This is a simulation paper for a class called Integrated Marketing Communications.
Decision by Decision write up
Objectives at the start of the period from the last period
Corporate level: To increase __________________ by/to ___________________ over the period of one year.
Marketing Level: To increase brand awareness or market share by/to________________________ over the period of one year by focusing on positioning by product/prospects.
Marcom Level: To increase brand awareness or market share by/to ____________________ over the period of one year by focusing on informative/affective …
Evaluation of objectives. Where the objectives achieved? Why or why not?
Discuss changes that you made to your strategy that you feel will address any issues that you have identified. Be sure to discuss any research that you used. Also discuss any changes that happened in the world such as what stage of the product life cycle the product is in. Any actions that your competitors took that hurt or helped your firm.
State the new objectives for the next period.
MKT331 Final Paper
Section One: Beginning State Assessment
In this section discuss where your firm was when the game began. How was the firm doing? What was the marketing contribution, etc?
Section Two: Overview of your World
In this section you discuss your world. How many teams? How were those teams positioned in the market? Who was your main competition, why? How did the teams evolve over the 8 periods? (ie. What was the most popular positioning strategy?)
Section Three: Overview of Strategy
In this section give the overview of your strategy throughout the game. This is not specifics but more general target market positioning discussion. If you changed strategy during the game please discuss why in broad terms here. Be sure to include how you were positioned vis a vis your competitors in your World.
Section Four: Decisions and Results
In this section you give a brief outline of each periods decisions. Why you made them and how they turned out. What did you learn from that period feeding into the next? Please be sure to highlight the key research insights that led to changes in strategy and creative execution.
Section Five: Overview of the Game
Now that you are done playing what do you feel you team did right? How did those actions translate into success? What mistakes did you make? How do you feel those effected your performance? How did your team use research? What did you learn about the importance of research? What lessons do you feel you learned from the game that will help you in the future?
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