JWI 518: Marketing In a Global Environment Assignment 1

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JWI 518: Marketing In a Global Environment

Assignment 1

Assignment 1: Executive Memo

Due Week 3, Sunday (Weight: 14%)

“If you don’t have a competitive advantage, don’t compete.” Jack Welch

Marketing plays an important role in the growth of an organization and its ability to achieve a competitive
advantage in the marketplace. Research, analysis, and planning are essential for developing a strategic
marketing plan.

For this assignment, you will apply the key concepts from Weeks 1-3 to analyze the marketing program at
the company where you work or for an organization that you would like to work for. You will also make
recommendations for improving the marketing program of the organization. Use Chapters 1-4 from the
course textbook, the course lectures from Blackboard, and any external research you find, including but
not limited to company website, press releases and news articles to write your Executive Memo.


Write between 3 to 5 pages double-spaced an Executive Memo addressed to the company’s highest
ranking employee who is in charge of the marketing function. For this assignment, there is no need to
be specific such as, “increase sales by 15% next quarter,” but simply to discuss what general goals
the company is or should be focusing on.

  1. Marketing Goals (See examples below by choosing 3 to 5 goals)
    a. Build-increase awareness of the company (brand awareness)
    b. Increase market share
    c. Capture a new target market
    d. Increase sales, revenues, profits
    e. Increase in new accounts or relationships
    f. Increased share of customer’s business
    g. Increased return on investment (ROI)
    h. Converting sales leads into customers
  2. Marketing Research (Use Kotler & Keller’s 6-step marketing research process from Chapter 3)
  3. Marketing Metrics (Kotler & Keller’s Marketing Metrics from Chapter 2, Table 2.2)

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