Marketing Question

Description

Associated Objectives

• Define marketing communications mix and the role it plays in marketing
• Explain an integrated marketing communications program and how to evaluate it
• Identify the IMC tools used to target consumers and how to design effective campaigns

You will prepare detailed responses to the questions following the assigned case. The purpose of this assignment is to give you an opportunity to explore the marketing concepts that we have covered on a deeper level and apply your knowledge through analysis of the situation. The individual case study assignments are case study “light” in that you are not conducting a full-blown analysis of the case, but rather you will respond to specific questions relating to the given case study.

Assignment Deliverables

• Carefully read the article “Will Lush’s Decision to Deactivate Social Media Pay Off”Links to an external site.
• Take notes and do additional research using peer-reviewed articles to support your analysis
• Organize your paper as described below
• Respond to the following
  • Do you agree with Lush’s decision to deactivate social media? Defend your answer
  • What other forms of marketing communication is Lush using currently and what do you recommend the company use?
  • What are the managerial implications from this case that could be applied to other similar businesses?
• You will prepare an original written document following the structure and parameters outlined below. The following are guidelines and structure to help you craft your case study

Assignment Structure

Your paper should follow the structure as outlined below:

• Case Background – Describe the case facts and background. This should include information about the organization; however, do not simply duplicate what is in the case itself. As things change quickly in business, you may wish to check the current status of the organization and briefly discuss the most current information
• Key Issues – What is the key marketing issue in the case? Explain how this case relates to what we are covering in the course
• Answer Questions – For these short case study assignments, give detailed responses citing research to support your thoughts. Fully explain your responses in detail
• Conclusion – Briefly restate the case, the issues, and your responses
• References – Use proper APA formatting for in-text and reference list citations
• Appendix – Include additional tables, charts, graphs, etc. if needed to explain your recommendations

Parameters

• Your paper should be three double-spaced pages, except for the cover and reference pages (not including images)
• You must have at least two peer-reviewed references in addition to the given case study, the text, the company website, course slides, or other course materials. You may also use the textbook, reliable references, and websites, in addition to the required scholarly articles. Do NOT use blogs, random websites, nor “pedias” as your references
• Use APA format for the document and all citations (in-text, as well as reference list)
• Number the pages
• Use 12-point font
• Use headers and subheaders
• Tables, charts, graphs, and images should be included in the appendix, if needed
• See the assignment rubric below for more details

Plagiarism

You are expected to write primarily in your own voice, using paraphrase, summary, and synthesis techniques when integrating information from class and outside sources. Use an author’s exact words only when the language is especially vivid, unique, or needed for technical accuracy. Failure to do so may result in charges of academic dishonesty.

Overusing an author’s exact words, such as including block quotations to meet word counts, may lead your readers to conclude that you lack appropriate comprehension of the subject matter or that you are neither an original thinker nor a skillful writer.