Marketing Communication and Brand Strategy - TDMaddox

Wk 5 – Marketing Communication and Brand Strategy [due Wed]

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Assignment Content

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Purpose of Assignment

This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience.

Assignment Steps

Resources: Marketing Plan and Outline

Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document. 

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

Note: Charts/graphs/tables do not count toward 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.

Format your assignment according to APA guidelines. 

Be prepared to discuss in class!

Submit your assignment.

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Marketing Communication and Brand Strategy Grading Guide

MKT/571 Version 10

Marketing

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.

Grading Guide

Content	Met	Partially Met	Not Met	Comments:
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.
		Total Available	Total Earned
		70	#/70

Writing Guidelines	Met	Partially Met	Not Met	Comments:
The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements.
Intellectual property is recognized with in-text citations and a reference page.
Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed including spelling and punctuation.
		Total Available	Total Earned
		30	#/30

Assignment Total	#	100	#/100
Additional comments: