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MKTG303, Promotion Management

Group Project

For the class project, you need to select your team members (up to 5 persons per team). Each team isresponsible for analyzing a business organizations Promotion management. The team should select

which business organization & brand they would like to analyze, and then analyze the organizationsbrand PROMOTION Management (current advertising, sales promotion, salespersons, PR and otherbrand promotion programs). In addition, teams should include recommendations for the chosen

organizations promotion programs. BRANDPromotion opportunity analysis (the focus of theproject is on BRAND not a company).

Each team will have to present their findings to the class in a formal presentation. In addition, each

team will submit a final report (typed, double spaced), with their results (use Time New Roman 12

point). Final report and presentations should be the collaborative effort of the group.

Project

Cover page

Title ; Team members name

IntroductionYour papers intro: Who we are; what/how we did in the paper; the organization of paper. Then,

A brief description of your promotion plan for the chosen company/brand.

Description of the organization & brand

Company

o The company/SBUsmission statement/objectives

Business summary

o Marketing Mix Focus on the companys Brand

Product

Price

Place

Promotion

Customers: Market segmentation, Target market

Analysis of current marketing communication activities (again Focus on the brand!)

Description of its current marketing communication activities (all the marketing

communication activities)

Compare the marketing communication activities with competitors marketing

communication activities

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Effectiveness of its marketing communication activities (from the perspectives of target

consumers)

The Integrated Marketing Communication Plan

Recommendations for the organizations marketing communication activities (be specific)

o What are the objectives of IMC?o What marketing communication activities?

o Why did you pick these recommendations?

o What benefits would these adjustments make to the organization/brand?

Reference

Appendix

Formal Group Presentation

During the semester, you will present your project several times in the classroom.

If you dont participate in your teams presentation, you will get no presentation points.

Use PowerPoint slides and other multimedia

(1) The First Presentation

IntroductionYour papers intro: Who we are; what/how we did in the paper; the organization of paper.

Description of the organization & brand

Company

o The company/SBUs

mission statement/objectives

Business summary

o Marketing Mix

Product

Price

Place

Promotion

Customers: Market segmentation, Target market

(2) The Second Presentation

Description of the organization & brand

Company & Marketing Mix

Customers

Analysis of current marketing communication activities

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Description of its current marketing communication activities (all the marketing

communication activities)

Compare the marketing communication activities with competitors marketing

communication activities

Effectiveness of its marketing communication activities (from the perspectives of target

consumers)

(3) Final Presentation

IntroductionYour papers intro: Who we are; what/how we did in the paper; the organization of paper. Then,

A brief description of your promotion plan for the chosen company/brand.

The Integrated Marketing Communication Plan

Recommendations for the organizations marketing communication activities (be specific)

o What are the objectives of IMC?

o

What communication activities?o Why did you pick these recommendations?

o What benefits would these adjustments make to the organization/brand?