Create a promotion analysis, the final component for your chosen company’s marketing analysis.
A company can promote its products and services in a variety of ways, such as traditional media like TV, radio, and newspaper. But today’s age of social media and smartphones has opened up the ability to connect with the target market via apps, texting, online coupons, and “e-bates.” The goal is to get the consumer to buy and form a loyalty to a company and brand.
Competency 1: Examine the basic marketing models for a business or organization.By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
Describe who represents the product.
Address assessment purpose in a well-organized text, incorporating appropriate evidence and tone in grammatically sound sentences.
Competency 2: Relate the importance of an integrated marketing program to the economic impact of a business.
Discuss the implications of an integrated marketing program to business economic success.
Competency 4: Apply effective marketing planning and implementation.
Discuss the effectiveness of the promotion strategy and the impact on the marketing mix.
Accurately describe the company’s communication strategy (communication channels or media).
Competency 6: Evaluate management implications of marketing and sales plans.
Discuss the sales process or techniques and how it impacts marketing and sales plans.
Assessments 1–3 in this course require you to complete a marketing analysis. Because they build on each other, it is recommended but not required that you complete them in sequence.
OVERVIEW
This assessment allows you to analyze in depth a product of your choice. You will be able to look in a detailed manner at how your chosen company maximizes the branding of the product, at the competition, and at how the company positions the product in the marketplace.
PREPARATION
Pick a company that makes or sells products, not a service-oriented company. Use the same company for Assessments 1–3 in this course. Try to go beyond the typical consumer electronics offerings, such as Apple. If you are in doubt about your chosen company but if it will work for the project, please ask your faculty member.
INSTRUCTIONS
Submit your analysis for the final P (promotion) for your chosen company’s product or service. Your analysis should cover all aspects related to promoting the product, including to the customer, as well as to other promotional audiences:
What is the communication strategy?
What are the communication channels or media?
Who represents the product?
What is the sales approach?
What examples of sales techniques can you provide?
Include in your analysis an evaluation of their promotion strategy:
What works and what can be improved?
How could the company improve to boost economic success of the brand?
How do promotional efforts affect the other Ps of the marketing mix?
What are the implications of an integrated marketing program to business economic success?
How do promotional efforts affect decisions for the marketing and sales plans?
Cite any sources you use.
Note: Faculty may use the Writing Feedback Tool when grading this assessment. The Writing Feedback Tool is designed to provide you with guidance and resources to develop your writing based on five core skills. You will find writing feedback in the Scoring Guide for the assessment, once your work has been evaluated. Learn more about the Writing Feedback Tool on the course Tools and Resources page.