Focus Of The Final Paper The Final Paper Should Demonstrate
Focus Of The Final Paperthe Final Paper Should Demonstrate Understandi
The Final Paper should demonstrate understanding of the reading assignments as well as the discussion points. The purpose of this assignment is to integrate the concepts studied in this course into a cohesive and comprehensive paper. The Final 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 assignments completed in this course for insight on how to develop your Final Paper.
You must Provide an Overview/Executive Summary of the marketing strategy. Describe the good or service and desired brand image. Describe the target market, including buyer motivations, demographics, and psychographics. Describe the overall marketing strategy, including positioning strategy versus competitors. Describe a promotions and advertising campaign that includes a description of one advertisement.
Recommend and describe a Public Relations campaign. Describe the use of an Internet marketing campaign, including web site and use of email. Describe a direct marketing campaign, including Customer Relationship Management. The paper Must be 6 to 8 double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center. Must include a separate title page with the following: Title of paper, Student’s name, Course name and number, Instructor’s name, and Date submitted. Must begin with an introductory paragraph that has a succinct thesis statement.
Must address the topic of the paper with critical thought. Must end with a conclusion that reaffirms your thesis. Must use at least four scholarly sources in addition to the course text, including a minimum of two from the Ashford University library. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.
Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. The course text is: Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. San Diego, CA: Bridgepoint Education, Inc. This text is a Constellation™ course digital materials (CDM) title.
Paper For Above instruction
The final research paper for this course requires the development of a comprehensive integrated marketing strategy for a brand of your choice. The objective is to synthesize core concepts from the textbook "Integrated Marketing Communications" by Ogden and Ogden (2014), and apply them creatively and critically to formulate an effective marketing plan that aligns with theoretical frameworks and real-world practices. This paper will serve as a capstone, demonstrating mastery over the course content through strategic analysis and practical campaign development.
At the heart of this endeavor is selecting either an existing brand or creating a new one, which will be the focal point of your marketing strategy. You will craft an overarching overview and executive summary, elaborating on the brand’s core attributes, envisioned identity, and positioning in the marketplace. It is vital to articulate the product or service’s unique value proposition and the desired brand image that the marketing efforts aim to cultivate among consumers.
The target market must be delineated with precision, encompassing demographic data such as age, gender, income level, education, and geographic location. Psychographic factors, including consumer lifestyles, values, personalities, and buying motivations, should be thoroughly analyzed to tailor marketing messages effectively. This deep understanding will inform the positioning strategy, highlighting how your brand will distinguish itself from competitors through unique selling propositions and competitive advantages.
The marketing strategy should encompass promotional tactics across multiple channels. Design a promotions and advertising campaign, selecting one representative advertisement, and explaining how it appeals to your target audience. Incorporate insights from the textbook on effective communication techniques and media choices. Next, outline a public relations campaign aimed at shaping consumer perceptions and strengthening brand reputation, considering media relations, influencer outreach, or community engagement.
In addition, describe an Internet marketing plan that leverages a website optimized for user engagement and SEO, complemented by email marketing strategies to foster customer loyalty and retention. Furthermore, propose a direct marketing approach that includes Customer Relationship Management (CRM) tools to track customer interactions and personalize marketing messages.
The final paper must be well-organized, with a clear introduction—including a thesis statement—body paragraphs that develop each aspect of the marketing plan, and a conclusion that summarizes and reaffirms the central ideas. The paper should be 6 to 8 pages in length, excluding references, formatted per APA guidelines.
Include a separate title page with the required information, and cite a minimum of four scholarly sources beyond the course textbook. These should include at least two references from the Ashford University library, and all sources must be properly documented in APA style. A comprehensive reference list should follow, also formatted according to APA style.
This assignment demands critical thinking, application of marketing theories, creative campaign ideas, and scholarly research to develop an integrated marketing strategy that clearly demonstrates understanding of course concepts and practical marketing tools.