Module 3 – Case

INTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIX

Case Assignment

Professional Application

This is the creative week! You will use what you have learned in the last two modules to create an Integrated Marketing Communications Plan for your product/service. In business world, materials like this are presented clients or upper management; be persuasive in your recommendations.

You will report on three communication channels:

• Digital Marketing (REQUIRED)

Select two of the following:

• Broadcast Advertising (TV, radio)
• Print Advertising
• Outdoor/Out-of-Home Advertising
• Sales Promotion
• Direct Marketing (traditional)
• Public Relations
• Personal Selling

Communications Channel 1: Digital Marketing

• Why was it chosen? Explain how it is a good fit for your target market.
• Advantages/drawbacks (research required)
• Detail the media plan: What types of digital marketing will be used? Why?

Communications Channel 2

• Why was it chosen? Explain how it is a good fit for your target market.
• Advantages/drawbacks (research required)
• Detail the media plan: What aspects of the marketing communications channel will be used? Why?

Communications Channel 3

• Why was it chosen? Explain how it is a good fit for your target market.
• Advantages/drawbacks (research required)
• Detail the media plan: What aspects of the marketing communications channel will be used? Why?

Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. For more information see Differences Between First and Third Person.

See the Student Guide to Writing a High-Quality Academic Paper, including pages 13 and 14 on in-text citations. Another resource is the “Writing Style Guide,” which is found under “My Resources” on the TLC portal. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The use of direct quotes is strongly discouraged.

Use the attached APA-formatted template (MKT301 Case3) to create your submission.

Assignment Expectations

Your submission will include:

• Trident University International’s cover page
• A two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)
• The reference list page in APA format.

Grading Note:

At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. Rubrics can be viewed under “Assessments” at the top of the page.

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