Marketing Communication and Brand Strategy

Purpose of Assignment

This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.

Assignment Steps

Complete the assignment worksheet on branding strategy and marketing communication plan.

The plan will be a continuation of the global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.

Cite a minimum of three peer-reviewed references.

what evidence do you have of the importance of assessment and planning

Please select one of the two prompts to address, and then respond to someone that chose the opposite prompt that you addressed.

Prompt 1

From your own work in and study of human services, what evidence do you have of the importance of assessment and planning?

Prompt 2

If you could choose a type of case management in your community, what do you see as the most needed area and why?

A Day in your Brain

As people go about their day and encounter different situations and experiences, they use various cognitive processes. People often do not recognize that they are using cognitive skills, and do not understand how their brain functioning contributes to their daily life experience. This assignment provides insight into the cognitive processes that your brain goes through on a daily basis.

Create a 12- to 15-slide Microsoft® PowerPoint® presentation to showcase “A Day in Your Brain.” Include the following:

Outline your typical day, from the time you wake up, until you go to sleep.
Identify 8 to 10 situations throughout the day when the following cognitive processes occur:

  • Perception
  • Attention
  • Memory
  • Language
  • Reasoning
  • Decision making
  • Problem-solving

Explain how the cognitive processes are used in the situation, and how they help you to adapt in your environment.

Include detailed speaker notes on each slide to use as a transcript of what you would say while presenting.

Include a minimum of two sources to support your ideas.
Format any citations within your presentation according to APA guidelines.
Submit your completed presentation from your system by Clicking/Selecting the Add Files button or upload it from your OneDrive account by Clicking/Selecting the OneDrive button.

Inflationary Pressures on Cost and Pricing Strategies

Background Information
The Consumer Price Index is a valuable tool for measuring inflation over time. The CPI is measured using urban consumers who spend their money on a “market basket of goods” that include food and beverages, housing, apparel, transportation, medical care, recreation, education, communication, and other services. The change in CPI is based on current and base year prices.
Instructions
1. Watch the following animations. To move through the animation sequence, click Next until you reach the end of that animation sequence. These animations will prepare you for the discussions and other assignments in this and upcoming workshops.
a. Animation 16.1
b. Animation 16.2
c. Animation 16.3
d. Animation 16.4
e. Animation 16.5
2. Review the information available on the following websites. You will use that information to answer the questions below.
a. What is inflation and how does the Federal Reserve evaluate changes in the rate of inflation? http://www.federalreserve.gov/faqs/economy_14419.htm
b. Why does the Federal Reserve aim for 2% inflation over time? http://www.federalreserve.gov/faqs/economy_14400.htm
c. Inflation and the Federal Reserve: The Consequences of Political Money Supply: http://www.cato.org/publications/policy-analysis/inflation-federal-reserve-consequences-political-money-supply
d. The Fed Explains Inflation:http://www.frbatlanta.org/news/multimedia/12fedExplained_inflation.cfm
e. The Inflation Project: http://www.frbatlanta.org/research/inflationproject/tutorial.cfm
f. After watching the animations and reviewing the information on the preceding websites, respond to the following:
CPI: Inflation Picks Up
According to the BLS, the CPI rose 3.8% in August of this year compared to a year earlier. Food prices rose 4.6% and clothing prices were up 4.2%, while new car prices rose 3.8%, and medical care was up 3.2%.
a. What percentage change in the CPI up until August is accounted for by the changes in the prices of food, clothing, and medical care?
b. Given the changes in food, clothing, and medical care, by what percentage did the prices of the other items in the CPI basket change?
i. Why did the prices of the other items change?
ii. What is the probable impact of the change of other items in the CPI basket?
3. You must incorporate a minimum of three sources in addition to the textbook in this assignment. Your three sources may include scholarly sources, credible newspapers, trade journals, or websites listed here.
4. Your entire assignment must be APA formatted.

Course Textbook
Farnham, P. G. (2014).Economics for managers (3rd ed.). Upper Saddle River, NJ: Pearson Education.

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Develop & estimate a model that attempts to explain the variation in mobility rates across college

Order Decription

We have gone over recent research by Chettyet al that addresses income mobility in the United States: “Mobility Report Cards: The Role of Colleges in Intergenerational Mobility”.   The paper reports a tremendous variation in the mobility rate across colleges.  The authors write, at page four, that “The lack of observable predictors of mobility rates underscores the value of directly examiningstudents’ earnings outcomes by college as we do here, but leaves the question of understanding theproduction and selection technologies used by high-mobility-rate colleges open for future work.”  Your assignment is to develop and estimate a model that attempts to explain the variation in mobility rates across colleges.   Does your model and estimates enhance our understanding of policies that should be pursued that will enhance intergenerational mobility?

 

There are other questions that can be analyzed using the data.   Among other findings, the authors of the paper concluded that “These aggregate trends mask substantial heterogeneity across colleges within selectivity tiers.Most importantly, the fraction of students from low-income families at the institutions with thehighest mobility rates–for instance, SUNY-Stony Brook and Glendale Community College—fellsharply over the 2000s. These changes in low-income access were not strongly associated withsignificant changes in students’ earnings outcomes, implying that these colleges have significantlylower mobility rates for more recent cohorts. In short, the colleges that offered many low-incomestudents pathways to success are becoming less accessible over time.”Develop and estimate a model that attempts to explain “the fraction of students from low-income families at the institutions with the highest mobility rates.”  You should try to answer the question raised in the paper, “A key question for future research is why access has fallen specifically at colleges with bothhigh success rates and high access.”  What are the policy implications of your research?

 

Another possible topic is the issue of how do post-college earnings vary as a function of tuition, expenditures per pupil, major, quality-of-student body as measured by performance on a standardized test, etc.

 

A fourth feasible topic is identifying and measuring the factors associated with a lack of mobility, or downward mobility (in contrast with identifying the factors that explain upward mobility).   Can you identify the factors that explain why a student falls from the top to the bottom income quintile?

 

You are at liberty to use the data to explore other questions.  I recommend that you check-in with me before heading down your own path.

 

 

 

You may need to look for external data.  For example, it might help to know how the acceptance rates at colleges have changed over time.  Or you may want to add data on educational infrastructure, such as county library expenditures per capita, or library books per capita.

You may find a need to combine two or more data sets (e.g., you may want to combine information from mrc_table10.dta with data from mrc_table1.dta.   This can be done in Stata by executing the commands:

use “mrc_table10.dta”

describe

sort super_opeid

joinbysuper_opeid using “mrc_table1.dta”

describe

* you will see that the number of observations has declined and the number of variables has increased.

 

 

Income mobility is studied on a regular basis by U.S. Census Bureau.   See, for example, “Dynamics of Economic Well-Being: Movements in the U.S. Income Distribution, 2004-2007,” Current Population Reports, P70-124, March 2011.

 

You might find some useful data at https://collegescorecard.ed.gov.

 

 

Deliverables

To complete the project you must carry out the following tasks:

  1. Formulate a hypothesis regarding the relationship between three or more economic variables. When you formulate your hypothesis, think seriously about what you have learned in your economic theory classes.
  2. Plot the data that you will use in your regression and use the graphs to suggest a functional form (e.g., linear, log-linear, or quadratic).
  3. Summarize descriptive statistics. What do the values imply?
  4. Estimate the coefficients.
  5. Are you missing any key variables? Is this likely to lead to omitted variable bias?
  6. Plot the residuals. Are the residuals consistent with the assumptions of classical regression?  If not, can you modify the model so that the residuals are consistent with the assumptions?
  7. Conduct hypothesis tests.
  8. Write a four to nine page paper (this page count does not include the pages associated with the Stata output). The format of the paper can be either a short paper or a memorandum. The paper should include:
    1. A description of the issue that you are analyzing.
    2. State the hypothesis that is being tested.
    3. Report your estimation results.
    4. Report the results from your hypothesis test. Include at least one hypothesis test where you are testing if two or more variables, but not all slope coefficients, are equal to some value (e.g., zero).
    5. Discuss the implications of your results. What are the policy implications of your research?
  9. Use a grammar utility program to check your sentence structure and spelling.
  10. Attach your log file to the paper.

 

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