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Assignment ContentPurpose of AssignmentThis is the fourth part of the marketing plan. Please make sure you are still working on the same product/service as in the individual assignments of last three weeks.This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan.Assignment StepsDevelop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the branding and marketing communication strategy list below. The five elements you select should only come from the options provided below. You may include more than the minimum to provide clarity and coherence to your document. It is strongly recommended to choose 2 or 3 from each of the categories below.
Category 1: Branding strategy:Creating a Brand ImageMaintaining Brand ImageBranding ConcernsPositioning & Branding
Category 2: Marketing Communication Strategies:Integrated Marketing CommunicationAdvertising Strategy/ObjectivesPush and PullMedia Strategy (one print, one non-print)Advertising ExecutionSales PromotionDirect MarketingPublic Relations/StrategiesYou must include a measurement of customer loyalty and retention in your strategy document.Note: Charts/graphs/tables do not count toward the word count.The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.Cite a minimum of three peer-reviewed references.Format your assignment consistent with APA guidelines. Submit your assignment.
marketing_communication_and_branding_strategy_grading_guide.doc

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Marketing Communication and Brand
Strategy Grading Guide
MKT/571 Version 10
Marketing
Copyright
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to imply endorsement, sponsorship, or affiliation.
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Individual Assignment: Marketing Communication and Brand Strategy
Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the
communication message to the target audience. It is a continuation of the marketing plan.
Grading Guide
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
60
#/60
Student develops a branding strategy and
marketing communication plan that addresses
at least 5 elements from the lists below:
It is strongly recommended to choose 2 or 3
from each of the categories below.





Category 1: Branding strategy:
Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Positioning & Branding

Category 2: Marketing
Communication Strategies:
Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy (one print, one nonprint)
Advertising Execution
Sales Promotion
Direct Marketing
Public Relations/Strategies








Student must include a measurement of
customer loyalty and retention in your
strategy document.
The branding strategy and marketing
communication plan is a minimum of 700
words in length. Note: Charts/graphs/tables
do not count toward the word count.
Comments:
3
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Writing Guidelines
Met
Partially
Met
Not Met
Total
Available
Total
Earned
20
#/20
80
#/80
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
4

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