Strategic Marketing

Using the same company that has been assigned to you for the midterm (nude projects ES), you must create an integrated marketing campaign for the company. You should focus on increasing brand awareness and promoting a new offering for the company. Include the following sections:

– Cover page: with all necessary details.

– Table of contents.

– Objective of the campaign: what do you want to achieve? What are key KPIs of the campaign?

– Branding assessment:

o What are the brand values that the campaign will highlight?

o What is the main CSR action that the company is concerned with?

– Marketing framework: explaining the new product, its price and place strategy (if you focus on a service, you must add people, process and

physical evidence).

– Promotional strategy: Include all necessary elements:

o Message: what do you want to communicate to customers?

o Slogan/Claim of the campaign

o Channels and justification (target audience’s media use): television/billboards/Twitter/Instagram (be specific). o IMC: How is this an integrated communication campaign?

– Conclusion: what are the expected results of this campaign.

– List of references: in-text citations and a proper list of quality sources is mandatory.

Formalities:

 Wordcount: 1500-2000 words.

 Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

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