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1. Assume you are in charge of fund-raising for an organization on your campus— a social fraternity or sorority, a business fraternity, or any other suitable organization. It is your job to identify a suitable project and to manage the project’s marketing communications. For the purpose of this exercise, identify a fundraising project idea and apply the subset of the model involving fundamental decisions. In other words, explain how you would position your fund-raising project, whom you would target, what objective(s) you would set, and how much (ballpark figure) you would budget for marcom efforts. 2. Compare the concepts of brand positioning and brand journalism and explain, in your own words, how they are similar or different.


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