COM 486 Week 5 Assignment Integrated Marketing Communications Campaign (UOP)
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Resource: BadermanIsland Virtual Organization
Refer to Baderman Island Virtual Organization and the catering, conference, or hotel business component that you used for the Week Two Learning Team assignments. Follow the steps outlined below to create a marketing communications campaign for your selected industry onBadermanIsland.
Write a 3,500- to 4,200-word paper outlining your marketing communications campaign. Include the following sections:
Executive summary of no more than 350 words
Research of approximately 1,050 words
Background information about the product, service, or brand
A SWOTT analysis (strengths, weaknesses, opportunities, threats, and trends)
Market segmentation and target audience
Anything else that provides insight into the current status of the product, service, or brand
Marketing objective(s) of approximately 350 to 700 words
Includes management’s objectives for the product, service, or brand for the upcoming year or a specific time period that is usually stated in terms of growth percentage or revenue dollar increase
Marketing plan of approximately 1,400 to 1,750 words
Include the actual steps or tasks needed to achieve the objective.
Include the marketing mix, meaning the strategy and actions regarding the product, price, place, and promotion.
Include the promotion plan or integrated marketing communications plan, which includes the following:
The message delivered to target customers includes the creative process
Forms of promotion, advertising, precise channels, and media that are used Budget Timetables
How the various promotional and advertising tools will be integrated to support each other
How will your plan remain ethical and socially responsible? Are there areas of your campaign that could be construed as unethical and socially irresponsible? If so, how would you defend your campaign to critics? Evaluation plan of approximately 350 words
How will marketing managers know their efforts have achieved the goal as stated in the plan?
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