Homework
Overview
In this homework, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief to use at the executive team meeting. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action and therefore it has a persuasive tone. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign in this course.
The purpose of the Campaign Brief is to summarize your market research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate vehicle to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise - only two to three pages long.
Leverage what you have learned in the first three weeks of your marketing course, including the textbook readings, Lecture Notes, articles, videos, and external resources. You will also need to conduct additional online research to be able to complete this homework. This homework provides you with a practical application of the ideas you have been studying and useful preparation for Homework.
Instructions
Use the Homework Template provided in your course shell. The headings below mirror the sections in the template and provide you with some detailed prompts for each section. Respond to all the prompts and questions below to ensure that you include all required content in the homework.
I. PRODUCT OR SERVICE
1. Briefly describe the product or service you have selected for your marketing campaign. Explain its basic or core functionality in satisfying a customer need.
2. What are key features of your product or service? Be brief, but provide context. For example, use the format "Feature: Brief description of the feature and its benefits."
II. BUYER PROBLEM
1. What consumer "need" does your product or service address?
2. What are the core results your buyers are seeking?
III. TARGET AUDIENCE
1. What are the key demographics and characteristics of your target audience for this campaign?
2. Is your target audience one segment, or should it be divided into two or more segments? If so, what are those two or more segments?
IV. VALUES AND BELIEFS
1. What are the top two or three underlying values and beliefs that you will target for this campaign?
2. For each value that you have listed, provide a short description
3. How can your campaign connect the product or service to the values of its buyers?
V. MARKETING MESSAGE
1. What are the top three differentiators (points of difference) that distinguish your product or service from similar offerings sold by your competitors?
2. For each point of difference that you have listed, provide a short description
3. Write a short value proposition for this campaign in a manner that is engaging but succinct.
Format your homework according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the homework, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.