BUSI 520
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Each student must complete an individual marketing project. 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.
The same project topic must be used in all installments. When completing an assignment for a
given module, the student will assume the role of marketing manager for the selected
organization. All student responses must be based on research. 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 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.
In Week 8, the student will submit a 600-word recommendations document (12-point Times
New Roman font, double spaced), based on information gathered over the course of the session
while completing the project installments. A minimum of five strategic and five operational
recommendatios must be offered. The student will add scriptural integration throughout the
recommendations, quoting relevant scripture verses as appropriate. There must be a minimum of
10 relevant scriptural quotes found throughout the recommendations document, with their
relevance to the recommendations explained. The 600-word requirement does not include the
title page, scriptural quotes, or references.
The recommendations document must include a title page, a brief introduction delineating the
recommendations, and a separate section (with heading) for each recommendation. At least 5
scholarly resources (in addition to the Bible) must be used. The recommendations document
must be submitted to SafeAssign to check for plagiarism issues (3 draft checks are available).
The assignment should be submitted as a Microsoft Word document.

Marketing Management individual Project (MMIP

Sarah Levart

Liberty University

Strategic Marketing Management

Professor Quigg



Q1. “Explain the elements of the firm’s promotional mix.”

Starbucks’ marketing mix (4Ps) helps it remain the world’s biggest coffeehouse business. Product, location, promotion, and price (the four Ps) make up a company’s marketing mix (Wei, 2016). It applies its marketing mix to build its name. The company’s strong brand illustrates how a compelling marketing mix promotes brand growth and global commercial success.

The marketing mix, or 4Ps, helps Starbucks Corporation introduce its products to food and beverage markets globally. Doing so improves organizational operations. In the marketing mix, it is essential to advertise the appropriate items at the correct pricing using the optimal mixture of techniques. This combination helps Starbucks Corporation realize its goal and vision.

Q2. “Explain whether a push or pull promotional strategy will be used, or a combination of both.”

Starbucks applies to push and pulls marketing techniques.

Push Strategy:

Starbucks uses in-store promotions and face-to-face marketing at trade shows to spread the word about new products. Other businesses are encouraged to partner with Starbucks because of this. Also supplying hotels with Starbucks coffee and installing Starbucks shops in shopping malls. In order to reach a larger audience, the firm now distributes their coffee to restaurants, conferences, and music festivals.

Pull Strategies:

Starbucks employs a variety of promotions and discounts, such as magazine vouchers, for instance, buy one Get one promotion, and also drinks promotions such as “Frappuccino happy hour” in June, which offers $1.00 frozen beverages (Li, 2018). The Starbucks app, which gives you points every time you play with it, is one of their most popular forms of marketing, and the cocktails add up to specific discounts. Starbucks too manage their customer relationship perfectly, and the staff is motivated to please consumers. Starbucks is among the most talked-about coffee businesses. Therefore, they get a lot of “word of mouth” recommendations. Starbucks has used several commercials, billboards, magazine advertisements, and celebrity endorsements to increase consumer interest.

Q3. “Discuss the firm’s digital, mobile, or social media marketing.”

Starbucks has found that social-media is the most incredible way to engage with its consumers. Starbucks reported $16.4 billion in net sales for the fiscal year 2014(Adeola, Hinson, and Evans, 2020). Using these social media platforms, Starbucks has sharpened its talents and hastily expanded the company’s reach. Starbucks continues to give vital information through these social media outlets. Starbucks, on the contrary, reacts to and listens to its clients and followers to better serve them and collect valuable comments and recommendations. Starbucks will be able to demonstrate to its customers that it appreciates their business and regards them as a vital part of the firm. Starbucks understands well the benefits of social media and its target market. In June of 2010, Starbucks was recognized as the most popular online consumer company in the world. This recognition was based on the number of followers the company has on Facebook, Twitter, and YouTube.

Q4. “Explain your approach to advertising execution.”

There are several options available in advertising for conveying the message. The creative decision-making process may obscure how to express that message. One of the most critical initial tasks is determining the campaign’s goal and the target audience. Knowing the objective and the desired target audience allows creative abilities to focus on a suitable common topic and utilize promotion appeals and execution techniques (Chen, 2020). A marketing appeal is a tactic that uses a message to influence how a consumer sees the product or service being given.

Q5. “Explain the organization’s use of sales promotion, public relations, live events, publicity, or personal selling.”

Sales Promotion

Starbucks employs sales promotion to apply sales promotion incentives consistently. Sales promotion is a consumer incentive or salesperson help. Starbucks uses a loyalty card program to add incentives to each transaction (Chang, 2014). Sales promotions boost buying but may also lead to a drop in sales and brand-damaging price-cutting.

Public Relations

Starbucks’ best PR people are baristas. Unpaid public relations affect client views and behavior. Starbucks’ PR staff responds to the public through social media and other non-personal techniques. Starbucks baristas welcome each client. Starbucks’ unity cup introduction has drawn much criticism. The skilled public relations team owned their choice, responded to the media, and learned from the experience.

Personal Selling

Starbucks baristas sell personally. Customers may not know what to order or enjoy. Customers’ input helps baristas make recommendations. Starbucks’ selling is cost-effective, unlike other sectors. Personal salespeople may go off subject or promote products or promotions they can’t deliver. (Chang, 2014).


Adeola, O., Hinson, R. E., & Evans, O. (2020). Social media in marketing communications: A synthesis of successful strategies for the digital generation. In Digital transformation in business and society (pp. 61-81). Palgrave Macmillan, Cham.

Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing34(1), 15-24.

Chang, C. Y. (2014). Visualizing brand personality and personal branding: case analysis on Starbucks and Nike’s brand value co-creation on Instagram. The University of Iowa.

Chen, M. Y. (2020). Portraying product or cause in charity advertising: how execution style and appeal type affects prosocial attitudes by enhancing perceived personal roles. International Journal of Advertising, 39(3), 342-364.

Li, C. Y. (2018). Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks. Computers in Human Behavior, 84, 171-184.

Wei, C. (2016). MARKETING STRATEGY FOR SETTING UP AN OWN COFFEE SHOP IN CHINA: Using Starbucks as a case study.

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