An Integrated Marketing Strategy

The purpose of this assignment is to integrate the concepts studied in this course into a cohesive and comprehensive paper.

The Final Paper will be entitled "An Integrated Marketing Strategy for ____." You will fill in the blank with an existing or a new brand name of your choice. Your goal in writing the paper is to integrate theories and concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand (product or service) with a particular target market. The papers you write each week will help you to prepare to create your Final Paper. The paper should be six- to- eight pages in length with an abstract (not including the title and reference pages), and include the following sections:

1. Overview / Executive Summary

2. Product or service description, and desired brand image

3. Target market, including buyer motivations, demographics & psychographics

4. Overall marketing strategy, including positioning strategy vs. competitors

5. Advertising campaign, including description of one advertisement

6. Public Relations campaign

7. Promotions campaign

8. Internet marketing campaign, including web site and use of e-mail

9. Direct marketing campaign, including Customer Relationship Management

10. References (in APA style).