Discussion 1
Your Campaign Story
During this course, you will develop a campaign proposal to market a new product or service. In Assignment 1, you will write a brief proposal for the campaign. In Assignment 2, you will develop a slide deck to present the campaign proposal.
This discussion helps you prepare by selecting your company, indicating your new product or service idea, and exploring some ideas for the brand story. Follow the directions below to get started:
• Read the Assignment 1 Instructions
• Choose the company or organization for your marketing campaign
o You may select the company you currently work for (recommended), a company you used to work for, a non-profit organization, or a
Fortune 500 company
• Indicate your idea for a new product or service that will be the focus of your marketing campaign
• Briefly describe your product or service in basic terms:
o What is the core problem that the product or service solves?
o What are 2 or 3 key features of the product or service?
• How does the new product or service align with the story and brand of the overall company?
• What challenges or risks could the introduction of this new item potentially create for the brand?
Discussion 2
What Does a CMO Do?
In the past, the Chief Marketing Officer (CMO) was responsible for managing marketing strategy and advertising across an organization. Today, the role has become more complex, encompassing the digital marketplace, branding, as well as public relations and new business generation.
Do some research on the CMO role and read about a few of the top CMOs in Fortune 500 companies. Then report on your research by responding to the prompts below:
• Describe in your own words the key duties and responsibilities of a CMO in today's job market
• Select one successful CMO from a Fortune 500 company and explain what you found impressive about that person's approach to the CMO role
Discussion 3: Digital Marketing Channels
Choose at least two digital marketing channels to promote and market the product or service chosen for your marketing campaign. Think through how you would leverage these channels, using the questions below to guide you:
• What two digital channels did you choose and why?
• What customer needs and desires does your product or service address?
• What are the core values and beliefs of your target audience?
• Create a brief "story" or idea to promote your product or service to customers
Identify one competitor already in the marketplace with a similar product or service to yours. Respond to the below prompts:
• What company did you identify and what product or service do they offer?
• Which channels do they use to promote their product or service?
• Describe or quote some messages that they use to promote their product or service
• Do you think that their messaging is effective? Why or why not?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.