[Solution]Marketing Channel – PROJECT GUIDELINES

The purpose of the assignment is to integrate the material presented in the course, exercises, and assignments in a single framework and apply that framework…

The purpose of the assignment is to integrate the material presented in the course, exercises, and
assignments in a single framework and apply that framework to a substantial strategy problem.
In particular, your efforts should focus on strategic and competitive issues facing the company or
brand you have chosen. Avoid companies presented with purely short-term problems, or with
situations in which so little information is available that longer-term issues are vague (many new
ventures fall in this category).
The format of the paper can vary, and should reflect the particularly important issues facing your
target firm. Documents should be no longer than 15, double-spaced, typewritten pages plus
tables and appendices.
Most plans should address the following issues: an analysis of the market and competition,
objectives for the company or brand, a strategy for achieving those objectives in the market, the
tactics you recommend to implement the proposed marketing channel strategy, and the
implementation of your promotional strategies (if possible).
Client Selection
Goods and services offered
Social media such as Google+, YouTube, Blog, Twitter, Facebook etc.
Company presence and sales via online and offline channels
• Google Ads – no experience/limited/proficient (possibility to add one of your team
members as a temporary Google Ads manager)
• Google Analytics – no experience/limited/proficient (possibility to add one of your team
members as a temporary Google Analytics manager / or provide analytics from the
dashboard)
• Social Media – no experience/limited/proficient (possibility to launch a test social media
marketing campaign / provide analytics from the dashboard)
Market and Competitive Analysis
Address the market in which the company or brand competes. This typically involves addressing
some of the following issues:
Current and potential customers
Current and potential competitors
Channel relationship
Distribution centers, wholesalers, and retailers
Overview of the industry (key characteristics, competitive/saturated/mature)
Market position/specialties
Unique selling points of the goods/services offered
Seasonality of their goods/services or seasonality that the company has identified
Marketing objectives
Use the objectives to indicate the directions and priority of actions, for at least a two-year
planning horizon. Indicate:
Where you recommend the firm/brand should compete.
What it can expect to achieve, now and in the future in those segments or served markets (in
terms of market share or sales and some measure of financial performance).
The priority of those objectives. Which is the primary objective? Which is secondary?
These should flow logically from the market and competitive analysis and, of course, be
internally consistent and reasonable. They should be stated clearly and precisely, as should the
timetable for achieving them.
AdWords Strategy – planning and implementation
Based on an analysis of the client, its website and marketing, you should craft an appropriate
AdWords Strategy and goals for their campaign. You will be running a series of test marketing
campaigns for your client. Please be prepared to communicate the potential of your campaign to
your client.
A test campaign of up to $10 will be offered to your team during the semester. If your client
would like to launch more campaigns or spend more on marketing campaigns using their own
budget, please try your best to convince them the main advantage of digital marketing
campaigns: cost-effective and measurable!!!
Other recommended strategies – planning and implementation
There will be cases, exercises (e.g., sourcemap.com), and assignments to help you develop
expertise in marketing channel management and strategic planning. Please make sure to integrate
these exercises and assignments into your final project.
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