Identify some of the skills or characteristics that are needed by a manager in the start-up phase of a business, and explain how they differ from the skills or characteristics needed later to manage a larger, established firm.
What is the significance of market research to the small business owner? How is market research defined, and what degree of complexity is necessary in the research plan for it to be valid?
Describe a lawsuit that your selected company has been involved in. How is the company resolving the dispute? How has this legal dispute affected the company’s reputation and market performance? Does it change your opinion about the company – why/why not? Support your answer with necessary data and factual information. (2-3 pages – 10 points)
List and describe 3-5 major changes that your selected company has made in its products and operations in reaction to climate change and/or change in consumer preferences and trends around the world. Provide a context to the change (what led them to make the change), how did they make the change and mention the timeline clearly. Do these changes make a difference to your opinion about the company – why/why not? Provide factual and statistical evidence for your answer. (2-3 pages – 10 points)
As the global market and e-commerce continue to expand, businesses are investing in new ways to transfer currency. From Google and Apple pay to the various types of cryptocurrency, businesses are exploring new ways to conduct business with less hassle of dealing with cash, bank wires, and checks. Review the videos and articles in the Change in Times folder and answer the questions below.
1. Describe how banks and investment firms are using this trend to their advantage and for their clients benefit.
2. From a security standpoint, how does digital pay increase cybersecurity and hackers? Is this really the safer way to conduct business versus cash, bank wires and checks?
3. From your opinion, what are some of the advantages and disadvantages of cryptocurrency? Have you made any investments in these currencies?
Pay attention to perhaps conflicting objectives of service excellence and cost-effectiveness and think about the sustainability of such an approach, other ‘invisible’ costs, and even general aspects of the industry. This part should be presented at the start of your report as an introduction to your case study analysis. At the offset, you want to set the scene, including the timeframe of your analysis (are you discussing the case at the time of case publication, or as of 2021?). Analyse the identified problem(s)/issue(s) using the following questions:
• Describe the problem/issue/opportunities in detail;
• who does it affect, who does it not affect;
• why is it a real problem or an issue; what is an opportunity;
• who will it help once the problem/issue is solved, or opportunities explored?
As mentioned in the marking rubric, please use theories, concepts, frameworks, models, and techniques that we reviewed in this unit in your analysis so you can demonstrate that you can apply the learnings from this unit to arrive at innovative/advanced insights. Naturally, you can go beyond material discussed in class where relevant.
Design and subsequently validate a proposed rail network system for the City of Cardiff. You are to develop a conceptual plan the system that will entice commuters from their vehicles and use the transportation system to its fullest extent.
Experiential marketing is a form of marketing that aims to create a personal connection with the target in a tangible, relevant, and meaningful way. To engage with your target in this way requires carefully designed experiences that invite your target to interact with your brand. If you can make that direct connection, you can develop a lasting relationship with your target.
Learning Outcomes
By the end of this module, you should be able to:
⦁ explain the role of experiential marketing as a vehicle for building relationships with customers,
⦁ evaluate the role and forms of event marketing and sponsorships in a contemporary marketing mix,
⦁ assess the criteria that a marketing executive considers before participating in event marketing and sponsorships, and
⦁ explain the key elements in event marketing strategy, planning, and execution.
Public relations manages the flow of information between brands and the public. Marketers continually look for alternative ways to build brands. With technology changing the way people communicate, brands have more opportunities to show their customers what the company offers and what it stands for.
Learning Outcomes
By the end of this module, you should be able to:
identify the various roles of public relations communications in achieving marketing and business objectives,
describe the various steps in public relations planning, and
identify various public relations execution techniques for potential application in public relations plans.
Google the Nashville Predators and study their online presence. According to the Module 4 reading assignments, public relations and publicity are a major part of advertising. According to our readings, are the Nashville Predators well publicized? Identify three concrete examples from your readings that either prove or disprove your position and provide supporting links when possible.
Huella Hong Kong is an online travel agent that is headquartered in Malaysia and mainly serves customers from Hong Kong and Macau, with other Huella sites targeting travelers from the remaining nine Asian markets where Huella has operations. Huella Hong Kong has been experiencing low market share and lower-than-expected revenue growth since the launch of its Hong Kong in 2000. Indeed its performance has not been on par with the other markets. The general risk-averseness of Hong Kong consumers towards online travel purchases and low awareness of the Huella brand appear to be the key hindrances towards online travel purchases in general and towards Huella’s products and services in particular. The situation is ironic because of the high internet usage penetration rate in Hong Kong and the techno-savvy nature of its population, particularly that of young people.
Given the situation in the case and what has already been learned about the market via prior qualitative research, you are being asked to design a quantitative survey to support Huella Hong Kong’s senior management. As part of this effort, you should be considering:
What is the marketing management problem currently facing Huella Hong Kong and what types of information would they need to properly address it?
Who are the various consumer segments that exist in this market?
What is the “state of play” for Huella and other online travel agencies in their ability to address consumer needs?
How should Huella define the marketing challenge and setting their near term objectives in light of that?
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