Use marketing theory to discuss the components, and importance of an
integrated marketing mix. Integrate Case information throughout discussion
to demonstrate your understanding of theory applied to a given, practical
context.
Specifically:
• Introduce the marketing concepts that will be addressed in CSB
(namely an integrated marketing mix – product, price, placement,
and promotion). Briefly re-introduce your Case, its target market and
value proposition.
• Use marketing theory to outline the strategic components of a
product strategy. To demonstrate your understanding of theory in a
practical context, apply Case information throughout your discussion
to show how product strategy elements can combine to create a value
proposition.
• Use marketing theory to outline the strategic components of a pricing
strategy. To demonstrate your understanding of theory in a practical
context, apply Case information throughout your discussion to show
how pricing strategy elements can combine to capture a value
proposition.
• Use cited marketing theory to outline the strategic components of a
placement strategy. To demonstrate your understanding of theory in
a practical context, apply Case information throughout your
discussion to show how placement strategy elements can combine to
deliver a value proposition.
• Use cited marketing theory to outline the strategic components of a
promotion strategy. To demonstrate your understanding of theory in
a practical context, apply Case information throughout your
discussion to show how promotion strategy elements can combine to
communicate a value proposition.
• To conclude, present thoughts on whether elements of your Case’s
marketing mix could be altered to better meet the needs of the target
market.
NOTE: Research must be conducted using ONLY publicly available sources
(e.g., websites, trade journals, industry reports, magazine articles, blogs,
reviews, personal observation). That is, the focal business (Case) MUST NOT
be approached or contacted for information or assistance.
Presentation and Submission:
• CSB should be presented in essay format, using 12-point font with 1.5
or double line spacing.
• Page numbers should be used.
• A Cover Page is NOT required.
• The prescribed text plus SEVEN (7) academic references (peerreviewed journal articles) must be used. All sources of Case data
should be included, but there is NO specified minimum or maximum
number required.
• If you are unable to submit your CSB for any reason, you MUST
contact the Unit Coordinator to discuss options PRIOR to the
submission deadline.
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