Conduct a marketing mix (7Ps) analysis of your selected product (good service, experience or idea) and evaluate its effectiveness in addressing the needs of your customer persona

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1. Describe a (only one) data-driven customer persona in detail (that should represent the target market segment identified in your interim assessment);
2. Conduct a marketing mix (7Ps) analysis of your selected product (good service, experience or idea) and evaluate its effectiveness in addressing the needs of your customer persona; and,
3. Provide justified marketing mix recommendations for your customer persona based on your analysis of the current marketing mix and identification of gaps considering the needs of your customer persona. Include where necessary ethical considerations, particularly when proposing recommendations for communication strategies. This assessment is required to be presented as a formal report. It is not an essay or personal reflection.

Describe why companies use IMC campaigns.

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Chapter 6 of the course text, Principles of Marketing Watch What Is Integrated Marketing? (https://www.youtube.com/watch?v=k6WF0O1Mnvk) One Message, Many Media: Integrated Marketing Campaigns To examine integrated marketing in action, you’re going to tell the story of a particular campaign from your internship brand, you selected in Week 1, across multiple media for this interactive activity. We want to know what unifies the campaign and how the unique nature of each medium is being utilized (or underutilized if you feel so). And we want to hear if you think the campaign is effective or not and why. 1. Referred to your text and define what IMC is. -Describe why companies use IMC campaigns. 2. Identify a significant marketing campaign for your internship brand. – Find one that was supported across multiple media (e.g., TV, print, website, banner, ads, social media networks ads, billboard ads, etc.). TIP – If you do not know how to identify and research major marketing campaigns, search the web or major advertising publications for articles about your brands advertising campaign or, check your brands Twitter feed for reoccurring add messages. -Find campaign executions for at least three different media channels (e.g, campaign executions on TV, print, website, banner ads, social media networks ads, billboard ads, etc. ). Include the images in your post. 3. Create a new post containing the elements: -title and subtitle (if needed). -Headings for the three media you have found. -For each medium, a brief description of how it is being used, focusing on what I can do that other media cannot. -A paragraph summarizing what unifies the campaign and whether or not you think it is effective and why. -Use the table from chapter 6.2 POES model of message channels from the course text and from each quadrant, identify at least one channel that would benefit your internship brand if adopted or used more effectively? Explain your reason.

Evaluate ways in which changes within this organisation’s MACRO environment might impact upon its marketing strategies and activities.

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Assessment Brief
Assignment Instructions – Assessment Part B
BMHPO: ASSESSMENT PART B
You are required to undertake an individual written paper related to a particular organisation of your choice. The overall aim is to evaluate ways in which changes within this organisation’s MACRO environment might impact upon its marketing strategies and activities.
You will be assessed on your ability to:
Within an evidence-based scenario of a potential change in any of the MACRO environment forces of your chosen organisation:
A) Critically evaluate the company’s strategies for:
– sustainable competitive advantage
– segmentation, targeting and positioning (STP), and
– branding
B) Identify and critically assess two opportunities for growth within the organisation’s MACRO environments
C) Make clear links to the marketing theory that underpin your work
D) Write a logical, well-presented, and accurately referenced piece of work
Advice on the practical application of theory
There is an expectation that you go beyond learning gained on the BMHPO module. This includes a need to conduct your own research into the key themes underpinning the questions above using the academic literature (e.g. journal articles and other credible sources).
You will need to briefly introduce your chosen organisation to familiarise the reader with the appropriate context. Detailed background to the company is not required and there are no marks awarded. You are being assessed on your reflections, interpretation, and application of marketing theory in practice and analytical reasoning using accepted academic practice and literature.
Guidance notes
• Assessment B report is worth 45% of your total grade for this module. An essential feature of the report is to illustrate how marketing theoretical constructs or models can be critically analysed and applied to organisations in practice.
• You are advised to read widely. In fact, unless you have read and referenced at least 10 discrete references, it is unlikely that you have done sufficient reading (you need to go beyond this to achieve higher marks).
• This component is an academic assignment and should be written in an appropriate style (e.g. using 3rd person).
• You are required to present your report using a clear coherent structure. A typical format will include an introduction, conclusion, and full reference list. Headings and subheadings may be used to make your work presentable.
• The following font style, line spacing and page layout should be adopted:
– Font type: Arial
– Font size: 12
– Line spacing: 1.5
– Layout orientation: Portrait
• You are required to use the APA referencing style (6th edition) throughout and can find guidance on this via the University Online Library Resources.
• Beware of sources from the Internet (no Wikipedia or business balls).
• Apart from reputable and academic references that can be downloaded through the Internet (commonly via the University Online library catalogue); most Internet references are not considered reliable for an academic piece of work. Academic journals generally offer a better source than textbooks.
• Your word limit for this assignment is 2500 words (+/- 10%) and a word count should be provided on the front cover of your report. Students will be capped at a P1 where word count is in excess of 10% of the word limit.
• Detailed marking criteria is available under the assessment section.
• Assessment structuring including headings and subheadings may follow the marking criteria layout located under Assessment Criteria – Assessment B.

How well do they build sustainable relationships with their partners & suppliers?

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1. Apply the EFQM Business Excellence model, using relevant theory and concepts learnt on the module, to one organisation of your choice. Draw on your analysis to identify and capture strengths and areas for improvement to the chosen organisation (40%):

Criterion 4 – Partnerships & Resources:

i) How well do they build sustainable relationships with their partners & suppliers?

ii) Do they manage their buildings, equipment, and resources in a sustainable way?

Criterion 5 – Processes, Products and Services:

i) Have they defined the key processes required to deliver their strategy?

ii) Do they develop new, innovative products and services?

2. Based on your analysis, offer, and justify one operations/supply chain management strategy that the chosen organisation could pursue to drive business excellence (40%)

Marks will be awarded for structure, presentation, and quality of references (10%).

Note: You should draw on relevant theory, concepts and principles learnt on the module throughout the report

Some advice on developing your strategy in Q2 You may wish to use the RADAR elements to help you address questions 2. This may also influence the key points raised in your executive summary.

Radar Element

Strategy

Result

What would success look like from this strategy?

Approach

Describe what the strategy looks like in terms of an approach or approaches?

Deployment

What specific steps would the chosen organisation take to deliver this strategy/approach?

Assessment & Refinement

How would the chosen organisation ensure the approach stays on track? What else would they need to consider? Who else could they learn from?

Advice on the practical application of theory

There is an expectation that you go beyond learning gained on the BMHPO module. This includes a need to conduct your own research into the key themes underpinning the questions above using the academic literature (e.g. journal articles and other credible sources).

You will need to briefly introduce your chosen organisation to familiarise the reader with the appropriate context. There are no marks for detailed background to the company. You are being assessed on your reflections, interpretation, and application of theory in practice and analytical reasoning using accepted academic practice and literature.

Identify the future trends that will impact the target audience and industry

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You must select a company to conduct the research on (I have a company in mind with access to data). The research is based around digital technologies and their impact on the chosen industry (in this case PR and media), both lovely and global. You must conduct research methodology, determine target audiences, identify the digital technologies, identify the future trends that will impact the target audience and industry, provide an executive summary and Harvard style referencing and appendices with supporting materials.

Describe the role of content at different stages of the user journey and how you would apply this to a product-based e-commerce business.

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Individual Essay Title: Search Engine Optimisation and Content Marketing
Submit your response to the following question.
a) Describe the process of keyword research, including potential tools and measures. Include reference to how this connects to the user journey and put this in context of a business to business organisation. (20 marks)
b) Describe the role of content at different stages of the user journey and how you would apply this to a product-based e-commerce business. (30 marks)
Word limit: 1500 maximum. (Your submission does not need to reach this word limit but please do not exceed it.)

Critically describe the Marketing Mix (the 4Ps) the company employs to engage and communicate with their target market(s).

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Critically describe the Marketing Mix (the 4Ps) the company employs to engage and communicate with their target market(s). If your company is employing a differentiated target market strategy, be sure to describe the different marketing mix components they use for each of the target market segments. Describe their overall strategy and detail some specific tactics they employ.

Place:

Describe the channel of distribution used for the product.  What distribution strategy does the firm employ? Are there any key intermediaries the company utilizes in this strategy? What value do they bring to the value chain? For certain products, you may need to focus on how the company makes its product accessible to its potential customers.

Promotion

Determine which of the promotional tools are mainly used and if any new, “non-traditional” methods are used. Provide specific tactical examples of various promotions and describe the central message, if any, of the communication. Is there consistency in the messaging and does the message support the way the company is “positioning” the product?

 

Critique the theoretical perspectives associated with consumer decision making, including recognising cognitive biases and heuristics

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−Exploreandcomparethecoretheoriesofconsumerbehaviourinbothconsumerand organisational markets

−Apply and demonstrate theories to real world marketing situations by profiling and identifying marketing −AppraisemodelsofConsumerBehaviouranddeterminetheirrelevancetoparticular marketing situations

−Apply and enhance abilities to input this knowledge in the marketing planning process, particularlyinmarketsegmentation,positioning,andmarketingmixdevelopment

−Critique the theoretical perspectives associated with consumer decision making, including recognising cognitive biases and heuristics

−Apply analytical skills in assessing advanced literature in the field of consumer research and critically reflect on your personal writing practices as it relates to the evidence from research (C

Examine the relevant consumer behavior of the target market. (2 pages) And Prepare a positioning statement.

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Analyze the primary and secondary markets that you
want to target for startup company Magic Spoon cereal.

Include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary.
Examine the relevant consumer behavior of the target market. (2 pages)
And
Prepare a positioning statement.
Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.
Develop a branding strategy for your product
brand name, slogan, and brand extension. (2 pages)

Can utilize these sources for more information in addition to others for the positioning strategy
Variety – 1 case (4 boxes)
https://www.fastcompany.com/90493633/how-cereal-startup-magic-spoon-milks-nostalgia-to-sweeten-its-direct-pitch-to-grown-ups
https://www.forbes.com/sites/melissakravitz/2019/10/25/magic-spoon-is-the-future-of-cereal/#38f5261e7240

How do you think the process described led to the outcomes proposed? And is that a good thing or a bad thing?

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asking four executives to each develop a plan and then having Marcus and the consultant decide what to do. What are the good points and bad points of this approach? What traps might it fall into? How might it really work?

How do you think the process described led to the outcomes proposed? And is that a good thing or a bad thing?