Title: Business Initiative and Technology
Student Name:
University
BUSI 100 - Enterprise Business Applications and Communications
Assignment 6: Strategic Marketing Planning and Brand Management
Due Week 6 and worth 160 points
In Part XLV of your business plan, you will focus on strategic marketing planning and brand management to
create brand awareness, build brand equity, and drive customer engagement. Your objective is to develop a
comprehensive marketing strategy that aligns with organizational objectives, resonates with target audiences, and
differentiates your brand in the marketplace.
Write a paper in which you:
1. Conduct a market analysis to assess the competitive landscape, market dynamics, and consumer trends
within your industry. Identify target market segments, customer needs, and buying behaviors that
influence purchasing decisions. Analyze competitor offerings, positioning strategies, and marketing
tactics to identify strengths, weaknesses, opportunities, and threats in the marketplace.
2. Define the strategic objectives and goals for strategic marketing planning and brand management in your
organization. Identify key drivers and motivators for brand management, such as brand recognition, brand
loyalty, brand reputation, and brand differentiation. Articulate the importance of strategic marketing
planning as a critical component of organizational success and sustainable competitive advantage.
3. Develop a brand positioning strategy to differentiate your brand and create a unique value proposition in
the minds of consumers. Define brand attributes, brand values, and brand personality traits that resonate
with target audiences and set your brand apart from competitors. Develop brand positioning maps,
perceptual maps, and competitive positioning strategies to identify market opportunities and competitive
advantages.
4. Develop a brand identity and visual identity system that reflects your brand values, personality, and
positioning strategy. Develop brand elements such as brand name, logo, tagline, colors, typography, and
imagery that communicate your brand identity effectively. Develop brand guidelines, style guides, and
design templates to ensure consistency and coherence across all brand touchpoints and communications
channels.
5. Develop an integrated marketing communication (IMC) strategy to reach target audiences and engage
them through multiple touchpoints and channels. Develop messaging platforms, brand stories, and content
themes that convey your brand message and value proposition effectively. Implement marketing
communication tactics such as advertising, public relations, sales promotion, direct marketing, and digital
marketing to build brand awareness, generate leads, and drive conversions.
6. Develop a digital marketing strategy to leverage online channels and platforms to reach and engage target
audiences effectively. Identify digital marketing channels such as websites, social media platforms, search
engines, email marketing, and mobile apps that align with your target audience's preferences and
behaviors. Develop content marketing strategies, social media engagement plans, and search engine
optimization (SEO) tactics to enhance online visibility and drive traffic to your digital properties.
7. Develop a customer relationship management (CRM) strategy to build and maintain long-term
relationships with customers and enhance brand loyalty. Implement CRM systems, databases, and
analytics tools to capture customer data, track interactions, and personalize customer experiences.
Develop customer segmentation strategies, loyalty programs, and customer engagement initiatives to
deepen customer relationships and maximize customer lifetime value (CLV).
Clickhereto view the grading rubric for this assignment.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and
writing skills, using the following rubric.
Points: 160 Assignment 6: Strategic Marketing Planning and Brand Management
Criteria
Unacceptable
Below 70% F
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
1. Analyze the options
available for
producing the product
or service. Next,
evaluate which of the
available options you
can take to streamline
Did not submit or
incompletely
analyzed the
options available
for producing the
product or service.
Did not submit or
incompletely
Partially analyzed
the options
available for
producing the
product or service.
Partially evaluated
which of the
available options
Satisfactorily
analyzed the options
available for
producing the product
or service.
Satisfactorily
evaluated which of
the available options
Thoroughly analyzed
the options available
for producing the
product or service.
Thoroughly evaluated
which of the available
options you can take
to streamline
operations.
Weight: 25%
evaluated which of
the available
options you can
take to streamline
operations.
you can take to
streamline
operations.
you can take to
