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Focus of the Final Paper

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

1. Provide an Overview/Executive Summary of the marketing strategy.
2. Describe the good or service and desired brand image.
3. Describe the target market, including buyer motivations, demographics, and psychographics.
4. Describe the overall marketing strategy, including positioning strategy versus competitors.
5. Describe a promotions and advertising campaign that includes a description of one advertisement.
6. Recommend and describe a Public Relations campaign.
7. Describe the use of an Internet marketing campaign, including web site and use of email.
8. Describe a direct marketing campaign, including Customer Relationship Management.

The paper

• Must be 6 to 8 double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
• 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 Ashford University library.
• Must document all sources in APA style as outlined in the Ashford Writing Center.
• Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

The course text is:

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. San Diego, CA: Bridgepoint Education, Inc.

This text is a Constellationâ„¢ course digital materials (CDM) title.

Your writing assignment this week is to research an issue of importance to you and write a letter to Congress – to your congress person or senator – in which you advocate your position. You may write about any issue that has to do with foreign, domestic, or economic policy. Your letter should be factual, articulate, free of grammar errors, and in standard block form. After mailing your letter, submit a copy as an attachment below.

Please answer the following 2 questions in a 250-word response minimum. Try your best to reference the text if needed please do so attached to the assignment is a pdf file of the text book used in this class.

 (outside sources are okay, but please cite)

as well as

Please participate (respond) to the 6 classmates answers with notable and educational input. (200 word minimum Reponses)

NETW563 – Case Studies Requirements

There are two case study assignments required for the course. Case studies are designed to give the student the opportunity to analyze and solve real world problems. The case studies will consist of the students’ analysis and conclusions.  The case studies should be between 750 and 1,000 words.

Case Study 1

Municipal WiFi  – Hot or Not?

A number of U.S. cities have launched municipal WiFi networks over the past few years. Research three deployments, anywhere in the world, and compare the networks in terms of architecture, applications, cost to the consumer, and success.

Subjects Covered:  Consumers, Customer relations, Information technology, Innovation, Internet, Market research, Marketing strategy, Pricing, Product introduction, Telecommunications industry.

In Case Study 1, focus on the following issues:

–        Applications for the service

–        Cost of the service for the users and the cost to the city for deployment

–        What factors influenced the success or failure of the project

Case Study 2

Bayton is small Midwestern city of 30, 000 people. The town is located on Lake Michigan and supports a large 600 slip marina that is adjacent to the downtown business district. The downtown has been in decline for the past 15 years. There are a few restaurants, but most of the buildings are boarded up. A number of economic development projects have been tried in the past, but nothing seems to stick. However, there is small historic district surrounding the downtown that has been moderately successful in attracting some “urban pioneers” who have purchased old historic homes and performed renovations.

A telecommunications consultant has proposed a municipal WiFi network for the downtown and marina. The consultant claims that this network will bring in businesses and spark a redevelopment of the downtown.  It could also be used to connect mobile public service personnel such as police, firefighters, and the water department. The signal would blanket the marina, downtown, and offer some penetration into the historic district. The consultant is seeking a $50,000 commitment from the city to cover the initial cost of equipment and deployment and would negotiate a yearly maintenance contract. The consultant claims that new businesses, increased traffic at the marina, and the savings on the public service network would offset the cost of the network.

Currently, Internet access is available downtown through Comcast and AT&T DSL There is an adequate 3G wireless footprint throughout the city. The marina is not served by Comcast or a telco DSL service.

You are a local IT professional and the mayor has asked you to evaluate this proposal and make a recommendation to the city council. Use the information obtained in Case Study 1 to support your decision.

Subjects Covered: Information technology, Internet, Service management, Technology & operations, Telecommunications, Telecommunications industry.

In Case Study 2, focus on the following issues:

– The potential of the Municipal WiFi network to spark investment based on your previous research

– The potential to leverage the network for municipal services such as police, fire, meter reading, etc…based on your previous research

– The potential for the city to provide a internet access as a public utility, akin to the water department or garbage collection based on your previous research

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