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MKT571 WEEK FIVE INDIVIDUAL PROJECT
Marketing Communication and Brand Strategy
oDue Mar 29, 6:00 PM PST
oNot Submitted
oPOINTS 8
Project
no new messages
Objectives:
5.1
5.2
5.3
5.4
Instructions
Assignment Files
Grading
Purpose of Assignment
This 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 and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.
Assignment Steps
Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a 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:
oVision, Mission, Strategic objectives, Values
oStrengths/Weaknesses
oCompetitor’s Strengths/Weaknesses
oMarket Segments
·Product, Place/Distribution, Promotion, and Price Strategies:
oCreating a Brand Image
oMaintaining Brand Image
oBranding Concerns
oPromotion/Integrated Marketing Communication
oAdvertising Strategy/Objectives
oPush and Pull
oMedia Strategy
oAdvertising Execution
oPublic Relations/Strategies
Note: 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.
Click the Assignment Files tab to submit your assignment.
18 days ago
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