Focus of the Final Paper

The Final Paper will be titled "An Integrated Marketing Strategy for _____." You will fill in the blank with an existing or a new brand name of your choice. The goal of the paper is to integrate theories and concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand (good or service) with a particular target market. Refer to the previous assignments completed in the course for insight on how to develop your Final Paper. You must

a. Provide an Overview/Executive Summary of the marketing strategy.

b. Describe the good or service and desired brand image.

c. Describe the target market, including buyer motivations, demographics, and psychographics.

d. Describe the overall strategy, including positioning strategy versus competitors.

e. Describe a promotions and advertising campaign that included a description of one advertisement.

f. Recommend and describe a Public Relations campaign.

g. Describe the use of an internet marketing campaign, including web site and use of email.

h. Describe a direct marketing campaign, including Customer Relationship Management. 

The paper

Must be 6 to 8 double-spaced pages in length  (not including the title and references page) and formatted according to APA style as outlined in the Ashford Writing Center

Must begin with an introductory paragraph that has a succinct thesis statement

Must address the topic of the paper with critical thought.

Must end with a conclusion that reaffirms your thesis

Must have at least four scholarly sources in addition to the course text, including a minimum of two from Ashford University library