Unit 6: Application Assignment
Unit Learning Outcomes
ULO 2: Evaluate integrated marketing communication and the communication process and the impact on the success of marketing planning. (CLO 3 & 4)
ULO 3: Choose the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies. (CLO 1 &5)
ULO 4: Examine the elements of the promotion decision process, utilizing the promotional mix and its components. (CLO 1, 4 & 5)
Companies not only create value for consumers, but must also clearly and persuasively communicate that value through effective promotional strategies. The communications environment is dynamic and rapidly changing, and companies must continually examine and coordinate the delivery of clear consistent, and compelling messages representative of the organization and its brand(s).
Mini-case studies: The students are expected to answer the questions associated with the case. These questions are intended to elicit thoughtful reactions to contemporary marketing strategy initiatives and challenges. The students are expected to carefully read the assignment instructions, then thoroughly and explicitly address each component of the corresponding case study questions.
The responses should reflect higher level cognitive processing (analysis, synthesis, and evaluation), which is essential for someone in any industry, as marketing decisions affect all levels and stakeholders within the organization and in the external marketplace/marketspace.
There is no minimum number of references that need to be utilized to support the completion of this assignment; however, it is generally understood that any good case study analysis will incorporate the appropriate quality and quantity of scholarly sources to support any suppositions and recommendations.
The submission will not exceed four (4) pages in length, excluding the title and references pages.
The document must adhere to the APA writing style.
Finally, the document should be prepared as a Microsoft Word document and uploaded to Submit Assignment.
Case Study: Google (Alphabet) Inc.: The Right Ads at the Right Time
- Read the case on pages 530 - 533 in your text.
- Watch the video supplement to the case at link http://www.viddler.com/embed/bf7fc9fa (Links to an external site.).
- Respond to the following case question. (Disregard the questions in the text.)