Nike Company

MMIP – Promotion and Social Responsibility—Chapters 19–23

Q1. Discuss the integrated marketing communication (IMC) mix components used to promote the product. (Ch. 19)

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Q2. Discuss the firm’s advertising objective and its advertising media mix (broadcast, print, electronic). (Ch. 20)

Q3. Discuss the Internet marketing possibilities and use of social media in the marketing of the product/service. (Ch. 21)

Q4. Explain the role of personal selling in the marketing of the product/service. How are sales representatives selected, trained and evaluated? Ch. 22)

Q5. Explain the firm’s efforts at social responsibility, and how it could be more socially responsible. (Ch. 23)

Marketing Management individual Project (MMIP) Instructions


Each student must complete an individual marketing project. Project installments are to be submitted through Safe Assign in Module/Weeks 2, 3, 5, 6, and 7. Your first task is to select a project topic. No two students will work on the same product/service. This must be an existing product, service, or organization. A class-wide project discussion will be open in Module/Week 1. Proposed topics must be submitted to this discussion by Sunday (last day) of Module/Week 1 for instructor approval.


Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. The assignment should be submitted as a Microsoft Word document.


When completing an assignment for a given module/week, view the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding with the module/week in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources to be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, etc.), practitioner publications, and the course textbook. Assignments must be submitted though Safe Assign.


There must be a minimum of 2 relevant scriptural citations found throughout the document, with their relevance to the topic at hand explained.

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