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MKT 498 Entire Course
MKT 498 Final Exam Guide
MKT 498 Week 1 Individual Assignment Purpose and
Value of Integrated Marketing Paper MKT 498 Week
1 DQ 1 MKT 498 Week 1 DQ 2 MKT 498 Week 1 DQ
3 MKT 498 Week 2 Individual Assignment Marketing
Analysis Tools Table MKT 498 Week 2 DQ 1 MKT 498
Week 2 DQ 2 MKT 498 Week 2 DQ 3
Complete the Final Examination (50 questions in
True/False, Multiple Choice, and Multiple Select
format). Multiple Choice and
Multiple Select Questions
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MKT 498 Week 1 DQ 2
MKT 498 Week 1 DQ 1
What is integrated marketing? What is the value
of integrated marketing in todays business
environment? How is integrated marketing
different from traditional marketing?
What are the "non-quantifiable" tools in
marketing? How can these tools be evaluated? What
is the value of using these tools? How can you
justify the use of non-quantifiable tools for
creating a marketing strategy for a marketing
plan?
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MKT 498 Week 1 Individual Assignment Purpose and V
MKT 498 Week 1 DQ 3
Write a 700- to 1,050-word paper in which you
describe the purpose and value of integrated
marketing. (2 points) In your paper, investigate
an existing company and determine if the company
has an integrated marketing campaign for one of
the products or services they sell. Address the
following in your paper
What are the different types of tools available
for businesses to conduct marketing analyses? How
are the outcomes different? How are the different
tools for marketing analyses important in
developing an integrated marketing communication?
Provide an example.
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MKT 498 Week 2 DQ 2
MKT 498 Week 2 DQ 1
What is a target market? How do you segment a
market to identify a target market? What is the
value of identifying the optimal target market
for a product or service?
Why is it important to have a unique competitive
advantage (often called a unique selling
proposition, or USP)? Is a competitive advantage
perceived or real?
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MKT 498 Week 2 DQ 4
MKT 498 Week 2 DQ 3
What assessment tools might a business use to
determine what your competition is doing? How do
you collect data on the competition? Provide
examples.
How does demographic and geographic data
collection differ from psychographic and life
cycle data collection? What is the value of each?
Provide examples.
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MKT 498 Week 2 DQ 6
MKT 498 Week 2 DQ 5
Why is product life cycle important? What changes
should occur in advertising, sales, and promotion
at the various stages of the product life cycle?
Provide examples.
What is the value and purpose of a marketing
positioning statement? How does the assessment
affect the development of the marketing position?
How often should the marketing position change or
be reviewed? Does it depend on the type of
business or customer? Provide examples.
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MKT 498 Week 3 DQ 1
MKT 498 Week 2 Individual Assignment Marketing Ana
What are some of the current trends influencing
the effectiveness of advertising? What effect
does emerging technology have on advertising?
What are the changes in consumer behavior that
are being affected?
Complete the Marketing Analysis Tools Table which
is posted in the Course Materials Forum. This
table lists the various tools that are used by
marketers to analyze product positioning,
competitive positioning, customer perceptions,
and distribution-channel analysis.
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MKT 498 Week 3 DQ 3
MKT 498 Week 3 DQ 2
What is CPM? Why is CPM important? What are some
of the differences between total cost of CPM
and advertisement versus the CPM rate?
Identify a current and innovative advertising
campaign you have observed recently. What are the
characteristics of the campaign? Why is it
innovative?
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MKT 498 Week 3 DQ 5
MKT 498 Week 3 DQ 4
What is the difference between quantifiable and
non-quantifiable outcomes in marketing? Provide
an example. How do these outcomes affect the
post-evaluation of branding and positioning
strategies with regards to an IMC plan? How does
a marketing plan justify the non-quantifiable
tools in its strategy?
Why is important for a business to consider
alternative marketing tactics when developing an
integrated marketing communication (IMC)
campaign? What are some of the strengths of each
type of communication? Provide examples. How do
the types of communication vary by product
category?
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MKT 498 Week 4 DQ 1
MKT 498 Week 3 Team Assignment Target Market and C
What is the relationship between a target market
and selecting a distribution channel? How do the
changes in the target market affect the design of
the distribution channel? Provide an example.
Select the product or service from the Integrated
Marketing Discussion in Week Two. Write a 1,600-
to 2,000-word paper for which you first research
the current customer base, buyer behavior,
demographics, psychographics, lifestyle,
geographic area, benefit segmentation, and user
segmentation for the product or service your team
is studying.
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MKT 498 Week 4 DQ 3
MKT 498 Week 4 DQ 2
What effect has e-commerce had on traditional
brick-and-mortar business? Provide at least two
examples and explain the effects. How can a
business determine what proportion of the budget
should be allocated for e-commerce? How has
e-commerce globalized the small business?
What decisions go into selecting a distribution
channel? What decisions go into selecting new
distribution channels? What is the difference
between a vertical and a horizontal distribution
channel? Provide an example
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MKT 498 Week 4 Individual Assignment Alternative M
MKT 498 Week 4 DQ 4
Use the product or service that your Learning
Team selected in the Integrated Marketing
Discussion in Week Two. Write a 700- to
1,050-word paper in which you identify one
marketing option from each category below which
would be realistic for the product or service
examined.
What is a value-added network? What are the
advantages and disadvantages of selecting
value-added networks? How does the distribution
change with the different stages of the product
life cycle?
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MKT 498 Week 5 Team Assignment Integrated Marketin
MKT 498 Week 4 Team Assignment Marketing Position
Refer to the University Material Integrated
Marketing Communications (IMC) Plan and
Presentation located on the student website. Week
5 Team Assignment I thought the breakdown could
be as follows1. Executive Summary and
Introduction
Utilize the research from your Learning Teams
Target Market and Competitive Advantage Analysis
in Week Three. Create a 12-slide Microsoft
PowerPoint presentation in which you develop and
justify a Marketing Position Statement for the
selected product or service.
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