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This week you will continue your comprehensive marketing plan researching the SAME company that you researched in
previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it
relates to this company. In Unit VI you will provide a comprehensive discussion of the promotion strategies of your
This section will provide a comprehensive look at the promotional strategies of your organization. Begin with a look at the
promotional objectives or themes used by your company. From there, review the promotional mix, this should include a
preliminary discussion of the importance of IMC to your company. Promotion methods such as personal selling mass
selling (advertising and publicity) and sales promotion should all be addressed in detail.
Competitive advantage is an important goal of every company, so address whether your company has a competitive
advantage WITH RESPECT TO PROMOTION. The idea is to discuss whether your company has a competitive
advantage with respect to how they promote their products. Again, this section should only discuss whether your company
has a competitive advantage with respect to promotion (product, price and place are discussed in other sections). Once
you have stated your position, remember to include your rationale.
BBA 3201, Principles of Marketing 4
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page.
References should include at least one additional, credible reference beyond the textbook. All sources used must be
referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include
the use of subheadings (this week consider Promotion and Competitive Advantage in Promotion).