OMM 615 week 6 Assignment

Ashford 7: - Week 6 - Final Paper

Final Paper
Focus of the Final Paper
 

The Final Paper should demonstrate understanding of the reading assignments as well as the discussion points. The purpose of this assignment is to integrate the concepts studied in this course into a cohesive and comprehensive 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 this course for insight on how to develop your Final Paper. You must

1. Provide an Overview/Executive      Summary of the marketing strategy.
2. Describe the good or service      and desired brand image.
3. Describe the target market,      including buyer motivations, demographics, and psychographics.
4. Describe the overall marketing      strategy, including positioning strategy versus competitors.
5. Describe a promotions and      advertising campaign that includes a description of one advertisement.
6. Recommend and describe a Public      Relations campaign.
7. Describe the use of an Internet      marketing campaign, including web site and use of email.
8. Describe a direct marketing      campaign, including Customer Relationship Management.

The paper

• Must be 6 to 8 double-spaced      pages in length (not including title and references pages) and formatted      according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title      page with the following:
  • Title of paper
  • Student’s name
  • Course name and number
  • Instructor’s name
  • Date submitted
• 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 use at least four      scholarly sources in addition to the course text, including a minimum of      two from the Ashford University library.
• Must document all sources in      APA style as outlined in the Ashford Writing Center.
• Must include a separate      references page that is formatted according to APA style as outlined in      the Ashford Writing Center.

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.