JWI 518 Marketing in the Global Economy Assignments- Strayer University
Assignment 1: Campaign Brief
Overview
In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief to use at the executive team meeting. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action and therefore it has a persuasive tone. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign Plan in Assignment 2.
The purpose of the Campaign Brief is to summarize your research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate vehicle to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise - only two to three pages long.
Leverage what you have learned in the first three weeks of your marketing course, including the textbook readings, Lecture Notes, articles, videos, and external resources. This assignment provides you with a practical application of the ideas you have been studying and useful preparation for Assignment 2.
Instructions
Use the JWI518_Assignment_1_Template provided in your course shell. The headings below mirror the sections in the template and provide you with some detailed prompts for each section. Respond to all the prompts and questions below to ensure that you include all required content in the assignment.
A. PRODUCT OR SERVICE
• Briefly describe the product or service you have selected for your marketing campaign.
• What are key features of your product or service? Remember to be brief, but provide context. For example, use the format "Feature: Brief summary of the feature."
B. BUYER PROBLEM
• What consumer "need" does your product or service address?
• What are the core results your buyers are seeking?
C. TARGET AUDIENCE
• What are the key demographics and characteristics of your ideal target audience for this campaign?
• Is your target audience one segment, or should it be divided into two or more sub-segments? What are those segments?
D. VALUES AND BELIEFS
• What are the top two or three underlying values and beliefs that you will target for this campaign?
• How can you connect your product or service to the values and beliefs you have prioritized?
E. MARKETING MESSAGE
• What are the top three differentiators that distinguish your product or service from similar offerings sold by your competitors?
• Write a two-sentence value proposition for this campaign in a manner that is engaging but succinct.
F. SOCIAL MEDIA STRATEGY
• What are the top three channels you will use to advertise to reach the target audience you have identified, and what are their core demographic audiences?
• How will you use the social media channels you selected to engage your target audience and spread your marketing message?
G. REFERENCES
Assignment 2: Marketing Campaign Slide Deck
Part A: Drafts for Slides 1 to 7.
Part B: Complete Marketing Campaign Slide Deck.
Overview
In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3.
For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment, use the JWI518_ Assignment_2_Template available in your Blackboard course. This template is provided as a guide for developing your slides, to ensure that all required content is included.
Bear in mind that your audience will be the CMO and members of the company's executive team. As high- level decision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign.
Leverage what you have learned in the first seven weeks of your JWI 518 - Marketing in a Global Environment course, including the textbook readings, Lecture Notes, articles, videos, and external resources. You will also build on the work you did in your Campaign Brief in Assignment 1.
Instructions
Construct your slides for Assignment 2 using the Slide Deck Outline below. The slide numbers in parentheses refer to the numbered slides in the Assignment_2_Template. You may add some additional slides for topics that need them, but your total slide deck must be no more than 15 slides.
Slide Deck Outline
CAMPAIGN PROPOSAL (SLIDE 1 - COVER SLIDE)
• Company name, campaign name, product or service name
• Student name, professor name, submission date
PRODUCT / SERVICE AND FEATURES (SLIDE 2)
• Introduce the product or service for the campaign:
o Description of the product or service
o What is its core purpose or function?
• What are its key features?
o Use this or a similar format - Feature: brief summary of the feature
CAMPAIGN MARKETING GOALS (SLIDE 3)
• Which marketing goals will this campaign support?
o Provide a minimum of 3 and a maximum of 5 goals
o Write a brief SMART description for each goal
- SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Bound
o You may select from the sample goals below or add your own alternative goals:
- Build brand awareness
- Increase in number of items sold
- Increase in market share
- Capture a new target market
- Broaden the company's mix of products/services
- Increase overall company revenues
- Increase donations to organization
- Improve ROI on advertising expenditure
- Change or improve the company's image
TARGET AUDIENCE AND COMPETITION (SLIDE 4)
• What are the key characteristics of your campaign's target audience?
• How will you differentiate your brand from the competition?
o Use the chart provided in the template to compare your product or service to similar offerings from two competitors in the marketplace
CUSTOMER NEEDS AND DESIRES (SLIDE 5)
• Customer Need:
o What customer "need" does your product or service address?
o Why would a customer buy the product or service?
o What is the value that the product or service delivers?
• Customer Desire:
o What customer "desire" does the product or service fulfill?
o How does it reinforce the customer's self-image?
o How does it connect the customer with others?
CUSTOMER VALUES AND BELIEFS (SLIDE 6)
• What are the core values and beliefs of your target audience?
• How can you connect your brand to those values and beliefs?
MARKETING MESSAGES AND STORY (SLIDE 7)
• What are the key features you need to highlight in your marketing messages for this campaign?
• What is the "story" that you will use to appeal to customers in this campaign?
• What words and images will you use to "frame" your marketing story for this campaign?
SOCIAL MEDIA STRATEGY (SLIDE 8)
• Where will you advertise to reach your target audience for this campaign?
o Choose at least 3 channels
• How will you use social media to engage your audience for this campaign?
• How will you use social media to spread your marketing message widely in this campaign?
MARKETING METRICS AND BUDGET (SLIDE 9)
• What metrics will you use to measure your campaign's performance?
• How often will you need to collect data to calculate those metrics?
• Why did you select those particular metrics for each marketing category?
• Allocate appropriate funding to both traditional media and digital media
o Use the chart provided in the template to allocate your budget and select your metrics
CONCLUSION (SLIDE 10 - CLOSING SLIDE)
• Describe the short term and long term benefits of a successful campaign
• Specify the reasons why the executive team should endorse your proposal
• Thank your audience and invite questions
REFERENCES.
• List of References (Sources)
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Marketing-Assignments-Template.rar