1. Recognize a brand image and positioning strategy.
2. Analyze the strengths and weaknesses of the strategy.
3. Structure the transition from strategy to implementation.
4. Evaluate the strengths and weaknesses of online promotional strategies that adhere to a specific brand image and position.
5. Conceive of new innovative marketing solutions to adapt to the ever-changing landscape of the Internet.
6. Harness the interactive nature of the Internet to aid in marketing strategy.

Mette Scherrebeck-Hansen, is a recent Cape Breton University marketing graduate employed in her first job as a Jr. Project Manager of Interactive Marketing at ECCO® Shoes Ltd. in Tonder, Denmark. Mette is responsible for the upcoming Spring and Summer Online Campaign for 2009, and has been just informed that new marketing research has revealed it’s necessary to make some changes to the campaign objectives. She has a two month timeframe to pull everything together with the help of a digital marketing agency. With the objectives identified, the task now was to focus on the identification and development of some creative online solutions. The newly minted Category Engagement Platform was called, “The Comfort to Express your Style” and all online campaign strategies needed to support this positioning.