Explain the postion of the brand MAM Originals in the market (here the link of their website that you have a look on what type of brand it is and also what kind of behaviour the consumer can have with this brand.
First file is assignment task and 2nd file is MY CASE STUDY DOMINOS QUESTIONS FOR ASSESSMENT.
1. Apply marketing communications theory to real world industry examples.
2. Assess the measurement/performance of marketing communications activities.
3. Make recommendations to improve marketing communications activities.
This assignment is based on the application of marketing communications theory applied to a case study.
THIS IS LEVEL 5 SO JUST KNOWING AND DESCRIBING THE CASE STUDY WILL NOT BE ADEQUATE. YOU WILL BE APPLYING THEORY, ANALYSING THE COMPANIES DECISIONS, CRITICISING METHODS AND COMING UP WITH RECOMMENDATIONS. QUESTIONS WILL BE ASKED ON THESE AREAS.
• Identify and reference (author) key theories, theorists and contributors
• Students will be rewarded for their positive oral contributions
• Provide case study evidence (supporting data).
• Provide arguments/analysis/discussion and justification which utilise the available data.
• References need to be academic and demonstrate depth of reading.
• ACADEMIC reading.
• Journals, text books, reports, studies eg Mintel, Athens sources eg WARC marketing case studies
• Use other sources sparingly. Wide research is still essential but pick your sources carefully. The main focus needs to be on academic sources.
Consider how to answer these questions. What are markers looking for? – That you have read and really understood the case, you can apply theory, you have done lots of research and reading and can analyse the case.
An answer should include
An explanation, not a description, to the question.
The explanation will need to include relevant marketing communications theory you have researched with references quoted.
Other research – eg the company/brand, celebrities, and so on, relevant to the case.
Example of a student answer
How did this campaign affect their positioning strategy?
SUZY’S ANSWER: They wanted to appear different from the competition, this is called differentiation (quote ref) as their competitors were doing the opposite. By being different by ….. they were noticed and were perceived as being different in a positive way by understanding their target market and responding to this. The campaign was original and led to lots of social media buzz. The social media results were important because …… (ref). The results demonstrated the success in changing their positioning strategy….
WAS THE ABOVE A GOOD ANSWER. IDENTIFY IT’S STRENGTHS AND WEAKNESSES.
MY CASE STUDY DOMINOS QUESTIONS FOR ASSESSMENT:
1. What external factors influenced dominos to do a Marketing Communications campaign?
2. Who were the target market?
3. List the Marketing Communications tools used in the case?
4. Why did they select this/these tools, in particular?
5. Can you talk me through some of the strengths of this/these tools used in this campaign?
6. What about the above’s weaknesses?
7. How do the tools link to their target market?
8. What are the purpose of Marketing Communication objectives?
9. What were the campaign objectives? Why?
10. Quote ‘Dominos Employees’ what does this mean?
11. Using branding theory, go further and explain how employees (esp. Frontline) can embody and communicate the brand of a hospitality product?
12. How did Dominos propose that employees represent their brand (which personal values?) (respect, humility, courtesy, helpfulness and sincerity)? Can you think the appropriate theory here?
13. For the employees campaign, which Marketing Communications tools were used and what type of tools are these?
14. Understanding the target market is important to differentiate the brand? What did Dominos understand about the target market and how did they use this information in their campaign?
15. Explain what all the symbolism in the advert means?
16. Can you relate any consumer behaviour and advertising theories to this advertise?
17. Can you apply the communication process theory to this advertise?
18. Where was the advertise shown? why here?
19. What other media were used?
20. How was the change in perception and attitude of employees measured?
21. Could you explain the importance of using Marketing Communication theory when devising this campaign?
22. Surveys were also used to measure and Benchmark what?
23. What digital measurements did they do?
24. Other measures?
25. Could you explain the growth of the use of Digital Media for Marketing campaign?
26. How would you develop the use of Social Media if this campaign were to run again?
27. Explain how your idea supports the objectives of this campaign?
28. What recommendations and suggested improvements to the campaign do you have?
29. Is there anything anyone wants to add that we haven’t talked about?
30. Why did Dominos come up with this campaign?
31. Why did they choose this/these objectives, in particular?
32. Why is it important to research your target market?
33. How did Dominos use research on their target markets to influence their campaign?
34. What did Dominos find out about their target market, that they ultimately used in their campaign?
35. What tools did the campaign use and why? Discuss the strengths and weaknesses of these tools?
36. Explain the reasons why they used these tools?
37. Explain the importance of influence marketing and how this campaign used it?
38. Who were the influencers used and how were they selected?
39. What does going viral mean, in marketing terms?
40. What is Clickbait?
41. What is Social Listening?
42. Guerilla Marketing was used, what is this?
43. A Stunt was used – what part of the Marketing Communications mix is this?
44. What term do we use for a particular day for marketing?
45. Could you explain why the use of humour in Marketing Communications can be effective? (theory)
46. Apply AIDA to this case?
47. Content theory? Discuss the imagery they used and psychological aspects?
48. Did Dominos manage to de-position xyz? How?
49. How did this campaign relate to consumer behaviour theory?
50. This campaign wanted to tackle an inaccurate perception to enable them to change the brand image (repositioning)? Please explain this?
51. Discuss the content of the videoed how they fulfilled the marketing objectives?
52. Content marketing, what was their strategy?
53. Essentially Dominos were using an influencer, what power did this have?
54. What research have you done about this celebrity/influencer and what did you learn?
55. How did this campaign appeal emotionally and rationally to their target market?
56. Using emotion in marketing (power of words and reactions), how did this campaign use this aspect? Did they use any rational appeal? Why?
57. Explain, using branding theory, the importance of a strong brand and of changing brand names and re-positioning of a brand?
58. Positioning strategy theory – what were the objectives here of Dominos?
59. What did their research into their competitors reveal regarding their brand?
60. Explain why a tease, reveal, sustain campaign often works better than just a basic product launch?
61. Who were Dominos main competitor?
62. Celebrities were selected to use in the campaign. Explain their fit to, Dominos target market and campaign?
63. Can you apply the communication process to this campaign?
64. What methods did they use to measure the results of the campaign?
65. How else could they have measured?
Project Brief: Choose a company with a flagship product or service which can be sold to NHS (NATIONAL HEALTH SERVICE IN ENGLAND) or the company can use NHS as a channel to access to potential customers/consumers. It can be a real brand or a made-up brand. It can be a well-known brand or a SME brand or a challenger brand. Define the nature of your business. Is it B2B or B2C or both?
You will need access to SEMrush so please contact me for the login details.
The screenshots attached below are examples.
Students must select a company and explore the impact of existing and future technologies on its target audience and industry. You must choose a suitable company on which to base your assignments. Please bear in mind that you must get access to this company’s data and analytics tools to perform your assignments and as such, you must be realistic with your company selection.
Select a brand; and for that brand, conduct research and produce a report of no more than 2000 words that addresses each of the following tasks:
i) Research, outline and evaluate the brand’s current marketing communications strategy.
ii) Evaluate the brand’s current utilisation of social media as a communications tool.
iii) Suggest ways in which the brand’s utilisation of social media as a communications tool might improve or enhance the brand’s value/equity.
Guidelines
You may make any reasonable assumptions necessary. You may adopt any relevant concepts or frameworks to aid the structure of your argument or your interpretation. If it assists your argument, you may adopt a role (e.g. brand manager reporting to marketing manager; marketing manager to marketing director; etc.).
You may be as contentious as is desirable and legally allowable in your suggested use of social media, but the suggestion and intended execution must comply with ethical standards and guidelines, fit with the brand’s current positioning and identity, and must be justified with use of evidence and likely benefits. If you consider it necessary, you may also suggest modifications to the brand’s current positioning, but again this must be justified with substantive evidence of need, expected benefits, and how the use of social media might be used to aid achieving that objective.
* Use a business report format, but ensure that your argument is integrated and coherent
* All work must be original and individual
* The report should be typed, single sided, double spaced and with at least 1” margins.
* A word count must appear on the front cover of your assignment.
* Any assumptions made must be explicitly stated.
Watch and Analyze Frontline’s The Persuaders
Watch Frontline’s The Persuaders ( and review the analysis here:
This video is fairly old, but the information in it is still interesting. After watching the movie and reviewing this analysis of themes in The Persuaders, (ignoring the out-of-date-technology and tactics) conduct your own analysis, and prepare a written response. Remember to relate your paper to what you’ve learned in your reading assignments and weekly content so far.
Task Description
In a 3 page, double-spaced paper, describe your reaction to this movie by answering the following questions:
Did anything in this movie surprise you?
What did you find most interesting from a marketing perspective?
What ethical considerations does this movie raise?
How can you use what you have learned from this movie in your future as a marketer?
question –
How successful was the campaign? Use TWO tools to measure this success and justify the use of tools
Measurement to date – the campaign is still going!
If can’t find specific data EXPLAIN which tools you would use
Base your measurements / suggested measurements on your Objective
based on john lewis Chrismas campaign 2020
please look at the document attached for objectives
This video will give you some great ideas on how to measure a campaign’s success-
– Info about the ad on the website:
(Links to an external site.)
You are the new marketing team of botaniq hotel.You have to prepare a CRM PLAN for this hotel.
*** Hotel Information:
Choose a company. It can be a real brand or a made-up brand. It can be a well-known brand or a SME brand or a challenger brand. Define the nature of your business. Is it B2B or B2C or both? Your report will start by explaining the company/organisation background, highlighting the industry in which it operates, its product or services, how and where it operates and perhaps what are its vision and mission.
Now, imagine the CEO and CMO of the company is planning to improve the market share by investing in launching a new product or service. This can be a real-life opportunity or based on your own research
Now, picture yourself as the Marketing Manager of the company who has been asked to develop a marketing strategy for launching this new product into the market. Your recommended strategy will serve as the basis for your company to launch new product. Therefore, you are asked to develop a report answering the following questions
1) Conduct situation analysis including micro and macro environment and provide systematic review of the environment. Then apply those analysis to the marketing mix for your selected company providing a summary on the various elements. Ensure you ground your work in the relevant available literature, and cite this literature where appropriate within your report
2) Explain very clearly your company’s current segmentation, targeting and positioning and justify your proposed STP for the new product or service that you are planning to launch
3) Based on your environmental analysis in section 1 and proposed STP in section 2, you need to develop marketing mix, including integrated offline and online Go-To-Market campaign to launch your new product or service. This section will focus on execution – meaning how the strategy turns into a compelling proposition for the business by delivering a product launch campaign.
4) Impact assessment on the business as a whole: You need to identify how your strategy and plans will affect different functions in your company/organization, what preparations other functions/teams (Sales, Operation, IT, Customer service/relationship, logistics, supply chain, etc.) need to make and who are your key internal and external stakeholders?
5) Explain specifically the ethical challenges that your company and brand faces and portrait a clear solution to overcome those ethical challenges
You will need to document the process of developing the marketing strategy in the form of a 3,000 word report.
How marks are awarded:
Your report should have all the main sections of a business report, which could include):*
1. EXECUTIVE SUMMARY (approximately 3% of marks)
2. INTRODUCTION (approximately 4% of marks)
3. MARKETING AUDIT (approximately 40% of marks)
” Macro-environment (PESTEL analysis)
” Micro-environment analysis (customers, competitors)
” SWOT analysis
” Segmentation, targeting, positioning
4. STRATEGIC RECOMMENDATIONS (approximately 50% of marks)
a) MARKETING OBJECTIVES
b) MARKETING MIX DECISIONS
” Product, Promotion, Price, Place
c) IMPACT ASSESSMENT AND ETHICS
5. Conclusion (approximately 5% OF MARKS)
6. Reference list (approximately 3% OF MARKS
Also it says choose a company I would suggest apple as it is a well known brand. Also, include 4 or 5 graphs in there for evidence.
For this unit, review the “Marketing Excellence: Microsoft” case study on pp. 94–95 of your textbook. This assignment will be comprised of two parts; one part will ask you to respond to questions, and the other will require you to complete a case analysis.
Part 1
Evaluate this case and respond to each of the following questions using both theory and practical managerial thinking.
Evaluate Microsoft’s product and marketing evolution over the years. What has the company done well, and where did it falter?
Evaluate Microsoft’s recent expansion into areas such as search engines and smartphones. Do you think these are good areas of growth for Microsoft? Why, or why not?
Review the potential ethical implications of Microsoft’s situation. How might they revise their strategies to align with good ethical practices?
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