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1. OMM615 Entire Course (Strategies- Marketing-Advertising-PublicRelations)
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OMM 615 All Assignments andDiscussion Week 1-6
This course explores practical ways to develop organizational communication plans that integrate marketing, advertising and
public relations strategies. Emphasis is given to the dynamic process of managerial decision-making required to implement an
integrated communication plan effectively in order to achieve organizational goals. Offered online.
OMM 615 Week 1 Assignment Brand Name and Corporate Image
Brand Name and Corporate Image
In a two- to four-page paper (excluding the title and reference pages) explain the differences between “brand name” and
“corporateimage,” and conclude if these terms are related. Provide examples to support your position.
Your paper must be formatted according to APA styleas outlined in theAshford Writing Center, and it must include referenced
citations from the course text and at least two scholarly sources from the Ashford University Library.
Carefully review the Grading Rubric for thecriteria that will be used to evaluate your assignment.
OMM 615 Week 2 Assignment IMC Tactics
Select a Fortune500 company and research their Integrated Marketing Communications (IMC) tactics. In a three- to four- page
paper (excluding the titleand reference pages), analyzeat least three IMC tactics (Chapter 3) and discuss whether or not the
tactics are effective, and why.
Your paper should be formatted according to APA styleas outlined in the Ashford Writing Center, and it must include referenced
citations from the text and at least two scholarly sources from the Ashford University Library.
Carefully review the Grading Rubric for thecriteria that will be used to evaluate your assignment.

2. OMM 615 Week 3 Assignment Executional Frameworks
Executional Frameworks
Select an existing product or service. In a two- to three-page paper (excluding thetitle and reference pages) address the
following:
 Describe theproduct’s or service’s unique selling proposition (USP).
 Create and describe four different executional frameworks using thesame USP.
 Describe a fifth framework.
Your paper must be formatted according to APA styleas outlined in theAshford Writing Center, and it must include referenced
citations from the text and at least one scholarly source from theAshford University Library.
Carefully review the Grading Rubric for thecriteria that will be used to evaluate your assignment.
OMM 615 Week 4 Assignment ConsumerPromotions
ConsumerPromotions
In a two- to three-page paper (excluding the title and reference pages), describe the seven different types of consumer promotions
and use one product to illustrate each of them. Then, choose one of the seven consumer promotions and explain why it is most
effective for the product you selected.
Your paper must be formatted according to APA styleas outlined in theAshford Writing Center, and it must include referenced
citations from the text and at least two scholarly sources from the Ashford University Library
Carefully review the Grading Rubric for thecriteria that will be used to evaluate your assignment.
OMM 615 Week 5 Assignment Advertising Research
Advertising Research

3. As discussed earlier, market segmentation strategies can include demographics, psychographics, and geographics.
In a three- to four-page paper (excluding the title and reference pages) describe three academic disciplines that can play a role in
advertising research (examples of academic disciplines include psychology, statistics, economics, sociology, information
technology, etc.) and explain the unique contribution each discipline makes to understanding consumers and the marketplace.
Your paper must be formatted according to APA styleas outlined in theAshford Writing Center, and it must include referenced
citations from the text and at least two scholarly sources from the Ashford University Library.
Carefully review the Grading Rubric for thecriteria that will be used to evaluate your assignment.
OMM 615 Week 6 Final paper
Final Paper
To complete the following final paper, go to this week’s Final Paper link in the left navigation.
Focus of the Final Paper
The Final Paper should demonstrateunderstanding of the reading assignments as well as the discussion points. Thepurposeof
this assignment is to integrate theconcepts studied in this course into a cohesive and comprehensive paper.
The Final Paper will be titled “An Integrated Marketing Strategy for ____.” You will fill in the blank with an existing or a new
brand name of your choice. Thegoal of the paper is to integrate theories and concepts from the textbook and readings into your
own ideas to create specific marketing ideas to promotethe brand (product or service) with a particular target market. Refer to the
previous assignments completed in this course for insight on how to develop your Final Paper. You must
1. Provide an Overview/Executive Summary of the marketing strategy.
2. Describe theproduct or service and desired brand image.
3. Describe thetarget market, including buyer motivations, demographics, and psychographics.
4. Describe theoverall marketing strategy, including positioning strategy versus competitors.
5. Describe a promotions and advertising campaign that includes a description of one advertisement.
6. Recommend and describe a Public Relations campaign.
7. Describe theuse of an Internet marketing campaign, including web siteand use of email.
8. Describe a direct marketing campaign, including Customer Relationship Management.
The Final Paper

4. 1. Must be12 to 14 pages in length (excluding the title and reference pages), and formatted according to APA styleas
outlined in theAshford Writing Center.
2. Must include a title page with the following:
 Title of paper
 Student’s name
 Course name and number
 Instructor’s name
 Date submitted
Must begin with an introductory paragraph that has a succinct thesis statement. Must address the topicof thepaper with critical
thought. Must end with a conclusion that reaffirms your thesis. Must useat least four scholarly sources in addition to the text,
including a minimum of two from theAshford University Library. Must document all sources in APA style, as outlined in the
Ashford Writing Center. Must include a separatereference page, formatted according to APA styleas outlined in the Ashford
Writing Center.
Carefully review the Grading Rubric for thecriteria that will be used to evaluate your assignment.
OMM 615 Strategies Marketing/Advertising/PublicRelations