Reference no: EM133280466

Marketing Management - Marketing Communications analysis

Learning outcome 1: Critical comprehension of the role, theories, concepts, practices, environmental frameworks and contexts of marketing in international, regional, national and global marketing contexts including the key role which research, marketing strategy, marketing plans, and marketing-led decision making have inorganisations.

Learning outcome 2: Deploy analytical tools of global marketing in relation to both the external and internal environments of organisations to synthesise, evaluate and develop appropriate strategic options in a complex environment.

Assessment:

Refer back to the work you carried out for Assignment 1 - this was the Marketing Strategy Analysis of your - Oman original -chosen product. In Assignment 2 you are now going to complete this work building on, and continuing with, the work in Assignment 1. Using this plan, you will need to primarily analyse the Marketing Communication strategy for your chosen product. This will be the main body of your report.

In addition, you will need to develop a new plan to communicate with the target market including a perspective on digital marketing and make some (creative!) recommendations of an alternative or new marcoms strategy that will increase market share and sales of that particular product. Thisnew or alternative marketing communication plan (marcoms) can follow the traditional communication channels but must also include an element of digital marketing. On the basis of this work, you can generate recommendations to this organisation for the next 12-24 months business, on new and novel ways to reach to intended target market.

Further Guidance on the Marketing Communication Plan Report

1. Executive summary - an executive summary should be written in a way that allows the reader to know what the problem is and how it is to be solved. Essentially, it is a summary of your problem statement, objectives and recommendations and how to achieve them (i.e. how to solve the problem). Remember: if a CEO or MD is about to go into a meeting, and has two minutes before the meeting starts, they will read the executive summary - and this should tell them all the key points that they might need to know.

2. Objectives - objectives need to be SMART. You do not need to explain what SMART objectives are to the reader but you need to generate SMART objectives that relate specifically to your chosen company/area of study

3. Specifics - planning needs to be very specific, not vague; for example, stating that you will use ‘social media' for promotion because it is the ‘most efficient tool' is not enough. You need to identify the social media tool(s) that you are proposing using - what they are, why you are using them, how you would use them, and how they relate to the segment(s) you have identified

4. Academic content - you are expected to apply models, and not just describe or define them. For example, your marcoms plan should not read like textbooks in which you explain what marcoms is - this is essentially incorrect. You need to APPLY them, not describe them.

5. Current and new Marcoms plan- you must include a discussion on the key points using some of the marketing concepts and frameworks. The work from Assignment 1 can go into an Appendix, but you need to discuss the key points/messages you have identified here (‘the marketing communication plan is based on these elements') and you must explain the relevance and justification on the proposed new marcoms plan.

6. Secondary data use - Analysis should be supported with secondary data (from the literature). You should demonstrate wide reading and acknowledge the sources of your information, both in the main body and in your bibliography. Avoid making very bold but not substantiated statements, such as ‘the only motor car company in the country' or ‘massive campaign' or ‘massive customer segment'. Give numbers if you think the segment is large and compare it to other segments to give an idea of the size of it.

7. Presentation and structure - to achieve an excellent grade, your presentation needs to be of an appropriate professional standard - this includes section numbers, page numbering, referencing correctly and writing appropriate business English. . Do not present large amounts of data and information in tables as appendices. Data or statistics that refer directly to your discussion in the main body, should be presented in the main body. Tables and figures - tables and figures need to be numbered and each should have a title that is self-explanatory. Your analytical content must be high, demonstrating critical thinking and the ability to apply relevant marketing concepts (refer to the marking criteria).

8. Appendices - these should NOT be used as a way to get round the word limit! Appendices can be very helpful but thye have to be properly titled and MUST be referred to in the body of the report. Appendices put at the end of a report, with no referencing to explain their relevance, are unlikely to be read or appreciated by the reader

9. Word limit - 1,800-2,000 words. This will exclude your bibliography, any appendices, and the cover page. Please, note that your cover page must have your Full Name and ID Number.

Part 2 -

This is a reflective section where you need to reflect on the work that you have done for this unit, considering such issues as what you have learned from this and what you can carry forward to help you with your dissertation.

• What went well/what did not go well
• What you have learned from this unit
• What specific lessons you will take from this to help you prepare for your dissertation (for example: what did you learn about carrying out secondary research? What issues might benefit from a primary research programme, and what primary research might have been useful?)

Format for submission

Assignment should be submitted on the designated date by 10 am UK time.
Pages should be numbered. Headings and sub-headings must be provided.

The areas of the plan to be considered in detail are provided above and must be includedin your report. Matrices from assignment 1could go into an appendix but should be referred to in the body of the report.

Attachment:- Marketing Management Assignment.rar