Purpose
To assess your ability to:
• Construct an integrated marketing program that delivers superior results related to the Promotion in the USA.
• Integrate established marketing principles into the discussion.
• Write a business report leading to the development of a marketing plan.
Overview
For this assignment, you will be part of a team with other classmates to develop a marketing plan for your innovative new product {3D Bioprinter to manufacture human organs instead of waiting for a donor}.
The team contains three members, each member will write one page. You will have an assignment each module that will allow you to develop the part of the marketing plan that integrates the concepts learned that module.
The professor will adjust the grade for individual students based on the proficiency of the writing, clear argument. No fluff, no confusing narrative, just straight to the point.
Action Items
1. Write 3 -page business brief that builds on the marketing plan for your innovative product {3D Bioprinter to produce human organs instead of waiting for a donor}
by integrating the marketing concepts learned in this module. Please note, this brief should focus on Module 5: Construct an integrated marketing program that delivers superior results Promotion.
2. While writing your marketing plan, each member should cover the Notes related to his part. Follow the upcoming note:
In the marketing plan, you will focus in one of the “Ps” of the four Ps of marketing mix, it is the (Promotion). Below are some of the areas your brief could focus on:
Construct an integrated marketing program that delivers superior value/results (Promotion)
Promotion
Member 1
• Message strategy and rationale (e.g. Communication Objective,
General Message, Creative Concept / Big Idea, Execution Style).
Promotion Mix recommendations and rationale (e.g. Advertising, Sales Promotion, Personal Selling, Public relations, Direct and Digital Marketing)
Explain in detail each concept.
Member 2
• Promotion Mix strategy (push and pull) and rationale in details,
media choices for Integrated Marketing Communications campaign and rationale (e.g. TV, social media, direct mail, etc.),
rationale for all of above should tie into previous marketing decisions (e.g. Target Market, Positioning, etc.)
Member 3
• Estimated cost to implement your proposed promotion mix strategies
(push and pull), consider the type of your product and the market.
For example, business-to-consumer companies usually pull more, putting more of their funds into advertising, followed by sales promotion, personal selling, and then public relations. In contrast, business-to-business marketers tend to push more, putting more of their funds into personal selling, followed by sales promotion, advertising, and public relations.
