you are pitching your hypothetical service-based company's marketing plan to the Shark Tank Team for possible investment. Use a tablet, smartphone, laptop, desktop, or traditional video recorder to record a three to five (3-5) minute dynamic video in which you present your full marketing plan from Assignments 1, 2, and 3.
Note: If you are using a tablet or smartphone you will need to email the video file to yourself, then save it to a computer in order to upload to Blackboard. You may want to upload your video to a file sharing service, such as Dropbox, if your email will not let you send a large video file. Dropbox is accessible from all smartphones and tablets from the Dropbox app.
Once you are ready to upload your video to Blackboard, please use the following naming convention in the popup window for your video once it is finished uploading:
• Title: Your First Name, Your Last Name - Shark Tank Investment Video Pitch
• Tags: MKT500, Shark Tank
• Description: First Name, Last Name - MKT500 Assignment 4 (Date Uploaded ex. 5-23-2014)
Note: Check with your professor for any additional instructions. If you do not have access to a video camera or necessary hardware to complete this assignment, please contact your professor.
Note: If you receive an "Error while uploading" message and you are unable to upload your video file, let your instructor know right away. You can send the file in an alternate way such as sending it to your instructor's email via a file sharing service such as Google Drive, or you can upload your video file to a video sharing service such as YouTube and then send the link to your instructor to view it from. If your video is unable to upload to any of these sources either, your computer may have insufficient bandwidth to upload video, and you should copy the file to a thumb drive and send it from a different computer or mobile device.
Tips to prepare for your video:
• Create note cards
• Practice in front of a mirror and / or friends
• Review materials thoroughly
• Be persuasive
• Be professional
• Be creative
• Have fun!
Create a two to five (2-5) minute video presentation in which you:
1. Present the major points of your marketing plan.
2. Project your voice in order to clearly convey your ideas.
3. Present in a professional manner.
4. Use technology (e.g., i.e. audio quality, video quality, naming conventions) to convey ideas.
5. Use voice inflection and proper grammar.
The specific course learning outcomes associated with this assignment are:
• Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
• Develop strategies to assess performance and achieve marketing goals.
• Create an effective marketing plan.
• Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies
for competing.
• Evaluate the basis for market segmentation and approaches to segmentation.
• Evaluate target customer segments and positioning products within these segments.
• Develop branding strategies for existing and new products.
• Develop pricing strategies and distribution channels for products.
• Analyze integrated marketing communications and its relationship to advertising strategy.
• Evaluate marketing research tools involved in the marketing process.
• Use technology and information resources to research issues in marketing management.