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Business & Marketing
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Marketing Final Paper Business & Marketing Term Paper

Term Paper Instructions:

MKT 101 SUMMER 2020
Final Paper
Blog/Trend Reflection Outline
• Five page typed personal insight based on links and marketing influencer video’s
• DUE July 23rd at midnight in individual dropbox
PURPOSE
This Trend Reflection paper will provide an opportunity to get a good understanding of how marketers rely on thought influencers to develop strategic objectives through marketing strategies and tactics, with the consumer in mind. Every detailed Marketing plan builds success with guidance from well-researched influencers.
• The final five page typed paper in this class should be a comprehensive document, written in paragraph form (with bulleted and/or numbered lists where appropriate).
• 12 point font, times roman double spaced.
• The analysis and insight should original opinion and reflections which will establish your own power as a thought leader.
GOALS
• Dig into the principles of influence and persuasion: Learn the basics of psychological research on persuasion and attitude formation and understand principles of communicating a persuasive message by reviewing work/insight of five leading influencers in the field of marketing
• Reflect on the influencers’ message “stickiness” and contagion: Understand what makes some ideas in marketing survive, and “stick around” longer than others and why.
• Positioning the brand and defining communication objectives: Learn how to use facts, like key terms in marketing to understand m themes for your communication.
• Creativity & creativity evaluation techniques: Learn about ways to systematically use personal creativity
• Gain awareness of what makes for a good (and bad) story, and how to use stories in creating infectious campaigns and differentiating a brand.
 
Watching for insight- this is self-paced but completed due as final paper for class on July 23rd at midnight
Summarize. Reflect. Relate (to chapter readings.marketing key ideas)
Before you watch
1. Thinks about the author, audience, relevancy of topic and strategy of Marketing research author to see his/her influencer reach and background. That should be included somewhere in the write up/
2. Examine the first and last paragraph from the reading: article on trends
https://www(dot)crosscap(dot)com/blog/marketing-trends-whats-one-tip-marketing-strategy-2018
1. Write a sentence in which you describe the speaker’s viewpoint and recommendations

As you listen
1. Compare and contrast these concepts with your own business activities and experience
2. Report briefly on these similarities and differences
3. Compare and contrast to other speakers viewpoints.

Examining theory
1. Think about the outcome of the Podcast/TedTalk
2. Examine three main issues challenging a belief in Marketing
3. Make sure to use the terminology (vocabulary) of Marketing
4. Use short essays in which you will combine for final exam essay
Who is Trend Influencer?
Read recent article on trends in influencer marketing
https://blog(dot)hootsuite(dot)com/influencer-marketing-trends/
LINKS
Watch and Examine:
Week #1: https://www(dot)youtube(dot)com/watch?v=CVqeUaYr98s
Jennifer Aaker
Week #2: https://www(dot)ted(dot)com/talks/sheena_iyengar_choosing_what_to_choose
Sheena Ivenger
Week #3 https://www(dot)ted(dot)com/talks/malcolm_gladwell_on_spaghetti_sauce?language=en
Malcolm Gladwell
Week #4 https://www(dot)ted(dot)com/talks/seth_godin_on_sliced_bread?language=en
Seth Godin
Week #5 https://www(dot)youtube(dot)com/watch?v=8grVwcPZnuw
Simon Sinek
Week #6: https://www(dot)youtube(dot)com/watch?v=yMZAeF78bC0
Gary Ve

Term Paper Sample Content Preview:
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Advertisers ought to utilize both traditional and digital media in advertising to reach their target market, and organizations also need detailed marketing plans that chart the way forward and action plans to ensure the success of the marketing strategies. The marketing plats outline the marketing strategies and achieving the business objectives. The action plan is based on the situation analysis and objectives where position strategies are linked to the use of the product, competition price or quality and benefits of the product. The promise of the benefits of the product or service then should live up to the expectations.
The brand is an important element of strategic marketing development as brands are the most important asset of companies. The brands are lodged in the minds of the current and potential buyers and the brand/ position in mind is the result of consumer experiences at different points of contact throughout the brand/ product relationship process. Different factors affect the brand position, and marketing ought to create positive and negative perceptions and associations of the brands. A strong emotional attachment or relationship with the brand strengthens the brand positioning and through strategic market the brand generation of memorable experiences on the target market.
The perceptions that consumers have of the brand are reflected in the associations with the brand and where positioning is not based on receptions and less on objective characteristics, but on perceptions. The marketing strategies then focus on growing the brand and improving perceptions of the audiences and market segments. Value is one of the most important attributes, but there is also personal meaning for the consumers and the consumers make choices on products and services that meet and exceed their expectations. The products or brands have competitive advantages, and the global positioning strategy is aligned with these advantages and the positions are effectively communicated to the market. 
Jennifer Aaker highlights thatsStories unify communities and are memorable where the target market and audience tend to identify more with the stories and even cause. Using stories is based on the idea that people relay on emotions in making decisions even as it is expected that they use logic. Storytelling combined with real-life need and statistics makes the stories more compelling. Good stories are effective in marketing and promotion, but it is important to remain authentic as there is depth in true stories. As such, when using stories it is necessary to ensure that there is a personal connection with the target audience and this is mostly when the stories are meaningful and memorable. Engaging the audience with authentic stories helps to influence and persuade others and this is mostly when they are attentive.
Gary Vee also highlights the importance of stories in marketing and promotion
Marketing tells a story that arouses feelings, and connects the target market with the brand.
Even as Vee focuses more on personal branding there is emphasis that story telling with emotional branding may shape perceptions and loyalty when the people relate more with the unique stories. Ideally, marketing ...
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