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Assignment1Marketing.docx

Campaign Brief

Due: Monday, 9:00 am (eastern), Week 4 (Weight: 10%)

In a busy marketplace, not standing out is the same as being invisible – Seth Godin

Overview

You are the Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief for the executive team. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign in this course.

The purpose of your brief is to summarize your market research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate way to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise – only two to three pages long.

Leverage what you have learned in the first three weeks of this course, including the textbook readings, Week 2 Lecture Notes, articles, and videos. You will also need to conduct additional online research to be able to complete this assignment.

Instructions

Use the Assignment 1 Template document provided on the Week 3 Overview page in this course. Save the Assignment 1 Template with your first and last name in the filename. Then work through the content items (sections) shown below. The headings mirror the sections in the template and provide you with detailed prompts for each section. Use the prompts to ensure that you include all required content in each section.

HEADER

· In the header area, enter the due date, your name, and the name of your product or service.

A. PRODUCT OR SERVICE

· Briefly describe the product or service you have selected for your marketing campaign. Explain its basic or core functionality in satisfying a customer need.

· What are key features of your product or service? Be brief, but provide context. For example, use the format “Feature: Brief description of the feature and its benefits.”

B. BUYER PROBLEM

· What consumer “need” does your product or service address?

· What are the core results your buyers are seeking?

C. TARGET AUDIENCE

· What are the key demographics and characteristics of your target audience for this campaign?

· Is your target audience one segment, or should it be divided into two or more segments? If so, what are those two or more segments?

D. VALUES AND BELIEFS

· What are the top two or three underlying values and beliefs that you will target for this campaign?

· For each value that you have listed, provide a short description.

· How can your campaign connect the product or service to the values of its buyers?

E. MARKETING MESSAGE

· What are the top three differentiators (points of difference) that distinguish your product or service from similar offerings sold by your competitors?

· For each point of difference that you have listed, provide a short description.

· Write a short value proposition for this campaign in a manner that is engaging but succinct.

F. REFERENCES

· You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

· Cite each reference in the body of the brief, using the format from the JWMI Writing Standards Guide.

· Citations are required for any references to market data or third-party sources.

Submission Requirements

· Submit as an MS Word document, using a professional font (size 10-12)

· Use the Assignment 1 Template provided in your course.

· Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the spaces that are provided for your name, the date, etc. in the template.

· References must be included and provide information that enables the reader to locate the original source. Application and analysis of course materials and resources are expected, and additional research is welcome.

· Your Campaign Brief should be two to three pages in length, including your References list.

Discussion2Marketing.docx

During this course, you will develop a campaign plan to market a new product or service. In Assignment 1, you will write a brief proposal for the campaign. In Assignment 2, you will develop a slide deck to present the campaign proposal to the executive team.

This week's discussion helps you prepare for Assignment 1. You will select your company, indicate your chosen product or service, and explore its core function and features.

Before writing your discussion post, read the Assignment 1 Instructions. Then write your discussion post by responding to the prompts below:

· Choose the company or organization for your marketing campaign

· You may select the company you currently work for (recommended), a company you used to work for, a non-profit organization, or a Fortune 500 company

· Indicate your idea for a product or service that will be the focus of your marketing campaign

· Briefly describe your product or service in basic terms:

· What is the core problem that the product or service solves?

· What are 2 or 3 key features of the product or service?

· How does the product or service you chose align with the story and brand of the overall company?

· What challenges or risks could you face in a campaign to promote this product or service?

TemplateAssignment1Marketing.pdf

JWI 518: Marketing in a Global Environment Assignment 1: Campaign Brief

DATE [Enter Due Date] TO Chief Marketing Officer FROM [Enter Your Name] SUBJECT Campaign Proposal for [Enter Name of Your Product or Service]

A. PRODUCT OR SERVICE DESCRIPTION (Include Core Function and Key Features)

B. BUYER PROBLEM

Consumer Need Addressed by Product or Service

Core Results that Buyers are Seeking

C. TARGET AUDIENCE

Key Demographics and Characteristics of the Target Audience

Does the Target Audience consist of more than one segment? If so, what are those segments?

D. VALUES AND BELIEFS

Underlying Values and Beliefs of the Target Audience

• Value #1: Enter short description, starting with “Customers believe … “ • Value #2: Enter short description, starting with “Customers believe … “ • Value #3: Enter short description, starting with “Customers believe … “

How will Campaign Connect Product or Service with Buyer Values?

E. MARKETING MESSAGE

Top three Product or Service

• Point of Difference: Enter short description

Differentiators • Point of Difference: Enter short description • Point of Difference: Enter short description

Value Proposition for the Campaign

F. REFERENCES (Enter References to support your Brief below):

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.

JWMI 518 – Assignment 1 Template (1202)

MarketingKeyterms.pdf

JWI 518: Marketing In a Global Environment Assignment 1: Key Terms and Concepts s

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 1: Key Terms and Concepts (1202) Page 1 of 2

The table below lists major terms and concepts used in Assignment 1, the Campaign Brief. The key terms and concepts are defined and put into context in relation to their use in this assignment.

Sources: • Kotler, Kartajaya & Setiawan. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: Wiley. • Clemente, Mark N. (2002). The Marketing Glossary. New York: AMACOM

Term Definition

Campaign A series of promotional messages featuring a common theme and scheduled to run during a designated period of time. May include advertising, public relations activities, sales promotions, and direct marketing.

Campaign Brief A document that describes the theme for the campaign, states its goals, and describes how these goals will be accomplished. Some examples of campaign goals are: an increase in awareness, an increase in sales, and/or an increase in acquiring new customers.

Chief Marketing Officer (CMO)

A Chief Marketing Officer (CMO) – also known as a Global Marketing Officer or Marketing Director - is a corporate executive responsible for marketing activities in an organization.

Market Research Information that relates to a specific marketing opportunity or problem, and the process of collecting, analyzing, and reporting this information.

Key Features Significant characteristics or attributes that supplement a product’s basic or core function. Key features are used by the marketer to advertise extra advantages of the product. For example, if a laptop is thin and lightweight, these are key features that go beyond its basic functionality in attracting purchasers.

JWI 518: Marketing In a Global Environment Assignment 1: Key Terms and Concepts s

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 1: Key Terms and Concepts (1202) Page 2 of 2

Term Definition

Demographics The study of a market’s composition based on socioeconomic variables, such as age, sex. Occupation, religion, level of education, race, nationality, income, or family size. Demographic information is useful in analyzing consumer behavior because buyer wants, preferences, and product usage patterns often are similar among members of a given demographic category.

Target Audience The segment of a population to which advertising and other marketing communications are directed. Target audiences are usually defined in terms of geographic, demographic, or psychographic attributes. Marketers study target audiences and their characteristics in order to devise impactful promotional strategies. A company’s target audience may include customers, other businesses, partners, and/or non-profit donors.

Segmentation The division of a target audience into two or more groups - or segments - with distinct needs, wants, and/or demographic characteristics.

Values and Beliefs These are deeply rooted ethical traits, underlying a person’s worldview, which have a significant effect on their purchasing decisions.

Differentiation Differentiation is used to set a brand apart from the competition. A point of difference - or differentiator - is a key characteristic of a product or service that distinguishes it from similar items offered by other companies.

Value Proposition A brief statement from a marketer offering a set of benefits that will satisfy one or more needs of the customer. The value proposition should explain the value of the purchase from the buyer’s perspective.

Assignment1Marketing.docx

Campaign Brief

Due: Monday, 9:00 am (eastern), Week 4 (Weight: 10%)

In a busy marketplace, not standing out is the same as being invisible – Seth Godin

Overview

You are the Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief for the executive team. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign in this course.

The purpose of your brief is to summarize your market research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate way to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise – only two to three pages long.

Leverage what you have learned in the first three weeks of this course, including the textbook readings, Week 2 Lecture Notes, articles, and videos. You will also need to conduct additional online research to be able to complete this assignment.

Instructions

Use the Assignment 1 Template document provided on the Week 3 Overview page in this course. Save the Assignment 1 Template with your first and last name in the filename. Then work through the content items (sections) shown below. The headings mirror the sections in the template and provide you with detailed prompts for each section. Use the prompts to ensure that you include all required content in each section.

HEADER

· In the header area, enter the due date, your name, and the name of your product or service.

A. PRODUCT OR SERVICE

· Briefly describe the product or service you have selected for your marketing campaign. Explain its basic or core functionality in satisfying a customer need.

· What are key features of your product or service? Be brief, but provide context. For example, use the format “Feature: Brief description of the feature and its benefits.”

B. BUYER PROBLEM

· What consumer “need” does your product or service address?

· What are the core results your buyers are seeking?

C. TARGET AUDIENCE

· What are the key demographics and characteristics of your target audience for this campaign?

· Is your target audience one segment, or should it be divided into two or more segments? If so, what are those two or more segments?

D. VALUES AND BELIEFS

· What are the top two or three underlying values and beliefs that you will target for this campaign?

· For each value that you have listed, provide a short description.

· How can your campaign connect the product or service to the values of its buyers?

E. MARKETING MESSAGE

· What are the top three differentiators (points of difference) that distinguish your product or service from similar offerings sold by your competitors?

· For each point of difference that you have listed, provide a short description.

· Write a short value proposition for this campaign in a manner that is engaging but succinct.

F. REFERENCES

· You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

· Cite each reference in the body of the brief, using the format from the JWMI Writing Standards Guide.

· Citations are required for any references to market data or third-party sources.

Submission Requirements

· Submit as an MS Word document, using a professional font (size 10-12)

· Use the Assignment 1 Template provided in your course.

· Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the spaces that are provided for your name, the date, etc. in the template.

· References must be included and provide information that enables the reader to locate the original source. Application and analysis of course materials and resources are expected, and additional research is welcome.

· Your Campaign Brief should be two to three pages in length, including your References list.

Discussion2Marketing.docx

During this course, you will develop a campaign plan to market a new product or service. In Assignment 1, you will write a brief proposal for the campaign. In Assignment 2, you will develop a slide deck to present the campaign proposal to the executive team.

This week's discussion helps you prepare for Assignment 1. You will select your company, indicate your chosen product or service, and explore its core function and features.

Before writing your discussion post, read the Assignment 1 Instructions. Then write your discussion post by responding to the prompts below:

· Choose the company or organization for your marketing campaign

· You may select the company you currently work for (recommended), a company you used to work for, a non-profit organization, or a Fortune 500 company

· Indicate your idea for a product or service that will be the focus of your marketing campaign

· Briefly describe your product or service in basic terms:

· What is the core problem that the product or service solves?

· What are 2 or 3 key features of the product or service?

· How does the product or service you chose align with the story and brand of the overall company?

· What challenges or risks could you face in a campaign to promote this product or service?

TemplateAssignment1Marketing.pdf

JWI 518: Marketing in a Global Environment Assignment 1: Campaign Brief

DATE [Enter Due Date] TO Chief Marketing Officer FROM [Enter Your Name] SUBJECT Campaign Proposal for [Enter Name of Your Product or Service]

A. PRODUCT OR SERVICE DESCRIPTION (Include Core Function and Key Features)

B. BUYER PROBLEM

Consumer Need Addressed by Product or Service

Core Results that Buyers are Seeking

C. TARGET AUDIENCE

Key Demographics and Characteristics of the Target Audience

Does the Target Audience consist of more than one segment? If so, what are those segments?

D. VALUES AND BELIEFS

Underlying Values and Beliefs of the Target Audience

• Value #1: Enter short description, starting with “Customers believe … “ • Value #2: Enter short description, starting with “Customers believe … “ • Value #3: Enter short description, starting with “Customers believe … “

How will Campaign Connect Product or Service with Buyer Values?

E. MARKETING MESSAGE

Top three Product or Service

• Point of Difference: Enter short description

Differentiators • Point of Difference: Enter short description • Point of Difference: Enter short description

Value Proposition for the Campaign

F. REFERENCES (Enter References to support your Brief below):

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.

JWMI 518 – Assignment 1 Template (1202)

MarketingKeyterms.pdf

JWI 518: Marketing In a Global Environment Assignment 1: Key Terms and Concepts s

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 1: Key Terms and Concepts (1202) Page 1 of 2

The table below lists major terms and concepts used in Assignment 1, the Campaign Brief. The key terms and concepts are defined and put into context in relation to their use in this assignment.

Sources: • Kotler, Kartajaya & Setiawan. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: Wiley. • Clemente, Mark N. (2002). The Marketing Glossary. New York: AMACOM

Term Definition

Campaign A series of promotional messages featuring a common theme and scheduled to run during a designated period of time. May include advertising, public relations activities, sales promotions, and direct marketing.

Campaign Brief A document that describes the theme for the campaign, states its goals, and describes how these goals will be accomplished. Some examples of campaign goals are: an increase in awareness, an increase in sales, and/or an increase in acquiring new customers.

Chief Marketing Officer (CMO)

A Chief Marketing Officer (CMO) – also known as a Global Marketing Officer or Marketing Director - is a corporate executive responsible for marketing activities in an organization.

Market Research Information that relates to a specific marketing opportunity or problem, and the process of collecting, analyzing, and reporting this information.

Key Features Significant characteristics or attributes that supplement a product’s basic or core function. Key features are used by the marketer to advertise extra advantages of the product. For example, if a laptop is thin and lightweight, these are key features that go beyond its basic functionality in attracting purchasers.

JWI 518: Marketing In a Global Environment Assignment 1: Key Terms and Concepts s

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 1: Key Terms and Concepts (1202) Page 2 of 2

Term Definition

Demographics The study of a market’s composition based on socioeconomic variables, such as age, sex. Occupation, religion, level of education, race, nationality, income, or family size. Demographic information is useful in analyzing consumer behavior because buyer wants, preferences, and product usage patterns often are similar among members of a given demographic category.

Target Audience The segment of a population to which advertising and other marketing communications are directed. Target audiences are usually defined in terms of geographic, demographic, or psychographic attributes. Marketers study target audiences and their characteristics in order to devise impactful promotional strategies. A company’s target audience may include customers, other businesses, partners, and/or non-profit donors.

Segmentation The division of a target audience into two or more groups - or segments - with distinct needs, wants, and/or demographic characteristics.

Values and Beliefs These are deeply rooted ethical traits, underlying a person’s worldview, which have a significant effect on their purchasing decisions.

Differentiation Differentiation is used to set a brand apart from the competition. A point of difference - or differentiator - is a key characteristic of a product or service that distinguishes it from similar items offered by other companies.

Value Proposition A brief statement from a marketer offering a set of benefits that will satisfy one or more needs of the customer. The value proposition should explain the value of the purchase from the buyer’s perspective.

Assignment1Marketing.docx

Campaign Brief

Due: Monday, 9:00 am (eastern), Week 4 (Weight: 10%)

In a busy marketplace, not standing out is the same as being invisible – Seth Godin

Overview

You are the Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief for the executive team. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign in this course.

The purpose of your brief is to summarize your market research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate way to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise – only two to three pages long.

Leverage what you have learned in the first three weeks of this course, including the textbook readings, Week 2 Lecture Notes, articles, and videos. You will also need to conduct additional online research to be able to complete this assignment.

Instructions

Use the Assignment 1 Template document provided on the Week 3 Overview page in this course. Save the Assignment 1 Template with your first and last name in the filename. Then work through the content items (sections) shown below. The headings mirror the sections in the template and provide you with detailed prompts for each section. Use the prompts to ensure that you include all required content in each section.

HEADER

· In the header area, enter the due date, your name, and the name of your product or service.

A. PRODUCT OR SERVICE

· Briefly describe the product or service you have selected for your marketing campaign. Explain its basic or core functionality in satisfying a customer need.

· What are key features of your product or service? Be brief, but provide context. For example, use the format “Feature: Brief description of the feature and its benefits.”

B. BUYER PROBLEM

· What consumer “need” does your product or service address?

· What are the core results your buyers are seeking?

C. TARGET AUDIENCE

· What are the key demographics and characteristics of your target audience for this campaign?

· Is your target audience one segment, or should it be divided into two or more segments? If so, what are those two or more segments?

D. VALUES AND BELIEFS

· What are the top two or three underlying values and beliefs that you will target for this campaign?

· For each value that you have listed, provide a short description.

· How can your campaign connect the product or service to the values of its buyers?

E. MARKETING MESSAGE

· What are the top three differentiators (points of difference) that distinguish your product or service from similar offerings sold by your competitors?

· For each point of difference that you have listed, provide a short description.

· Write a short value proposition for this campaign in a manner that is engaging but succinct.

F. REFERENCES

· You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

· Cite each reference in the body of the brief, using the format from the JWMI Writing Standards Guide.

· Citations are required for any references to market data or third-party sources.

Submission Requirements

· Submit as an MS Word document, using a professional font (size 10-12)

· Use the Assignment 1 Template provided in your course.

· Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the spaces that are provided for your name, the date, etc. in the template.

· References must be included and provide information that enables the reader to locate the original source. Application and analysis of course materials and resources are expected, and additional research is welcome.

· Your Campaign Brief should be two to three pages in length, including your References list.