29 Jun MRKT 310 – Week 8 Assignment, Apple Company
Question
use Apple Watch for product
MRKT 310 Principles of Marketing
Week 8 Writing Assignment
Part 1 – Integrated Marketing Communications, and the Changing Media Landscape
Learning Outcomes
1. Integrated Marketing Communications. Student understands how integrated marketing
communications can add value for customers. 2. Marketing communications objectives. Student can develop marketing communications
objectives using the AIDA framework. 3. Promotion mix. Student can select the appropriate promotion tool to be used for
different marketing communications objectives. 4. Media strategy. Student can design a simple message and media plan for a product or
service offering.
Directions This assignment assesses your ability to relate integrated marketing communications
concepts to your product or service offering and the target market you selected. Here you will
let your creative side shine as you think through how you would design the marketing
communications for your product or service to effectively and efficiently communicate a clear,
consistent and compelling message to your target market over the next year. The course content does not cover IMC in great detail and you may want to refer to some
open source references for more information on message design. A good one is:
http://www.caad.au.edu/attachments/article/43/Class%207-Creative%20IMC%20Message
%20Strategies.pdf Prepare your assignment beginning with a title page to include your name, your product
or service, and your target market. Then answer each of the following four questions in order
number them before your response. There is no need to repeat the question. 1. Integrated Marketing Communications. Considering your new target market and any
modifications, new product line extensions or new products you may have developed to serve the
new target market needs, create your ‘Big Idea" to be the basis of the message strategy for all
your marketing communications. 2. Marketing communications objectives. Write at least three marketing communications
objectives using the AIDA framework discussed in the course content. 3. Promotion mix. For each of the three marketing communications objectives written in
number 2, discuss which of the promotion tools would be the best choice to reach each of the
three marketing communications objective. One tool must be advertising (traditional or online)
You may have more than one promotion mix tool for any given marketing communications
objective. 4. Media strategy. Discuss at least two of your media choices that you believe will best
reach your target market with your advertising. Be specific with your choices, e.g. HGTV,
Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home
Depot website banner ads for the same target market. Or Morning TV National News, Good
Morning America and The Today Show, 1st hour because your target market is educated urban
workers. If using social media, discuss which social media and how they will be used to
accomplish which objective.
Part 2 – Special Topics in Marketing
B2B Marketing, Marketing Information Systems and Measuring Marketing Activities
Learning Outcomes 1. B2B marketing. Student can differentiate the differences in marketing strategy between
consumer markets and business markets. 2. Segmenting B2B markets. Student can identify the B2B market segments involved in a
product or service offering 3. Marketing Information Systems. Student can identify at least three sources of input to a
marketing information system for a product or service offering. 4. Marketing Metrics. Student understands the purpose of Return on Marketing Investment
for the company, and can identify at least three metrics that should be used in a product or
service offering to measure the effectiveness of marketing strategies.
Directions This part of the writing assignment closes the loop on strategic marketing planning in that
it identifies the types of marketing strategies the company might employ to market its offering
through the value chain prior to its final customer. Also, strategic planning is useless unless
there are reliable and useful sources of inputs and a way to organize the data to be used in the
planning process decision making. Metrics need to be in place to measure how successful (or not
so successful) the strategies to reach marketing objectives have been. Strategic marketing
planning then becomes an ongoing process of measuring and adjusting to new information and
current conditions. Many of your responses to these questions will be your best educated and informed (as
much as possible) information on your product or service offering’s company. Where concrete information is not obtainable, you should use your judgment and describe why you made your
judgment call. Respond to each of the following four questions in order and identify the number of each
response. There is no need to repeat the number of the question. 1. B2B marketing. Consider your product or service offering. Based on the
categories of B2B markets discussed in the readings, name at least two of the B2B markets that
could be a target market for your company. Why? 2. Segmenting B2B markets. Using the Harrison, Hague, and Hague behavioralbased segment model in the readings, which of those segmentation schemes might be most
appropriate category for your company? Why? 3. Marketing Information Systems. Identify at least three types of information your
company should use in a comprehensive marketing information system for decision making
purposes. Why did you chose each of them? 4. Marketing Metrics. Identify and discuss at least one financial metric and three
performance metrics that would be important to monitor your company’s strategic marketing
planning for the marketing efforts you identified for your new marketing mix strategies.
General Submission Requirements Prepare as a word processed document (such as Microsoft Word). Use a
simple 12-point font such as Times New Roman. Use black ink for majority of
your work and only use colors if it enhances your ability to communicate
your thoughts. Your assignment should be the equivalent of approximately five pages
of double-spaced text, approximately 1/2 page for each of the eight
questions (four in Part 1 and four in Part 2). You may attach exhibits that will
not be counted towards the page count of double-spaced text. The cover
page and Bibliography page are not part of the five pages of written analysis. Be sure your name, writing assignment number, and the name of your
product or service are on the cover page of your writing assignment. Include a bibliography, which includes at least four references. You may use MLA or APA style, or any other college-level style guide.
More information about using a style guide can be found in the UMUC’s
virtual library accessible from your LEO classroom or at umuc.edu/library. Upload your word processed document in your LEO assignments folder
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