Please keep in mind that MKTG 4312 is a promotion management course. Every idea in your analysis and recommendations should relate to your IMC plan. Ideas that do not relate to your IMC should NOT be included in your analysis. They are worthless for this course and analysis. Do not use Walt Disney as your COE because we are using it as a guiding example. A1 COE IMC plan should include the following sections:
1.1 Cover Page (Should include company name, logo, brand, or mark, course number and name, semester, your name and any other relevant information)
1.2 Table of contents (TOC) (should include section numbers and page numbers)
1.3 Executive Summary of your analysis and recommendations (half page).
1.4 Introduction of your COE with focus on digital promotion strategy (half page)
2.1 COE digital IMC strategy Strengths and Weaknesses analysis. Use a table to summarize your points. This is different than your COE general SWOT analysis.
2.2 COE digital IMC elements analysis (e.g. website, social media, google search, mobile phone promotions, YouTube, etc.)
2.3 Strengths of COE digital IMC strategy (3 strengths)
2.4 Weaknesses of COE digital IMC strategy (3 weaknesses)
3.1 COE website strategy (introduction)
3.2 Current website 1 strength and 1 weakness (Bullet and discuss)
3.3 Recommended website strategies (1 recommendation). You must recommend one strategy to improve COE website. You should be creative and reasonable in your recommendations.
4.1 COE Social Media strategy (introduction)
4.2 Current social media strategy 1 strength and 1 weakness (Bullet and discuss)
4.3 Recommended social media strategies (1 recommendation). You must recommend one social media strategy. You should be creative and reasonable in your recommendation. You need to provide examples.
5.0 Conclusion
6.0 References
7.0 Appendix
Pages of the Analysis (These pages assume single space you may need to double the pages in case of using double space):
Page 0 = Cover page.
Page 1 = table of contents. You need to auto develop your TOC in MS word. Manually developed TOC is NOT acceptable. See instructions
Actions
for auto creation.
Page 2= executive summary. (half page)
Page 2= Introduction of digital promotion analysis (half page)
Page 3 = Sections 2.1-2.4
Page 4= Sections 3.1-3.3
Page 5= Sections 4.1-4.3
Page 6= Conclusion (half page)
Page 7 = References (APA format and should be cross referenced in the body of your Report).
Page 8 = Appendix. An appendix is used to include supplementary material that cannot be inserted in the body of your paper. Examples of appendix items include tables, charts, figures, or pictures to name few (optional).
Additional guidelines:
Cover page should include the following statement:
I, ________Student name______________, hereby certify and warrant:
(a) that this Individual analysis is my original work;
(b) that I have acknowledged all the sources used in this paper.
(c) I understand that copying of another’s work and representing it as my own work is a serious academic offense, and should be treated as such.
Your analysis should be your own write up using your own words. No copying or pasting from the internet.
Your paper should be APA formatted. Exception: your pages should be single spaced.
Outline format: please use the outline format in your report with discussion of every point. You should bullet and discuss your points. I do not need to search for every point in your report.
Font & Margins: Use Times New Roman font, size 12 points with 1 inch all around.
You may use a different font at the cover page of your analysis.
Use 5 scholarly references in your report. Wikipedia is not a scholarly cite.
Your references should be APA formatted and cross referenced in the body of your report.
Do not use more than 5 scholarly references in your assignment.
Save your file under your COE name (e.g., Starbucks). Drop your file in the designated Turnitin assignment box.
Please follow these guidelines closely.
