Use leadership concepts to systematically evaluate your leadership
April 6, 2019
Essay Assignment # 2 Economics 318
April 7, 2019
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ADU’s College of Business is looking to create a strong brand position

ADU’s College of Business is looking to create a strong brand position in order attract new students to their undergraduate and postgraduate business programs. You have been tasked with coming up with a marketing campaign to create a brand positioning strategy for the College of Business. Your campaign should address the following points:

  1. Creation of the brand positioning strategy (8 marks)
  2. Justification of your brand positioning strategy (8 marks)
  3. Marketing methods for communicating your brand position to customers (2 marks)

 

  1. Creation of the brand positioning strategy (8 marks)

This section should go through the three steps of creating a positioning strategy:

  • Define the associations you want to create about College of Business
  • Analyze the top 5 competitors in Abu Dhabi
  • Develop a positioning statement for College of Business

 

  1. Justification of your brand positioning strategy (8 marks)

One you have identified your brand positioning strategy in section one, you should evaluate your positioning strategy under the criteria for successful positioning; clarity, consistency, credibility and competitiveness.

 

  1. Marketing methods for communicating your brand position to customers (2 marks)

This section should detail the marketing methods you believe are the most effective to use to communicate your positioning to customers. (This section will be covered in our Promotion class)

 

Quality of the written document – 2 marks

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