MKT 501 TUI Module 3 Strategic Marketing Case Assignment

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Question Description

Module 3 - Case

DISTRIBUTION & MARKETING PLAN

Case Assignment

An important component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management.

This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy.

IMC Research:

Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.) Define each and discuss the pros and cons of the individual elements.

You should use the text for basic definitions. The majority of research for this section of the assignment must come from ARTICLES located in the library’s full-text databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central).

Application

  • Provide a brief introduction of the company with which you are working.
  • Include a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?
  • Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach?
  • Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign.

Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.

Use the attached APA-formatted template (MKT501 Case3) to create your submission.

Assignment Expectations

Your submission will include:

  • Trident University International’s cover page
  • A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
  • The reference list page in APA format

Module 3 - SLP

DISTRIBUTION & MARKETING PLAN

Call to Action

How do you get the consumer to your site or social media? This is the exciting part of the promotion process - using creative tools to drive traffic to your site.

Sizing up the competition online

Use research from quality graduate-level resources and web searches of competitors:

  • Analyze at least one competitor and how it is driving traffic to its sites.

Boost your online presence

  • Provide a brief introduction of the company with which you are working.
  • Explain what online presence your product and service will have (include website and social media).

Create a plan using at least three different communication tools to promote your online presence.

  • Include rationale to back up your decisions.
  • Explain how you will measure the effectiveness of each tool listed (research is required).

In academic writing, it is necessary to use 3rd person vs. 1st person. For more information see Differences Between First and Third Person. This SLP will be written in 3rd person. Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format.

Use the attached APA-formatted template (MKT501 SLP3) to create your submission.

SLP Assignment Expectations

Your submission will include:

  • Trident University International’s cover page
  • A 2- to 3-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
  • The reference list in APA format



Unformatted Attachment Preview

Running head: STRATEGIC MARKETING MODULE 3 CASE Trident University International Student Name Strategic Marketing Module 3 Case MKT501: Strategic Marketing Professor’s Name Date of Submission 1 STRATEGIC MARKETING MODULE 3 CASE Strategic Marketing Module 3 Case This is your 2-3 sentence introduction. No heading is required. Remember to always indent the first line of a paragraph (use the tab key). The margins, font size, spacing, and font type (bold or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font. This introduction should provide a quick overview of the topic discussed. Integrated Marketing Communication Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements. Product Provide a quick overview of the product or service you created. Even though you have "created" a product or service, the applications and research in this section will be real. IMC Approach Include a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures? Messaging Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach? Measuring Effectiveness 2 STRATEGIC MARKETING MODULE 3 CASE Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign. Conclusion This is your 2-3 sentence conclusion. Remember this is the last thing your reader will hear. 3 STRATEGIC MARKETING MODULE 3 CASE References This listing should be in alphabetical order. Below are a few examples of reference list entries. The following list needs to be removed before you submit the paper. Journal in online library (be sure that you give the specific library database for journal articles that you have retrieved from the library, e.g., Proquest, EBSCO – Academic Search Complete, EBSCO – Business Source Complete, IBISWorld, etc.): Last name, Initials. (yyyy of journal volume). Title of article. Title of Journal, volume number,(issue number), pages. Retrieved from [insert name of library database] Example: Borgerson, J. L., Schroeder, J. E., Escudero Magnusson, M., & Magnusson, F. (2009). Corporate communication, ethics, and operational identity: A case study of Benetton. Business Ethics: A European Review, 18(3), 209-223. Retrieved from Proquest. Book in online library: Last name, Initials. (yyyy published). Book title. Retrieved from [insert name of library database] Example: Johnson, R. A. (2009). Helping really fat dogs. Retrieved from EBSCO eBook Collection. Newspaper in online library: Author last name, first initial. (YYYY, MM DD). Name of article. Title of Newspaper, pages. Retrieved from [name of library database]. Example: Dee, J. (2007, December 23). A toy maker’s conscience. New York Times Magazine, 34-39. Retrieved from EBSCO – Academic Source Complete. Websites APA end reference for a website – with author: Author. (Year [use n.d. if not given]). Article or page title. Larger Publication Title. Retrieved from https://urladdress Example: Shiva, V. (2006, February 12). Bioethics: A third world issue. Nativeweb. Retrieved 4 STRATEGIC MARKETING MODULE 3 CASE from https://www.nativeweb.org/pages/legal/shiva.html APA end reference for a website – with no author: Title of article. (Year [use n.d. if not given]). Website Title. Retrieved from https://www.website-name/ABCDEFG-12345 Example: Media giants. (2014). Frontline: The Merchants of Cool. Retrieved from https://www.pbs.org/wgbh/pages/frontline/shows/cool/giants/ 5 Running head: PRINCIPLES OF MARKETING MODULE 3 SLP Trident University International Student Name Principles of Marketing Module 3 SLP MKT301: Principles of Marketing Professor’s Name Date of Submission 1 PRINCIPLES OF MARKETING MODULE 3 SLP Principles of Marketing Module 3 SLP This is your 2-3 sentence introduction. No heading is required. Remember to always indent the first line of a paragraph (use the tab key). The margins, font size, spacing, and font type (bold or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font. This introduction should provide a quick overview of the topic discussed. Online Competition Use research from quality graduate-level resources and web searches of competitors: Analyze the at least one competitor and how it is driving traffic to its sites. Product Provide a quick overview of the product or service you created. Even though you have "created" a product or service, the applications and research in this section will be real. Online Presence Explain what online presence your product and service will have (include website and social media) Plan for Communication Tool 1 Create a plan using at least three different communication tools to promote your online presence. Include rationale to back up your decisions. Explain how you will measure the effectiveness of each tool listed (research is required). Plan for Communication Tool 2 Create a plan using at least three different communication tools to promote your online presence. Include rationale to back up your decisions. Explain how you will measure the effectiveness of each tool listed (research is required). Plan for Communication Tool 3 2 PRINCIPLES OF MARKETING MODULE 3 SLP Create a plan using at least three different communication tools to promote your online presence. Include rationale to back up your decisions. Explain how you will measure the effectiveness of each tool listed (research is required). Conclusion This is your 2-3 sentence conclusion. Remember this is the last thing your reader will hear. 3 PRINCIPLES OF MARKETING MODULE 3 SLP References This listing should be in alphabetical order. Below are a few examples of reference list entries. The following list needs to be removed before you submit the paper. Journal in online library (be sure that you give the specific library database for journal articles that you have retrieved from the library, e.g., Proquest, EBSCO – Academic Search Complete, EBSCO – Business Source Complete, IBISWorld, etc.): Last name, Initials. (yyyy of journal volume). Title of article. Title of Journal, volume number,(issue number), pages. Retrieved from [insert name of library database] Example: Borgerson, J. L., Schroeder, J. E., Escudero Magnusson, M., & Magnusson, F. (2009). Corporate communication, ethics, and operational identity: A case study of Benetton. Business Ethics: A European Review, 18(3), 209-223. Retrieved from Proquest. Book in online library: Last name, Initials. (yyyy published). Book title. Retrieved from [insert name of library database] Example: Johnson, R. A. (2009). Helping really fat dogs. Retrieved from EBSCO eBook Collection. Newspaper in online library: Author last name, first initial. (YYYY, MM DD). Name of article. Title of Newspaper, pages. Retrieved from [name of library database]. Example: Dee, J. (2007, December 23). A toy maker’s conscience. New York Times Magazine, 34-39. Retrieved from EBSCO – Academic Source Complete. Websites APA end reference for a website – with author: Author. (Year [use n.d. if not given]). Article or page title. Larger Publication Title. Retrieved from https://urladdress Example: Shiva, V. (2006, February 12). Bioethics: A third world issue. Nativeweb. Retrieved 4 PRINCIPLES OF MARKETING MODULE 3 SLP from https://www.nativeweb.org/pages/legal/shiva.html APA end reference for a website – with no author: Title of article. (Year [use n.d. if not given]). Website Title. Retrieved from https://www.website-name/ABCDEFG-12345 Example: Media giants. (2014). Frontline: The Merchants of Cool. Retrieved from https://www.pbs.org/wgbh/pages/frontline/shows/cool/giants/ 5 Running head: STRATEGIC MARKETING MODULE 3 CASE Trident University International Student Name Strategic Marketing Module 3 Case MKT501: Strategic Marketing Professor’s Name Date of Submission 1 STRATEGIC MARKETING MODULE 3 CASE Strategic Marketing Module 3 Case This is your 2-3 sentence introduction. No heading is required. Remember to always indent the first line of a paragraph (use the tab key). The margins, font size, spacing, and font type (bold or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font. This introduction should provide a quick overview of the topic discussed. Integrated Marketing Communication Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements. Product Provide a quick overview of the product or service you created. Even though you have "created" a product or service, the applications and research in this section will be real. IMC Approach Include a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures? Messaging Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach? Measuring Effectiveness 2 STRATEGIC MARKETING MODULE 3 CASE Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign. Conclusion This is your 2-3 sentence conclusion. Remember this is the last thing your reader will hear. 3 STRATEGIC MARKETING MODULE 3 CASE References This listing should be in alphabetical order. Below are a few examples of reference list entries. The following list needs to be removed before you submit the paper. Journal in online library (be sure that you give the specific library database for journal articles that you have retrieved from the library, e.g., Proquest, EBSCO – Academic Search Complete, EBSCO – Business Source Complete, IBISWorld, etc.): Last name, Initials. (yyyy of journal volume). Title of article. Title of Journal, volume number,(issue number), pages. Retrieved from [insert name of library database] Example: Borgerson, J. L., Schroeder, J. E., Escudero Magnusson, M., & Magnusson, F. (2009). Corporate communication, ethics, and operational identity: A case study of Benetton. Business Ethics: A European Review, 18(3), 209-223. Retrieved from Proquest. Book in online library: Last name, Initials. (yyyy published). Book title. Retrieved from [insert name of library database] Example: Johnson, R. A. (2009). Helping really fat dogs. Retrieved from EBSCO eBook Collection. Newspaper in online library: Author last name, first initial. (YYYY, MM DD). Name of article. Title of Newspaper, pages. Retrieved from [name of library database]. Example: Dee, J. (2007, December 23). A toy maker’s conscience. New York Times Magazine, 34-39. Retrieved from EBSCO – Academic Source Complete. Websites APA end reference for a website – with author: Author. (Year [use n.d. if not given]). Article or page title. Larger Publication Title. Retrieved from https://urladdress Example: Shiva, V. (2006, February 12). Bioethics: A third world issue. Nativeweb. Retrieved 4 STRATEGIC MARKETING MODULE 3 CASE from https://www.nativeweb.org/pages/legal/shiva.html APA end reference for a website – with no author: Title of article. (Year [use n.d. if not given]). Website Title. Retrieved from https://www.website-name/ABCDEFG-12345 Example: Media giants. (2014). Frontline: The Merchants of Cool. Retrieved from https://www.pbs.org/wgbh/pages/frontline/shows/cool/giants/ 5 Running head: PRINCIPLES OF MARKETING MODULE 3 SLP Trident University International Student Name Principles of Marketing Module 3 SLP MKT301: Principles of Marketing Professor’s Name Date of Submission 1 PRINCIPLES OF MARKETING MODULE 3 SLP Principles of Marketing Module 3 SLP This is your 2-3 sentence introduction. No heading is required. Remember to always indent the first line of a paragraph (use the tab key). The margins, font size, spacing, and font type (bold or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font. This introduction should provide a quick overview of the topic discussed. Online Competition Use research from quality graduate-level resources and web searches of competitors: Analyze the at least one competitor and how it is driving traffic to its sites. Product Provide a quick overview of the product or service you created. Even though you have "created" a product or service, the applications and research in this section will be real. Online Presence Explain what online presence your product and service will have (include website and social media) Plan for Communication Tool 1 Create a plan using at least three different communication tools to promote your online presence. Include rationale to back up your decisions. Explain how you will measure the effectiveness of each tool listed (research is required). Plan for Communication Tool 2 Create a plan using at least three different communication tools to promote your online presence. Include rationale to back up your decisions. Explain how you will measure the effectiveness of each tool listed (research is required). Plan for Communication Tool 3 2 PRINCIPLES OF MARKETING MODULE 3 SLP Create a plan using at least three different communication tools to promote your online presence. Include rationale to back up your decisions. Explain how you will measure the effectiveness of each tool listed (research is required). Conclusion This is your 2-3 sentence conclusion. Remember this is the last thing your reader will hear. 3 PRINCIPLES OF MARKETING MODULE 3 SLP References This listing should be in alphabetical order. Below are a few examples of reference list entries. The following list needs to be removed before you submit the paper. Journal in online library (be sure that you give the specific library database for journal articles that you have retrieved from the library, e.g., Proquest, EBSCO – Academic Search Complete, EBSCO – Business Source Complete, IBISWorld, etc.): Last name, Initials. (yyyy of journal volume). Title of article. Title of Journal, volume number,(issue number), pages. Retrieved from [insert name of library database] Example: Borgerson, J. L., Schroeder, J. E., Escudero Magnusson, M., & Magnusson, F. (2009). Corporate communication, ethics, and operational identity: A case study of Benetton. Business Ethics: A European Review, 18(3), 209-223. Retrieved from Proquest. Book in online library: Last name, Initials. (yyyy published). Book title. Retrieved from [insert name of library database] Example: Johnson, R. A. (2009). Helping really fat dogs. Retrieved from EBSCO eBook Collection. Newspaper in online library: Author last name, first initial. (YYYY, MM DD). Name of article. Title of Newspaper, pages. Retrieved from [name of library database]. Example: Dee, J. (2007, December 23). A toy maker’s conscience. New York Times Magazine, 34-39. Retrieved from EBSCO – Academic Source Complete. Websites APA end reference for a website – with author: Author. (Year [use n.d. if not given]). Article or page title. Larger Publication Title. Retrieved from https://urladdress Example: Shiva, V. (2006, February 12). Bioethics: A third world issue. Nativeweb. Retrieved 4 PRINCIPLES OF MARKETING MODULE 3 SLP from https://www.nativeweb.org/pages/legal/shiva.html APA end reference for a website – with no author: Title of article. (Year [use n.d. if not given]). Website Title. Retrieved from https://www.website-name/ABCDEFG-12345 Example: Media giants. (2014). Frontline: The Merchants of Cool. Retrieved from https://www.pbs.org/wgbh/pages/frontline/shows/cool/giants/ 5 ...
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