Marketing assignment PDF

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Summary

For this assignment, I would like you to find your own example of a news event or development in marketing that demonstrates something we have learned about in class. You can choose any marketing news event that you find interesting as long as you can relate it to one of our marketing topics. ...

Description

Current Marketing Event Assignment Deadline: Sunday July 12th at 11:59pm Assignment Overview In this course, we cover a wide variety of marketing topics which I illustrate with many recent examples. For example, we discuss how: -

the Coronavirus situation makes companies produce interesting brand breadth extensions like facemasks and beach/sunscreen-scented candles. Aunt Jemima changed its brand imagery in response to criticism and societal attitudes. Heinz is using licensing deals to make its products popular in categories like clothing. Many companies are making statements about #BlackLivesMatter as part of their Public Relations efforts. Starbucks facing criticism for not allowing its store employees to wear Black Lives Matter products. Hulu partnered with Spotify in a market penetration growth strategy.

For this assignment, I would like you to find your own example of a news event or development in marketing that demonstrates something we have learned about in class. You can choose any marketing news event that you find interesting as long as you can relate it to one of our marketing topics. I recommend that you check sources related to marketing and consumer news such as Adweek, AdAge, MarketingDive, MarketingWeek, Mobile Marketer, Forbes, or Bloomberg. However, mainstream news outlets will also publish stories about famous marketing events. When you have chosen an event, read the grading criteria on the next page, and answer the four questions on the final page of this document.

Grading (30 points in total) -

Source URL (5 points) o Paste the URL under question 1. Easy!

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Summary of the event (5 points) o Clearly summarize the event so that someone who is not familiar with it can understand it. o Focus on the 5Ws: Who/what (e.g. which brand or company) is involved in the event? What happened? Where and when did it happen? Why did this event happen, for example is it in response to a changing marketing environment or competitors? o Be careful not to plagiarize! Try to write the summary without looking at the article.

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Event’s relationship to a marketing topic (10 points) o Clearly demonstrate how the event you chose is related to a marketing topic that we’ve covered in class. o Demonstrate your understanding of the marketing topic and your ability to apply it to current events. o Use marketing terminology whenever possible (E.g. “Heinz is partnering with other companies to sell new products”  “Co-branding” or “Joint Venture” or “Strategic Alliance”)

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Your opinion and analysis of the event (10 points) o Demonstrate your understanding of the implications of marketing and marketing strategy. o Provide opinions and analysis of the event beyond simply “It’s good” or “It’s bad.” o For example:  If your event is a new product, rebrand, or growth strategy, do you think it is a good idea? Will it be successful? Why or why not?  If your event is a case of negative publicity or public backlash, do you think that it will cause long-lasting problems for the company? Can they overcome the problem? Why or why not?  If your event is an international expansion or a new partnership between two brands, do you think it will be successful? Why or why not?

You will not be graded on your writing style; however, please write clearly, in paragraph form (no bullet-points!), and in a way that helps me understand your response. I have included how many sentences to aim for, but remember that quality is more important than quantity!

Marketing Current Events Assignment Questions Source URL: 1) 2) Summary of the event (Be careful not to plagiarize!) (At least 3-4 sentences) 3) How is this event related to a topic we have learned about in class? (At least 3-4 sentences) 4) Your opinion and analysis of the event (At least 3-4 sentences)...