Focus of the Final Paper
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
a. Provide an Overview/Executive Summary of the marketing strategy.
b. Describe the good or service and desired brand image.
c. Describe the target market, including buyer motivations, demographics, and psychographics.
d. Describe the overall marketing strategy, including positioning strategy versus competitors.
e. Describe a promotions and advertising campaign that includes a description of one advertisement.
f. Recommend and describe a Public Relations campaign.
g. Describe the use of an Internet marketing campaign, including web site and use of email.
h. Describe a direct marketing campaign, including Customer Relationship Management.
• Must be 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 (Links to an external site.)Links to an external site..
• Must include a separate title page with the following:
o Title of paper
o Student’s name
o Course name and number
o Instructor’s name
o 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.
Organization: Introduction, Thesis Statement, and Conclusion
Distinguished – The paper is well organized with the introduction that provides sufficient background on the topic, thesis statement, and the conclusion that is logical, smoothly flows from the body of the paper.
Provides an Overview and Executive Summary of the Marketing Strategy
Distinguished – Provides a thorough overview and executive summary of the marketing strategy.
Describes the Product or Service and Desired Brand Image
Distinguished – Comprehensively describes the product or service and the desired brand image. Effectively uses scholarly sources to support the description.
Describes the Target Market, Including Buyer Motivations, Demographics, and Psychographics
Distinguished – Comprehensively describes the target market, including buyer motivation, demographics, and psychographics. Effectively uses scholarly sources to support the description.
Describes the Overall Marketing Strategy, Including Positioning Strategy Versus Competitors
Distinguished – Comprehensively describes the overall marketing strategy, including positioning strategy versus competitors. Effectively uses scholarly sources to support the description.
Describes a Promotions and Advertising Campaign That Includes a Description of One Advertisement
Distinguished – Comprehensively describes a promotions and advertising campaign that includes a thorough description of one advertisement.
Recommends and Describes a Public Relations Campaign
Distinguished – Provides a detailed recommendation and comprehensively describes a public relations campaign. Effectively uses scholarly sources to support the recommendation and description.
Describes an Internet Marketing Campaign, Including Web Site and Use of Email
Distinguished – Comprehensively describes an internet marketing campaign, including web site and use of email. Effectively uses scholarly sources to support the description.
Describes a Direct Marketing Campaign, Including Customer Relationship Management
Distinguished – Comprehensively describes a direct marketing campaign, including Customer Relationship Management. Effectively uses scholarly sources to support the description.
Critical Thinking: Explanation of Issues
Distinguished – Clearly and comprehensively explains the issue to be considered, delivering all relevant information necessary for a full understanding.
Integrative Learning: Connections to Experience
Distinguished – Creates meaningful correlations among experiences outside of the classroom to demonstrate an understanding of the given field of study and to broaden one’s own viewpoints.
Distinguished – Appraises tactics for relating ideas, text structure, or other textual features in order to gain knowledge or insight within and across texts and disciplines.
Written Communication: Control of Syntax and Mechanics
Distinguished – Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.
Written Communication: APA Formatting
Distinguished – Accurately uses APA formatting consistently throughout the paper, title page, and reference page.
Written Communication: Page Requirement
Distinguished – The length of the paper is equivalent to the required number of correctly formatted pages.
Written Communication: Resource Requirement
Distinguished – Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Please utilize the following which will be upload as attachments:
Chapter 7: Public Relations
Chapter 12: Trends in IMC
Breaking (some of) the rules during a crisis. (2006). PR News, 62(34), 1. Retrieved from the ProQuest database
How to…pitch a blog. (2006). PR News, 62(34), 1. Retrieved from the ProQuest database. Ovaitt, F. & Jeffries-Fox, B. (2006). Tip sheet: In an eventful time, what’s the sponsor’s ROI? PR
News, 62(36), 1. Retrieved from the ProQuest database.
Rampton, J. (2016, October 2). 5 key components to a successful content marketing campaign (https://www.forbes.com/sites/johnrampton/2016/10/02/5-key-components-to-a-successful-content- marketing-campaign/2) . Retrieved https://www.forbes.com/sites/johnrampton/2016/10/02/5-key- components-to-a-successful-content-marketing-campaign/2
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