Trident MKT501 Module 3 Case & SLP Latest 2019 October

MKT501 Strategic Marketing

Module 3 Case

DISTRIBUTION
& MARKETING PLAN

Case
Assignment

An
important component of the Marketing Strategy is the Marketing Mix. The
Marketing Mix is the set of decisions about communications and promotion,
price, channels of distribution, and customer relationship management.

This week
you will focus only on communications and promotion, following an integrated
marketing communications (IMC) approach. Such an approach delivers a clear and
consistent message to your consumers and is connected to your Core Strategy.

IMC
Research:

Discuss the
aspects of the IMC. (The elements of the communication mix include:
advertising, direct marketing, sales promotion, publicity/public relations, and
personal selling.) Define each and discuss the pros and cons of the individual
elements.

You should
use the text for basic definitions. The majority of research for this section
of the assignment must come from ARTICLES located in the library’s full-text
databases (Academic Search Complete, Business Source Complete, and/or ProQuest
Central).

Application

Provide a
brief introduction of the company with which you are working.

Include a
detailed description of your IMC approach. Explain your rationale for choosing
or rejecting the specific elements (include applications to the earlier
research section). What changes do you expect to make as the product/service
matures?

Describe
the message you wish to communicate based on your core strategy. Explain your
rationale for the message. Formulate how you will communicate with your target
market? Be specific. How will the internet be used in your IMC approach?

Select and
explain the most suitable method for measuring advertising effectiveness. Your
decision must include research to back up the selected method. Be sure to
explain why this is the most effective method to measure the effectiveness of
your marketing campaign.

Do not use
any quotations. Since you are engaging in research, be sure to cite and
reference the sources in APA format. The paper should be written in third
person; this means words like “I”, “we”, and “you” are not appropriate. For
more information see Differences Between First and Third Person.

Use the
attached APA-formatted template (MKT501 Case3) to create your submission.

Assignment
Expectations

Your
submission will include:

Trident
University International’s cover page

A 4- to
5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to
3-sentence conclusion)

The
reference list page in APA format

MKT501 Strategic Marketing

Module 3 SLP

DISTRIBUTION
& MARKETING PLAN

Call to
Action

How do you
get the consumer to your site or social media? This is the exciting part of the
promotion process – using creative tools to drive traffic to your site.

Sizing up
the competition online

Use research
from quality graduate-level resources and web searches of competitors:

Analyze at
least one competitor and how it is driving traffic to its sites.

Boost your
online presence

Provide a
brief introduction of the company with which you are working.

Explain
what online presence your product and service will have (include website and
social media).

Create a
plan using at least three different communication tools to promote your online
presence.

Include
rationale to back up your decisions.

Explain how
you will measure the effectiveness of each tool listed (research is required).

In academic
writing, it is necessary to use 3rd person vs. 1st person. For more information
see Differences Between First and Third Person. This SLP will be written in 3rd
person. Do not use any quotations. Since you are engaging in research, be sure
to cite and reference the sources in APA format.

Use the
attached APA-formatted template (MKT501 SLP3) to create your submission.

SLP
Assignment Expectations

Your
submission will include:

Trident
University International’s cover page

A 2- to
3-page paper with APA citations (2- to 3-sentence introduction, body, 2- to
3-sentence conclusion)

The
reference list in APA format