MKT571 Week 5 Individual Assignment: Marketing Communication and Brand Strategy

Purpose of Assignment

This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience.  It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.

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Assignment Steps

Student develops a branding strategy and marketing communication plan that addresses at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan.  Choose 5 elements from the lists below:

  • Situational Analysis:
    • Vision , Mission, Strategic objectives, Values
    • Strengths/Weaknesses
    • Competitor’s Strengths/Weaknesses
    • Market Segments
  • Product, Place/Distribution, Promotion, and Price Strategies:
    • Creating a Brand Image
    • Maintaining Brand Image
    • Branding Concerns
    • Promotion/Integrated Marketing Communication
    • Advertising Strategy/Objectives
    • Push and Pull
    • Media Strategy
    • Advertising Execution
    • Public Relations/Strategies.

Student must include a measurement of customer loyalty and retention in your strategy document.

The branding strategy and marketing communication plan is a minimum of 700 words in length.  Note:  Charts/graphs/tables do not count toward the word count.

Note: Charts/graphs/tables in your Microsoft® Word write-up do not count towards the word count.

The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.

Cite a minimum of three peer-reviewed references.

Format your assignment consistent with APA guidelines.

Click the Assignment Files tab to submit your assignment.

Course: MKT571 Marketing
School: University of Phoenix

  • 12/11/2017
  • 40
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