Category: Marketing

Many digital platforms and social media sites, which can be referred to as channels, are widely used in marketing strategies. Ways of using leveraging them include hosting social media giveaways and partnering with social media influencers. These communication channels may attract buyers and increase customer loyalty. However, some businesses don’t use these channels to their advantage.
Identify a company that could benefit from leveraging digital marketing and social media better.
Respond to the following in a minimum of 175 words:
Select 2 digital and social media channels whose strengths would make it a potential marketing tool for your selected company. Why would these channels benefit the company? What types of social media posts or content would be helpful?
Determine 2 key performance indicators (KPIs) to measure the success of your selected channels.

Introduction
In this assignment, you will first research the brand position of your chosen product or service. Then, you will investigate the product management in your chosen firm, including product lifecycle analysis and product portfolio analysis. You will also research new product development (if applicable). With this information, you will design a product strategy to satisfy the needs of your target market.
You will then investigate the channel management in your chosen firm, including relationship development and conflict control in channel management. With this information, you will design a channel strategy for your chosen firm.
This assignment is divided into three parts:
Part I: Brand Strategy (3%)
Part II: Product Strategy (3%)
Part III: Channel Strategy (3%)
This assignment is marked out of 100 and is worth 9 per cent of your final grade in the course.
Instructions
Write a 10- to 12-page double-spaced report, styled in APA format, as follows:
Part I: Brand Strategy
Evaluate your chosen product’s current brand status. Summarize the product’s current positioning. Include an assessment of brand equity.
Identify the steps that you will take to enhance brand equity among the customers for your chosen product or service.
Part II: Product Strategy
Research and analyze the product portfolio in your chosen company.
Research and analyze the product life cycle for the product(s) or service(s) you will market.
Investigate the benefits your product(s) or service(s) will bring to your target customers and how these benefits match customers’ needs and wants.
Describe how to integrate your product(s) with the service(s) provided along with the product(s).
Investigate a new product development opportunity and process (if applicable).
Part III: Channel Strategy
Research and analyze the type(s) of channels available to your chosen firm and the types of channel(s) currently employed in the firm.
Design a channel strategy for your chosen firm, based on an analysis of user needs.
Describe relationship development and management, and conflict control in the channel management.
References
You must reference all ideas or findings that are not original to you. References must be provided for both paraphrasing and quoting. Paraphrasing is taking the ideas or findings of another writer or researcher and putting them into your own words. Like quotations, paraphrased ideas must be acknowledged; otherwise, you appear to be claiming that the idea is your own. Quoting is using the exact words of a writer.
This course uses American Psychological Association (APA) citation style; the TRU Library provides excellent guides on how to write APA citations and references.
Criteria for Evaluating Assignment 2
Criteria
Value
Use of marketing terms and textbook concepts
30%
Organization and completeness
20%
Critical thinking and insight
20%
Logical conclusions
10%
Professional Presentation (tone, grammar, spelling, APA)
20%

this paper is a marketing product and brand management. the company i chose to revitalize is Dell.  below I have attached 3 files: IMG: is the outline of the paper which consists of a first-page executive summary (intro to brand, situation, recommendation) followed by the background, problem statement, brand equity analysis, analytics (pros and cons, swot), next step/launch, and topic/section headings, last page is the reference page. “final brand development and peloton paper” files are both examples of papers from last semester that received an A, which should help you structure the information into the paper.
Revitalizing Dell: Adapting to a New Tech Era
Dell Technologies, known for its direct sales of customizable PCs, faces challenges in a tech
world that’s rapidly changing. The shift towards smartphones, tablets, and cloud services has
impacted Dell’s visibility and sales, as consumers now prefer devices that fit a digital lifestyle over
traditional PCs. This shift, along with tough competition from cheaper alternatives, shows Dell
needs a fresh approach to regain its position in the market.
To turn things around, Dell could look into its strengths and opportunities, like its solid
reputation in enterprise solutions, and dive into emerging tech trends such as artificial intelligence
(AI), the Internet of Things (IoT), and green computing. By focusing on innovation and tapping
into new tech markets, Dell has a chance to appeal to modern consumers who value both
advanced technology and sustainability. Marketing efforts should highlight Dell’s innovative
products and commitment to the environment, aiming to attract a broader audience.
1

Each write-up should be restricted to 5 to 8 pages- double-spaced, standard 12 font  (includes the executive summary but excludes tables, exhibits, etc.). Your only case information source is the case itself.
Please address all the assigned case questions below as part of your analysis. Also, include an executive summary (1 page) at the beginning of the case report that briefly summarizes the case’s main issues and the marketing decisions you have made and the rationale behind those decisions.
Case discussion questions:
Why is Layla’s not growing as much as the CEO desires?
Based on the reasons identified in question 1, how would you scale up the business if you were Layla’s CEO?
Based on your understanding of Layla’s business situation, how would you formulate the main business problem the company is facing? How effective is the research conducted by the Columbia students in addressing Layla’s business problem? Were there any limitations to this research?
What are some major insights that can be derived from the marketing research findings described in the case?
Based on the insights you generated in question 4, and using the prompts below, what marketing strategy would you recommend for Layla’s? 
Which consumer segment(s) should be targeted to scale up Layla’s
business?
How would you position Layla’s for the segment(s) you chose to target?
What marketing program(s) would you propose to execute the proposed strategy (e.g., pricing, messaging, and/or packaging)?

The introduction and hypothesis is already done. 
Putting a draft of the the experimental theory and the assignment method 
Let me know if you need anymore info. I have some articles that we can use aswell, will add them later 

From the news or press annoucment made withhin the last sixty days, you will select a single article that discusses a company and its marketing issues. You are required to describe, analyze and comment on the marketing issue with specific reference to two theories/concept discussed in this course, For example new product development/ innovation, pricing strategy, place distrubution/ supply chain issues, consumer behavior, segmentation analysis, international marketing and so on…
Suggested sources: Boston Globe, Wall street journal, new york times, business weeek, the economist. 

1. We picked TikTok Choose one of any social media platforms you like to present. Please use Zoom to record your presentation as a video and upload this video to YouTube. Make this video unlisted, so it is not public, but people with the link are able to see it.
3. As long as you cover the three topics (a. uniqueness of this social media; b. doing advertising; c. what is the best content to be published on this social media) in your presentation, you will be fine. However, if you miss any part of these three things, your grade will be adjusted if needed. You can add any other information to this presentation if you would like. You can refer to Chapter 10 of the textbook for more details, and you can also borrow ideas from this chapter.
4. The presentation should be more than 5 minutes and less than 8 minutes.

Individual final paper (10 Points) 
Each student should write an individual paper discussing their own simulation results from rounds 1 to 10.
The paper should be maximum 10 pages, double-spaced, and 12pt font size. The paper should not be
written only in bullet points. Proofread for punctuation and grammar. 
a.
Introduction: Provide an overview of the simulation project and discuss the main objectives. 
b. 
Body: 
• Your scoreboard results & campaign performance in each of the ten rounds (Include screenshots, graphs,
and tables in the appendix.) 
• Did you improve your performance in each round? If yes/no, then why?  
• If you were managing this project in real life, how could you have performed better? 
• How do this project link to the core concepts you learned in the classroom? Pick three core theories or
models from the course and explain how they helped you fulfill the simulation tasks. 
c. 
Conclusion: Summarize your performance and discuss your lessons and takeaways. 
d.
Appendix: Screenshots, graphs, or tables 
e.
External reference list: Strictly follow the APA citation rules)  

Using your consulting sessions’ insight on O’hare International Airport (SEE ATTACHED SPECIFICALLY RECOMMENDATIONS OF THE PRODUCT, PRICE, PLACE, AND PROMOTION), develop a virtual presentation highlighting recommendations for each of the extended marketing mix elements. Consider the trends in aviation and the influence of technology as you work towards developing a marketing mix strategy for the airport. 
Presentation Content
At a minimum, your presentation should do the following: 
• Summarize the environmental factors impacting the airport. 
• Describe the airport’s customer segments. 
• Highlight recommendations for each of the seven marketing mix elements.

The purpose of this exercise is to expand your understanding of consumer behavior by getting you face-to-face with a consumer. First, you need to find a person who is not a member of this course, and who has recently bought a product or service costing around $25 to $100.  Second, you must conduct a depth interview of about 30-60 minutes in length with this consumer. Third, you must write a two-page report ( Arial 12, 1.5-line space) consisting of three sections. In the first portion of the report, summarize your interview. In the second portion, describe your insights based on the consumers’ responses. Third, describe the consumer behavior concepts learned in class that can be applied to this exercise. The goal of the interview is to understand the consumer’s buying, having, consuming, and disposing of this product or service in terms that can be useful to a marketing manager.  
The list of questions is intended as a general guide around which you can build your in-depth interview. It is not to be followed rigidly. Nor do all questions apply to your case. Nor is it complete and exhaustive of the types of questions you need to ask, or the level of detail for which you need to explore. Rather you should try to stimulate a lively and open discussion around these key question areas from which you can: (a) develop a deep understanding why this person bought this product; what influenced her/his purchase; and (b) surface the factors, in the environment and in the customer’s psyche, that really determined why the customer acted the way s/he did. 
General Areas of discussion
Who was the decision-making unit? • Who bought the product or service? • Identify all those who played a role in the decision process. What role did they play? What motivated the purchase? • What problems did the product/service solve? What functions would it facilitate? • What attributes seemed important? Characterize the decision. • Was it a first-time decision? A review of a previous decision? A careful decision? A casual decision? Was the amount of deliberation appropriate to the decision? Characterize the decision-making process. • What triggered the process? • Was there an information search? How was the search conducted? How much information was collected? What sources were used? When in the process was information gathered? • How many alternatives were evaluated? Why those? • How was the final choice determined? •Where did the consumer buy? • Why there? • Which came first: where to buy or what to buy?  •When did you use/consume it? •Where did you use/consume it? • Did you consume it alone or with someone else? • How did you dispose of it?