Ashford 7: – Week 6 – Final Paper

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.

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