ASHFORD OMM615 2020 March Full Course Latest

OMM615 Strategies Marketing/Advertising/Public Relations

Week 1 Discussion

DQ1 IMC & Marcom

What is marcom? How have the functions within marketing communications become more integrated? What does the Forbes writer, Judy Begehr, say about how content will impact the IMC? Why is this important? Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts. 

DQ2 Marketing Management

Where do the IMC communications tactics fit within the marketing management flow chart and why? Why is it necessary to create integration and consistency with current and potential customers? Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 2 Discussion

DQ1 Buying Process

What are the steps a buyer passes through when making a buying decision? What other factors might influence a purchase? Think about something you recently purchased and discuss each buying decision step and other factors that influence your decision to buy. Incorporate concepts and examples from this week’s lecture in your post.  Respond to at least two of your classmates’ posts.

DQ2 Market Opportunity Analysis (MOA)

What is the outcome of conducting a market opportunity analysis? Examine two components of the MOA and assess how each contributes to an effective IMC. Incorporate concepts and examples from this week’s lecture in your post.  Respond to at least two of your classmates’ posts.

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 3 Discussion

DQ1 Advertising Strategy

Look at the different types of advertising shown in Table 4.2 of the text. Select one product and determine how each type of advertising strategy would be used. Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

DQ2 Ethics in Advertising

Select three advertisements from three different countries using traditional advertising venues and Internet advertising venues. Assess how culture and ethics influence understanding the ad from each country. Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

OMM615 Strategies Marketing/Advertising/Public Relations

Week 4 Discussion

DQ1 Trade Promotions

What are the biggest advantages of trade promotions and why? Compare and contrast trade promotions vs. consumer promotions. Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

DQ2 Sales Promotion Strategies

What are three sales promotion strategies? Compare and contrast the three strategies and use one product to illustrate each strategy. Compare and contrast which strategies would be appropriate with each of the four major types of selling (trade, retail, telemarketing, and e-marketing). Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 5 Discussion

DQ1 Direct Marketing

Define direct marketing. Does direct marketing help with relationship marketing? How does direct marketing supply an organization’s integrated marketing communications plan? Support your position. Incorporate concepts and examples from this week’s lecture. Respond to at least two of your classmates’ posts.

DQ2 Electronic & Internet Marketing

How do electronic and Internet marketing support the IMC objectives? List the types of electronic marketing you would use if you were trying to target members of the Baby Boomers, Gen X, Gen Y, and Gen Z. The approximate dates of the generations are listed below:

1946-1964 Baby Boomers

1965-1983 Gen X or the Busters

1984-2002 Gen Y or the Millennials

2003 – Current Gen Z or the Digital Generation

(https://www.forbes.com/sites/forbesagencycouncil/2017/02/15/how-to-target-three-generations-with-social-marketing-not-stereotypes/#3bfa7b5a27d5)

Incorporate concepts and examples from this week’s lecture. Respond to at least two of your classmates’ posts.

 

 

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 6 Discussion

DQ1 Public Relations

What is the role of public relations within an organization’s integrated marketing communications (IMC) plan? Evaluate how the success of a PR campaign can be measured. Support your position. Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

DQ2 Content Marketing

An increasing trend in marketing communications is to use “content marketing.” Discuss the components of content marketing described in the article by John Rampton (a Forbes Contributor) and in your own words how each component contributes to the integrated marketing communications (IMC). Support your position. Respond to at least two of your classmates’ posts.

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 1 Assignment

Concept of Branding

Assess how branding has increased in the last few decades. Think of a brand; analyze how the organization developed its brand equity. Assess the influence of branding on an organization’s IMC.

The Concept of Branding paper

Must be two to four double-spaced pages in length (excluding the title and reference pages) and formatted according to APA style as outlined in the Ashford Writing Center. (Links to an external site.)

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

Date submitted

Must use at least two scholarly sources in addition to the course text.

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.

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 2 Assignment

IMC Tactics

Select a Fortune 500 company and research their Integrated Marketing Communications (IMC) tactics. Select at least one traditional and one digital venue to research the IMC tactics. In a two to four-page paper, analyze whether or not the tactics are effective and why. Describe any recommendations for improvement.

The IMC Tactics paper

Must be two to four double-spaced pages in length (excluding the title and reference pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.).

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

Date submitted

Must use at least two scholarly sources in addition to the course text.

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.

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 3 Assignment

Media Buying

You have been assigned the task of purchasing media for your client’s advertising campaign. In a two to four-page paper, discuss the steps you would use in determining how you would select a media venue. Describe each of the five W’s for your media planning. Describe the three most important rules of media buying and why they apply to your client.

The Media Buying paper

Must be two to four double-spaced pages in length (excluding the title and reference pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.).

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

Date submitted

Must use at least two scholarly sources in addition to the course text.

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.

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 4 Assignment

Consumer Promotions

Select one product. In a two- to four-page paper (excluding the title and reference pages), describe seven different types of consumer promotions from the twelve shown in Table 6.2 of the text and assess how each of the seven types would be applied to your product. Determine which strategy is the most effective and explain why.

The Consumer Promotions paper

Must be two- to four double-spaced pages in length (excluding the title and reference pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.).

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

Date submitted

Must use at least two scholarly sources in addition to the course text.

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.

 

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 5 Assignment

Social Media

You have been assigned the task as Marketing Manager to scan social media web sites and try to mitigate the negative consumer postings from a recent crisis. Explain how organizations use social media to communicate with their consumers through a crisis and evaluate how the negative comments were handled by the organizations. Assess a recommendation for better communication and explain why.

The Social Media paper

Must be two to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

Date submitted

Must use at least two scholarly sources in addition to the course text.

Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate reference page that is formatted according to APA style as outlined in the Ashford Writing Center.

 

OMM615 Strategies Marketing/Advertising/Public Relations

Week 6 Assignment

An Integrated Marketing Strategy

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

Provide an Overview/Executive Summary of the marketing strategy.

Describe the good or service and desired brand image.

Describe the target market, including buyer motivations, demographics, and psychographics.

Describe the overall marketing strategy, including positioning strategy versus competitors.

Describe a promotions and advertising campaign that includes a description of one advertisement.

Recommend and describe a Public Relations campaign.

Describe the use of an Internet marketing campaign, including web site and use of email.

Describe a direct marketing campaign, including Customer Relationship Management.

The An Integrated Marketing Strategy Final Paper

Must be six to eight double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.).

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

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.