An Integrated Marketing Strategy
The Final Paper should demonstrate understanding of the reading assignments as well as the discussion points. The purpose of this assignment is to integrate the concepts studied in this course into a cohesive and comprehensive paper.
The Final Paper will be titled “An Integrated Marketing Strategy for ____.” You will fill in the blank with an existing or a new brand name of your choice. The goal of the paper is to integrate theories and concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand (good or service) with a particular target market. Refer to the previous assignments completed in this course for insight on how to develop your Final Paper. You must
Provide an Overview/Executive Summary of the marketing strategy.
Describe the good or service and desired brand image.
Describe the target market, including buyer motivations, demographics, and psychographics.
Describe the overall marketing strategy, including positioning strategy versus competitors.
Describe a promotions and advertising campaign that includes a description of one advertisement.
Recommend and describe a Public Relations campaign.
Describe the use of an Internet marketing campaign, including web site and use of email.
Describe a direct marketing campaign, including Customer Relationship Management.
The An Integrated Marketing Strategy Final Paper
Must be six to eight double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the University of Arizona Global Campus Writing Center (Links to an external site.).
Must include a separate title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted
Must begin with an introductory paragraph that has a succinct thesis statement.
Must address the topic of the paper with critical thought.
Must end with a conclusion that reaffirms your thesis.
Must use at least four scholarly sources in addition to the course text, including a minimum of two from the University of Arizona Global Campus library.
Must document all sources in APA style as outlined in the University of Arizona Global Campus Writing Center.
Must include a separate references page that is formatted according to APA style as outlined in the University of Arizona Global Campus Writing Center.
Total Possible Score: 25.00
Organization: Introduction, Thesis Statement, and Conclusion
Total: 2.00
Distinguished – The paper is well organized with the introduction that provides sufficient background on the topic, thesis statement, and the conclusion that is logical, smoothly flows from the body of the paper.
Proficient – The paper is organized with the introduction that provides background on the topic, thesis statement, and the conclusion that is logical but not quite smooth.
Basic – The paper is organized with the introduction and the conclusion, but the introduction and/or the conclusion require improvement.
Below Expectations – The paper is loosely organized with the introduction and the conclusion, and the introduction and/or the conclusion require much improvement.
Non-Performance – The introduction and the conclusion are either nonexistent or lack the components described in the assignment instructions.
Provides an Overview and Executive Summary of the Marketing Strategy
Total: 2.00
Distinguished – Provides a thorough overview and executive summary of the marketing strategy.
Proficient – Provides an overview and executive summary of the marketing strategy. Minor details are missing.
Basic – Provides a vague overview and executive summary of the marketing strategy. Relevant details are missing.
Below Expectations – Attempts to provide an overview and executive summary of the marketing strategy; however, significant details are missing.
Non-Performance – The overview and executive summary of the marketing strategy are either nonexistent or lack the components described in the assignment instructions.
Describes the Product or Service and Desired Brand Image
Total: 2.00
Distinguished – Comprehensively describes the product or service and the desired brand image. Effectively uses scholarly sources to support the description.
Proficient – Describes the product or service and the desired brand image. Uses scholarly sources to support the description but minor details are missing.
Basic – Vaguely describes the product or service and the desired brand image. Somewhat uses scholarly sources to support the description and relevant details are missing.
Below Expectations – Attempts to describe the product or service and the desired brand image; however, does not use scholarly sources to support the description and significant details are missing.
Non-Performance – The description of the product or service and the desired brand image is either nonexistent or lacks the components described in the assignment instructions.
Describes the Target Market, Including Buyer Motivations, Demographics, and Psychographics
Total: 2.00
Distinguished – Comprehensively describes the target market, including buyer motivation, demographics, and psychographics. Effectively uses scholarly sources to support the description.
Proficient – Describes the target market, including buyer motivation, demographics, and psychographics. Uses scholarly sources to support the description but minor details are missing.
Basic – Vaguely describes the target market, including buyer motivation, demographics, and psychographics. Somewhat uses scholarly sources to support the description and relevant details are missing.
Below Expectations – Attempts to describe the target market, including buyer motivation, demographics, and psychographics; however, does not use scholarly sources to support the description and significant details are missing.
Non-Performance – The description of the target market, including buyer motivation, demographics, and psychographics is either nonexistent or lacks the components described in the assignment instructions.
Describes the Overall Marketing Strategy, Including Positioning Strategy Versus Competitors
Total: 2.00
Distinguished – Comprehensively describes the overall marketing strategy, including positioning strategy versus competitors. Effectively uses scholarly sources to support the description.
Proficient – Describes the overall marketing strategy, including positioning strategy versus competitors. Uses scholarly sources to support the description but minor details are missing.
Basic – Vaguely describes the overall marketing strategy, including positioning strategy versus competitors. Somewhat uses scholarly sources to support the description and relevant details are missing.
Below Expectations – Attempts to describe the overall marketing strategy, including positioning strategy versus competitors; however, does not use scholarly sources to support the description and significant details are missing.
Non-Performance – The description of the overall marketing strategy is either nonexistent or lacks the components described in the assignment instructions.
Describes a Promotions and Advertising Campaign That Includes a Description of One Advertisement
Total: 2.00
Distinguished – Comprehensively describes a promotions and advertising campaign that includes a thorough description of one advertisement. Effectively uses scholarly sources to support the campaigns.
Proficient – Describes a promotions and advertising campaign that includes a description of one advertisement. Uses scholarly sources to support the campaigns but minor details are missing from one of the descriptions.
Basic – Vaguely describes a promotions and advertising campaign that includes a description of one advertisement. Somewhat uses scholarly sources to support the campaigns and relevant details are missing from at least one of the descriptions.
Below Expectations – Attempts to describe a promotions and advertising campaign that includes a description of one advertisement; however, does not use scholarly sources to support the campaigns and significant details are missing from the descriptions.
Non-Performance – The description of a promotions and advertising campaigns, that includes a description of one advertisement, is either nonexistent or lacks the components described in the assignment instructions.
Recommends and Describes a Public Relations Campaign
Total: 2.00
Distinguished – Provides a detailed recommendation and comprehensively describes a public relations campaign. Effectively uses scholarly sources to support the recommendation and description.
Proficient – Provides a recommendation and describes a public relations campaign. Uses scholarly sources but minor details are missing from the recommendation or description.
Basic – Provides a limited recommendation and vaguely describes the public relations campaign. Somewhat uses scholarly sources and relevant details are missing from the recommendation and/or description.
Below Expectations – Attempts to provide a recommendation and describe the public relations campaign; however, does not use scholarly sources and significant details are missing from the recommendation and description.
Non-Performance – The recommendation and description of the public relations campaign are either nonexistent or lack the components described in the assignment instructions.
Describes an Internet Marketing Campaign, Including Web Site and Use of Email
Total: 2.00
Distinguished – Comprehensively describes an internet marketing campaign, including web site and use of email. Effectively uses scholarly sources to support the description.
Proficient – Describes an internet marketing campaign, including web site and use of email. Uses scholarly sources to support the description but minor details are missing.
Basic – Vaguely describes an internet marketing campaign, including web site and use of email. Somewhat uses scholarly sources to support the description and relevant details are missing.
Below Expectations – Attempts to describe an internet marketing campaign, including web site and use of email; however, does not use scholarly sources to support the description and significant details are missing.
Non-Performance – The description of an internet marketing campaign, including web site and use of email, is either nonexistent or lacks the components described in the assignment instructions.
Describes a Direct Marketing Campaign, Including Customer Relationship Management
Total: 2.00
Distinguished – Comprehensively describes a direct marketing campaign, including Customer Relationship Management. Effectively uses scholarly sources to support the description.
Proficient – Describes a direct marketing campaign, including Customer Relationship Management. Uses scholarly sources to support the description but minor details are missing.
Basic – Vaguely describes a direct marketing campaign, including Customer Relationship Management. Somewhat uses scholarly sources to support the description and relevant details are missing.
Below Expectations – Attempts to describe a direct marketing campaign, including Customer Relationship Management; however, does not use scholarly sources to support the description and significant details are missing.
Non-Performance – The description of a direct marketing campaign, including Customer Relationship Management is either nonexistent or lacks the components described in the assignment instructions.
Critical Thinking: Explanation of Issues
Total: 1.00
Distinguished – Clearly and comprehensively explains the issue to be considered, delivering all relevant information necessary for a full understanding.
Proficient – Clearly explains the issue to be considered, delivering enough relevant information for an adequate understanding.
Basic – Briefly explains the issue to be considered, delivering minimal information for a basic understanding.
Below Expectations – Briefly explains the issue to be considered, but may not deliver additional information necessary for a basic understanding.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Integrative Learning: Connections to Experience
Total: 1.00
Distinguished – Creates meaningful correlations among experiences outside of the classroom to demonstrate an understanding of the given field of study and to broaden one’s own viewpoints.
Proficient – Compares life experiences and academic knowledge to distinguish differences and similarities while acknowledging perspectives other than one’s own.
Basic – Recognizes correlations between life experiences, academic texts, and ideas perceived as similar and related to one’s own interests.
Below Expectations – Briefly comments about the connections between one’s life experiences and academic texts.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Reading: Analysis
Total: 1.00
Distinguished – Appraises tactics for relating ideas, text structure, or other textual features in order to gain knowledge or insight within and across texts and disciplines.
Proficient – Recognizes connections among ideas, text structure, or other textual features to analyze how they support a sophisticated understanding of the text as a whole.
Basic – Recognizes the connections among portions of a text in considering how these connections contribute to a fundamental understanding of the text as a whole.
Below Expectations – Makes an effort to recognize portions of a text as needed to respond to inquiries posed in the assignment.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Control of Syntax and Mechanics
Total: 1.00
Distinguished – Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.
Proficient – Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand.
Basic – Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.
Below Expectations – Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: APA Formatting
Total: 1.00
Distinguished – Accurately uses APA formatting consistently throughout the paper, title page, and reference page.
Proficient – Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.
Basic – Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.
Below Expectations – Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Page Requirement
Total: 1.00
Distinguished – The length of the paper is equivalent to the required number of correctly formatted pages.
Proficient – The length of the paper is nearly equivalent to the required number of correctly formatted pages.
Basic – The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.
Below Expectations – The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Resource Requirement
Total: 1.00
Distinguished – Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Proficient – Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Basic – Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.
Below Expectations – Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
