MKT501 - Strategic Marketing Module 4 - Case - 10038

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Unless otherwise specified with a link to the website (URL specified) or link to the file, the instructions on how to locate the articles in the designated databases were available on 2011 December 5 at
http://sites.google.com/site/zaydeealan0/tui-unviersity/elibrary-instructions
For assistance, go to 
http://support.tuiu.edu

 

If the link to the file does not work, please notify your instructor, then try the appropriate browser specific procedure outlined on 2011 December 5 at
https://sites.google.com/site/zaydeealan0/0-HowToViewAndDownloadFiles-20110206.pdf 
For assistance, go to 
http://support.tuiu.edu 

 

Read this article.

 

Author Unknown (2011 June 18). Old Navy Campaign Targets Men.Advertising Age

 

Looking at BACKGROUND4, as well as what you learned in Modules 1, 2, and 3, follow these directives and answer these questions:

 

Imagine you have been hired as a consultant to the VP of marketing for Old Navy. The VP wants to get an objective opinion from someone outside the company who is familiar with current marketing basics.

 

Your job is to

 

(1)  Write a short memo – 750-1000 words - critically analyzing Old Navy's promotion strategy. In particular, note that the company has decided to use online video instead of television. What assumptions did they make about the viewing habits of their target market?  Do you believe their assumptions have a basis in reality?  What could they have done differently and why?

 

(2)  Add a paragraph or two stating why you would NOT use a particular strategy and Why.

 

Don't spend a lot of time digging in the company’s website.  Focus on the background readings. There are no right answers; after all, you don't have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning. In particular, you need to show your understanding of the way a change in target market affects the company's promotion strategy.

 

Don't just rehash what the company did.  Introduce a critical perspective.  Use the readings from this module and feel free to incorporate what you learned in Modules 1-2-3, as well.

 

Submit your 750-1000 word CASE4 to  Coursenet. 

 

Expectations with regard to your References and Defense of Your Positions

 

To make it easier for you instructor to grade your paper, it is expected that you will use the above directives and/or questions as titles placing your responses to those directives and/or questions below each.

 

It is expected that you will back up your positions or opinions with references to the required readings found in Background1-2-3-4 and Ongoing Useful Resources.  In using those references, it is expected that you will demonstrate your understanding of the concepts presented.  Therefore, rather than grade on how much information you find about the product that is the subject of CASE4; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above directives and questions.  In effect, you are expected to write clearly, simply and logically. And, in terms of that logic, remember that:
(1) the "why" is more important than the "what," and
(2) the defense of your positions on the issues is more important than the positions you take..

 

It is expected that you will NOT repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.

 

It is expected that you will not include definitions or summaries of the readings.  It is also expected that you will not describe what the company did.  Instead, your responses to the Questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers about targeting will not earn a good grade.

 

It is expected that you will avoid redundancy and general statements such as "All organizations exist to make a profit."   It is expected that you will make every sentence count.

 

It is expected that you will paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be not much longer than 5 words.

 

It is expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product.  Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper.

 

Guidelines for handling quoted and paraphrased material, are found at

 

Author Unknown (ND) Purdue Online Writing Lab.  Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University
Available on 2011 December 22 at
http://owl.english.purdue.edu/owl/

 

Author Unknown (ND) Quoting, Paraphrasing, and Summarizing.  Purdue Online Writing Lab.  Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University
Available on 2011 December 22 at
http://owl.english.purdue.edu/owl/resource/589/01/

 

Author Unknown (ND) Avoiding Plagiarism.Purdue Online Writing Lab.  Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University
Available on 2011 December 22 at
http://owl.english.purdue.edu/owl/resource/589/1/

 

It is expected that since your papers are arguments in favor of your opinions or positions on the issues addressed by the directives and/or questions, you will avoid the following logical fallacies in your arguments.

 

Author Unknown (ND) Purdue Online Writing Lab.  Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University
Available on 2011 December 22 at
http://owl.english.purdue.edu/owl/

 

Author Unknown (ND) Logic in Argumentative Writing.Purdue Online Writing Lab.  Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University
Available on 2011 December 22 at
http://owl.english.purdue.edu/owl/resource/659/03/

 

It is also expected that, excluding title pages and references, your paper will be 750-1000 words long.  Please use black Verdana or Times Roman type with 14pt as your font size.  Please double space or use double space between paragraphs.

 

 

 

 

 

Solution Description

 

Unless otherwise specified with a link to the website (URL specified) or link to the file, the instructions on how to locate the articles in the designated databases were available on 2011 December 5 at
http://sites.google.com/site/zaydeealan0/tui-unviersity/elibrary-instructions
For assistance, go to 
http://support.tuiu.edu

 

If the link to the file does not work, please notify your instructor, then try the appropriate browser specific procedure outlined on 2011 December 5 at
https://sites.google.com/site/zaydeealan0/0-HowToViewAndDownloadFiles-20110206.pdf 
For assistance, go to 
http://support.tuiu.edu 

 

Read this article.

 

Author Unknown (2011 June 18). Old Navy Campaign Targets Men.Advertising Age

 

Looking at BACKGROUND4, as well as what you learned in Modules 1, 2, and 3, follow these directives and answer these questions:

 

Imagine you have been hired as a consultant to the VP of marketing for Old Navy. The VP wants to get an objective opinion from someone outside the company who is familiar with current marketing basics.

 

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MKT 501 Module 4 - Case.docx
MKT 501 Module ...