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.
The paper
·
Must be 6 to 8 double-spaced pages in length (not including
title and references pages) and formatted according to APA style as outlined in
theAshford
Writing Center.
·
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.
