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MKT 498 Entire Course (New Syllabus)

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MKT 498 Week 1 Purpose and Value of Integrated Marketing Communications MKT 498 Week 2 Product and Market Identification MKT 498 Week 2 Trends in Marketing Communications MKT 498 Week 3 Competitive and Segmentation Analysis Presentation MKT 498 Week 3 Advertising Tools in IMC Plans MKT 498 Week 4 Analysis of Marketing Communication Tools Paper MKT 498 Week 5 Marketing Communications Plan Executive Summary MKT 498 Week 5 Digital Communications Presentation MKT 498 Week 1 Individual Assignment Purpose and Value of Integrated Marketing Paper MKT 498 Week 1 Individual Assignment Purpose and Value of Integrated Marketing Paper (New) MKT 498 Week 1 DQ 1 MKT 498 Week 1 DQ 2 MKT 498 Week 1 DQ 3


MKT 498 Week 2 Individual Assignment Marketing Analysis Tools Table MKT 498 Week 2 Individual Assignment week 2 Competitive Advantage and Objectives Analysis (New) MKT 498 Week 2 DQ 1 MKT 498 Week 2 DQ 2 MKT 498 Week 2 DQ 3 MKT 498 Week 2 DQ 4 MKT 498 Week 2 DQ 5 MKT 498 Week 2 DQ 6 MKT 498 Week 3 Team Assignment Target Market and Competitive Advantage Paper MKT 498 week 3 Integrated Marketing Communication Target Market Paper (New) MKT 498 Week 3 DQ 1 MKT 498 Week 3 DQ 2 MKT 498 Week 3 DQ 3 MKT 498 Week 3 DQ 4 MKT 498 Week 3 DQ 5 MKT 498 Week 4 Individual Assignment Alternative Marketing Options Paper MKT 498 Week 4 Team Assignment Marketing Position Statement Presentation


MKT 498 Week 4 Integrated Marketing Communication Positioning Strategies Paper (New) MKT 498 Week 4 Team Assignment Marketing Communication Paper (New) MKT 498 Week 4 DQ 1 MKT 498 Week 4 DQ 2 MKT 498 Week 4 DQ 3 MKT 498 Week 4 DQ 4 MKT 498 Final Exam Guide MKT 498 Week 5 Team Assignment Integrated Marketing Communications (IMC) Plan Paper MKT 498 Week 5 Assignment Communication Channels Paper (New) MKT 498 Week 5 Team Assignment Integrated Marketing Communication Plan (New) ==============================================

MKT 498 Final Exam Guide

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Complete the Final Examination (50 questions in True/False, Multiple Choice, and Multiple Select format).


Multiple Choice and Multiple Select Questions 1

2

The foundation of an IMC plan includes which of the following elements? (Check all that apply)

A system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings is called ________.

3

4

Which of the following are elements of the communication process? (Check all that apply)

The people who control the flow of information to members of a buying center in an organization are known as:

5 Xerox offers a color printer that sells for $1,200, which they want to market to businesses. As the marketing manager for Xerox printers, you want to select an advertising medium that has a long exposure time and that can attract and retain a prospective customer’s attention, and you have a budget of $20 million. Which advertising medium would you select that best meets your criteria?

6 A joint venture of two or more brands into a new product or service is called:

7 The most common form of “noise� in marketing communications is:

8 All of the following are public relations functions EXCEPT:

9 Effective ________ refers to the number of times a target audience must be exposed to an advertising message in a specified period of time in order to achieve a particular objective, while effective ________ is the percentage of an audience that must be exposed to a particular advertising message during a certain period in order to achieve a specific objective.

10

Which of the following are ways to segment consumer markets? (Check all that apply)

11

Which of the following are ways to segment business markets? (Check all that apply)

12

The steps in writing a marketing plan include all of the following EXCEPT:


Creating a customer-focused value proposition so that the company’s offering and image occupies a distinctive place in the minds of a target market is the marketing activity called ________.

13

14

15

Change in the macro environment is a primary basis for market opportunities. Which of the following are forces in the macro environment? (Check all that apply)

When a company sells the same product in different countries but maintains the same basic message in each country, this is called ________.

16

17

18

19

The three main components of advertising are:

Which of the following statements about having a direct sales force is true? (Check all that apply)

Which of the following are effective ways to establish a communications budget? (Check all that apply) a.

20

The goal of branding is:

Spend as much as the competition does

Creating a perception in the consumer’s mind regarding the nature of a company and its products relative to the competition is called ________.

21

All of the following are components of a corporate image EXCEPT:

22 A situation in which consumers believe that many brands offer the same set of attributes, which results in consumers purchasing from a group of accepted brands rather than one specific brand, is called ________.

23

A formal agreement between the retailer and the manufacturer to undertake a cooperative promotional effort is called a ________.

24

Strongly held beliefs about various topics or concepts which lead to the judgments that guide personal behavior are called


25

The buyer’s behavior is influenced by four major factors: cultural, social, personal, and psychological. The customer’s motivation, learning, perception, beliefs, and attitudes would fall into the ________ category.

26

Steps that a marketer can take to build brand equity and recognition include all of the following EXCEPT:

27

28

All of the following could be a marketing communication objective EXCEPT:

A set of businesses or a group of individual consumers with distinct characteristics that are similar in nature is called a ________.

29

30

All of the following are ways to evaluate the effectiveness of advertisements EXCEPT:

Rewards given as contest prizes to brokers, retail salespeople, retail stores, wholesalers, or agents, are called ________.

31

All of the following are recent trends in the consumer buying environment that have affected consumers’ purchasing patterns EXCEPT:

32

All of the following are recent trends in the business-to-business buying environment that have affected companies’ purchasing patterns EXCEPT:

32

All of the following are recent trends in the business-to-business buying environment that have affected companies’ purchasing patterns EXCEPT

True or False Questions 33

“Communication” can be defined as transmitting, receiving, and processing information. 34

35

The acronym “GIMC” stands for Generally Integrated Marketing Channels.

An IMC campaign is possible only for large businesses that have the large budgets necessary to implement the strategies, and is not possible for small or start-up businesses. 36

Approximately 10% of all promotional dollars are spent on elements other than advertising.


The 80/20 rule states that 80% of a company’s profits come from 20% of its customers, which is why it is important for marketers to maximize customer lifetime value.

37

38

Organizations should attempt to match their product or service attributes closely to the consumers’ attitudes, rather than trying to change the consumers’ attitudes.

39

A company’s image in the U.S. is not important when expanding internationally because customers in other countries have not yet been exposed to the company.

40

The term “prospecting” when applied to personal selling means to establish and maintain relationships with key customers. 41

Although B2B marketers are increasingly using other advertising media, trade journals and business magazines still remain an effective method of reaching specific target markets.

42

Internet service providers, commerce sites like eBay and Amazon, and search engines like Google are all examples of brick-and-click companies. 43

Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier to accomplish than changing a well-established image.

44

Two steps in the process of personal selling are determining which products the company should sell and overcoming the objections of prospective buyers.

45

Advertising via direct mail provides opportunities for marketers to measure the lifetime value of a customer and answer customers’ product-related questions.

46

When firms sell virtually the same goods or services to both consumers (B2C) and businesses (B2B), they are practicing what is called co-branding. 47

48

49

50

Negotiation is the preferred strategy in personal selling whenever a “zone of disagreement” exists.

When appraising promotional opportunities in global markets, marketing managers should examine the same criteria that they use to analyze promotional opportunities in domestic market segments. The idea of “mass market” advertising may be outdated due to the many types of new media people utilize today. When using e-marketing, it is preferable to make it difficult for consumers to unsubscribe so that you can continue to have opportunities to build a relationship with those consumers.4

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MKT 498 Only for Craig final help

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MKT 498 Week 1 DQ 1

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What is integrated marketing? What is the value of integrated marketing in today’s business environment? How is integrated marketing different from traditional marketing?

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MKT 498 Week 1 DQ 2

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What are the "non-quantifiable" tools in marketing? How can these tools be evaluated? What is the value of using these tools? How can you justify the use of non-quantifiable tools for creating a marketing strategy for a marketing plan?

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MKT 498 Week 1 DQ 3

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What are the different types of tools available for businesses to conduct marketing analyses? How are the outcomes different? How are the different tools for marketing analyses important in developing an integrated marketing communication? Provide an example.

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MKT 498 Week 1 Individual Assignment Purpose and Value of Integrated Marketing Paper (New)

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MKT 498 Week 1 Individual Assignment Purpose and Value


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MKT 498 Week 1 Individual Assignment Purpose and Value of Integrated Marketing Paper

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Write a 700- to 1,050-word paper in which you describe the purpose and value of integrated marketing. (2 points) In your paper, investigate an existing company and determine if the company has an integrated marketing campaign for one of the products or services they sell. Address the following in your paper: If the company has an integrated marketing plan, briefly describe it. What value does the IMC plan add? (6 points) If the company doesn’t have an integrated marketing plan, how might the company benefit from having an integrated marketing plan? (6 points)

Format your paper consistent with APA guidelines. ==============================================


MKT 498 Week 1 Purpose and Value of Integrated Marketing Communications

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MKT 498 Week 1 Purpose and Value of Integrated Marketing Communications Select a product or service from a company with which you are familiar. Write a 1,050- to 1,200-word paper in which you: § Analyze the purpose and value of an integrated marketing communications (IMC) plan. § Briefly introduce the company and its products/services. § Identify whether the company you investigated has an integrated marketing communications plan § For a company that has an IMC, explain what specific marketing communications tools are used and describe the value of the plan to the company’s overall marketing strategy. § For a company that does not have an IMC, explain three marketing communications tools it could use and discuss how the


use of these tools in an integrated marketing communications strategy would enhance its marketing efforts. Format your paper consistent with APA guidelines. ==============================================

MKT 498 Week 2 DQ 1

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Why is it important to have a unique competitive advantage (often called a unique selling proposition, or USP)? Is a competitive advantage perceived or real? ==============================================

MKT 498 Week 2 DQ 2

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What is a target market? How do you segment a market to identify a target market? What is the value of identifying the optimal target market for a product or service? ==============================================

MKT 498 Week 2 DQ 3

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How does demographic and geographic data collection differ from psychographic and life cycle data collection? What is the value of each? Provide examples.

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MKT 498 Week 2 DQ 4

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What assessment tools might a business use to determine what your competition is doing? How do you collect data on the competition? Provide examples.


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MKT 498 Week 2 DQ 5

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What is the value and purpose of a marketing positioning statement? How does the assessment affect the development of the marketing position? How often should the marketing position change or be reviewed? Does it depend on the type of business or customer? Provide examples.

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MKT 498 Week 2 DQ 6

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Why is product life cycle important? What changes should occur in advertising, sales, and promotion at the various stages of the product life cycle? Provide examples.

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MKT 498 Week 2 Individual Assignment Marketing Analysis Tools Table

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Complete the Marketing Analysis Tools Table which is posted in the Course Materials Forum. This table lists the various tools that are used by marketers to analyze product positioning, competitive positioning, customer perceptions, and distribution-channel analysis. Fill in the blanks with the appropriate information that describes the tool and that then compares the strengths and weaknesses of using each tool to create a marketing strategy. Format your table consistent with APA guidelines for in-text citations and references.

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MKT 498 Week 2 Individual Assignment week 2 Competitive Advantage and Objectives Analysis(New)

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MKT 498 Week 2 Individual Assignment week 2 Competitive Advantage and Objectives Analysis


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MKT 498 Week 2 Product and Market Identification

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MKT 498 Week 2 Product and Market Identification Prepare for the Marketing Communications Plan Executive Summary due in Week 5, by addressing the following: ยง Discuss the product or service each team member wrote about in their individual Week 1 Purpose and Value of Integrated Marketing Communications assignment. ยง Select one of these products or services to use in the upcoming team assignments. Write a 700-word paper in which you: ยง Identify the product or service ยง Determine potential target markets ยง Analyze the competitive advantage for the product/service related to current consumer buying trends.


ยง Assess the existing marketing communications for the product/service. Format your paper consistent with APA guidelines. ==============================================

MKT 498 Week 2 Trends in Marketing Communications

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MKT 498 Week 2 Trends in Marketing Communications Write a 1,050- to 1,200-word paper in which you: ยง Select and assess three trends in marketing communications. ยง Provide specific examples of each trend with evidence of marketing communications that reflect the trend. Insert screen shots, photos, etc. as proof. ยง Evaluate the significance of the trend to the company that has addressed in its communications. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.


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MKT 498 Week 3 Advertising Tools in IMC Plans

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MKT 498 Week 3 Advertising Tools in IMC Plans Write a 1,200- to 1,450-word paper using the company that you selected for the Week 1 assignment in which you: ยง Identify three advertising tools that the company uses. ยง Examine each tool and the target market it tries to reach with the tools. ยง Evaluate the effectiveness of each tool and its reach to the intended target market. ยง Suggest changes to each tool to increase its effectiveness. ยง Assess one additional advertising tool the company could implement to reach its target market and why you think this would be a good addition to the advertising mix. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.


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MKT 498 Week 3 Competitive and Segmentation Analysis Presentation

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MKT 498 Week 3 Competitive and Segmentation Analysis Presentation Create an 8- to 10-slide Microsoft® PowerPoint® presentation with speaker notes that shows a competitive advantage analysis in which the following points are addressed: § Evaluate the key attributes of the selected product or service chosen in the Week 2 Learning Team assignment and discuss which segmentation variable is addressed by the attribute. § Assess the competition the product or service has based on its attributes. § Determine the unique competitive advantage of the product or service in relationship to the competition. § Discuss the current positioning statement that guides the marketing communications of the product or service.


ยง Create a new positioning statement for the product or service that better communicates its value to the target market. Provide rationale for the new positioning statement. Format your presentation consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ==============================================

MKT 498 Week 3 DQ 1

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What are some of the current trends influencing the effectiveness of advertising? What effect does emerging technology have on advertising? What are the changes in consumer behavior that are being affected?

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MKT 498 Week 3 DQ 2

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Identify a current and innovative advertising campaign you have observed recently. What are the characteristics of the campaign? Why is it innovative? ==============================================

MKT 498 Week 3 DQ 3

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What is CPM? Why is CPM important? What are some of the differences between “total cost of CPM” and “advertisement versus the CPM rate”? ==============================================

MKT 498 Week 3 DQ 4

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Why is important for a business to consider alternative marketing tactics when developing an integrated marketing communication (IMC) campaign? What are some of the strengths of each type of communication? Provide examples. How do the types of communication vary by product category? ==============================================

MKT 498 Week 3 DQ 5

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What is the difference between quantifiable and non-quantifiable outcomes in marketing? Provide an example. How do these outcomes affect the post-evaluation of branding and positioning strategies with regards to an IMC plan? How does a marketing plan justify the nonquantifiable tools in its strategy? ==============================================

MKT 498 week 3 Integrated Marketing Communication Target Market Paper (New)

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MKT 498 week 3 Integrated Marketing Communication Target Market Paper ==============================================

MKT 498 Week 3 Team Assignment Target Market and Competitive Advantage Paper

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Select the product or service from the Integrated Marketing Discussion in Week Two. Write a 1,600- to 2,000-word paper for which you first research the current customer base, buyer behavior, demographics, psychographics, lifestyle, geographic area, benefit segmentation, and user segmentation for the product or service your team is studying. Share your research information in your Learning Team forum so that all team members can use it for this paper. Part of your individual grade for this team paper will include the facilitator’s evaluation of the sharing that takes place between you and your team members in your LT Forum. (3 points)


Identify the ideal target market for your Learning Team’s selected product or service, based on your research. In your paper, include the following: Provide a specific description of the target market, which should be measurable, accessible, sustainable, differentiable, and actionable. (2 points)

Include the total marketing budget. This is when the cost of acquisition is not greater than 10% of the product’s retail price or one month of an annual service. (2 points) Estimate the size of the market and estimated penetration percentage, and describe how you came up with those estimates. (2 points) Provide justification for your answers. Determine a competitive advantage analysis in which you: Identify the key attributes of the selected product or service for the target market you have identified, including both rational attributes and emotional attributes like color, style, or status. (2 points) Identify at least three competitors for your product or service; then determine the unique competitive advantage that your selected product or service has for your target market when compared with each of those three competitors. (2 points) Format your paper consistent with APA guidelines.

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MKT 498 Week 4 Analysis of Marketing Communication Tools Paper

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MKT 498 Week 4 Analysis of Marketing Communication Tools Paper Write a 1,050-word paper in which you include the following: ยง Discuss at least three marketing communication tools currently used to market the product or service selected in the Week 2 Learning Team assignment. ยง Evaluate the strengths and weaknesses of each communication tool currently used. ยง Discuss three additional tools that can be used effectively to communicate with the target market. ยง Justify your choices based on the target market, the competition, and the new, enhanced positioning. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ==============================================


MKT 498 Week 4 DQ 1

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What is the relationship between a target market and selecting a distribution channel? How do the changes in the target market affect the design of the distribution channel? Provide an example. ==============================================

MKT 498 Week 4 DQ 2

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What decisions go into selecting a distribution channel? What decisions go into selecting new distribution channels? What is the difference between a vertical and a horizontal distribution channel? Provide an example. ==============================================


MKT 498 Week 4 DQ 3

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What effect has e-commerce had on traditional brick-and-mortar business? Provide at least two examples and explain the effects. How can a business determine what proportion of the budget should be allocated for e-commerce? How has e-commerce globalized the small business? ==============================================

MKT 498 Week 4 DQ 4

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What is a value-added network? What are the advantages and disadvantages of selecting value-added networks? How does the distribution change with the different stages of the product life cycle? ==============================================


MKT 498 Week 4 Individual Assignment Alternative Marketing Options Paper

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Use the product or service that your Learning Team selected in the Integrated Marketing Discussion in Week Two. Write a 700- to 1,050-word paper in which you identify one marketing option from each category below which would be realistic for the product or service examined. The categories are: advertising, personal selling, public relations, and promotions. Rank your four marketing options from 1 to 4, with 1 being the best alternative and 4 being the least effective alternative, in your estimation. Include the following in your paper: Evaluate the strengths and weaknesses of each of the four communication venues, and justify your rankings and your choices based on the target market and the competition. (6 points) Determine the marketing tactics necessary to achieve the desired goal of branding, positioning statement, and competitive advantage for the product or service. (2 points) Format your paper consistent with APA guidelines. ==============================================


MKT 498 Week 4 Integrated Marketing Communication Positioning Strategies Paper (New)

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MKT 498 Week 4 Integrated Marketing Communication Positioning Strategies Paper ==============================================

MKT 498 Week 4 Team Assignment Marketing Communication Paper (New)

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MKT 498 Week 4 Team Assignment Marketing Communication Paper ==============================================


MKT 498 Week 4 Team Assignment Marketing Position Statement Presentation

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Utilize the research from your Learning Team’s Target Market and Competitive Advantage Analysis in Week Three. Create a 12-slide Microsoft® PowerPoint® presentation in which you develop and justify a Marketing Position Statement for the selected product or service. Your cover slide will be Slide #1, your Marketing Position Statement will be Slide #2, and your references slide will be Slide #12, with 9 intermediate slides providing your justification for that Marketing Position Statement. (0.5 point for Marketing Position Statement) Format each slide with only the MAJOR points for the topic presented in bulleted format. Use at least 18-point type, and do not use more than 5 bullets per slide. (1.5 points) Add detailed Speaker Notes at the bottom of each slide (when viewed in regular mode rather than slide show mode), explaining what you would explain about the bulleted items on each slide if you were making this presentation orally. (2 points)

Cite all references consistent with APA guidelines.


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MKT 498 Week 5 Assignment Communication Channels Paper (New)

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MKT 498 Week 5 Assignment Communication Channels Paper ==============================================

MKT 498 Week 5 Digital Communications Presentation

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MKT 498 Week 5 Digital Communications Presentation


Research the digital communications tools used by the company you chose in Week 1 or Week 3. Prepare a 15- to 20-slide Microsoft® PowerPoint® presentation with speaker’s notes in which you: § Provide an overview of the company. § Discuss its use of digital communications to address target markets and provide an example by embedding a url link into the Microsoft® PowerPoint® slide. § Evaluate the effectiveness of the chosen tool in reaching its intended target market. § Discuss two marketing communications, regulations, and standards with which the company must comply in order to use the digital communications you have presented. Format your presentation consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ==============================================

MKT 498 Week 5 Marketing Communications Plan Executive Summary

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MKT 498 Week 5 Marketing Communications Plan Executive Summary For your final Learning Team assignment, complete a Marketing Communications Plan Executive Summary (you must know what an Executive Summary is) using the information from the Learning Team assignments in Weeks 2-4: § Product and Target Market Identification Paper § Competitive and Segmentation Analysis Presentation § Analysis of Marketing Communication Tools Paper Step 1 Write a 1-page Executive Summary to the board of the company for the product or service you chose in your Week 2 Learning Team assignment. Step 2 Write a 1-page Evaluation and include: § How the team will measure and evaluate the new IMC plan. § Develop evaluation tools to measure IMC plan effectiveness. Combine Steps 1 and 2 into one cohesive document. (Note – this is to be no more than 2 pages total) Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ==============================================


Mkt 498  

FOR MORE CLASSES VISIT www.mkt498edu.com MKT 498 Week 1 Purpose and Value of Integrated Marketing Communications MKT 498 Week 2 Product an...

Mkt 498  

FOR MORE CLASSES VISIT www.mkt498edu.com MKT 498 Week 1 Purpose and Value of Integrated Marketing Communications MKT 498 Week 2 Product an...

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