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1

MKT 438 Final Exam
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2

MKT 438 Week 5 Team Assignment Final Paper And Presentation
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MKT 438 Week 5 Team Assignment Final Paper and Presentation

Write a 3,750- to 4,500-word paper integrating revised versions of your previous Learning Team Assignments. Include the following elements in your PR Campaign:

• An executive summary

• An analysis of the relationship between the PR Campaign and marketing within the integrated marketing communications program of the organization

• An analysis of the impact of ethical considerations

• An analysis of the impact of technology considerations

• Globalization considerations

• A crisis management plan

• A budget: Based on the Virtual Organization previously selected, allocate the resources using the annual budget level as provided by faculty.

• Strategies to evaluate the effectiveness of the campaign

Format your paper and presentation consistent with APAguidelines.

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3

MKT 438 Week 5 Final Exam Questions
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MKT 438 Week 5 Final Exam Questions
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4

MKT 438 Week 5 DQ 3
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MKT 438 Week 5 DQ 3

How has globalization, technology, and diversity affected PR in the past five years?

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MKT 438 Week 5 DQ 2
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MKT 438 Week 5 DQ 2

How can the power of PR influence and change your point of view? Is this ethical?

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MKT 438 Week 5 DQ 1
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MKT 438 Week 5 DQ 1

How has technology impacted the dissemination of information to global publics?

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7

MKT 438 Week 4 Team Assignment Public Relation Campaign Progress Report Presentation
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MKT 438 Week 4 Team Assignment Public Relation Campaign Progress Report Presentation

Prepare a 5- to 7-minute oral Progress Report Presentation accompanied by 8 to 10 Microsoft® PowerPoint® slides illustrating the work completed on your PR Campaign up to this point.

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8

MKT 438 Week 4 Individual Assignment Effective Communication Case Study Analysis
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MKT 438 Week 4 Individual Assignment Effective Communication Case Study Analysis

Select one of the following case studies located in The Practice of Public Relations or a case study assigned or approved by faculty:

• The Tylenol Murders, Ch. 2

• Exxon Corporation’s Bad Good Friday, Ch. 5

• The Katrina Kalamity, Ch. 13

• Wendy’s Fingers a Hoaxer, Ch. 19

Write a 1,050- to 1,400-word case study analysis in which youevaluate the effectiveness of communication between an organization and its publics. Evaluate the effectiveness of the communication between the organization and its intended public(s) in the case study, including the following:

• Identify the different publics involved in the case study. Differentiate between the internal and external publics involved. What impact did the communications have on the intended public(s)? Could the message have been communicated more effectively? How?

• Identify the different PR communication tools and techniques that were used to inform, influence, and motivate the public(s) in the case. Evaluate the benefits and risks of using these tools. What other tools would you have used?

• If this crisis were to occur today, how would new technologies, such as the Internet, affect this case? Because of the recent globalization of markets, would the outcome of this case be different if the events occurred today?

Format your analysis consistent with APA guidelines

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MKT 438 Week 4 DQ 3
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MKT 438 Week 4 DQ 3

Read the case on the Exxon Valdex. What do you see as the top PR problems from this case and what would you do differently if you were in the PR department?

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MKT 438 Week 4 DQ 2
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MKT 438 Week 4 DQ 2

What potential effects can a crisis have on an organization? Explain your answer.

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11

MKT 438 Week 4 DQ 1
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MKT 438 Week 4 DQ 1

Why is it important to integrate anticipated crisis responses in an organization’s proactive PR planning?

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12

MKT 438 Week 3 Team Assignment Public Relations Campaign Strategy Paper
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MKT 438 Week 3 Team Assignment Public Relations Campaign Strategy Paper

Write a 1,250- to 2,000-word paper in which you recommend strategies to build media relations and generate publicity for the organization selected in Learning Team Meeting One. Address the following in your Strategy Paper:

• List objectives for the PR Campaign.

• Identify the organization’s publics.

• Identify the risks in the strategy.

• Write a media release and create a media distribution list for themedia release.

• Develop a tactical plan utilizing at least five of the following PR tools:

o Event planning

o Open house

o Press conference

o Community event

o Sponsorship

o Corporate newsletter—internal or external

o Direct mail

o Internet or intranet

o Promotional items

o Promotions—sweepstakes

o Spokesperson

• Evaluate the business implications of your PR Campaign.

Format your paper consistent with APA guidelines.

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13

MKT 438 Week 3 Individual Assignment Functions Of Public Relation Paper
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MKT 438 Week 3 Individual Assignment Functions of Public Relation Paper

Write a 1,050- to 1,400-word paper in which you complete the

following:

• Explain the organizational and societal functions of PR.

• Identify an issue within that organization that would have both

organizational and societal implications.

• For that organization, explain how you would address both the

organizational and societal audiences.

Format your paper consistent with APA guidelines.

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14

MKT 438 Week 3 DQ 3
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MKT 438 Week 3 DQ 3

How critical is the internal communications process in PR? Explain.

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15

MKT 438 Week 3 DQ 2
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MKT 438 Week 3 DQ 2

What is your organization’s relationship with the local, regional, national, and global media? How does it impact your organization’s PR coverage?

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16

MKT 438 Week 3 DQ 1
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MKT 438 Week 3 DQ 1

What PR tools are critical in building long-term relationships an organization’s publics? What are the advantages and disadvantages of these tools?

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17

MKT 438 Week 2 Team Assignment Public Relations Campaign Overview Paper
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MKT 438 Week 2 Team Assignment Public Relations Campaign Overview Paper

Resources: University Library, Internet, and the Virtual

Organizations can be found on the student website at

http://ecampus.phoenix.edu

Select a PR scenario from the following list:

An organization is planning to introduce a new product or

service in another country.

An organization wants to position itself as a leader in embracing

diversity in the workplace.

An organization is experiencing security issues associated with

operating on the Internet.

An organization is moving one of its manufacturing facilities to

another country to maximize labor cost reductions.

An organization is re-evaluating its current PR policies and

strategizing future PR campaigns. It is trying to utilize both good

corporate citizenship (goodwill) and crisis management (ill-will)

PR approaches.

Select one of the Virtual Organizations that operates in your

selected scenario. This organization will be the basis for your PR

Campaign.

Attain your instructor’s approval before starting this project.

Prepare a 1,050- to 1,750-word detailed outline of your campaign

addressing the following:

• Identify the selected organization’s PR issues based on your

selected scenario.

• Identify your target audience for the PR Campaign.

• Discuss ethical implications related to the PR issues.

• Develop a market research plan to support your PR Campaign

strategy development.

• Analyze how the PR Campaign will affect the marketing function

of the organization.

• Analyze the similarities and differences between proactive and

reactive PR.

Format your paper consistent with APA guidelines.

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18

MKT 438 Week 2 DQ 3
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MKT 438 Week 2 DQ 3

How would PR research impact a PR team? Give an example.

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19

MKT 438 Week 2 DQ 3

How would PR research impact a PR team? Give an example.

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At what stage of the PR campaign should evaluation occur? Explain your answer. What are three types of evaluation techniques used in PR? What are examples of each?

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20

MKT 438 Week 2 DQ 1
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MKT 438 Week 2 DQ 1

What are some positive and negative aspects of publicity?

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21

MKT 438 Week 1 Individual Assignment Defining Public Relation Paper
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MKT 438 Week 1 Individual Assignment Defining Public Relation Paper

Resources: University Library, Internet

Write a 700- to 1,050-word paper in which you define PR. Include in your paper:

Explain your personal definition of PR and definitions from three different sources, such as the Public Relations Society of America, textbooks, and so forth.

Compare and contrast these definitions in your paper.

Explain why you think there are so many different definitions of PR.

Prepare to discuss this assignment in class.

Format your paper consistent with APA guidelines

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22

MKT 438 Week 1 DQ 3
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MKT 438 Week 1 DQ 3

What role does PR play in your organization? Explain your answer.

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23

MKT 438 Week 1 DQ 2
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MKT 438 Week 1 DQ 2

Which PR communication tool do you feel is the most effective? Why?

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24

MKT 438 Week 1 DQ 1
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MKT 438 Week 1 DQ 1

Should a company be concerned with public opinion? Why or why not?

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25

MKT 438 Complete Course
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MKT 438 Complete Course

MKT 438 Week 1 DQ 1

MKT 438 Week 1 DQ 2

MKT 438 Week 1 DQ 3

MKT 438 Week 1 Individual Assignment Defining Public Relation Paper

MKT 438 Week 2 DQ 1

MKT 438 Week 2 DQ 2

MKT 438 Week 2 DQ 3

MKT 438 Week 2 Team Assignment Public Relations Campaign Overview Paper

MKT 438 Week 3 DQ 1

MKT 438 Week 3 DQ 2

MKT 438 Week 3 DQ 3

MKT 438 Week 3 Individual Assignment Functions of Public Relation Paper

MKT 438 Week 3 Team Assignment Public Relations Campaign Strategy Paper

MKT 438 Week 4 DQ 1

MKT 438 Week 4 DQ 2

MKT 438 Week 4 DQ 3

MKT 438 Week 4 Individual Assignment Effective Communication Case Study Analysis

MKT 438 Week 4 Team Assignment Public Relation Campaign Progress Report Presentation

MKT 438 Week 5 DQ 1

MKT 438 Week 5 DQ 2

MKT 438 Week 5 DQ 3

MKT 438 Week 5 Final Exam Questions

MKT 438 Week 5 Team Assignment Final Paper and Presentation

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