Analyze various approaches to marketing management


Students will define a company. The company may or may not be in the fashion industry. This is up to the student to decide what company they will select and define. By define I mean tell us about the company, what products and services they offer, etc. Provide an overview of what the company does.

Students will be required to analyze various approaches to marketing management by researching and presenting an essay comparing how two different business models practice marketing management in the 21st century. For example, one might be am internet only store and the other sells through a store location and the internet. One might be B2B and the other B2C, etc Each student is to select two companies of their choosing and prepare a listing examples of marketing messages the company disseminates through their various communication channels.

This might include public relations, television advertisements, and internet advertising, print messages. Students should collect the samples and review the materials looking for a common message (IMC examples). What sort of commonality of message, preference for one form of communication over another (by frequency), or series of non-related messages? Students might also consider selecting companies that may make key marketing management members available for them to speak with. Not required Grades will be based on originality of thought, ability to research and provide multiple sources and examine and compare two different business models and how they each implement functions of marketing management.

Essays will be evaluated using MLA format requirements. Students should exhibit the ability to apply evaluative and interpretive skills learned in the course. All papers should have a title page, table of contents, an introduction, a summary and several references presented on a separate page with the title References. Be sure to include the cover, table of contents, an introduction, a summary and several references (12 would be impressive) on a separate page called References. I expect research papers to be well researched and include several references and in-body citations.

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