OMM 615 Entire Course
OMM 615 Entire Course
OMM 615 Strategies
Marketing/Advertising/Public Relations
This course explores practical ways
to develop organizational communication plans that integrate marketing,
advertising and public relations strategies. Emphasis is given to the dynamic
process of managerial decision-making required to implement an integrated
communication plan effectively in order to achieve organizational goals.
Offered online.
OMM 615 Week 1 Assignment Brand Name
and Corporate Image
Brand Name and Corporate Image
In a two- to four-page paper
(excluding the title and reference pages) explain the differences between
“brand name” and “corporate image,” and conclude if these terms are related.
Provide examples to support your position.
Your paper must be formatted
according to APA style as outlined in the Ashford Writing Center, and it must
include referenced citations from the course text and at least two scholarly
sources from the Ashford University Library.
Carefully review the Grading
Rubric for the criteria that will be used to evaluate your assignment.
OMM 615 Week 2 Assignment IMC
Tactics
Select a Fortune 500 company and
research their Integrated Marketing Communications (IMC) tactics. In a three-
to four- page paper (excluding the title and reference pages), analyze at least
three IMC tactics (Chapter 3) and discuss whether or not the tactics are
effective, and why.
Your paper should be formatted
according to APA style as outlined in the Ashford Writing Center, and it must
include referenced citations from the text and at least two scholarly sources
from the Ashford University Library.
Carefully review the Grading
Rubric for the criteria that will be used to evaluate your assignment.
OMM 615 Week 3 Assignment
Executional Frameworks
Executional Frameworks
Select an existing product or
service. In a two- to three-page paper (excluding the title and reference
pages) address the following:
- Describe the product’s or service’s unique selling
proposition (USP).
- Create and describe four different executional
frameworks using the same USP.
- Describe a fifth framework.
Your paper must be formatted
according to APA style as outlined in the Ashford Writing Center, and it must
include referenced citations from the text and at least one scholarly source
from the Ashford University Library.
Carefully review the Grading
Rubric for the criteria that will be used to evaluate your assignment.
OMM 615 Week 4 Assignment Consumer
Promotions
Consumer Promotions
In a two- to three-page paper
(excluding the title and reference pages), describe the seven different types
of consumer promotions and use one product to illustrate each of them. Then,
choose one of the seven consumer promotions and explain why it is most
effective for the product you selected.
Your paper must be formatted
according to APA style as outlined in the Ashford Writing Center, and it must
include referenced citations from the text and at least two scholarly sources
from the Ashford University Library
Carefully review the Grading
Rubric for the criteria that will be used to evaluate your assignment.
OMM 615 Week 5 Assignment
Advertising Research
Advertising Research
As discussed earlier, market
segmentation strategies can include demographics, psychographics, and
geographics.
In a three- to four-page paper
(excluding the title and reference pages) describe three academic disciplines
that can play a role in advertising research (examples of academic disciplines
include psychology, statistics, economics, sociology, information technology,
etc.) and explain the unique contribution each discipline makes to
understanding consumers and the marketplace.
Your paper must be formatted
according to APA style as outlined in the Ashford Writing Center, and it must
include referenced citations from the text and at least two scholarly sources
from the Ashford University Library.
Carefully review the Grading
Rubric for the criteria that will be used to evaluate your assignment.
OMM 615 Week 6 Final paper
Final Paper
To complete the following final
paper, go to this week’s Final Paper link in the left
navigation.
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 (product 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
- Provide an Overview/Executive Summary of the marketing
strategy.
- Describe the product or service and desired brand
image.
- Describe the target market, including buyer
motivations, demographics, and psychographics.
- Describe the overall marketing strategy, including
positioning strategy versus competitors.
- Describe a promotions and advertising campaign that
includes a description of one advertisement.
- Recommend and describe a Public Relations campaign.
- Describe the use of an Internet marketing campaign,
including web site and use of email.
- Describe a direct marketing campaign, including
Customer Relationship Management.
The Final Paper
- Must be 12 to 14 pages in length (excluding the title
and reference pages), and formatted according to APA style as outlined in
the Ashford Writing Center.
- Must include a 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 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 reference page, 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.
