| Course | MRKT 4003 Introduction to Marketing |
|---|---|
| Module | Module 4 |
| Paper type | Integrated promotion plan |
| Length | 1,190 words, about 4 pages plus title and reference pages |
| Format | APA 7 student paper |
| School | American College of Education |
| Program | B.S. in Business Administration and Leadership |
| Updated | October 2026 |
Free sample paper for MRKT 4003 Module 4
Ride With Them Again: An Integrated Promotion Plan Across Traditional and Digital Media for an E-Bike Rental Launch
Student Name
American College of Education
MRKT4003: Introduction to Marketing
Module 4 Assignment
Instructor Name
November 2, 2026
Introduction
The marketing mix set in Module 3 defined the e-bike rental offer: an assisted first outing on an easy-mount pedal-assist bike for $55, with a couples' rate, purchase credit and a weekend trailhead pop-up. This paper plans how to tell the target segment, former riders now in their fifties and sixties, about it. Integrated marketing communications means coordinating every message and channel so that each reinforces the others rather than competing for attention. The plan sets objectives, defines a single message platform, assigns channels to stages of the customer journey, lays out an eight-week launch calendar and budget and explains how results will be tracked.
Objectives
The plan has three measurable objectives for the eight-week spring launch. First, awareness: at least 8,000 people in the segment within the shop's trade area see or hear about the program at least twice, estimated from ad reach, partner newsletter circulation and event attendance. Second, trial: 250 first-time rentals booked, of which at least 60 are couples' rentals. Third, conversion: 25 rental customers apply their credit to an e-bike purchase within sixty days. These figures sit below the demand estimate from the research, reflecting the caution about stated intentions discussed in Module 2.
The Message Platform
Every piece of communication will carry the same core idea, tested in the research: "Ride with them again." The idea speaks to the strongest motive the survey found, riding with family and friends, and to the sense of regaining something lost. Supporting points address the barriers the segment named: pedal assist flattens the hills, the step-through frame is easy to mount, a twenty-minute lesson comes with every first ride and the rental fee counts toward a purchase. Visuals will show real local riders in their fifties and sixties, riding in pairs or with grandchildren on the Greenbelt, never in athletic gear or racing poses. One message repeated across every channel builds recognition faster than six clever messages spread thin.
Matching Channels to the Customer Journey
Batra and Keller (2016) argued that communication options should be matched to the stage of the consumer's decision they serve best, and that a well-integrated plan uses each option for what it does well while ensuring the options complement one another. The plan follows that logic, using the prepurchase, purchase and postpurchase stages identified in Module 1.
Prepurchase: Building Awareness and Interest
Earned media: a press release and invitation to a local morning television show and the city newspaper's outdoors columnist to try the bikes, framed as a story about older residents returning to cycling. Partner channels: articles in the senior center newsletter and a flyer at the partner physical therapy clinic, whose therapists can mention the program to patients cleared for exercise. Paid digital: because social platforms let users create and share content as well as see ads (Kaplan & Haenlein, 2010), the plan treats them as places for conversation as well as advertising, with social media ads targeted to ages 50 to 70 within the trade area, using two short videos of local riders, with reach and frequency controls so the same people see the ads several times. Paid traditional: thirty-second spots on a news-talk radio station whose audience skews older, during morning drive time in the first three weeks. Owned: a landing page on the shop's website with the story, prices, booking and answers to common worries.
Purchase: Turning Interest Into Bookings
Events: four Saturday group demo rides at the Greenbelt pop-up, $20 each, led by a staff member and a customer volunteer in the segment, with a coffee stop at the partner café. Email: a two-message sequence to the shop's customer list, which includes many lapsed riders, inviting them to a demo ride and offering the couples' rate. In-store: a display near the entrance with the campaign photo and a booking tablet. Booking: online and phone booking, with a promotion code on every channel's material so bookings can be traced to their source.
Postpurchase: Encouraging Purchase and Word of Mouth
Each renter will get a phone call the following day and an email a week later with photos from their ride where they agreed, a reminder of the purchase credit and a bring-a-friend offer of half off a friend's first rental. Satisfied renters will be invited to share a short story for the shop's social pages and future ads, which supplies the peer voices the segment trusts. Lemon and Verhoef (2016) emphasized that postpurchase experiences shape both repeat behavior and what customers tell others, which makes this stage part of promotion rather than an afterthought.
Calendar and Budget
The eight-week calendar runs as follows. Weeks 1 and 2: press outreach, landing page live, partner newsletters, radio begins, first social ads. Weeks 3 to 6: demo rides each Saturday, email sequence, social ads continue with the best-performing video, radio ends after week 3. Weeks 7 and 8: emphasis shifts to renters, with follow-up, bring-a-friend offers and customer stories. The $6,000 budget allocates $2,400 to social media advertising, $1,500 to radio, $600 to video production, $500 to printed flyers and the in-store display, $400 to demo ride costs and $600 to the bring-a-friend discounts.
Tracking Results
Each channel will be judged by what it contributes. Promotion codes and a question at booking, "How did you hear about us?", will attribute bookings to channels. Social ads will be measured by reach, click-through rate and cost per booking; radio by bookings using its code and by staff noting when callers mention it; demo rides by the share of attendees who book a rental within two weeks; and earned media by bookings during the week after coverage. Weekly reviews will shift budget toward the channels producing bookings at the lowest cost. At the end of eight weeks, results will be compared with the three objectives.
Adapting the Plan as Results Arrive
The plan is designed to change. At the end of week 2, if radio has produced few coded bookings while partner newsletters have produced many, the remaining radio budget will move to a second senior center mailing and an extra demo ride. If one of the two social videos clearly outperforms the other, the weaker one will be dropped. If demo rides fill up, a second weekly ride will be added on Sunday mornings. If press coverage does not materialize, a customer story will be pitched again once the first renters are available to be interviewed. Building these decision points into the calendar keeps the shop from spending its whole budget before learning what works.
Conclusion
The plan carries one message, "Ride with them again," through earned, partner, paid and owned channels matched to each stage of the customer journey. Traditional media reach the segment where digital media may not, digital media allow targeting and fast adjustment, events turn interest into trial and postpurchase contact turns renters into buyers and advocates. A modest budget, a clear calendar and source tracking let the shop learn which channels work. The final module folds this plan into a complete marketing plan with goals and metrics.
References
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145. https://doi.org/10.1509/jm.15.0419
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Reading the MRKT 4003 Module 4 instructions
In the fourth module of MRKT 4003 you are typically asked to plan how a product will be promoted using both traditional and digital tools. Expect to set promotion objectives, define the core message, choose channels and explain how they work together, then provide a schedule, a budget and a way to measure results. Integration is the key word: every channel should carry the same message and do a defined job. Choose channels that fit how your target segment gets information, and justify each one. Avoid listing every possible tactic; a focused plan with clear tracking is more convincing than a long one. If your segment includes people who use social media lightly, explain which traditional channels will reach them and how both kinds of channel will point to the same booking path.
Inside the MRKT 4003 Module 4 example
Three objectives, for awareness, trial and conversion, open the plan, set conservatively against the earlier demand estimate. A single message platform follows, with supporting points tied to the segment's barriers and guidance on visuals. Channels are matched to journey stages using a published framework: press, partners, radio, targeted social ads and a landing page for awareness; demo rides, email and booking codes for trial; and follow-up, photos and a bring-a-friend offer afterward. An eight-week calendar, a line-item budget and a tracking method by channel close the plan before a brief conclusion. A section on adapting the plan explains how weekly results will shift spending between channels.
MRKT 4003 Module 4 rubric: what full marks look like
Promotion plans are graded on integration, fit and measurability. Faculty look for objectives that can be measured, a clear core message used consistently, channels chosen to reach the target segment and matched to stages of the decision process and a sensible mix of traditional and digital media. Plans gain credit for realistic budgets and calendars and for tracking methods that show which channels work. Long lists of tactics without a unifying message or measurement tend to score lower. Persuasive, well-organized writing and APA 7 citations for any frameworks used are part of the assessment. Plans that explain how they will adjust spending as results arrive, rather than fixing every dollar in advance, show a mature grasp of promotion.
MRKT 4003 Module 4 help from the desk
Promotion plans often become a list of every channel a business could use. If yours needs one message, clearer objectives or a way to track results, our writers can help. Share your product, target segment, budget limits and the prompt, and we will prepare an integrated promotion plan with a message platform, channels matched to the customer journey, a calendar, a budget and tracking. Local businesses, health services and nonprofits all fit this assignment. A focused plan makes a small budget go further. We also build in a weekly review so spending can follow results.
Write yours, or have the desk draft it
This paper is an original model document written by our desk, not a submitted student paper and not an official American College of Education document. Read it for the moves, then write your own to the instructions in your classroom. If you want one built to your exact prompt and rubric, the first custom sample is free and arrives in 24 to 48 hours.
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MRKT 4003 Module 4 questions, answered
What does MRKT4003 Module 4 usually ask for?
In many sections the fourth MRKT4003 module asks for an integrated promotion plan that combines traditional advertising and promotion with digital marketing around one message.
What is integrated marketing communications?
Coordinating all promotional messages and channels so they deliver one consistent message and each channel does the job it does best.
Should a small business still use traditional media?
Often yes, especially for older audiences; local radio, print and press coverage can reach people that digital ads miss, and they reinforce digital messages.
Where can I find a free MRKT 4003 Module 4 sample paper?
This page carries one: an eight-week, $6,000 promotion plan for an e-bike rental launch, matching earned, partner, paid and owned channels to the customer journey with source tracking.
How do I track which promotion channel works?
Use a different promotion code or link for each channel, ask customers how they heard about you and compare cost per booking across channels.