Assignment Overview: MARKETING STRATEGY AND INCLUSIVE MARKETING COMMUNICATIONS
Strategies and Target Marketing
While online shopping had been growing over the last decade, 2020’s pandemic and lockdowns propelled the activity to new heights. We will use this case to look at how online vs. in-store shopping is presented.
Case 3 Resources
Target Market (2021)
The Nature and Functions of Distribution (Place) (2021)
Using Supply Chain Management to Increase Efficiency and Customer Satisfaction (2021)
Promotion Strategy (2021)
Sales Promotion (2021)
The Huge Impact of Advertising (2021)
Online Shopping vs In Store Shopping – Infographics (2021)
Case Assignment
Online vs. In-Store
Using the module’s readings and at least one article published in 2020 or 2021 from Trident Library’s Business Source Complete (EBSCO), a full-text database, research marketing strategy, and target marketing for online vs. store-based business.
Company Background
Select a business that has both online and physical stores. Provide a background of the company; define the target market. Cite and reference your sources. (1/2 page) IBISWorld, used in Module 1, may be a good resource.
The In-Store Experience
Research how the company promotes its store. Look to social media, traditional marketing, and articles about the store’s strategy. Provide an overview of how the store communicates with consumers. Consider its target markets. Cite and reference your sources. (1 page)
Online Shopping
Research how the company promotes its online shopping. Look to social media, its online store, and articles about the site’s strategy. Provide an overview of how the online store communicates with consumers. Consider its target markets. Cite and reference your sources. (1 page)
Making Connections
Based on the research above, compare and contrast how the company markets its two shopping situations. Provide rationale. Cite and reference your sources. (1/2 page)
No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation.
Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric.
This is a professional paper, not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.
