Introduction
There is an increasing interest in the assessment of marketing performance by marketing professionals as well as academics. Marketing decisions should be based on market information, measurement of the key factors that drive the business, analysis of the profitability (e.g., at the brand level, at the individual customer accounts), and on the optimum resource allocation among the different units.
Description of the Project
Your project aims to apply theory to justify your marketing plan and decisions for the brand that you are managing in the simulation game. Specifically, you need to address the following points:
- Explain the importance of marketing metrics to the company as well as to the brand. Identify and explain different marketing metrics that you will use to evaluate your Brand’s Performance. So, you need to do a literature review that will provide you with a theoretical background to support the recommended marketing metrics [40 points].
- Identify both objective and subjective criteria for evaluating segments. Using this theoretical framework, select either the Clinites or the Nutrites market, and evaluate their segments based on the selected criteria. Determine the segment, or segments you decide to target and justify your decision. Explain your segmentation strategy as well as the Positioning Statement for your brand [40 points]
- Explain how your targeting strategy and brand positioning will drive your decisions for each element of the marketing mix. Be specific [20 points].
The project will be evaluated based on the three criteria provided on the marking descriptor. The marking descriptor is provided below, and it will also be posted on Blackboard. Analytically, you will be evaluated based on:
(a) Content: the quality of research on the theory and the extent you used theory to support your proposal,
(b) Critical Thinking: synthesis of the information and application of the theory to the project, and
(c) Organization & Mechanics: Clarity of writing, structure, correct use of table and graphs, correct citations.
Keywords
Marketing performance measurement, metrics, marketing analytics, management control, brand performance, segmentation strategies
Organization and Mechanics
The complete project must be typed (A4 paper, font size 11 in Arial or Calibri, line spacing at 1.5, paragraph justified), without spelling, grammar, syntax, and/or punctuation mistakes. The project must be presented in an organized and professional way. It should contain a title page, table of contents, introduction, references, etc.
The length of the project can range from 1,800 to 2,200 words. The project should be uploaded on Turnitin and sent to me in a word format via email.
You need to use at least 8 to 10 academic references in your paper. Referencing is a standardized way of acknowledging the sources of information and ideas that you have used in your document. Referencing is important to avoid plagiarism, verify quotations, and enable readers to follow up on what you have written and locate the cited author’s work. The APA reference style is required. Instructions for the APA reference style will be uploaded on the blackboard. Plagiarized material will result in a grade of F on the project.
You need to submit both a hard copy and an electronic copy of your project, as well as the Turnitin report (Turnitin will be uploaded on Blackboard). The project must be bound (preferable ring binder).
Originality and Authenticity
The rules of academic ethics apply to this assignment, including the requirement that the student undertakes the written project without improper or unauthorized assistance from anyone. If it is determined that the project is not the work of the student, the instructor may grade the project as an F.
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