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Master of Marketing Business Program Paper

Master of Marketing Business Program Paper


Your evaluation will be based on the depth of your analysis and the excellence of your strategic thinking throughout the assignment. To successfully complete this task, follow these steps:

  1. Brand Selection: Choose a brand that interests you and aligns with your marketing expertise. Ensure it is not one used in previous assignments to maintain diversity and learning opportunities.
  2. Research: Begin by gathering comprehensive information about the selected brand, including its history, products or services, target audience, market positioning, and previous communication efforts. This will form the foundation of your analysis.
  3. Communication Objectives: Clearly define the communication objectives for the brand. These objectives should be specific, measurable, achievable, relevant, and time-bound (SMART). Consider both short-term and long-term objectives.
  4. Strategy Development: Develop a communication strategy for the brand. Your strategy should outline how the brand plans to achieve its communication objectives. This involves determining the key messages, target audience segments, channels (online and offline), and budget allocation.
  5. Execution Plan: Detail how the communication strategy will be executed. Discuss the creative elements, content development, media buying, and any partnerships or collaborations that will be leveraged. Consider the timeline for implementation.
  6. Analysis of Past Campaigns: Evaluate any previous communication campaigns undertaken by the brand. Analyze their effectiveness in achieving the stated objectives and identify areas for improvement.
  7. Competitive Analysis: Analyze the communication strategies of the brand’s competitors. Understand what they are doing well and where they may be falling short. Identify opportunities for differentiation.
  8. Budget and Resource Allocation: Discuss the budget required for executing the communication strategy and how resources will be allocated. Ensure that your recommendations align with the brand’s financial capabilities.
  9. Measurement and Evaluation: Define key performance indicators (KPIs) to measure the success of the communication strategy. Discuss how these KPIs will be tracked and evaluated over time.
  10. Recommendations: Provide clear and well-supported recommendations for improving the brand’s communication strategy. Offer insights on how the brand can better achieve its objectives based on your analysis.
  11. Conclusion: Summarize the key points of your analysis and recommendations, emphasizing the potential impact on the brand’s communication efforts.
  12. References: Cite all sources used in your analysis to ensure academic integrity.

Remember that the quality of your analysis and the strength of your recommendations will be key factors in the evaluation of this assignment. Demonstrate your ability to think critically, apply marketing concepts, and provide actionable insights to enhance the brand’s communication strategy.

Master of Marketing Business Program Paper





The objective of this assignment is to test your ability to recruit and integrate all the learning and experience you gained in the Master of Marketing program.  The ask is for each student to choose a brand (any brand is OK except the one you did for your Ansoff Matrix assignment, the site you studied, and the one(s) you did for Marcomm) and deliver a comprehensive analysis of their communication objectives, strategy and execution.

You will be judged based on the thoroughness of your analysis as well as the quality of the thinking that went into it.

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