Reference no: EM132799638

MKT501 Strategic Marketing Assignment - Trident University, USA

Case Assignment - Module Case Distribution & Marketing Plan - An important component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management.

This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy.

IMC Research: Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.) Define each and discuss the pros and cons of the individual elements.

You should use the text for basic definitions. The majority of research for this section of the assignment must come from ARTICLES located in the library's full-text databases.

Chapter 11: Integrated Marketing Communications and the Changing Media Landscape.

Marketing Week: Measuring Marketing Effectiveness.

Application - Provide a brief introduction of the company with which you are working. (provided below do not modify)

Product Introduction / Description - The Bontemps Cigar Lounge is a busines that is all about providing an environment and atmosphere for the cigar novice, enthusiast, or connoisseur to enjoy a fine cigar, relax, network, and mingle while being afforded the opportunity to learn about, sample and purchase cigars and other accessories. Bontemps Cigar Lounge is an organization that is open to provide a select clientele the comfort of a place where they can come to purchase cigars, enjoy a good smoke and an alcoholic drink. We have a large selection of quality cigars that are maintained in our large walk-in humidor. The customer service associate is knowledgeable and will be able to help you with making a good selection.

- Include a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?

- Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach?

- Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign.

Note - Need 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion) with header and page number. The reference list page in APA format.

Attachment:- Case Assignment and Template Files.rar