BUSI 520
MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): COMMUNICATE THE
VALUE OFFERING ASSIGNMENT INSTRUCTIONS
OVERVIEW
Each student must complete an individual marketing project. Your first task is to select a project
topic. No two students will work on the same product/service. This must be an existing product,
service, or organization.
INSTRUCTIONS
Each project installment must include a title page that has the name of the project topic in it.
Each of the five questions should be numbered and written out in its entirety in the pages that
follow. The entire document (all five questions, combined, but not counting references) should
be at least 600 words (12-point Times New Roman font, double spaced), and include a separate
references page. All content must show direct application to the topic and exclude definitions of
terms and general explanations of generic marketing topics. The assignment should be submitted
as a Microsoft Word document.
When completing an assignment for a given module, view the entire course textbook (all
chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-
related material in chapters other than those corresponding with the module in which the
assignment is located. While the effort has been made to ensure that all material necessary for
assignment completion is found in the textbook, contact the instructor immediately if
information needed to complete the assignment cannot be located in the textbook. The instructor
will then provide instructions on locating the required material. Quotes must be minimized and
long quotes (40 words or more) avoided. Outside sources to be cited include scholarly marketing
journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research,
etc.), practitioner publications, and the course textbook. Assignments must be submitted though
Turnitin.
Questions
Q1. Explain the elements of your promotional mix. (Ch. 13)
Q2. Explain whether you use a push or pull promotional strategy, or a combination of both.
(Ch.13)
Q3. Discuss your use of digital, mobile, or social media marketing. (Ch.13)
Q4. Discuss the elements of your advertising message. (Ch. 14)
Q5. Explain your use of sales promotion, public relations, live events, publicity, or personal
selling. (Ch. 14)
BUSI 520
MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): COMMUNICATE THE VALUE
OFFERING ASSIGNMENT INSTRUCTIONS
Student’s Name
Institution
Course
Professor’s Name
Date
BUSI 520
Q1. Elements of promotional Mix
Apple Inc. is one of the biggest brands globally, and this could be attributed to the fact
that its marketing strategy has proved to be useful. To be specific, their elements of promotion
have been performing well, such that their products have been selling worldwide. The
promotional mix used by this company includes advertising, where social media and television
are used for advertising the product to customers. Moreover, the content has been direct to the
point, which has been seen as connecting directly to the clients' hearts. Still, on the advertising
front, the company has also used billboards for longer periods.
The other element, public relations, has played a significant role in their success. This is
because the company has ensured that they maintain a scandal-free image in a society where they
act immediately on their employees who have been associated with misconduct. Sales promotion
is also another element that has been used in the promotional mix by this company. This is where
products are advertised before being launched. This gives the customers the anticipation of
buying the product once it is launched. Direct marketing targets specific clients, like a particular
company where Apple Inc. supplies their products to specific customers who prefer them.
Personal selling has been used widely, and it is cost-effective. This element involves the
advertising of the product by individuals who convince others to buy it.
Q2. Use of push or pull promotional strategy.
Promotional strategies that Apple Inc. has used include push and pull. This is where the
company takes the product to the customer and gets the customer to come for the product. In
essence, in the push strategy, this company shows promotions to encourage demand from
retailers. Moreover, the company also applies direct selling through the use of showrooms and
BUSI 520
face-to-face selling. Furthermore, point of sales display, better packaging design, an efficient
supply chain, and negotiation with retailers for stock products have also been used by this
company to ensure that they take the product to the customer. In the pull strategy, the customer
has been lured to the products of Apple Inc. through advertisements, mass media promotion, and
word of mouth referrals. Moreover, the company has used discounts and promotions and
customer relations to ensure that the company gets constant customer flow.
Q3. Apple Inc. use of Social Media Marketing
Apple Inc. does not entirely depend on social media marketing. They believe that their
products are always outstanding in the market and thus don't need social media marketing. Apple
always tends to play different marketing games compared to its competitors (Handoyo & Mani,
2021). The company does not make a promotional post on its social media handles made of
millions of followers. For example, Apple Inc. has a Twitter account, but they do not retweet;
their followers might think they are following a ghost.
Additionally, they rarely post ads and images of their products on their Instagram page,
but they have millions of followers. Apple Inc. believes that it is the best move not to fully use
social media channels to promote their products because they think that the strategy prevents
various pitfalls of social networks. However, the company utilizes social media to promote
launch events which they utilize as media for promotion. It has also conducted several
campaigns, especially on Facebook, which has been effective in promoting sales as well.
BUSI 520
Q4. The elements of the advertising message
Apple Inc. has developed an advertising message that is friendly, attractive and fun (Tao, 2017).
The message focuses on emotion that brings the feeling of high class. The advertising message
gives the potential customers an experience that makes them feel different. The adverting
message focuses on innovation and technological advancement. The biggest promise of great
experience on Apple Inc. products is well presented the advertising message. The slogan 'Think
Different 'as an element of advertising message for Apple Inc. is of great impact to its
advertisement moves. Content is also another element that the marketing team is utilizing in
advertising.
Q5. The use of Public relations and live events.
While other organizations struggle to gain attention for their products, Apple Inc. still
dominates the market effortlessly. The company has developed a strong fan base through their
high-quality products. This has been archived through public relations and launching live events.
The utilizing of public relations has been compelling but also unusual at the same time. They
have use strategies such as the use of secrecy to promote speculation. They have also created
scarcity to increase demand. Attracting a fan base that tends to share its brand values is another
public relations strategy.
BUSI 520
References
Handoyo, T. W., & Mani, L. (2021). Repurchase Decision on iPhone in Indonesia; The
Influenced of Social Media between Utilitarian and Hedonic Values in Customer
Satisfaction. Turkish Journal of Computer and Mathematics Education (TURCOMAT),
12(6), 4825-4834.
Tao, Y. (2017). Apple in the Semiotic Square. Chinese Semiotic Studies, 13(2), 193-201.
