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In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief
Marketing Officer (CMO) has asked you to prepare a Campaign Brief to use at the executive team meeting. A
brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action
and therefore it has a persuasive tone. 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.
The purpose of the Campaign Brief is to summarize your market research thus far and to present your
strategy for marketing your product or service. Since the CMO and executive team are busy, high-level
stakeholders, a brief is an appropriate vehicle to keep them informed without taking up too much of their time.
To meet this goal, your Campaign Brief will be short and concise – only two to three pages long.
Leverage what you have learned in the first three weeks of your marketing course, including the textbook
readings, Week 2 Lecture Notes, articles, videos, and external resources. You will also need to conduct
additional online research to be able to complete this assignment. This assignment provides you with a
practical application of the ideas you have been studying and useful preparation for Assignment 2.
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