MArketing Communication and Brand Strategy

On the company StarbucksPurpose of AssignmentThis assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.Assignment StepsDevelop 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: (CHOOSE 2 OR MORE)
Vision, Mission, Strategic objectives, Values
Strengths/Weaknesses
Competitor’s Strengths/Weaknesses
Market Segments

Product, Place/Distribution, Promotion, and Price Strategies: (CHOOSE 3 OR MORE)
Creating a Brand Image/Maintaining Brand Image
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Public Relations/Strategies

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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.Cite a minimum of three peer-reviewed references.Format your assignment consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
mkt571r10_wk5_gg_marketing_communication_and_brand_strategy.doc

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Marketing Communication and Brand
Strategy Grading Guide
MKT/571 Version 10
Marketing
Copyright
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Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Individual Assignment: Marketing Communication and Brand Strategy
Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the
communication message to the target audience. It is a continuation of the marketing plan and students should
review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has
developed.
Grading Guide
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
6
#/6
Student develops a branding strategy and
marketing communication plan that addresses
at least 5 elements of the Situational Analysis
and the Product, Place/Distribution,
Promotion, and Price Strategies (modified
below) sections of the marketing plan.
Choose 5 elements from the lists below:
•
Situational Analysis:
o Vision , Mission, Strategic objectives,
Values
o Strengths/Weaknesses
o Competitor’s Strengths/Weaknesses
o Market Segments
• Product, Place/Distribution, Promotion,
and Price Strategies:
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns
o Promotion/Integrated Marketing
Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy
o Advertising Execution
o Public Relations/Strategies
Student must include a measurement of
customer loyalty and retention in your
strategy document.
The branding strategy and marketing
communication plan is a minimum of 700
words in length. Note: Charts/graphs/tables
do not count toward the word count.
Comments:
3
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Writing Guidelines
Met
Partially
Met
Not Met
Total
Available
Total
Earned
2
#/2
8
#/8
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
4

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