JWI 518: Marketing in a Global Environment
Campaign Brief
DATE
TO
FROM
SUBJECT
[Enter Due Date]
Chief Marketing Officer
[Enter Your Name]
Campaign Proposal for [Enter Name of Your Product or Service]
A. PRODUCT OR SERVICE DESCRIPTION
B. BUYER PROBLEM
Consumer Need
Core Results
(Reference
needed)
C. TARGET AUDIENCE
Demographics and
Characteristics
(Reference
needed)
Segmentation
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This
course guide is subject to change based on the needs of the class.
JWMI 518 – Assignment 1 Template (1196)
JWI 518: Marketing in a Global Environment
Campaign Brief
D. VALUES AND BELIEFS
Underlying Values
•
•
•
Value #1: Enter short description
Value #2: Enter short description
Value #3: Enter short description
•
•
•
Point of Difference: Enter short description
Point of Difference: Enter short description
Point of Difference: Enter short description
Value Connection
with Buyers
E. MARKETING MESSAGE
Differentiation
Value Proposition
(2 sentences max.)
F. SOCIAL MEDIA STRATEGY
Target Social
Media Channels
•
•
•
Channel #1. Core audience description (reference).
Channel #2. Core audience description (reference).
Channel #3. Core audience description (reference).
How will you use
these channels for
a successful
campaign? (2-3
sentences max.)
G. REFERENCES (Enter References to Support Your Brief Here)
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This
course guide is subject to change based on the needs of the class.
JWMI 518 – Assignment 1 Template (1196)
JWI 518: Marketing In a Global Environment
Academic Submissions and Evaluations
Assignment 1: Campaign Brief
Due Week 3, Sunday midnight of your time zone (Weight: 10%)
“In a busy marketplace, not standing out is the same as being invisible.”
Seth Godin
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, Week 2 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?
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course
guide is subject to change based on the needs of the class.
JWI 518 – Assignment 1 (1196)
Page 1 of 4
JWI 518: Marketing In a Global Environment
Academic Submissions and Evaluations
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
Campaign Brief Formatting Requirements
•
Typed, using a professional font (size 10-12)
•
Use the Assignment_1_Template provided in the course shell
•
Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the
spaces that are provided for your name, the date, etc. in the template.
•
References must be included and provide information that enables the reader to locate the original
source. Application and analysis of course materials and resources are expected, and additional
research is welcome.
•
Your Campaign Brief should be two to three pages in length, including your References list
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course
guide is subject to change based on the needs of the class.
JWI 518 – Assignment 1 (1196)
Page 2 of 4
JWI 518: Marketing In a Global Environment
Academic Submissions and Evaluations
Rubric – Assignment 1
CRITERIA
Unsatisfactory
Low Pass
Pass
High Pass
Honors
1. Describes
the product or
service and the
buyer problem
it addresses.
Does not or
unsatisfactorily
describes the
product or
service and buyer
problem.
Partially
describes the
product or
service and buyer
problem.
Satisfactorily
describes the
product or
service and buyer
problem.
Completely
describes the
product or
service and buyer
problem.
Exemplarily
describes the
product or
service and buyer
problem.
Does not or
unsatisfactorily
describes the
target audience
and their top 2 or
3 values or
beliefs.
Partially
describes the
target audience
and their top 2 or
3 values or
beliefs.
Satisfactorily
describes the
target audience
and their top 2 or
3 values or
beliefs.
Completely
describes the
target audience
and their top 2 or
3 values or
beliefs.
Exemplarily
describes the
target audience
and their top 2 or
3 values or
beliefs.
Does not or
unsatisfactorily
describes the top
3 differentiators.
Does not create
or creates an
ineffective value
proposition for
the campaign.
Partially
describes the top
3 differentiators.
Creates a
minimally
effective value
proposition for
the campaign.
Satisfactorily
describes the top
3 differentiators
and creates an
effective value
proposition for
the campaign.
Completely
describes the top
3 differentiators
and creates a
strong and
effective value
proposition for
the campaign.
Exemplarily
describes the top
3 differentiators
and creates an
excellent and
effective value
proposition for
the campaign.
Does not or
unsatisfactorily
identifies 3 social
media channels.
Does not or
unsatisfactorily
describes how
they will be used
in the campaign.
Identifies 3 social
media channels;
writes a poor or
insufficient
description of
how they will be
used.
Identifies 3 social
media channels;
writes a
satisfactory
description of
how they will be
used in the
campaign.
Identifies 3 social
media channels;
writes a complete
and effective
description of
how they will be
used in the
campaign.
Identifies 3 social
media channels;
writes an
exemplary
description of
how they will be
used in the
campaign.
Weight: 20%
2. Describes
the target
audience and
their top 2 or 3
values or
beliefs.
Weight: 20%
3. Describes
the top 3
differentiators
and creates an
effective value
proposition for
the campaign.
Weight: 25%
4. Identifies 3
social media
channels for
the campaign
and explains
how they will
be used.
Weight: 25%
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course
guide is subject to change based on the needs of the class.
JWI 518 – Assignment 1 (1196)
Page 3 of 4
JWI 518: Marketing In a Global Environment
Academic Submissions and Evaluations
CRITERIA
Unsatisfactory
5. The
Campaign
Brief follows
the template
and is free
from grammar
and spelling
errors.
The Campaign
Brief does not
follow the
template and/or
there are
numerous
grammar or
spelling errors.
References are
provided in a
manner that
enables the
reader to
identify the
sources.
References are
not included in a
manner that
enables the
reader to quickly
identify sources.
Low Pass
Pass
The Campaign
Brief follows the
template, but
there are some
grammar or
spelling errors.
The Campaign
Brief follows the
template, but
there are a few
grammar or
spelling errors.
References may
not be included in
a manner that
enables the
reader to quickly
identify sources.
References are
mostly accurate
but some may
not be included in
a manner that
enables the
reader to quickly
identify sources.
High Pass
Honors
The Campaign
Brief makes good
use of the
template and
there are no
grammar or
spelling errors.
The Campaign
Brief makes
excellent use of
the template and
there are no
grammar or
spelling errors.
All References
are included in a
manner that
enables the
reader to quickly
identify sources.
All References
are included in a
manner that
enables the
reader to quickly
identify sources.
Weight: 10%
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course
guide is subject to change based on the needs of the class.
JWI 518 – Assignment 1 (1196)
Page 4 of 4
JWI 518: Marketing In a Global Environment
Assignment 1 : Key Terms and Concepts
The table below lists major terms and concepts used in Assignment 1, the Campaign Brief. The key terms and concepts are
defined and put into context in relation to their use in this assignment.
Sources:
•
•
Kotler, Kartajaya & Setiawan. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: Wiley.
Clemente, Mark N. (2002). The Marketing Glossary. New York: AMACOM
Term
Definition
Campaign
A series of promotional messages featuring a common theme and scheduled to run during a designated period
of time. May include advertising, public relations activities, sales promotions, and direct marketing.
Campaign Brief
A document that describes the theme for the campaign, states its goals, and describes how these goals will be
accomplished. Some examples of campaign goals are: an increase in awareness, an increase in sales, and/or
an increase in acquiring new customers.
Chief Marketing Officer
(CMO)
A Chief Marketing Officer (CMO) – also known as a Global Marketing Officer or Marketing Director - is a
corporate executive responsible for marketing activities in an organization.
Database Marketing
Database marketing is a form of direct marketing that uses customer data, stored in databases, to generate
personalized marketing messages to both prospective and existing customers. The database system enables
users to enter, retrieve, sort, edit, and index the stored information.
Features
Characteristics or attributes that supplement a product’s basic function. These are used by the marketer to
advertise extra advantages of the product. For example, if a laptop is thin and lightweight, these are features
that may add to its basic functionality in attracting purchasers.
Market Research
Information that relates to a specific marketing opportunity or problem, and the process of collecting, analyzing,
and reporting this information.
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise
disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.
JWI 518 – Assignment 1: Key Terms and Concepts (1198)
Page 1 of 2
JWI 518: Marketing In a Global Environment
Assignment 1 : Key Terms and Concepts
Term
Definition
Demographics
The study of a market’s composition based on socioeconomic variables, such as age, sex. Occupation,
religion, level of education, race, nationality, income, or family size. Demographic information is useful in
analyzing consumer behavior because buyer wants, preferences, and product usage patterns often are similar
among members of a given demographic category.
Target Audience or Target
Market
The segment of a population to which advertising and other marketing communications are directed. Target
audiences are usually defined in terms of geographic, demographic, or psychographic attributes. Marketers
study target audiences and their characteristics in order to devise impactful promotional strategies.
Values and Beliefs
These are deeply rooted ethical traits, underlying a person’s worldview, which have a significant effect on their
purchasing decisions.
Point of Differentiation
A point of differentiation, also known as a differentiator, is a key characteristic of a product or service that
distinguishes it from similar items offered by other companies.
Social Media
Electronic media platforms that allow customers to share text, images, audio, and video information with each
other and with companies or non-profit organizations. Some examples are Facebook, Twitter, Instagram,
Pinterest, and LinkedIn.
Value Proposition
A brief statement from a marketer offering a set of benefits that will satisfy one or more needs of the customer.
Media Channel
The avenues through which messages are sent. In marketing, these refer to the means by which promotional
communications are disseminated to the target market. The target market may include customers, other
businesses, partners, or non-profit donors. Some examples of media channels are print media, radio,
television, blogs, video blogs, direct-to-customer mail, email, and social media platforms, such as Facebook,
YouTube, LinkedIn etc.
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise
disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.
JWI 518 – Assignment 1: Key Terms and Concepts (1198)
Page 2 of 2
Running Head: PRODUCT PROMOTION
1
Product Promotion
Name
Date
2
PRODUCT PROMOTION
Campaign story
When introducing a new product in the market, the involved company must analyze the
market to ensure that they make high-level decisions that may facilitate its overall success in the
market (Baker, 2016). Cisco is one of the well-known organizations that offer quality products in
the market, and that utilizes quality marketing strategies for its products. Cisco routers that the
company produces is an advancement of the previous routers in the market. This product also
includes an integrated security structure that makes the Cisco routers an appropriate tool for the
networking needs of the clients. The other feature of this product that makes it a necessary tool
that can meet the requirements in the market is its automated provisioning and optimization
features that it has.
Buyer problem
When providing a product in the market, the marketing team must analyze the problem
that the members of the target market may have thus assist in deciding the features that will be
included in the product (Chang & Taylor, 2016). Through this analysis, it becomes possible for
the marketing team of this organization to learn about some of the elements that may need more
improvement so as to meet the needs ion the general market (Deepak & Jeyakumar, 2019).
Networking related problems are some of the challenges that the product that Cisco developed
may help in the meeting. There are several challenges in the market that cisco routers my
address. The security of the network is one of the problems that the company identified in the
market. This problem was caused by the failure of the products that were offered in the past to
meet the security requirements that the community would have needed. In that case, there
required to be introduced a product that would make it possible for the management of security
challenges that were there in the market. Among the results that the introduction of this product
3
PRODUCT PROMOTION
in the market is seeking is the improvement of data security among the users of the internet.
Since cisco servers have a relatively wide area, the aims of this product are to ensure that a
relatively broad market has access to a reliable internet service that will assist in the management
of some of the challenges that affect their daily operations.
Target audience
The audience that the organization targets with the cisco routers are the organizations that
rely on full internet access to complete their operations. In addition to this, the product targets
learning institutions that depend on the internet. Since learning institutions have mane students
who may need a comprehensive coverage of the internet, cisco routers will target this audience to
assist in meeting their needs. The target audience occurs as different segments where each group
will be offered a product that will assist in meeting their various needs.
Beliefs
In this campaign, there are several beliefs that the product will exploit to ensure that there
is an improvement in the appreciation that the community has towards the product. One of the
ideas is that the community requires a high-level internet service provider that may meet their
objectives. The other belief is that there is an improvement in the security challenges involved in
the available network routers that need to be managed. In that case, there will require the
application of a method that will make it possible for the marketing team to connect with the
values and beliefs as identified. The marketer will thusly let the target audience learn about the
challenges that are linked with the failure to use a secure internet connection.
Marketing message
4
PRODUCT PROMOTION
The product promotion strategy that Cisco uses in its routers is one of the ways that one
can differentiate the product from the other products that are available. The other notable
difference is the size of the product where this product is designed in a relatively small size that
easily portable. The outward appearance of the product is another notable difference that is seen
between the stated products and the other related products in the market.
Message
This product is developed with advanced analytics as well as an automated provision that
makes it a reliable product to meet the networking problems. In that case, it will be a reliable
networking tool that will enable the customers to overcome all the network-related problems that
they may incur.
Social media tools
The use of facebook advertising strategy will have an important contribution to the
success of the product in the market. The above is because facebook marketing will enable the
involved to engage and share ideas on how to improve the product. Brochure advertising is
another reliable approach that will be used since it allows for the targeted audience to learn how
they can use this product. The other social marketing approach that will be used is Instagram as a
marketing tool. This strategy is useful in that it will enable the sharing of the images related to
the product and its application. The above-stated policies will be then incorporated with a
guideline that the users may use the tool. In addition to this, the customers will be given a chance
to ask questions related to the product.
5
PRODUCT PROMOTION
References
Baker, M. J. (2016). What is marketing?. The Marketing Book (pp. 25-42). Routledge.
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
Chang, W., & Taylor, S. A. (2016). The effectiveness of customer participation in new product
development: A meta-analysis. Journal of Marketing, 80(1), 47-64.
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