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You will write an examination of the Integrated Marketing Communication strategies and tactics of an organization and product/service/campaign of your choice. This is a course on IMC—and you take it to pick up lessons that can later be applied to your life. This assignment will be completed in 2 separate parts—IMC Case Part 1 and IMC Case Part 2—that will examine the IMC performance of an organization of your choice in the marketplace. The focus can be on any successful campaign for any product, service, and/or organization, public or private, for-profit or non-profit of any duration, as long as it focuses on a single introduction or marketing campaign.
First, select something that interests you. The introduction of a new Starbucks coffee, for example; the marketing of a successful church or mission; a public relations campaign that turned catastrophe into applause—it is up to you, your interests, what kind of product, organization, or type of marketing that promises to provide you with the most valuable information as you pursue your future. The examples are endless: the success of University of Phoenix, the success of Chipotle in new markets, the promotion of Fox News, the establishment of Andy Stanley’s internet-connected churches, etc. Again, the topic is up to you, the organization you examine is for you to choose. The only stipulation is that it must be a marketing success of interest to you.
You will write about the organization, its strategies and tactics, and its success in 2 parts:
Module/Week 4: IMC Case Part 1
You will write the foundation of an IMC plan, analyzing the situation facing an organization as it seeks to grow the market for its products, services, and/or activities. This paper will serve as the starting point for the final paper. The IMC Case Part 1 must be 5–6 pages excluding the references. The paper must be written in current APA format, double-spaced in 12 pt. Times New Roman, and must contain a title page. The paper must contain a minimum of 5 references. The paper contains these sections following the title page:
- Executive Summary
Consider the challenges facing the company as it attempts success in the market. These challenges include, but are not limited to, the strengths it has in promoting its products and services, especially organizational and marketing strengths; the weaknesses of its position and operations in the market; the opportunities provided by its position, targeting, and the nature of its product/services; brand strength; public relations successes, etc.