Marketing Communication and Brand Strategy

| May 8, 2018

Purpose of AssignmentThis assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan that the student is preparing for the Final Marketing Plan of week 6.Assignment StepsDevelop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word.This document should address:1 – 5 elements from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (listed below). Mandatory are Item #1, Item #4 (numerical demographics), and Item #3; the two additional choices are the student’s choice.The five elements you select should only come from the options provided below. You must include a numerical measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document. Situational Analysis:Vision , Mission, Strategic objectives, ValuesStrengths/WeaknessesCompetitor’s Strengths/WeaknessesMarket SegmentsProduct, Place/Distribution, Promotion, and Price Strategies:Creating a Brand ImageMaintaining Brand ImageBranding ConcernsPromotion/Integrated Marketing CommunicationAdvertising Strategy/ObjectivesPush and PullMedia StrategyAdvertising ExecutionPublic Relations/StrategiesNote: Charts/graphs/tables do not count toward the word count.The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.Cite a minimum of three peer-reviewed references.Format your assignment consistent with APA guidelines.

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