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Marketing management


Individual project, each student will be assigned a different brand (this is the same brand used in the midterm assessment). Students may consider their brand from a global perspective or from their own country’s perspective.

Use official cover provided on Moodle, table of contents and introduction. Each question should be clearly identified as a headline and answered as a separate section of the paper.


Design an Integrated Marketing Communications outline for your brand. Explain your reasons for using different elements of the IMC.

Marketing Myopia: Explain what your brand should do in order to stay strong along time and avoid decline.

Select one product of your brand and analyze which type of consumer do they have (innovators, early adopters, early majority, late majority, laggards).


Wordcount: 1,000 – 1,500

Cover, Table of Contents, References and Appendix are excluded from the total word count.

Font: Arial 12,5 pts. 

Text alignment: Justified. 

The in-text References and the Bibliography have to be in Harvard’s citation style.

Upload in PDF form to avoid Turnitin rejection.

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