Marketing Plan
This week you will continue your comprehensive marketing plan
researching the SAME company that you researched in previous units.
Again, utilizing the CSU Online Library, you will research the
various elements of the marketing plan as it relates to this
company. In Unit VI you will provide a comprehensive discussion of
the promotion strategies of your company.
Promotion
This section will provide a comprehensive look at the
promotional strategies of your organization. Begin with a look at
the promotional objectives or themes used by your company. From
there, review the promotional mix, this should include a
preliminary discussion of the importance of IMC to your company.
Promotion methods such as personal selling mass selling
(advertising and publicity) and sales promotion should all be
addressed in detail.
Competitive Advantage
Competitive advantage is an important goal of every company,
so address whether your company has a competitive advantage WITH
RESPECT TO PROMOTION. The idea is to discuss whether your company
has a competitive advantage with respect to how they promote their
products. Again, this section should only discuss whether your
company has a competitive advantage with respect to promotion
(product, price and place are discussed in other sections). Once
you have stated your position, remember to include your
rationale.
BBA 3201, Principles of Marketing 4
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider Promotion and Competitive Advantage in Promotion).
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