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Question

You are the Director of Marketing at a Fortune 500 company. The Chief Marketing Officer

(CMO) has asked you to prepare a Campaign Brief for the executive team. A brief is similar to a

memo but, whereas a memo is mainly informative, a brief recommends a course of action. Your

brief in this case will focus on the product or service that you have chosen to promote in your

Marketing Campaign in this course.

1. Choose the company or organization for your marketing campaign.

a. Choose a company you used to work for, a non-profit organization, or a Fortune

500 company.

2. Indicate your idea for a product or service that will be the focus of your marketing

campaign.

3.

Briefly describe your product or service in basic terms:

a. What is the core problem that the product or service solves?

b. What are 2 or 3 key features of the product or service?

4.

How does the product or service you chose align with the story and brand of the overall

company?

5. What challenges or risks could you face in a campaign to promote this product or

service?

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