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Marketing and Consumer Behaviour Duncan Jordan CAM Examiner Assignment brief December 2013 / March 2014 General advice Presentation title - Identifying command words: • • • Recommend. Analysis. Evaluate. - Relate the concept to the chosen organisation – Application. - Read from a wide range of sources. - Format work correctly: • • • • • Quotes. Diagrams. Tables. Spelling. General formatting. Task 1 Marketing Principles - 20% Presentation title Produce a Website Article • Correct format 2 or 3 column layout candidates choice. • Publishing Software not required - a clear idea of how the article should be presented online is sufficient . • Where diagrams are used, they should be relevant and self explanatory. • Theory should be supported by practical application. Task 1 Marketing Principles - 20% Presentation title • Describes how marketing is considered in relation to the exchange process and a philosophy of business. This task has two • Explains how the extended marketing mix may be used by organisation in parts: the following sectors: Private, public, not-for-profit (e.g, • charities) The exchange process. Marketing as a • Explains the importance of marketing KPIs and metrics• with reference to a philosophy of marketing dashboard for ONE of the above sectors business. Task 1 Marketing Principles - 20% Presentation title • Describes how marketing is considered in relation to the exchange process and a philosophy of business. • Explains how the extended marketing mix may be used by organisations in the following sectors: Private, public, not-for-profit (e.g. charities). • Explains the importance of marketing KPIs and metricsA with a tablereference could be to used marketing dashboard for ONE of the above sectors here to help the candidate explain how the extended marketing mix is used in the different sectors. Task 1 Marketing Principles - 20% Presentation title The reasons identified need to be linked to • Describes how marketing is considered in relation to the exchange and explained in the process and a philosophy of business. context of just one of the sectors. • Explains how the extended marketing mix may be used by organisation in the following sectors: Private, public, not-for-profit (e.g, charities) • Explains the importance of marketing KPIs and metrics with reference to a marketing dashboard for ONE of the above sectors. Task 2 Research -10% Presentation title Produce a Presentation • Candidates are required to produce an 8 slide presentation with speaker notes. • It is important to remember that presentation should be fit for purpose within a normal business context – flow and structure should be considered. • Candidates should consider this task as if they were presenting. Notes represent the script and slides should provide a summary of the notes section. Task 2 Research -10% Presentation title • Explain the different methods by which primary data can be obtained and how it can be used within the organisation. • Evaluation of the strengths and weakness of 3 qualitative research methods. The identified methods should be explained within the context of the candidate’s own organisation. Task 2 Research 10% Presentation title This needs to be more than just a bullet list and should provide a detailed description. • Explain the different methods of primary data can be obtained and how it can be used within the organisation. • Evaluation of the strengths and weakness of 3 qualitative research methods. Task 3 Communication, Advertising and Media - 30% Presentation title • Explains the purpose of marketing communications in the following situations: – increasing market share. – encouraging customer loyalty. Explain the purpose in both contexts; beyond– • Evaluates the different promotional tools, using the 4Csmove framework description cost, credibility, communications effectiveness and control – in the and explain context of your organisation: advertising, public relations, saleshow it will achieve this. promotions, personal selling, direct marketing. • Explains how the elements of the DRIP framework link to each stage of the relevant Decision Making Process for your organisation. Task 3 Communication, Advertising and Media 30% Presentation title Evaluate the advantages and disadvantages of each media within the context • Explains the purpose of marketing communications in the following of the organisation, both situations: individually and as part of an integrated – increasing market share. campaign. – encouraging customer loyalty. • Evaluates the different promotional tools, using the 4Cs framework – cost, credibility, communications effectiveness and control – in the context of your organisation: advertising, public relations, sales promotions, personal selling, direct marketing. • Explains how the elements of the DRIP framework link to each stage of the relevant Decision Making Process for your organisation. Task 3 Communication, Advertising and Media - 30% Presentation title • Explains the purpose of marketing communications in the following situations: – increasing market share. Explain how the – encouraging customer loyalty. elements link in context. Don’t just • Evaluates the different promotional tools, using the 4Cs framework describe what–the cost, credibility, communications effectiveness and control in the DRIP–elements are. context of your organisation: advertising, public relations, sales promotions, personal selling, direct marketing. • Explains how the elements of the DRIP framework link to each stage of the relevant Decision Making Process for your organisation. Task 4 Consumer Behaviour - 30% Presentation title • Explains the importance of the following concepts in helping to understand the purchase and usage of products and/or services: • Personality. • Class. • Motivation. Consider concepts in terms of PURCHASE • Explains how the three concepts above can help the organisation when it comes to and USAGE. developing communications strategies. • Assesses the importance of the following communication models in helping to understand how individuals can influence the effectiveness of marketing communications: • Describes the following concepts in decision-making and how they influence marketing communications: • Source credibility. • Involvement. • Perceived risk. Task 4 Consumer Behaviour 30% Presentation title Explains the importance of the following concepts in helping to understand the purchase and usage of products and/or services: • Personality. • Class. • Motivation. • Explains how the three concepts above can help the organisation when it comes to developing communications strategies. • Assesses the importance of the following communication models in the Don’t describe helping to understand how individuals can influence thetheory, effectiveness explain of how marketing communications: General model (Shannon/Weaver),,Lowuseful or not they are involvement hierarchy model (Krugman), Hierarchy of effects model within the context of (McGuire) the chosen organisation. • Describes the following concepts in decision-making and how they influence marketing communications: source credibility, involvement, perceived risk. Task 4 Consumer Behaviour 30% • Explains the importance of the following concepts in helping to Presentation title understand the purchase and usage of products and/or services: • Personality. There are two key elements here: • Class. IMPORTANCE and • Motivation. INFLUENCE . You should conclude the • Explains how the three concepts above can help the organisation value of when these it comes to developing communications strategies. methods. • Assesses the importance of the following communication models in helping to understand how individuals can influence the effectiveness of marketing communications: General model (Shannon/Weaver), Low-involvement hierarchy model (Krugman), Hierarchy of effects model (McGuire). • Describes the following concepts in decision-making and how they influence marketing communications: source credibility, involvement, perceived risk. Task 4 Consumer Behaviour 30% Presentation title • Explains the importance of the following concepts in helping to understand the purchase and usage of products and/or services: • Personality. • Class. • Motivation. • Explains how the three concepts above can help the organisation when it comes to developing communications strategies. A table could be used • Assesses the importance of the following communication models in to present both helping to understand how individuals can influence the effectiveness of elements of the task. marketing communications: General model (Shannon/Weaver),,Lowinvolvement hierarchy model (Krugman), Hierarchy of effects model (McGuire). • Describes the following concepts in decision-making and how they influence marketing communications: source credibility, involvement, perceived risk. Task 5 Consumer Behaviour 10% Presentation title • Identify and explain how the communications mix can be applied to TWO key marketing channels, in order to achieve marketing objective(s). Select two marketing • Evaluate the use of TWO digital communications tools that can be used to channels and explain improve relationships within the organisation’s key marketing channels. how they can be used. Task 5 Consumer Behaviour 10% Presentation title Evaluate how the digital communication can • Identify and explain how the communications mix can beimprove applied to TWO key marketing channels, in order to achieve marketing objective(s) relationships. • Evaluate the use of TWO digital communications tools that can be used to improve relationships within the organisation’s key marketing channels. Summary • • • • • Plan your answers before you start. Understand the mark scheme. Answer the question asked. Apply your answers to the organisation. Don’t just describe, but analyse and evaluate when required. Presentation title