Understanding Marketing #3 (Marketing Audit)

Understanding Marketing #3 / Assignment Instructions:

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  • This assignment will be completed using the same company you selected in your Understanding Marketing #1 (What is the Marketing Mix? … An Intro to the 4P’s)and Understanding Marketing #2 (Create a SWOT Analysis).
  • Spend a few minutes researching the marketing efforts of this company … review things like 1) their corporate website, 2) the websites of companies online which sell their products/services, 3) the sites of their competitors, 4) Google their advertising to get an idea of how they present themselves to the public in print, TV, billboards, etc. 5) visit their social media sites to see how they interact with customers and/or 6) review any other marketing which may be available including digital content, news articles, and product marketing such as packaging or catalogs.

    Next, watch the videos below on ‘Branding’, and in a couple short paragraph (or more), describe what you believe to be the ‘Brand” of your chosen company. Explain how you feel they use their Brand to help sell their products and/or services?(These paragraphs should be 250-300+ words in length; and this section will be worth 20 of the total 50 points).


  • Next you will be examining some specific marketing deliverables your company has taken. For each of the 5 ‘categories of marketing’ below, research the efforts your company has made towards successfully leveraging this ‘marketing medium’ in order to achieve their branding goals. Include an image for each to visualize these marketing efforts to me (click here to see how to take a screenshot form any device(Links to an external site.)), and then provide a 100-200+ word description for each describing why you feel this ‘category of marketing’ is representative of the Brand for the company you described above. (This section will be worth 30 of the total 50 points).

    Categories of Marketing

    1. Traditional Marketing (Print Ads, TV or Billboards)
    2. Digital / Social Media Marketing
    3. Buzz, Influencer and/or Event Marketing
    4. Public Relations
    5. International (Global) Marketing

HINT: Google can be your friend here. Say for instance my company is Disney; I can simple type something like “Disney print ads” or “Disney events” into the search bar and get a wide variety of examples … just please make sure to cite where you get the ad!

If your company does not participate in a particular ‘category of marketing’ (which is very unlikely), provide an image for a similar product offered by a similar company which does, and explain how your company may Brand themselves if they chose to explore this medium.


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