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An Integrated Marketing Strategy for FEMSA

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 (good or service) with a particular target market. Refer to the previous assignments completed in this course for insight into how to develop your final paper.

Marketing managers should not confuse customers by conveying different thoughts, concepts, and ideas. It is important to integrate an organization’s communications. It should be consistent and coordinated with all elements of the organization. This Integrated Marketing Strategy helps in the creation of synergy, clear messages, and building relationships with customers.

In your paper,

  • Describe the company.
  • Provide an Overview/Executive Summary of the marketing strategy.
  • Describe the good 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 website and email.
  • Describe a direct marketing campaign, including Customer Relationship Management.

The An Integrated Marketing Strategy for FEMSA final paper

must be six to eight double-spaced pages in length (not including title and references pages) and formatted according to APA

  • must include a separate title page with the following in title case:
    • title of paper in bold font
      • Space should appear between the title and the rest of the information on the title page.
    • student’s name
    • name of institution (The University of Arizona Global Campus)
    • course name and number
    • instructor’s name
    • due date
  • must utilize academic voice.
  • must include an introduction and conclusion paragraph.
    • Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
    • must use at least four scholarly or credible sources in addition to the course text.
    • must include a separate references page that is formatted according to APA Style
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