BUSI 520 LU Marketing Management Individual Project

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OVERVIEW
Each student must complete an individual marketing project. Your first task is to select a project
topic. No two students will work on the same product/service. This must be an existing product,
service, or organization.
INSTRUCTIONS
The same project topic must be used in all installments. Each project installment must include a
title page that has the name of the project topic in it. Each of the five questions should be
numbered and written out in its entirety in the pages that follow. The entire document (all five
questions, combined, but not counting references) should be at least 600 words (12-point Times
New Roman font, double spaced), and include a separate references page. All content must show
direct application to the topic and exclude definitions of terms and general explanations of
generic marketing topics. The assignment should be submitted as a Microsoft Word document.

When completing an assignment for a given module, the student will assume the role of
marketing manager for the selected organization. All student responses must be based on
research. View the entire course textbook (all chapters) as a resource for the assignment,
meaning it may be necessary to locate assignment-related material in chapters other than those
corresponding with the module in which the assignment is located. While the effort has been
made to ensure that all material necessary for assignment completion is found in the textbook,
contact the instructor immediately if information needed to complete the assignment cannot be
located in the textbook. The instructor will then provide instructions on locating the required
material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside
sources to be cited include scholarly marketing journals (Journal of Marketing, Journal of
Marketing Research, etc.), practitioner publications (Wall Street Journal, Ad Age, etc.), and the
course textbook. Assignments must be submitted though Turnitin.

Questions
Q1. Explain the elements of the firm’s promotional mix. (Ch. 13)
Q2. Explain whether a push or pull promotional strategy will be used, or a combination of both.
(Ch.13)
Q3. Discuss the firm’s use of digital, mobile, or social media marketing. (Ch.13)
Q4. Explain the selected approach to advertising execution. (Ch. 14)
Q5. Explain the organization’s use of sales promotion, public relations, live events, publicity, or
personal selling.