MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): COMMUNICATE THE VALUE OFFERING ASSIGNMENT INSTRUCTIONS
Each student must complete an individual marketing project. Your first task is to select a project topic. No two students will work on the same product/service. This must be an existing product, service, or organization.
The same project topic must be used in all installments. Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. The assignment should be submitted as a Microsoft Word document.
When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. View the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding with the module in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources to be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, etc.), practitioner publications, and the course textbook. Assignments must be submitted though Turnitin.
Q1. Explain the elements of the firm’s promotional mix. (Ch. 13)
Q2. Explain whether a push or pull promotional strategy will be used, or a combination of both. (Ch.13)
Q3. Discuss the firm’s use of digital, mobile, or social media marketing. (Ch.13)
Q4. Explain your approach to advertising execution. (Ch. 14)
Q5. Explain the organization’s use of sales promotion, public relations, live events, publicity, or personal selling. (Ch. 14)