Marketing Communication and Brand Strategy MKT/571

    Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document. 

    • Situational Analysis:
      • Vision, Mission, Strategic objectives, Values
      • Strengths/Weaknesses
      • Competitor’s Strengths/Weaknesses
      • Market Segments
    • Product, Place/Distribution, Promotion, and Price Strategies:
      • Creating a Brand Image
      • Maintaining Brand Image
      • Branding Concerns
      • Promotion/Integrated Marketing Communication
      • Advertising Strategy/Objectives
      • Push and Pull
      • Media Strategy
      • Advertising Execution
      • Public Relations/Strategies

    Note: Charts/graphs/tables do not count toward the word count.

    The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6

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