Posted: November 7th, 2015

An Integrated Marketing Strategy for _Chanel

An Integrated Marketing Strategy for _Chanel

Focus of the Final Paper

The Final Paper should demonstrate understanding of the reading assignments as

well as the discussion points. The purpose of this assignment is to integrate the

concepts studied in this course into a cohesive and comprehensive paper.

The Final Paper will be titled “An Integrated Marketing Strategy for _Chanel___.”

You will fill in the blank with an existing or a new brand name of your choice.

The goal of the paper is to integrate theories and concepts from the textbook and

readings into your own ideas to create specific marketing ideas to promote the

brand (good or service) with a particular target market. Refer to the previous

assignments completed in this course for insight on how to develop your Final

Paper. You must
Provide an Overview/Executive Summary of the marketing strategy.
Describe the good or service and desired brand image.
Describe the target market, including buyer motivations, demographics, and

psychographics.
Describe the overall marketing strategy, including positioning strategy versus

competitors.
Describe a promotions and advertising campaign that includes a description of one

advertisement.
Recommend and describe a Public Relations campaign.
Describe the use of an Internet marketing campaign, including web site and use of

email.
Describe a direct marketing campaign, including Customer Relationship Management.
The paper
Must be 6 to 8 double-spaced pages in length (not including title and references

pages) and formatted according to APA style as outlined in the Ashford Writing

Center.
Must include a separate title page with the following:

Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted
Must begin with an introductory paragraph that has a succinct thesis statement.
Must address the topic of the paper with critical thought.
Must end with a conclusion that reaffirms your thesis.
Must use at least four scholarly sources in addition to the course text, including

a minimum of two from the Ashford University library.
Must document all sources in APA style as outlined in the Ashford Writing Center.
Must include a separate references page that is formatted according to APA style

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