JWI518 Strayer University Cisco Router Campaign Brief

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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

INCLUDED in this are the assignment template. the fortune 500 company being used is Cisco.

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

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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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hello buddy... attached is the final answer

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 [Cisco Routers]

A. PRODUCT OR SERVICE DESCRIPTION
Cisco router is a more developed type of router as compared to other routers in the market.
Cisco Systems has facilitated and advanced the routing product that meets the quality and level
of security that the consumers need. Cisco router allows the exchange of data and information
between different networks. A cisco router is used for connection in data centers, learning
institutions, and in multiple branch locations.
B. BUYER PROBLEM
Consumer Need

Core Results
(Reference
needed)

Routers in the market have been in fear of the quality that the routers offer
in terms of the security of their information and data. Consumers of the
product will go the extra mile to work with a company whose product can
meet the security standards that are favorable to them.
The introduction of the cisco router has eliminated the security problem.
Hardening its system firewalls by specific features and different
functionality by cisco router has ensured security to the router (Alabady,
2018). Additionally, cisco routers are designed to detect any threats and
vulnerabilities that are likely to face them.

C. TARGET AUDIENCE
Demographics
and
Characteristics
(Referen...


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