DeVry mktg410 full course latest 2017 october(except midterm exam)

Question # 00607266 Posted By: rey_writer Updated on: 10/25/2017 11:47 AM Due on: 10/25/2017
Subject Marketing Topic Marketing Tutorials:
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Week 1 discussion

DQ1-EFFECTIVE IMC WORLD

IMC enables companies to effectively build a brand in the marketplace. IMC is about integrating all of the company’s promotional efforts to provide a consistent brand experience for each touch point the consumer has with the brand—review Figure 1-2 in the textbook to see of all the elements in the promotional mix. Which companies would you suggest have implemented an effective IMC strategy? Which companies have not? (There are no rights and wrongs here; this is based on your judgment.)

DQ2- BRAND IDENTITY IN IMC

Many companies have maintained their same brand identity for years by keeping the same logos, packaging, and so on, while others have made changes. Give examples of companies employing both of these strategies and discuss their results.

Week 2 discussion

DQ1 - BRAND BUILDING

Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

DQ2 - MARKET SEGMENTATION

What is market segmentation and why is it important? What characteristics do we use to describe segments, and what criteria do we use to assess the attractiveness of a segment?

Week 3 discussion

DQ1 - IMC OBJECTIVES, STRATEGIES, AND GOALS

What is the difference between objectives, strategies, and goals? How do these things improve our planning process?

DQ2 - IMC BENCHMARKS AND BUDGETS

Explain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination?

Week 4 discussion

DQ1 - CREATIVE PROCESS

How can we create an environment that stimulates the creative process and still deliver a project on-time and on-budget to a client?

DQ2 - EFFECTIVE REACH

One of the more popular metrics now being used in nontraditional media (Internet, social media, etc.) is engagement. This term has also been used in evaluating traditional media. Explain what is meant by engagement. Is this term being used the same way in referring to both traditional and nontraditional media?

Week 5 discussion

DQ1 - MEDIA IMPACT

From the consumer’s point-of-view, which of the media (Internet marketing, direct marketing) we are discussing this week are likely to make you change your buying behavior and why?

DQ2 - MEDIA CHANNELS

Discuss the digital disruption that is impacting the traditional print media of newspapers and magazines. What are some of the ways publishers can respond to these changes and attract and retain advertisers?

Week 6 discussion

DQ1 - CONSUMER SALES PROMOTION

What do we mean by sales promotion? Does this add value or take it away?

DQ2 – PR

How have charities learned to compete for our donation dollars? How are they using PR? What charities are succeeding? What charities are failing?

Week 7 discussion

DQ1 - ETHICAL ISSUES

Please discuss the different ethical issues surrounding advertising to children. Discuss the social and ethical issues as to whether advertising to children should be permitted. Support your position.

DQ2 - MEASURING SOCIAL MEDIA

Select a brand that you prefer and visit its website. Please suggest a more effective social media strategy for connecting with current customers and a means of measuring the effectiveness of your strategy. Please give feedback to your classmates on the strategies they have suggested.

WEEK 2: MARKETING IN THE NEWS

Consult a variety of online news sources to find a current news article about marketing.

Select one of personal interest related to course topics including IMC, segmenting, targeting, branding, positioning, advertising, public relations, or social media. Possible news sources include eMarketer (Links to an external site.)Links to an external site., Advertising Age (Links to an external site.)Links to an external site. and the American Marketing Association (Links to an external site.)Links to an external site..

Briefly summarize the article, and explain the following in a two-page APA formatted report:

Why is the content of your news article important and relevant to the course?

What are the implications of the article for business managers?

WEEK 3: RADIO SPOT

Assume you are the account executive for an advertising agency. You are competing with other agencies to produce a local radio spot. Choose a company for the assignment—three possibilities are listed below.

Dry cleaning service

Bakery

Bicycle shop

Deliverables

For your chosen company, create a one- to two-page campaign strategy that includes the following elements:

Describe the target audience for the product. Include customer demographics and purchase behavior. Explain the media habits of this audience. During what time slot would you try to reach this audience? What kind of radio station format (music, talk, other) would you recommend using to reach this audience?

Describe your creative approach, big idea, and story angle for the radio spot. How will you capture attention, engage the audience, and make a call to action?

Include the script for the radio spot. In addition to spoken words, include production details, such as the personality of the speaker(s), supporting sound effects, or music. Read your script aloud and practice the timing in an effort to make the script run about 30 seconds.

WEEK 5: MARKETING IN THE NEWS

Consult a variety of online news sources to find a current news article about marketing. Select one of personal interest related to course topics including IMC, segmenting, targeting, branding, positioning, advertising, public relations, or social media. Possible news sources include eMarketer (Links to an external site.)Links to an external site., Advertising Age (Links to an external site.)Links to an external site. and the American Marketing Association (Links to an external site.)Links to an external site.. Briefly summarize the article, and explain the following in a two-page APA formatted report:

Why is the content of your news article important and relevant to the course?

What are the implications of the article for business managers?

Course project

Objectives

The objective of the Course Project is to demonstrate mastery of all of the COs through the development of an integrated marketing communications (IMC) campaign.

The IMC campaign will support the development of a brand in the marketplace. Either an existing brand or a brand created by the student can be selected for the assignment. The student will develop a plan and a promotional mix (advertising, direct marketing, Internet marketing, sales promotion, and public relations campaigns) and provide these in a rough draft form, followed by the completion of a final report and PowerPoint presentation based on the final report.

A successful IMC campaign depends on an understanding of the target customer, the brand, and the integration of a promotional mix that delivers a consistent brand message at every touch point the customer has with the brand.

Guidelines/Grading Rubrics

Important: You are not required to invest time in developing a business idea or a business plan. However, it is important to develop an IMC campaign that will help the organization achieve corporate goals and marketing objectives. The cost of the IMC campaign should not exceed the expected increase in sales. Your IMC campaign should include the following.

Identify the Brand in the Topic Proposal

Select a brand.

Describe the brand and underlying brand concept (the brand concept for Disney has been described as family magic—every product, service, and promotional tool must fit with this).

What is the brand problem that needs to be solved (e.g., increase awareness)?

Target market—What is the profile of the typical customer (demographics, lifestyle, usage pattern)?

The IMC Plan

Corporate growth objectives

Analysis of the promotional program situation

Communications goals and objectives

Budget determination

Overview of IMC promotional mix

Monitoring, evaluating, and controlling the IMC process

Promotional Mix: Each promotional mix tool and campaign requires an objective, a budget, a message strategy, a media plan, and artwork.

Advertising

Internet marketing

Direct marketing

Sales promotion

Public relations

Final Report: Students will incorporate the rough drafts of the IMC plan and individual campaigns, as well as any feedback, and revise, edit, and proofread a final report. References will be provided in APA format.

PowerPoint: Students will provide a 10- to 15-slide PowerPoint presentation.

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