Mod 1

Discussion 1 Questions

Based on Module 1 Readings

1. Compare the views of Don Shultz (1996) and Geoff Ramsey from Emarketer (2006)

on marketing communications integration and identify similarities and

differences of MarCom integration approaches discussed. Illustrate your view with

real-world examples by brands (e.g. show a brand that has evolved its MarCom

integration strategy and support your arguments with links to their campaigns).

2. Analyze the Marketing Communications mix (mailed coupons, emails, social media,

TV advertising, etc.) utilized by Birchbox, a cosmetics subscription service, and discuss

its weaknesses and strengths. Based on your analysis, propose an innovative

marketing communications campaign for similar subscription services (e.g. MeUndies,

Blue Apron, etc.).