marketing strategy and management 13249081 2

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Assignment 1: Controlling or Not Controlling Your Brand

Tim Leberecht, the Chief Marketing Officer at NBBJ, is a communications expert, published author, and sought-after speaker on marketing issues, branding, and great design.

Review the following:

Using the Argosy University online library resources and valid Internet sites, research Tim Leberecht. Design a marketing campaign for a current product of your choice using the knowledge you gained in your research. You may use the same product you selected for Module 3: Assignment 2.

Complete the following:

  • Include details of your marketing campaign in your posting. These might include but are not limited to campaign parameters from your annual marketing goals; campaign objectives; the marketing mix (4 Ps: price, product, promotion, and place) for your campaign; creatives (including images, collateral, and topics). 
  • Critically analyze the value of the approach suggested by Tim Leberecht.
  • Compare Leberecht’s marketing approach to other approaches you are familiar with.
  • Assess how Leberecht’s approach could be applied to your own organization or an organization of your choice.
  • Discuss what might work and what is not applicable in Leberecht’s approach.
  • Support your position with at least two peer-reviewed journal articles.

By Wednesday, November 23, 2016, post your responses to the appropriate Discussion Area. Through Sunday, November 27, 2016, comment on at least two of your peers’ responses.

Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation

Do the following when responding to your peers:

  • Read your peers’ answers.
  • Provide substantive comments by
    • contributing new, relevant information from course readings, Web sites, or other sources;
    • building on the remarks or questions of others; or
    • sharing practical examples of key concepts from your professional or personal experiences
  • Respond to feedback on your posting and provide feedback to other students on their ideas.
  • Make sure your writing
    • is clear, concise, and organized;
    • demonstrates ethical scholarship in accurate representation and attribution of sources; and
    • displays accurate spelling, grammar, and punctuation.

Grading Criteria

Assignment Components
Max Points

Initial response:

  • Was substantive, insightful, original, accurate, and timely.
  • Demonstrated advanced understanding of concepts.
  • Compiled/synthesized theories and concepts drawn from a variety of sources to support statements and conclusions.
16

Discussion Response and Participation:

  • Responded to a minimum of two peers in a timely manner.
  • Offered points of view supported by research.
  • Asked challenging questions that promoted discussion.
  • Drew relationships between one or more points in the discussion.
16

Writing:

  • Wrote in a clear, concise, formal, and organized manner.
  • Responses were error free.
  • Information from sources, where applicable, was paraphrased appropriately and accurately cited.
8
Total:
40
 

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