set of strategic elements

Final Project
A well-defined strategy includes key elements referred to as the marketing mix. The marketing mi
refers to a set of strategic elements, traditionally comprised of the 4 P’s (product, price, place, and
promotion). These elements are considered when planning a marketing strategy, with element playing
a unique role in the effective and efficient marketing of a product or service. When the elements are
combined, they should satisfy the needs of a target market and achieve the organizational objectives.
Directions
You are being tasked with choosing an event, conducting research, interpreting the information, and
applying appropriate event marketing strategies. You will submit your assignment as a written report,
between 1500 – 1800 words, with a title page and a reference page.
Remember – these are YOUR strategies. Do NOT tell me what the event is already doing!
Introduction – Provide a brief introduction outlining your approach and event marketing strategy.
Target Market Profile – Who is the target market for the event? Provide a specific, comprehensive
and detailed attendee profile using Demographics, Psychographics and Geographic profiling.
S.W.O.T. Analysis – Complete an analysis of your event, which should consider both internal and
external influences. Research is an important aspect and should be evident in each point; however,
your own interpretive comments should be evidenced in each sections outlined below. Use
the following format for your S.W.O.T.
Strengths (Internal – E.g. Company goals and objectives, employee training, expertise,
resources such as money and personal, etc.):
o Identify strengths of the company that you feel will help achieve the marketing
goal of the product
o Identify strengths of the product itself
Weaknesses (Internal – E.g. Company goals and objectives, employee training,
expertise, lack of resources etc.):
o Identify Weaknesses of the company that you feel might keep the company from
marketing the product successfully
o Identify weaknesses of the product that are hurting its marketing potential
Opportunities (External – E.g. Technology, economy, competitors, social trends, legal
issues, market characteristics, target markets etc.)
Threats (External – E.g. Technology, economy, competitors, social trends, legal issues,
market characteristics, target markets etc.)
Marketing Objectives – What are you trying to accomplish for the event? Remember these are your
objectives and they will be what guides your strategy. (I.e. Create, Maintain or Build your company’s
brand image or awareness. Profit? Fundraising? Product launch?) *minimum of two objectives
Marketing Mix – Demonstrate how you will accomplish your market objectives using the P’s of
marketing. You must use a minimum of 5 P’s, and should reflect the conclusion you came to in
Assignment 1 – The P’s of Event Marketing – “Which marketing mix elements are the most appropriate
for events?”
Be very thorough in this section and specific as to what strategies (think creative strategies
as well as the message) you will use to communicate with the target market. Ensure to
justify your ideas as to why you chose these strategies, message(s) and media etc.
Submission
Submit this assignment to D2L as a written report, including a title page, reference page
and using the headings outlined in this assignment. Ensure that it is checked for grammar
and spelling mistakes, and that proper APA format has been used.
Rubric