Posted: November 7th, 2015
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
Describe the overall marketing strategy, including positioning strategy versus
Describe a promotions and advertising campaign that includes a description of one
Recommend and describe a Public Relations campaign.
Describe the use of an Internet marketing campaign, including web site and use of
Describe a direct marketing campaign, including Customer Relationship Management.
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
Must include a separate title page with the following:
Title of paper
Course name and number
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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