Complete this Module’s Case before the Session Long Project

Module 1 – Case

BRANDING AND INNOVATION IN MARKETING

Assignment Overview

**Complete this Module’s Case before the Session Long Project**

Identifying the Customer

After determining what you are selling, the next critical part of the marketing plan is to understand to whom you are selling. Knowing your customer is essential to ensure that the company is delivering an appropriate message to the target market. Marketing success is about turning sales leads into profits. A company should focus on servicing its current customer base and attracting new customers.

Case 1 Resources

Demographic segmentation: What it is and how to use it (2020)
Why You Need Fresh Customer Profiles (And How to Build Them!) (2021)
5 types of market segmentation and how to use them (2021)
How Consumers Now Define a Good Customer Experience (2021)
Examples of Target Markets (2021)
Consumer Decision Making Process (2021)

Case Assignment

Customer Demographics

This module’s case will focus on defining your organization’s customer demographic and how to reach out to the groups. There are many free tools available to discover more about your local market in the United States.

Claritas Zip Code Look Up
United States Census QuickFacts
Esri ZIP Lookup
Statista- Business Data Platform– Create a free account using your business email. (Access to basic statistics)
Consumer Market Outlook
Digital Market Outlook
Advertising & Media Outlook

Company Overview

Begin with a brief (one paragraph) overview of your business based on what was shared in the Module 1 discussion:

• The company name.
• Short description of what the business does.
• Its location (city & state).
• Company slogan or tagline and logo.

Target Market Research

• Deliver an overview of your local market (zip code, city, cities, or county) based on the research tools provided. (1/2 page in length) Do not copy tables or charts; describe it in writing.
• Define your target customer demographics. Explain why this demographic profile is your primary target market. (3/4 page in length) Do not copy tables or charts; describe it in writing.
• Select appropriate resources and conduct research on the industry or type of business. Consider trends, growth, success of local small businesses. This section should be 1 ½ pages in length and include at least three resources.

Social Media

Based on your target market, research the type of social media that would be suitable for marketing communications. Present research-supported rationale for at least two social media tools. (1 page in length)

• Set up those two sites using the business email you created. Add social media links to your company website and share the website address.

Application

As a conclusion, discuss how the research would be used to market business locally and online. (Research Required). This section will be 1 page in length.

No quotations are permitted in this paper. 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” across 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.

Assignment Expectations

Use the attached APA-formatted template (MKT501 Case1) to create your submission.

• The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.

Your submission will include:

• Trident University International’s cover page
• A paper with APA citations (5 pages of content)
• The reference list page in APA format