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Copyright ©American College of the Middle East, 2020

Principles of Marketing Management – MKT210 Online Summer 2020 Two

Individual Final Deliverable FTAP5 (18%)

Guidelines: For FTAP 5, you are required to complete the below project

Project Title: Multinational Corporation Product Analysis

Project Description:

You are asked to present a PRODUCT that you need to select from a “Multinational Corporation”.

Project mapping: the project should include the below parts

I. Brand Identity: (10 points)

 Present the company. The company name, logo, design, and symbol

 Explain the relationship between company “values” and “ethics & social responsibility”.

II. Promotion Mix (80 points)

A. Product Analysis: (20 points, 10 points each)

Choose one product that was recently launched by the company:

 What is the product? Is the company offering a Product (Tangible) or Service (Intangible)? Explain.

 And explain which Target Marketing Strategy has been used?

B. Promotion Mix and Digital Marketing (40 points/ 20 points for each category)

How did the company engage customers and communicate customers’ value through new product launch?

Present your answer in detail while specifying the different tools used and examples (images, screenshots, referenced articles, etc.) that fall under 2 categories:

1. Promotion Mix: Advertising, public relations, sales promotion

2. Digital and social media marketing: Websites, online advertising, email, online videos, blogs, social media and mobile marketing

C. Social responsibility and Ethics (20 points)

Explain how the company demonstrates its corporate social responsibility (projects, donations, environment, etc.)

III. Bonus question: (10 points)

In your opinion, which of the communication tools build more engagement and why?

Project structure and presentation (10 points)

 Cover Page / Table of Content.

 Grammar / English Errors/ Consistency of writing.

 APA Style / Font / line spacing, headers.

 Referencing / Citation

 Submit though turn-it-in: Refer to syllabus for rules and regulations related to plagiarism.