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Argosy University Week 1 Creating the Communication Strategy Question

Argosy University Week 1 Creating the Communication Strategy Question

Question Description

I’m working on a business multi-part question and need an explanation to help me understand better.

Week 1 Course Project – Developing a Marketing Strategy

This course has major project assignments due in Week 3 and Week 5. It will take more than a week’s effort to adequately complete them. Plan time to start the research and work on those assignments earlier than the week in which they are due.

For the course project of this course, you will select an organization, analyze the market for the organization’s product/service, analyze the organization’s current marketing strategy, and justify recommendations for the marketing strategy to make the organization more effective.

To assist you in planning for the course project, the following table provides a high-level overview of the project deliverables during the course.

Choosing an Organization

In this first week of your course project, select an organization to study in depth over the next five weeks. Each week, your assignment will require you to evaluate this organization. You may use an organization you currently belong to, a past organization, or an organization that you identify through research. Be sure to review the types of information you will need for the project (all five weeks) before choosing your organization. You might need to create some hypothetical details to fill gaps in researched information. However, the project should use as much real information as possible.

You should have your organization approved by your instructor before moving forward with the assignment. Contact your instructor early in the week to gain approval.

For the Week 1 paper, complete the following tasks:

  • Summarize key details about your organization. What does it do? Who are its customers, clients, prospects, or constituents? For convenience in this class, we will call them customers.
  • Perform a SWOTT analysis, placing particular emphasis on long-term trends affecting your organization and what your competitors are doing.
  • Analyze the organization’s mission statement. Does it address the following core components?
    • Customers—who do we serve?
    • Product/service—what do we provide?
    • Market—who/where are our customers?
    • Core competencies—how do we provide or deliver our product/service? What gives us a competitive advantage?
    • Measurability—how do we know when we are successful?
  • Defend a new/revised mission statement. It should be a succinct statement of what the organization is, what it does, and who its customers are. Be sure to support why your revisions are an improvement to the current mission statement.

Submission Details:

  • Submit your plan in a 3- to 4-page Microsoft Word document, using APA style.
  • Name your plan document SU_MBA6011_W1_LastName_FirstInitial.doc.
  • Submit your document to the Submissions Area by the due date assigned.

You will receive feedback and suggestions from your facilitator.

Note: On the basis of the suggestions and feedback from your facilitator, refine your work for the course project. If additional input is needed from your facilitator, please arrange for the consultation.

Week 2 Collecting Customer Data

This course has major project assignments due in Week 3 and Week 5. It will take more than a week’s effort to adequately complete them. Plan time to start the research and work on those assignments earlier than the week in which they are due.

Using the same organization selected in Week 1 for the course project. Presume that the organization you selected has recently implemented a customer relationship management (CRM) system.

  • Research the key elements of a CRM system and defend at least three best practices that your organization can use to improve its customer retention. Make sure you support your choices with well-reasoned arguments and external sources.
  • Justify at least five critical pieces of customer information needed from your key market segment. Why do you need to collect this specific data?
  • Justify five survey questions that might be used to evaluate the segment’s experience with your organization. Why do you need to know this information?
  • Justify a plan for how customer data (previous two bullet points) will be collected. The plan should detail the methods to be used (e.g. written survey, focus groups, interviews, etc.) and where those methods will be integrated into the organization’s processes (e.g., a hotel sending an e-mail survey following a customer’s stay at a specific location).

Submission Details:

  • Submit your plan in a 3- to 4-page Microsoft Word document, using APA style.
  • Name your plan document SU_MBA6011_W2_LastName_FirstInitial.doc.
  • Submit your document to the Submissions Area by the due date assigned

You will receive feedback and suggestions from your facilitator.

Note: On the basis of the suggestions and feedback from your facilitator, refine your work for the course project. If additional input is needed from your facilitator, please arrange for the consultation.

Week 3 Course Project – Marketing the Product / Service

This course has major project assignments due in Week 3 and Week 5. It will take more than a week’s effort to adequately complete them. Plan time to start the research and work on those assignments earlier than the week in which they are due.

It is critical to make the best of every interaction with the customer.

Using the same organization selected in Week 1 for the course project, address the following:

  • Summarize the key product/service offered by your organization, including the role of the customer service department or direct service required to make a sale to the customer.
  • Create and defend a diagram or flowchart detailing the service delivery process. The chart should clearly identify each contact point (e.g. frontline employee, supervisor, delivery, etc.) before, during, and after the purchase. Your defense of the diagram should detail the role of each contact and assess why each role is critical to the entire service delivery process. (For assistance, review Service Delivery lecture tab and click here for a Service Delivery Infographic).
  • Analyze at least three possible contact point failures in the service delivery process for your organization. Why do you consider these to be possible contact point failures?
  • Justify recommendations to prevent or address the potential contact point failures and enhance service delivery in your organization. Be sure to consider how customers will benefit by your recommendations.
  • Defend a statement positioning the brand around the new/improved services.

Submission Details:

  • Submit your answers in a 6- to 9-page Microsoft Word document, using APA style.
  • Name your document SU_MBA6011_W3_LastName_FirstInitial.doc.
  • Submit your document to the Submissions Area by the due date assigned

    Week 4 Developing the Product/ Service.

    This course has a major project assignment due in Week 5. It will take more than a unit’s effort to adequately complete it. Plan time to start the research and work on the assignment earlier than the week in which it is due.Using the same organization selected in Week 1 for the course project, complete the following tasks:

    • Assess the types of stakeholders involved in the development process for the product/service of your chosen company.
    • Evaluate the impact of key inputs from stakeholder groups on new product/service development efforts.
    • Analyze the role these key stakeholder groups can play in contributing to the success of a new product/service.
    • Justify at least two persuasive strategies that can be used to engage stakeholders in new product/service development projects.
    • Assess the key competitive advantages that utilizing the current trends in information technology (IT) will deliver to the area of new product/service development.

    Submission Details:

    • Submit your answers in a 3- to 4-page Microsoft Word document, using APA style.
    • Name your document SU_MBA6011_W4_LastName_FirstInitial.doc.
    • Submit your document to the Submissions Area by the due date assigned.Project: Creating the Communication Strategy
    • Week 5 Project: Creating the Communication Strategy

      This course has a major project assignment due in Week 5. It will take more than a week’s effort to adequately complete it. Plan time to start the research and work on the assignment earlier than the week in which it is due.Using the same organization, you selected in Week 1, imagine that you will be making a Microsoft Power Point presentation to the organization’s board of directors or other decision-making leaders (depending upon the type of organization you are using). Your work this week will consist of two parts for the presentation.

      • First, you will synthesize the key insights you have learned during the past five weeks.
      • Second, you will present an Integrated Marketing Communications (IMC) strategy, a pricing objective, and a pricing strategy to the board of directors. Because this second part involves new material in the project, it will probably require the most research and analysis to complete this week’s presentation.

      The following sections provide greater detail about the two pieces of your presentation.Note: The expectation for this project is a scholarly presentation. A scholarly presentation has two main distinctions:

      • The notes sections of slides contain research citations, evaluation, and conclusions—just like in a good scholarly paper. In other words, a reader should be able to read your notes section as if he or she is reading an academic paper. The grading rubric suggests a level of critical thinking for the presentation (in the notes section particularly) that is on the level of a good academic paper.
      • Key points and information on the slides are highlighted. A good slide contains no more than six lines of text. The slide should just contain the “big ideas” to help guide your reader through the main points.

        In addition, for this project in particular, the first several sections of your presentation will use material you composed in the previous weeks of the project. However, use the slides and notes sections to show that you can do more than just copy from the previous weeks’ papers. Show that you can summarize the material and present the most important points to your audience.

      Part 1: Summary of Key Insights from the Course Project to Date

      Using course work (and feedback!) you have completed so far in the course project, summarize key points regarding the organizational mission and how the new product/service and your proposed service delivery enhancements contribute to the organization’s ability to complete the mission.

      • New Mission; New Product/Service (2 slides)
        • Provide a brief overview of the new/improved mission statement and the new/improved product or service you are proposing.
        • Provide the board of directors with supported rationale for how the new product/service contributes to achieving the new/improved organizational mission.
      • Service Delivery Enhancements (2 slides)
        • Provide a brief overview of service delivery enhancements to improve efficiency and effectiveness.
        • Provide the board of directors with supported rationale for how the service delivery enhancements contribute to achieving organizational mission.

      Part 2: Communication Strategy

      As new material for this week, you need to communicate to your “organization’s” market segment the key benefits that make the organization distinct from the competitors. In addition, you need to announce the improvements in the delivery of the services by the company. Justify an Integrated Marketing Communications (IMC) strategy that includes the following:

      • Advertisement (5–7 slides)
        • Propose an advertisement featuring the new (improved) services and containing the following elements:
          • A headline
          • A subhead line
          • A brand–positioning statement
          • An artwork
          • A layout
        • Justify traditional and nontraditional channels to carry the advertisement.
        • In the notes section, justify your channel selection. Use research to support your work.
      • Pricing (2–3 slides)
        • Justify both a pricing objective and a pricing strategy for the company on the basis of the information gathered from the case study, an understanding of the competition, and the likely attitude of current customers.
        • In the notes section, justify why the organization should adopt the pricing objective and follow your pricing strategy, using appropriate examples, research, and reasoning.
      • Conclusion (1 slide)
        • Conclude with a statement positioning the brand around the new service delivery.
        • In the notes section, defend the statement. Support your work with research.

      Submissions Details:

      • The presentation should be 12 to 15 slides in length.
      • Place any references on the last slide, using APA style.
      • By the due date assigned, submit your work to the Submissions Area.
      • Name your document SU_MBA6011_W5_LastName_FirstInitial.ppt.

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