Title: The title should include the name of the selected company. Make the title count. •Abstract: Include a practitioner abstract, which is a description of the issue, urgency, firm, and sector. Include a “so-what” statement; for example, provide some sense of why this case is valuable or topical. •Introduction: Define how your selected company integrates its marketing communications tools and promotional activities into its overall marketing strategy. Make the description interesting and define the degree of urgency or risk to create a sense of engagement. Be clear, crisp, and complete enough to create some common ground between the reader and the case. •Company Overview: The overview can provide a historical perspective on the selected company, the marketplace, culture, and key players. Measures of size, effectiveness, and specifics on market dynamics enhance the understanding of the size and scale of the organization and the importance of the marketing strategy. •Current Situation: Tell the story of the situation in chronological order so the reader can understand the sequence of actions and the role of specific players in those actions. Include any specific plans to resolve issues or concerns. •Action Alternatives: Action steps could include making a decision, figuring out what alternative options exist and how to present them, or providing a postmortem, including some ways to integrate learning and improved marketing strategy decision making. •Conclusion: The final lines of the case study should drive home the importance of a good marketing strategy while providing a quick précis of integrating marketing analyses into general business management planning and decision making. •Appendices: The case study should include a few well-selected enrichment materials that might include charts or links to videos. Each appendix should help build understanding and contextual information necessary to explore and advocate a marketing strategy. Ensure that the individual pieces of the case study flow together seamlessly and that each paragraph has a clear topic sentence and main idea. Make sure the faculty member reading your project can clearly see how you not only built a case study after carefully selecting a company from the real world, but also how you analyzed it based on some key competencies that are relevant and crucial to understanding integrated global marketing. Additional Requirements •Written communication: Written communication should be free of errors that detract from the overall message. •APA formatting: Your final case study should be formatted according to APA (current edition) style and formatting. •Length: 8–12 typed and double-spaced pages. •Font and font size: Times New Roman, 12 point. To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of the business community. •Pricing is one part of the value equation in developing a marketing program. Discuss the methods available to marketers for establishing a pricing strategy. Analyze why each would be selected. •How does the marketing of services differ from the marketing of products? For this assessment, you will submit an 8–12 page integrated global marketing case study using components of the assessments you submitted previously in the course. By successfully completing this assessment, you will demonstrate proficiency in the following course competencies and assessment criteria: Show Less •Competency 1: Apply theories, models, and practices of marketing. ◦Analyze the fundamental principles of the marketing mix of a company or firm. •Competency 3: Develop innovative and sustainable solutions to strategic marketing challenges. ◦Assess how technology adds value to the marketing process, including understanding market decision support systems and customer relationship management (CRM) strategies. •Competency 4: Integrate marketing analyses into general business management planning and decision making. ◦Analyze how marketing fits into the internal and external environments of the organization. ◦Analyze the tools available for marketing communication and the effectiveness of their usage in promoting a company. •Competency 5: Communicate in a manner that is professional and consistent with expectations for members of the business profession.
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