MARKETING 1
MANAGEMENT
INDIVIDUAL
PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING
ASSIGNMENT
MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): COMMUNICATE THE
VALUE OFFERING ASSIGNMENT
Jared Klevens
School of Business, Liberty University
BUSI-520 Strategic Marketing Management
MARKETING 2
MANAGEMENT
INDIVIDUAL
PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING
ASSIGNMENT
Q1. Explain the elements of the firm’s promotional mix. (Ch. 13)
A promotional mix covers a range of topics. These five categories are advertising,
sales promotion, public relations, digital and social media marketing, and personal
selling (Marshall & Johnson, 2023). These tools are methods that businesses can and do
use to grow. 1st Phorm uses these tools daily to connect with both current and potential
customers. They excel in public and personal relations, as well as in the selling category,
especially within digital and social media marketing, as they have built a following in
their regional area and have since grown to a more nationally known brand. As of 2025,
“1st Phorm is considered one of the fastest-growing fitness brands in America, with a
strong digital presence and loyal customer base.” (Eddy, 2025) 1st Phorm has learned and
evolved on how to stay in touch with its customers and society. They take full advantage
of promoting their brand using all of the digital technology that is utilized in today’s
fastpaced digital world; this has helped them to stay relevant. (Marshall & Johnson,
2023) When it comes to promoting their product, 1st Phorm understands that social
media provides a direct channel for businesses to interact with their customers (Joshi,
2024), as their website brings together a good blend of photographs of their products,
apparel, and their team. The use of good photos and photography helps command the
attention of customers (Tony, 2018).
Q2. Explain whether a push or pull promotional strategy will be used, or a combination of
both. (Ch.13)
Q3. Discuss the firm’s use of digital, mobile, or social media marketing. (Ch.13)
Q4. Explain the selected approach to advertising execution. (Ch. 14)
MARKETING 3
MANAGEMENT
INDIVIDUAL
PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING
ASSIGNMENT
Q5. Explain the organization’s use of sales promotion, public relations, live events, publicity, or
personal selling. (Ch. 14)
MARKETING 4
MANAGEMENT
INDIVIDUAL
PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING
ASSIGNMENT
References:
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media
engagement behavior: A framework for engaging customers through social media
content. European Journal of Marketing, 53(10), 2213-2243.
https://doi.org/10.1108/EJM-03-2017-0182
Jabeen, S. (2025). The Landscape of CRM Research: A Bibliometric Analysis of Key Trends and
Future Directions. Journal of Relationship Marketing, 1–41.
https://doi.org/10.1080/15332667.2025.2462884
Joshi, V. (2024, October 9). The power of social media in modern marketing. Forbes.
https://www.forbes.com/councils/forbesbusinesscouncil/2024/10/09/the-power-of-
socialmedia-in-modern-marketing/
Marshall, G. W., & Johnston, M. W. (2023). Ch 13 Promotion Essentials: Digital and Social Media
Marketing (p. 349). McGraw-Hill. Retrieved Augst 8, 2025.
Eddy (2025, July 29). Who Owns 1st Phorm: Largest Shareholders. Https://Brandsownedby.com.
Retrieved August 8, 2025, from https://brandsownedby.com/who-owns-1st-phorm/
Tony (2018, March 22). Why Photography Is Important in Marketing. Guttulus. Retrieved
August 8, 2025, from https://guttulus.com/why-photography-is-important-in-marketing/
MARKETING 5
MANAGEMENT
INDIVIDUAL
PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING
ASSIGNMENT
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