Unit 6: Discussion

Evaluating Your Second Favorite Choice Branding, Positioning, and IMC.

Introduction

In each unit, the students will be assigned discussion questions concerning unit topics, examine the presented topics, and complete the discussion tasks. After submitting the initial posting, the students will provide constructive criticism of at least two peers’ initial postings, including the perceived strengths, weaknesses, and specific opportunities for improvement.

The initial post should be a minimum of one page double spaced in length. Refer to the discussion rubric for grading criteria which includes using credible sources (properly cited in APA format) and linking in the unit’s concepts and terms for critical analysis.

It is recommended that your use a word processer, such as MS Word and use both spell checking and grammar checking tools. You should expand your grammar checking tools in Word to cover any writing weaknesses (such as setting to Grammar and Style in Word). You can then copy and paste your post into the discussion forum. While there is no minimum or maximum word expectation for peer responses, they are expected to be substantive in nature and linked to credible sources. All work should reflect graduate-level critical thinking, as well as an ability to analyze, synthesize, and evaluate given scenarios and tasks.

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Directions

For this discussion assignment your will shift from a consumer to a marketing analysis reviewing your second most primary product purchase business or category. For “second most” you cannot use Amazon.com, Target, or Walmart in your analysis. These would be used by too many students as either first or second choice.

You will analyze your second most primary product purchase business or category using the concepts outlined in this unit.

• Initial Post
• Peer Responses

Initial Post

You should follow the instructions below for your evaluation post and your peer responses.

Discussion Issues

1. Identify your unit of analysis (second most primary purchase). This could be a specific company or a product category, such as grocery stores.
2. Evaluate the branding strategy used by this purchase unit of analysis. (You should use the most relevant concepts outlined in this unit’s assignment branding concepts table to provide depth.)
3. Describe how your purchase SBU is positioned against its competitors. Use a positioning chart or verbal description. Justify your analysis.
4. Evaluate the IMC strategy used by this purchase choice and make recommendations for improvement.