Reference no: EM132410130

LB5232 - Marketing and Customer Engagement Assignment - James Cook University, Australia

Assessment Task - Case Study Report

Aligned subject learning outcomes -

1: Critically evaluate and apply marketing principles and theories to selected "real life" organisations and case studies.

2: Evaluate new social media and their value in a marketing context.

ASSESSMENT TASK - DESCRIPTION

The case study aims to provide an opportunity for you to: Demonstrate your understanding of social media use by an organisation and analyse its effectiveness in achieving its marketing objectives.

The example given of Vault Company is just an example. Need to select a small scale company in Australia to track their social media marketing activities.

Instructions:

1. Select an organisation

a. that is a start-up, or a small organisation that is attempting to develop a stronger social media presence, or

b. a well-known organisation, global brand or franchise (i.e., Boost Juice, Lush cosmetics, Target, Uber, Airbnb, etc.).

2. The organisation must be one that

a. serves you as a customer, and

b. uses social media as part of its integrated marketing communications (IMC) strategy.

3. As part of this assessment, you are expected to 'follow' the company over a 3-4 week period during the current trimester. Hence, the case study report will draw on current data and will enable you to identify how the company is responding to marketing opportunities or challenges as they arise in 'real-time'.

4. Prepare a case study report

a. Write an organisational profile, describe the brand/product/service and target market.

b. Critically evaluate the organisation's social media marketing strategy;

i. What are the social media marketing objectives? For instance, is the aim to encourage trial, increase desire, facilitate purchase, brand awareness and customer engagement?

ii. Briefly summarize the organisation's use of social media networks. Are they using a wide range of social networks such as Facebook, Twitter, YouTube, Instagram, Pinterest, LinkedIn, Snapchat, as well as buzz or viral marketing, blogs and in-game advertising. If they are not on a specific platform, try to deduce why they are absent from this channel.

iii. Critically analyse the use of two (2) key social media channels. For instance, are they using a particular channel/platform in a way that is unique or duplicative of other companies or competitors? In other words, are they saying the same uninspiring things across all platforms or are they a unique voice that adapts to the platform/medium? Have their marketing efforts failed on a particular channel? How do they manage customer dissatisfaction? How do they leverage that channel? Do they offer deals or give potential customers compelling reasons to engage with the organisation?

iv. Evaluate success by developing a chart and using metrics such as total followers, frequency of posts and customer engagement (i.e., positive or negative comments, sentiment).

v. Perform a social media marketing SWOT analysis that looks at strengths, weaknesses, opportunities and threats associated with the firm's use of social media, which should give rise to recommendations.

vi. Describe and justify, one (1) marketing recommendation to help the organisation improve its social media marketing strategy. You are encouraged to provide details of a social media option that could be implemented, and welcomed, by the chosen organisation. This is an opportunity to apply your unique insights as a consumer to a particular situation and to be creative and flexible in your approach to social media marketing.

vii. References. Demonstrate that you have used appropriate materials (i.e., the required textbook, other textbooks and academic readings) with which to base your case study report upon and ensure that the materials are referenced correctly using the APA (American Psychological Association) style.

Attachment:- Marketing and Customer Engagement Assignment File.rar