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.
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.
