Analyse the effectiveness of marketing planning

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Reference no: EM133103352

Marketing and Communications in a Digital world

This module will develop your understanding of how theories support marketing strategies to ensure effective communication with the target market and existing clients. The module explores how marketing and public relations come together to build a brand and social capital within a company and its customers especially in times of crisis.

Learning outcome 1: Analyse the effectiveness of the marketing mix for any given company or brand.

Learning outcome 2: Identify research requirements to begin to solve a business/marketing problem in a company.

Learning outcome 3: Plan, implement and critique a programme of marketing research;

Learning outcome 4: Analyse the effectiveness of marketing planning within a commercial business.

Formative: Marketing mix analysis of product and identification of research needed for a relaunch.

Module Overview, Introduction to Marketing & Communication in the Digital World
• Module overview.
• What is Marketing?
• The strengths and weaknesses of traditional marketing and digital marketing.
• Analysing the Marketing mix in today's digital world

• Lifespan of product in the product life cycle in today's digital world.
• Evaluation of all elements of the promotional mix

TASK/ACTIVITY:

Group discussions on the marketing mix for a selected company.

Individually learners to select an organisation and identify each element of the marketing mix for the organisation.

Learners will also discuss the life spine of the company's product in the life cycle.

Marketing development

• Recap of lecture 1
• Case Study Analysis of marketing mix
• How does marketing differ across businesses?
• Difference between sales and marketing
• Theories of communication in marketing.
• Social media marketing
• Individual task relating to the assignment.

TASK/ACTIVITY

• Students to complete the task on the elements of Product, Price, Place and Promotion.
• Lecturer to provide feedback via return email on the correct identification of the elements of the marketing mix submitted.

Marketing research

• Qualitative and Quantitative analysis
• Different types of primary and secondary research
• Identify internal and external sources of data collection in the secondary research

• The appropriateness of the primary research methods

TASK/ACTIVITY:

• students will work on an individual task.
• Essential textbooks\referencing.
• Individual Q&A on the report.

Market research Cont'd

• Recap on lecture
• Qualitative and Quantitative analysis
• How to select appropriate sampling methods
• Targeting appropriate audience when conducting market research
• Examining competitors market activities and marketing campaign

TASK/ACTIVITY:
• Students to start working on their research materials.
• Lecturers will provide feedback on writing style, use of sources and the content/context.

Research planning

• Developing marketing planning.
• How to create a Gantt Chart for marketing planning
• Marketing planning analysis- strengths and weaknesses.

TASK/ACTIVITY:

• Students will work on the main body of the report.
• Individual Q&A on report contents

Research planning
recap Cont'd
and Formative Task
• Creating an effective questionnaire for marketing research.
• How to structure and present research findings
• How to make a recommendation following a marketing research

FORMATIVE TASK:
• Students will add to their report by completing the report.
• Students to complete template of market research planning
• Lecturers will provide feedback on writing style, use of sources and the content/context. Presentation notes slide

Brand management
• The difference between brand identity and brand Image
• A case study on organisation brand management
• How to develop a brand
• Brand extension and brand positioning

TASK/ACTIVITY:

• Students will continue adding to their reports.
• Individual questions and answers.
• Lecturers will provide feedback on presentation slides and report, use of sources.

Marketing ethics
• Corporate social responsibility
• Voluntary bodies
• Advertising standard Authority.
• Segmentation

TASK/ACTIVITY:

• Students will be completing the final section of the report.
• Lecturers will provide feedback on writing content/context, presentation and annotated notes.

Attachment:- Marketing & Communications in a Digital world.rar

Reference no: EM133103352

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