Part A: This assessment is the start of your Strategic Marketing Plan that will be used throughout the course. Select an actual company to use for this project. It will be to your benefit to use a company whose company information is accessible. While you will base your plan on the actual company, there may be parts of this assignment that will require you to use your knowledge and resources to make an informed plan.
Part B: Utilizing marketing research and data analytics frameworks, the MBA candidate will be able to evaluate internal, secondary, and primary data sources and determine how results impact marketing opportunities. In addition, he or she will establish appropriate customer relationship management touchpoints for customer acquisition, retention, and profitability. The candidate will evaluate social media elements and determine how best to apply them toward corporate promotional strategies. These data analytics results and social media elements will be evaluated in relation to how they are used to develop strategic corporate competitive advantages.
Part C: Evaluate marketing communications channels to attract buyers and increase customer loyalty.