Reference no: EM133201858

Assignment: The Pet Supply Company Marketing Strategy Case Study

In today's fast-paced society, integrated marketing communications (IMC) is the key to building authentic relationships with customers. IMC ensures that a cohesive message is being communicated to a company's intended target audience as well as internal company stakeholders. Understanding how all marketing disciplines can work together to communicate a single, unified message will help you create an engaging experience for consumers while increasing marketing opportunities. IMC is not just the responsibility of the marketing department but a way to unite the company and create strategies that support company growth through organized, consistent, and cohesive messaging.

For the project, you will need to read the project case study to understand how SNHU Pet Supply would like to use integrated marketing in a new campaign. The case study will provide you with data the company has compiled and any other information that you will need to complete a detailed analysis of the company's current marketing strategies. You will then develop an integrated marketing communications plan that you would recommend to the company. Throughout the exercise, you will need to consider the company's brand, messaging, and strategies that will support an integrated campaign, as well as how you will communicate that plan to internal and external stakeholders.

The project is divided into three milestones, which will be submitted at various points throughout the course to build on learning experiences and ensure a quality submission. Milestones will be submitted in Modules Two, Four, and Five. You will also complete a peer review discussion in Module Six as an opportunity to get feedback before you submit your project in Module Seven.

In this assignment, you will demonstrate your mastery of the following course outcomes:

1. Develop strategic marketing plans aligned with organizational goals for supporting growth and promoting a cohesive brand.

2. Develop appropriate communication strategies within the context of the professional marketing field for communicating a cohesive message to intended stakeholders

3. Discuss the use of key performance indicators (KPIs) across internal and external environments for communicating the performance of marketing campaigns

4. Recommend strategies and tactics that support an integrated marketing communications program for maximizing marketing opportunities

5. Apply industry-standard ethical and professional standards for supporting marketing decisions.