An Integrated Marketing Strategy

An Integrated Marketing Strategy

The Final Paper should demonstrate understanding of the reading assignments as well as the discussion points. The purpose of this assignment

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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

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