What is the reality today? Have marketing efforts in today’s online environment brought companies closer to, or further from, the customer? Can you argue that digital channels actually create a more personal experience than face-to-face sales? Explain.

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Marketing mix

The key to sustainable success for most companies lies in the power of a strong brand. A favorable brand identity is really a relationship between the customer and the organization and its products. Customer Relationship Management (CRM, discussed in chapter 14) is an important element of the marketing mix.

Before the “digital revolution,” customer relationships were simple; customer service was mostly face-to-face. Many marketers worried that technology (e-business) would make the customer experience impersonal, however. (Marketers use the phrase getting “close to the customer” to describe a strong, personal brand relationship.)

What is the reality today? Have marketing efforts in today’s online environment brought companies closer to, or further from, the customer? Can you argue that digital channels actually create a more personal experience than face-to-face sales? Explain.

Identify a business topic and write a minimum five (5) page analysis of the topic. Research and identify two (2) magazine articles and two (2) Internet articles related to the topic.

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The Future of Marketing

Each student is required to identify a business topic and write a minimum five (5) page analysis of the topic. You must research and identify two (2) magazine articles and two (2) Internet articles related to the topic. The report must be typed with 1” borders, double-spaced, size 12 font with a cover / title page, table of contents, page numbers, headers & footers, and bibliography citing all references used in the report. The following are some suggested business topics: Social Security, Taxes, Unemployment, Outsourcing, Mergers & Acquisitions, the Economy, Entrepreneurship, Management, Marketing, Human Resource Management, etc.

Your report must include the following:

  • Cover / Title Page (with graphics, title, name, date, etc.)
  • Table of Contents with page numbers
  • Header contains Report Title; Footer contains Your Name & Page #
  • Analysis (5 pages or more)
  • Summary /Conclusion
  • Bibliography / Works Cited (at least 5 references; use MLA format)

Analyse a draft marketing communication strategy and use creative skills to transform it into an effective marketing communication campaign and tactic.

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Marketing Communication

Analyse a draft marketing communication strategy and use creative skills to transform it into an effective marketing communication campaign and tactic.

explain the strategies for collecting data, how you would select your respondents and how are you going to complete the questionnaire – through named representative or face to face/online. How many questionnaires and the distribution of the questionnaires – is it via depts./services or randomly?

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IMPACT OF SOCIAL MEDIA ON SPORTS MARKETING – A CASE OF NIKE UK

Objectives:

Typical objectives should be in this flow::
– To review existing literature on e-commerce in the retail industry
– To review literature on the impact of e-commerce and customer relationship, including benefits and barriers, within the context of retail industry in the UK
– Based on research gap, to conduct survey in order to validate research studies
– To analyse and synthesise data using quantitative analytical research
– From data analysis, to make recommendations for effective/successful e-commerce adoption (if research is based on customers – end-user) or implementation (if research is based on organisational/manufacturer perspective)

You can see from above that the objectives must cover your key words (E-Commerce/Impact/customer relationship/retail or fashion industry). The objectives also cover this step: literature review, to research methodology, to data analysis and recommendations/conclusions.]

– To review existing literature on
– Based on research gap(s) identified to carry out research survey (using questionnaire/interviews/focus group, etc) in order to carry out research purpose – investigate factors influencing on students’ willingness to pay z premium for luxury goods, etc (research methodology)
– To analyse and synthesis data using statistical / traditional analytical tools such as SPSS/AMOS/Regression Analysis/nVivo (Data Analysis)

Data Analysis: – Data collection and analysis strategic
You need to explain the strategies for collecting data, how you would select your respondents (randomly or through planned/structured) and how are you going to complete the questionnaire – through named representative or face to face/online. How many questionnaires and the distribution of the questionnaires – is it via depts./services or randomly?
What analytical tool are you planning to use to illustrate and present your data – SPSS/AMOS/nVivo/Bar/Pie chart/Exel?

Discuss the purpose of your client’s marketing communication with this segment.   Define the Value Proposition. Refer to the value proposition from your Value Proposition Memo from Week 2.  Create and provide here an example message that would be appropriate to resonate with your new market segment for the client’s purpose. 

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Marketing

Assignment Task Overview  

For this assignment, you will again assume the role of a marketing analyst. Your consulting firm has been hired to assist with a campaign effort for the client company of your selected product/service. This time the task will be to help create aspects of the marketing campaign. You will communicate your results in a professional presentation slide show commonly known in marketing as a “deck.”

Your client was persuaded that your new segment is a promising one to approach. The client has requested your firm to create a single message that can reflect your client’s brand value proposition and positioning. This message much reach consumers to create awareness and generate need with those potential customers.

There are three steps to this assignment. Review all three steps before you begin.

 Step 1: Refer to the same product/service used for Weeks 2 and 4 assignments.  

  • The same product/service used for Weeks 2 and 4 will be the subject of this assignment.
  • Review any feedback you received on your prior assignments.
  • Follow the specific instructions outlined in Steps 2 and 3 below.

Step 2: Complete each of the following tasks as they relate to your product/service. Note the research and references requirement.  

  1. The Marketing Message

Your client was persuaded that your new segment is a promising one to approach. The client has requested your firm to create a single message that can reflect your client’s brand value proposition and positioning. This message much reach consumers to create awareness and generate need with those potential customers.

  1. Define the Segment. Refer to your Market Segmentation Memo from Week 4.
  2. Describe the segment you recommended for this client in Week 4. You may refine the segment based on any feedback you have received. Present here the revised or updated segment description.
  3. Discuss the purpose of your client’s marketing communication with this segment.
  4. Define the Value Proposition. Refer to the value proposition from your Value Proposition Memo from Week 2.
  5. Refer to the value proposition you identified for this client in Week 2. Adapt that value proposition to your new segment. You also may refine the value proposition based on any feedback you have received. Present here the new value proposition that you will use to create the message for the new segment.
  6. Create the message.
  7. Create and provide here an example message that would be appropriate to resonate with your new market segment for the client’s purpose.  See the “Integrated Marketing Strategies” learning resource. Use words and/or images.
  8. The Marketing Communication Tools  
  9. Choose the tools. You have determined the message. Now, you’ll consider the marketing communication mix. What are the best marketing communications or promotional tools for this message?
  10. Consider the promotion tools described in the “Tools of Promotion” learning resource. Begin by identifying for yourself which ones are not appropriate and why. Present twotools you recommend for communicating this message to this target segment. Choose and discuss at least two different tools described in the “Tools of Promotion” learning resource. Your choices must reflect the characteristics of your target segment.
  11. For the two promotional tools you recommended in this section, add additional detail. For example, if “events and experiences” was one of your recommendations, provide an example of an event that would be appropriate to communicate the message to your target segment.

III. Recommendations (Summary and Conclusion) 

  1. The right message and medium for the segment. What is the message and the medium you recommend to reach this new target consumer segment?
  2. The segment: Summarize the new segment you created. You are reminding the client of the goal.
  3. The message: Present the message appropriate for the segment. Use words and/or images.
  • The promotion tool: Present at least two different promotional tools from the major modes of communication, along with an example for each.
  1. How to integrate the marketing communications? Make some specific recommendations for your client to best integrate the message and the marketing communications you have recommended.

Analyse the digital marketing and present the screenshots to justify the points made. While analysing the organisations digital media platforms if you come across to another useful element please use that screenshot as well.

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Spyder Active Sports Digital Marketing Audit

– Assignment brief and details are uploaded (includes page numbers from lecture notes)

– Assignment related lecture notes including points to use in the coursework are uploaded (use core concepts and terminology from these notes)

– Fill in the digital marketing audit template – uploaded

– Fill in the customer journey map template – uploaded

– Use the screenshots to analyse throughout the report (you can find the screenshots uploaded)—> This assignment needs justification through screenshots you don’t have to use all of them cause there are 26 but use the relevant ones as indicated in the lecture notes and assignment brief. Analyse the digital marketing and present the screenshots to justify the points made. While analysing the organisations digital media platforms if you come across to another useful element please use that screenshot as well

Critically analyse international marketing opportunities. Demonstrate an ability to formulate and assess international marketing strategies. Demonstrate an understanding of both the process and the complexities associated with the implementation of international marketing programmes.

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International Marketing

Assignment Question

What is the relevance of the customisation-standardisation debate in international marketing strategy and how might this influence the market selection approach of both Small and Medium Sized enterprises (SME’s) and large-scale enterprises (LSE’s)?

Use relevant and recent examples such as McDonalds, which is mentioned below and others.

The below points should be included in the assignment:
Understand and appreciate the underlying theories of international marketing
Critically analyse international marketing opportunities.
Demonstrate an ability to formulate and assess international marketing strategies.
Demonstrate an understanding of both the process and the complexities associated with the implementation of international marketing programmes.

Also read the below and watch the short youtube video on globalisation.

Theories of Internationalisation
In 1984 Theodore Levitt was credited with popularising the phrase ‘globalisation’, but he viewed this as being part of a process that would culminate in the standardisation of products and services with the same thing being done in the same way everywhere.

Whilst Levitt was one of the first to outline what he saw as the benefits of globalisation, a debate grew around how marketing strategy should develop the changes taking place within the global economy: this became characterised as the standardisation-customisation debate. Quite simply, do marketers strive to ensure that they offer the same offering in the same way and in each marketplace or do they try and customise their products and services to meet the specific requirements of the individual market?

The early phase of globalisation was often referred to a ‘coca-colonisation’ and suggested a US bias to the merits of globalised goods and services. Glocalisation has been the recent mantra that suggests that international marketing strategy should reflect the need, in Professor Lynch’s words, ‘global must be made and delivered local.’ A brief look at the various theories of international marketing strategy will be the focus of this second unit.

Watch the following YouTube video by Professor Richard Lynch, a leading academic in the field of international marketing, regarding McDonalds and its global marketing strategy:

You are the marketing research executive in an agency invited to tender for this ASOS project in the UK, you are required to produce a Research Proposal.

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Research Proposal

Task 1:

You are the marketing research executive in an agency invited to tender for this ASOS project in the UK, you are required to produce a Research Proposal.

Task 2:

The Market Research Agency (in which you work as a marketing research executive) has been commissioned to do this Research project for ASOS.

You have been asked to produce an online questionnair

Discuss and apply theoretical concepts and frameworks outlined in the module and the recommended readings.

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Response to Burberry sustainability brief

Assignment Outline:

This assessment is a report response to a real-life client brief (that has been attached and is called “brief 4 Burberry Sustainability”. You will need to design and conduct some research linked to one of the tasks set by our clients. Read the Assignment outline and the Burberry sustainability brief very thoroughly and follow them to the tee. The “Brief 4 Burberry_Sustainability” highlights everything that is required for this response, read it carefully and follow it closely.

Drawing on the debates, resources, theories and speakers you will respond to the brief provided. You should use and incorporate academic literature, your own reflections regarding the contemporary issues, in addition to interview data from stakeholders (not consumers or other students) and the guest speakers. Your report should include an introduction and conclusion. You should also include details about how you have critically examined contemporary issues that are affecting marketing in the global context and how this informs your approach to the brief. Your writing should discuss and apply theoretical concepts and frameworks outlined in the module and the recommended readings.

Critically evaluate the challenges faced by those responsible for marketing the organisation/brand in the digital era. Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and whether they are adopting an integrative approach.

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Marketing in a Digital World

Select a fashion organisation/brand of your choice. This brand must operate at national and/or international level and must have a presence in the Asia Pacific

Thoroughly research your chosen organisation/brand and the marketing environment within which it operates, to:

• Critically evaluate the challenges faced by those responsible for marketing the organisation/brand in the digital era (50% weighting).

• Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and whether they are adopting an integrative approach (50% weighting).

Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources.