Strayer JWI518 All Assignments Latest 2020 January

JWI518 Marketing in Global Environment

Week 3 Assignment 1

Campaign Brief

 “In a busy marketplace, not standing out is the same as being invisible.”

Seth Godin

Overview

In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief to use at the executive team meeting. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action and therefore it has a persuasive tone. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign in this course.

The purpose of the Campaign Brief is to summarize your market research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate vehicle to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise – only two to three pages long. Leverage what you have learned in the first three weeks of your marketing course, including the textbook readings, Week 2 Lecture Notes, articles, videos, and external resources. You will also need to conduct additional online research to be able to complete this assignment. This assignment provides you with a practical application of the ideas you have been studying and useful preparation for Assignment 2.

Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in the assignment module in Blackboard.

Instructions

Use the Assignment 1 Template provided in your course shell. The headings below mirror the sections in the template and provide you with some detailed prompts for each section. Respond to all the prompts and questions below to ensure that you include all required content in the assignment.

HEADER

? In the header area, enter the due date, your name, and the name of your product or service

A. PRODUCT OR SERVICE

? Briefly describe the product or service you have selected for your marketing campaign. Explain its basic or core functionality in satisfying a customer need.

? What are key features of your product or service? Be brief, but provide context. For example, use the format “Feature: Brief description of the feature and its benefits.”

B. BUYER PROBLEM

? What consumer “need” does your product or service address?

? What are the core results your buyers are seeking?

C. TARGET AUDIENCE

? What are the key demographics and characteristics of your target audience for this campaign?

? Is your target audience one segment, or should it be divided into two or more segments? If so, what are those two or more segments?

D. VALUES AND BELIEFS

? What are the top two or three underlying values and beliefs that you will target for this campaign?

? For each value that you have listed, provide a short description

? How can your campaign connect the product or service to the values of its buyers?

E. MARKETING MESSAGE

? What are the top three differentiators (points of difference) that distinguish your product or service from similar offerings sold by your competitors?

? For each point of difference that you have listed, provide a short description

? Write a short value proposition for this campaign in a manner that is engaging but succinct.

F. REFERENCES

? You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

? You must cite the reference in the body of the brief, using the JWMI Writing Standards Guide, placing a (1), (2), (3) within the text that then aligns to the references.

? Citations are required for any references to market data or third-party sources.

Campaign Brief Formatting Requirements

? Typed, using a professional font (size 10-12)

? Use the Assignment 1 Template provided in the course shell

? Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the spaces that are provided for your name, the date, etc. in the template.

? References must be included and provide information that enables the reader to locate the original source. Application and analysis of course materials and resources are expected, and additional research is welcome.

? Your Campaign Brief should be two to three pages in length, including your References list.

 

JWI518 Marketing in Global Environment

Week 5 Assignment Part A

Assignment 2: Marketing Campaign Slide Deck

Part A: Create Slides 1 to 6

Overview

In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3.

For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment, there is an Assignment 2 Template available in your Blackboard course. You should use this template as a guide in developing your slides, to ensure that all required content is included.

Bear in mind that your audience will be the CMO and members of the company’s executive team. As highlevel  ecision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign.

Leverage what you have learned in the first seven weeks of your JWI 518 – Marketing in a Global Environment course, including the textbook readings, Lecture Notes, articles, videos, and external resources. You will also build on the work you did in your Campaign Brief in Assignment 1. Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in the assignment module in Blackboard.

Submission of Part A and Part B

In Week 5, for Part A, you will create only Slides 1 to 6. Your professor will grade the slides and provide

feedback to help you revise the first six slides. Your slides should be as complete as possible. If you still need

additional data, note this in your slides, indicating what will be added and where you will locate the data.

Assignment 2, Part A is due by Sunday, midnight of Week 5.

In Week 7, for Part B, you will incorporate your professor’s feedback into Slides 1 to 6, create Slides 7 to 10, and add your References. Then you will finalize and submit the Full Slide Deck, as Assignment 2, Part B.

Instructions

Construct your slides for Assignment 2 using the Slide Deck Outline below. The slide numbers in parentheses refer to the numbered slides in the Assignment 2 Template. You may add some additional slides for topics that need them, but your total slide deck must be no more than 15 slides.

Slide Deck Outline

COVER SLIDE (SLIDE 1)

• Enter Company name, Campaign name, and Product or Service name

• Enter Student name, Professor name, and Submission date

PRODUCT / SERVICE AND FEATURES (SLIDE 2)

• Introduce the product or service for the campaign:

o Description of the product or service

o What is its core purpose or function?

• What are its key features and benefits?

o Specify three or four key features

o Briefly describe the benefit of each key feature

• Where indicated, add a logo or photo representing the product or service

MARKETING GOALS (SLIDE 3)

• Which marketing goals will this campaign support?

o Provide a minimum of 3 and a maximum of 5 goals

o Write a brief SMART description for each goal

§ SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Bound

o You may select from the sample goals below or add your own alternative goals:

§ Build brand awareness

§ Increase in number of items sold

§ Increase in market share

§ Capture a new target market

§ Broaden the company’s mix of products/services

§ Increase overall company revenues

§ Increase donations to organization

§ Improve ROI on advertising expenditure

§ Change or improve the company’s image  is subject to change based on the needs of the class.

TARGET AUDIENCE AND COMPETITION (SLIDE 4)

• What are the key characteristics of your target audience?

• How will you differentiate your brand from the competition?

o Fill in the chart provided in the template to compare your product or service to similar offerings from two competitors in the marketplace

CUSTOMER NEEDS AND WANTS (SLIDE 5)

• Customer Need:

o What customer “need” does your product or service address?

o What is the value that the product or service delivers to the customer?

o Why would a customer buy the product or service?

• Customer Wants:

o What customer “wants” does the product or service fulfill?

o How does it reinforce the customer’s self-image?

o How does it connect the customer with others?

CUSTOMER VALUES AND BELIEFS (SLIDE 6)

• What are the core values and beliefs of your target audience?

• How will this campaign connect your brand to those customer values and beliefs?

MARKETING MESSAGES AND STORY (SLIDE 7)

• What are the key features you need to highlight in your marketing messages for this campaign?

• What is the “story” that you will use to appeal to customers in this campaign?

• What words and images will you use to “frame” your marketing story for this campaign?

SOCIAL MEDIA STRATEGY (SLIDE 8)

• Where will you advertise to reach your target audience for this campaign?

o Choose 3 social media channels and fill in the chart provided in the template

• How will you use social media to engage your audience for this campaign?

• How will you use social media to spread your marketing message widely in this campaign?

MARKETING METRICS AND BUDGET ALLOCATION (SLIDE 9)

• Select at least 4 marketing categories – examples are provided in the template

• For each marketing category, fill in the chart to answer these questions:

o What is the budget dollar amount?

o What is the budget percentage?

o Is this marketing category using a digital or traditional type of channel?

o Why is this category relevant for your campaign?

o What metric(s) can be calculated with data from this category?

o How often should data be collected to calculate the specified metric(s)?

Note: Over 50% of the budget must be for digital marketing channels versus traditional

CONCLUSION (SLIDE 10)

• Describe the short term and long term benefits of a successful campaign

• Specify the reasons why the executive team should approve your proposal

• Thank your audience and invite questions

REFERENCES

• You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

• You must list all your research sources on the References slide(s), using the format presented in the JWMI Writing Standards Guide.

• List your references in the order that they are used in your PowerPoint Slides.

• You should have some course work references and some references from your own research.

Slide Deck Formatting Requirements

• Submit your assignment in the form of a 10 to 15 slide PowerPoint deck

§ Note: Your References slide(s) do not count towards the total of 15 slides

• Use the Assignment 2 Template provided and include all the required content items

• Limit the amount of text by expressing your ideas briefly and succinctly

• Format your slides professionally and consistently

• Review your slides to remove any spelling and grammatical errors

 

JWI518 Marketing in Global Environment

Week 7 Assignment Part B

Assignment 2: Marketing Campaign Slide Deck

Part B: Incorporate feedback for Slides 1 to 6; Create Slides 7 to 10; Add References; submit

Overview

In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3.

For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment, there is an Assignment 2 Template available in your Blackboard course. You should use this template as a guide in developing your slides, to ensure that all required content is included.

Bear in mind that your audience will be the CMO and members of the company’s executive team. As highlevel  ecision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign.

Leverage what you have learned in the first seven weeks of your JWI 518 – Marketing in a Global Environment course, including the textbook readings, Lecture Notes, articles, videos, and external resources. You will also build on the work you did in your Campaign Brief in Assignment 1. Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in the assignment module in Blackboard.

Submission of Part A and Part B

In Week 5, for Part A, you will create only Slides 1 to 6. Your professor will grade the slides and provide

feedback to help you revise the first six slides. Your slides should be as complete as possible. If you still need

additional data, note this in your slides, indicating what will be added and where you will locate the data.

Assignment 2, Part A is due by Sunday, midnight of Week 5.

In Week 7, for Part B, you will incorporate your professor’s feedback into Slides 1 to 6, create Slides 7 to 10, and add your References. Then you will finalize and submit the Full Slide Deck, as Assignment 2, Part B.

Instructions

Construct your slides for Assignment 2 using the Slide Deck Outline below. The slide numbers in parentheses refer to the numbered slides in the Assignment 2 Template. You may add some additional slides for topics that need them, but your total slide deck must be no more than 15 slides.

Slide Deck Outline

COVER SLIDE (SLIDE 1)

• Enter Company name, Campaign name, and Product or Service name

• Enter Student name, Professor name, and Submission date

PRODUCT / SERVICE AND FEATURES (SLIDE 2)

• Introduce the product or service for the campaign:

o Description of the product or service

o What is its core purpose or function?

• What are its key features and benefits?

o Specify three or four key features

o Briefly describe the benefit of each key feature

• Where indicated, add a logo or photo representing the product or service

MARKETING GOALS (SLIDE 3)

• Which marketing goals will this campaign support?

o Provide a minimum of 3 and a maximum of 5 goals

o Write a brief SMART description for each goal

§ SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Bound

o You may select from the sample goals below or add your own alternative goals:

§ Build brand awareness

§ Increase in number of items sold

§ Increase in market share

§ Capture a new target market

§ Broaden the company’s mix of products/services

§ Increase overall company revenues

§ Increase donations to organization

§ Improve ROI on advertising expenditure

§ Change or improve the company’s image  is subject to change based on the needs of the class.

TARGET AUDIENCE AND COMPETITION (SLIDE 4)

• What are the key characteristics of your target audience?

• How will you differentiate your brand from the competition?

o Fill in the chart provided in the template to compare your product or service to similar offerings from two competitors in the marketplace

CUSTOMER NEEDS AND WANTS (SLIDE 5)

• Customer Need:

o What customer “need” does your product or service address?

o What is the value that the product or service delivers to the customer?

o Why would a customer buy the product or service?

• Customer Wants:

o What customer “wants” does the product or service fulfill?

o How does it reinforce the customer’s self-image?

o How does it connect the customer with others?

CUSTOMER VALUES AND BELIEFS (SLIDE 6)

• What are the core values and beliefs of your target audience?

• How will this campaign connect your brand to those customer values and beliefs?

MARKETING MESSAGES AND STORY (SLIDE 7)

• What are the key features you need to highlight in your marketing messages for this campaign?

• What is the “story” that you will use to appeal to customers in this campaign?

• What words and images will you use to “frame” your marketing story for this campaign?

SOCIAL MEDIA STRATEGY (SLIDE 8)

• Where will you advertise to reach your target audience for this campaign?

o Choose 3 social media channels and fill in the chart provided in the template

• How will you use social media to engage your audience for this campaign?

• How will you use social media to spread your marketing message widely in this campaign?

MARKETING METRICS AND BUDGET ALLOCATION (SLIDE 9)

• Select at least 4 marketing categories – examples are provided in the template

• For each marketing category, fill in the chart to answer these questions:

o What is the budget dollar amount?

o What is the budget percentage?

o Is this marketing category using a digital or traditional type of channel?

o Why is this category relevant for your campaign?

o What metric(s) can be calculated with data from this category?

o How often should data be collected to calculate the specified metric(s)?

Note: Over 50% of the budget must be for digital marketing channels versus traditional

CONCLUSION (SLIDE 10)

• Describe the short term and long term benefits of a successful campaign

• Specify the reasons why the executive team should approve your proposal

• Thank your audience and invite questions

REFERENCES

• You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

• You must list all your research sources on the References slide(s), using the format presented in the JWMI Writing Standards Guide.

• List your references in the order that they are used in your PowerPoint Slides.

• You should have some course work references and some references from your own research.

Slide Deck Formatting Requirements

• Submit your assignment in the form of a 10 to 15 slide PowerPoint deck

§ Note: Your References slide(s) do not count towards the total of 15 slides

• Use the Assignment 2 Template provided and include all the required content items

• Limit the amount of text by expressing your ideas briefly and succinctly

• Format your slides professionally and consistently

 

 

JWI518 Marketing in Global Environment

Week 9 Assignment 3

Assignment 3: Marketing Campaign Presentation

In this assignment, you assume the role of Director of Marketing and you are attending a meeting with the Chief Marketing Officer (CMO) and the executive team. You have been asked to deliver the presentation you prepared on your proposed Marketing Campaign. The CMO has asked you to keep the length of your presentation to no more than 7 minutes. Due to this time limit, you must present your message as concisely, cogently and convincingly as possible, in order to obtain the approval of the executive team for your proposal.

Instructions

You will use the Marketing Campaign slide deck that you developed in Assignment 2. Record your presentation by using Zoom. The video must include both you and your slides. Remember that during the presentation, you as Presenter are the main focus for the audience. Your slide deck serves only as a visual aid to support your message.

Dress appropriately for a business meeting and demonstrate a confident executive presence. You may stand or sit, as you prefer, but strive to convey confidence and to be expressive in your manner of speaking to your audience. Your presentation should stay within the time limit of five to seven minutes.

Note: See your Blackboard course for instructions on using Zoom to make the recording.

Tips for Effective Presentation

Use the tips and suggestions below to make your presentation effective and professional:

?           For the best results using Zoom, work on a computer rather than a mobile device or iPad

?           Record your presentation in a quiet room or space, with neutral, non-distracting surroundings

?           Do not read the text on the slides; instead, restate the points on the slide in different words that reinforce the message

?           Start with an impactful opening statement to engage your audience and clearly establish the context and purpose of the presentation

?           Keep your comments succinct, clear, and focused on the goal of obtaining support for your campaign proposal

?           End with a closing statement that highlights the reasons why the executive team should agree to your proposal and explains how your campaign will benefit the company

?           Practice delivering your presentation in front of a trusted colleague, friend, or family member; ask them for constructive feedback on your voice, physical presence, and persuasiveness.

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This document is subject to change based on the needs of the class.

Assessment Criteria

Your presentation will be assessed using the below criteria:

•           An impactful opening statement is used to engage the audience and set context for the audience

•           Presenter exhibits a confident and professional presence, uses an appropriate tone for a business setting, and establishes a connection to the audience

•           Presenter does not read the text from slides, but restates the content in other words

•           An impactful closing statement is used to indicate anticipated benefits for the company and recommend the proposal to the executive team

•           Communication is targeted and succinct, delivering a clear and persuasive message

•           Presenter is the focus; slides are used as a visual aid to support the presentation goals

•           Presentation adheres to the five to seven minutes time limit