Devry MKTG 410 Course Project All Parts Latest

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Devry MKTG 410 Course Project All Parts Latest

The objective of the Course Project is to demonstrate mastery of all of the TCOs through the development of an integrated marketing communications (IMC) campaign.

The IMC campaign will support the development of a brand in the marketplace. Either an existing brand or a brand created by the student can be selected for the assignment. The student will develop a plan and a promotional mix (advertising, direct marketing, Internet marketing, sales promotion, and public relations campaigns) and provide these in a rough draft form, followed by the completion of a final report and PowerPoint presentation based on the final report.

A successful IMC campaign depends on an understanding of the target customer, the brand, and the integration of a promotional mix that delivers a consistent brand message at every touch point the customer has with the brand.

GUIDELINES/GRADING RUBRICS

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Important: You are not required to invest time in developing a business idea or a business plan. However, it is important to develop an IMC campaign that will help the organization achieve corporate goals and marketing objectives. The cost of the IMC campaign should not exceed the expected increase in sales. Your IMC campaign should include the following.

  1. Identify the Brand in the Topic Proposal
    • Select a brand.
    • Describe the brand and underlying brand concept (the brand concept for Disney has been described as “family magic”—every product, service, and promotional tool must fit with this).
    • What is the brand problem that needs to be solved (e.g., increase awareness)?
    • Target market—what is the profile of the typical customer (demographics, lifestyle, usage pattern)?
  2. The IMC Plan
    • Corporate growth objectives
    • Analysis of the promotional program situation
    • Communications goals and objectives
    • Budget determination
    • Overview of IMC promotional mix
    • Monitoring, evaluating, and controlling the IMC process
  3. Promotional Mix
    Each promotional mix tool and campaign requires an objective, a budget, a message strategy, a media plan and artwork.

    • Advertising
    • Internet marketing
    • Direct marketing
    • Sales promotion
    • Public relations
  4. Final Report
    Students will incorporate the rough drafts of the IMC plan and individual campaigns, as well as any feedback, and revise, edit, and proofread a final report. References will be provided in APA format.
  5. PowerPoint
    Students will provide a 10–15 slide PowerPoint presentation.

The process involved in the development of an IMC campaign is reflected in the following graphic:

Click to view .equella.ecollege.com/file/95ff960a-b5c3-4ec4-b559-88666d80f0c9/1/documents–MKTG410_CourseProject_IMCCampaignTranscript.pdf”>Transcript.

Course Project Points % Description
IMC Program: Topic Proposal 50 9% A two-page document outlining:

  • Selected brand
  • Description of the brand
  • Identification of the brand problem that needs to be solved
  • Identification of target market characteristics
IMC Program: Plan 100 18% A two- to three-page document outlining:

  • Corporate growth objectives
  • Analysis of the promotional program situation
  • Communications goals and objectives
  • Budget
  • Overview of IMC promotional mix
  • Monitoring, evaluation, and control.
IMC Program: Rough Drafts (five) of Individual Promotional Mix Tools 250 45% A two- to three-page document outlining:

  • Advertising
  • Internet marketing
  • Direct marketing
  • Sales promotion
  • Public relations

Each promotional mix tool requires objective, budget, message, media strategy, media plan and artwork.

Final Report 50 9% Final Draft: Revise, edit, and provide a final polished report incorporating the following.

  • Cover page
  • Executive summary
  • Introduction
  • IMC plan
  • Advertising campaign
  • Internet marketing campaign
  • Direct marketing campaign
  • Sales promotion campaign
  • Public relations campaign
  • Overview of recommended program and budget
  • Conclusions
  • Page numbers
  • APA format for sources
Presentation 100 19% PowerPoint Presentation: Your presentation should include 10–15 slides based on the final report. Slides should follow appropriate guidelines for a formal presentation.
Total 550 100% Assignment should meet or exceed the guidelines described above.

DUE DATES

.equella.ecollege.com/file/95ff960a-b5c3-4ec4-b559-88666d80f0c9/1/MKTG410_CH_CourseProject.html#top”>Back to Top Week/TCOs
Course Project Assignments Week 1: TCOs 1 and 2 Topic Due Week 3: TCO 3 IMC Plan Due Week 4: TCO 5 Advertising Campaign Due Week 5: TCO 6 Internet Marketing and Direct Marketing Campaigns Due Week 6: TCOs 7 and 8 Sales Promotion and Public Relations Campaigns Due Week 7: All TCOs Final Report Due Week 8: All TCO

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Devry MKTG 410 Course Project All Parts Latest

Best Devry MKTG 410 Course Project All Parts Latest

Devry MKTG 410 Course Project All Parts Latest