MKT 498 Entire Course - Integrated Marketing Strategies

Week 1Individual Assignment: Purpose and Value of Integrated Marketing Paper

Write a 700- to 1,050-word paper in which you describe the
purpose and value of integrated marketing. In your paper, investigate a company
and determine if the company has an integrated marketing campaign for a product
or service they sell. Address the following in your paper:

If the company has an integrated marketing plan, what value does the plan add?

If the company doesn’t have an integrated marketing plan, how might the company
benefit from having an integrated marketing plan?

Format your paper using APA 6 standards.

Week 2 Marketing Analysis Paper

Write a 1,400- to 1,700-word paper in which you identify the different types of analysis used by marketers to determine product positioning, competitive positioning, customer perceptions, and distribution-channel analysis.

Compare the strengths and weaknesses of each method and asses the different types of marketing analysis required to develop a marketing strategy.

Formatyour paper consistent with APA guidelines.

Week 3 Individual Assignment: Target Market Paper

• Select the product or service from the Integrated Marketing Discussion in Week Two.

Write a 1,050- to 1,400-word paper in which you research the
current customer base, buyer behavior, demographics, psychographics, lifestyle,
geographic area, benefit segmentation, and user segmentation for the product or
service. Identify the ideal target market for your Learning Team’s selected
product or service. In your paper, include the following:

o Provide a specific description of the target market, which should be measurable,
accessible, sustainable, differentiable, and actionable.

o Include the total marketing budget. This is when the cost of acquisition is not greater
than 10% of the product retail price or one month of an annual service.

o Estimate the size of the market and estimated penetration percentage.

o Provide Justification for your answers.

Format your paper using APA 6 standards.

Post your paper to the assignments link as a Microsoft Word document by Sunday of Wk 3

Week 4 Individual Assignment: Alternative Marketing Options Paper

Select the product or service from the Integrated Marketing Discussion in Week Two.

Write a 700- to 1,050-word paper in which you rank a minimum of five marketing options
under the categories of advertising, personal selling, public relations, and
promotions. Include the following in your paper:


Evaluate the strengths and weaknesses of each communication venue and justify your choices based on the target market and the competition.

· Determine marketing tactics necessary to achieve the desired goal of branding, positioning statement, and competitive advantage for the product or service.

Format your paper using APA 6 standards.

Week 4 Marketing Position and Statement Presentation

Utilizethe research from your individual Target Market Paper in Week Three and the Learning Team Competitive Advantage Analysis in Week Three.

Create a 10- to 12-minute Microsoft® PowerPoint® presentation including 8-10 slides in which you develop and justify a Marketing Position Statement for the selected product or service.

Cite all references consistent with APA guidelines.

MKT 498 Week 5 Integrated Marketing Communications Plan Paper