15 Jan Tactical Recommendations
MBA5861 New Product Marketing
Unit 1 Essay
Instructions
Using the CSU Online Library, research your favorite brand with respect to its effectiveness in new product marketing. Use the most current Interbrand rating of brands as a reference (see Figure 1-5 of your course textbook).
Describe the target market that your brand is hoping to reach. What is the positioning strategy of this particular brand?
Examine the brand’s overall effectiveness in reaching its target market with both new products and existing products.
Identify the challenges and opportunities associated with this brand.
Recommend strategies that this particular brand should take in the next 10 years in order to maintain and/or increase their effectiveness.
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use you course textbook, the Interbrand website, and at minimum one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations.
Resources
The following resource(s) may help you with this assignment.
MBA5861 New Product Marketing
Unit 2 Article Review
Instructions
Using the CSU Online Library, locate an article that discusses brand elements, brand equity, legal aspects of branding, or any other interesting aspect of brand management. Address the following:
Summarize the article and discuss the author’s main points.
Relate the theoretical aspects of branding from Chapters 4 and 5 to the article. At a minimum, be sure to include the creative aspects of the brand elements.
Discuss the relevance of this article with respect to its benefits to a marketer when developing new product brands.
What questions might you pose to the author of this article?
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use the article you chose from the CSU Online Library and one additional credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations.
Resources
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MBA5861 New Product Marketing
Unit 3 Case Study
For this assignment, read the case study, “Going for Corporate Gold at the Olympics,” on pages 258-260 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and a well-supported rationale.
The Beijing 2008 and London 2012 Summer Olympics were discussed within the case with respect to their use of marketing—specifically, corporate sponsorships. Research any of the other Olympic years (winter or summer), discussing their use of corporate sponsorships.
What additional branding and marketing tools/themes were used in the Olympic games you researched in Question #1.
The Olympics reach worldwide. Do you believe that corporate sponsorships are transcending geographic boundaries, effectively reaching the international target audience?
Discuss the importance of the Olympic committee maintaining a wholesome image versus the commercialized event it could become. How does positioning and branding relate to this concept?
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use at least two credible references. All sources used must be referenced; paraphrased and quoted material must have accompanying citations.
Resources
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MBA5861 New Product Marketing
Unit 4 Mini Project
Instructions
To apply the concepts learned in this course, you will research one of your favorite brands compiling a brand audit for the brand/company. In the next several units, you will complete sections of a brand audit on your chosen brand. Utilizing the CSU Online Library, research the various elements of the brand audit. Use the brand audit for Rolex on pages 287-293 of your textbook as a guide. In this unit, you will complete and the following sections:
Introduction
Background
History
Ownership Status
Target Market Identification
Brand Portfolio
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible source. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment.
Resources
The following resource(s) may help you with this assignment.
MBA5861 New Product Marketing
Unit 5 Mini Project
To apply the concepts learned in this course, you will continue the brand audit started in Unit IV. In this unit, you will complete and submit the following sections:
Brand Elements
Product
Pricing
Distribution
Communications
Advertising
Ambassadors
Sports and Culture
Philanthropy
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment.
Resources
The following resource(s) may help you with this assignment.
MBA5861 New Product Marketing
Unit 6 Mini Project
Instructions
To apply the concepts learned in this course, you will continue the brand audit started in Unit IV and continued in Unit V. In this Unit, you will complete and submit the following sections:
Brand Exploratory
Consumer Knowledge
Competitive Analysis
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment.
Resources
The following resource(s) may help you with this assignment.
MBA5861 New Product Marketing
Unit 7 Mini Project
To apply the concepts learned in this course, you will continue the brand audit started in Unit IV and continued in Units V and VI. In this unit, you will complete and submit the following sections:
Strategic Recommendations (Evaluate this brand’s sustainability over time.)
Positioning
Points-of-Parity
Points-of-Difference
Brand Mantra
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment.
Resources
The following resource(s) may help you with this assignment.
MBA5861 New Product Marketing
Unit 8 Mini Project
Instructions
To apply the concepts learned in this course, you will continue the brand audit started in Unit IV and continued in Units V-VII. In this Unit, you will complete and submit the following section:
Tactical Recommendations (Discuss the brand qualities that can be leveraged in order to maintain the sustainability of this company/brand. Think about the opportunities and challenges of the brand.)
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment.
Resources
The following resource(s) may help you with this assignment.
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