An understanding of fundamental market and customer management terms
Students are required to select one promotional / communications channel (i.e. Facebook /
events / email / ppc search adverts) that was identified in their Group’s Marketing Strategy
Assignment, and design a plan for that channel to support the launch. This is an individual
assignment, and therefore each group member must choose a different channel from those of
the rest of their group. details how and why the channel should be used.
The essay should draw on the topics covered in lectures and set readings as well as on
additional materials / research you find yourself.
Please select TV advertising channel!!
An understanding of fundamental market and customer management terms, concepts,
principles, and theories.
• An understanding of how effective market and customer management contributes to
business strategy and profitability.
• Skills pertaining to managing markets and building customer value.
• An ability to develop marketing plans, strategies and tactics.
• An understanding of the close relationship between marketing and other functions
within an organisation, and between marketing and innovation.
• Critical thinking and communication skills relating to marketing.
Your channel plan is suggested to include:
– A brief introduction to the product / service and where it is being launched;
– Rationale for why it is a suitable channel for the target market, and for the set
marketing objective(s);
– How you would use the channel to effectively deliver against the marketing objective
for your target market;
– What creative messaging you would use for this channel to be effective, including
examples;
– Define the metrics that you would use to measure the effectiveness of your campaign,
and how you might make adjustments;
– An Action Plan to show what specific activities will be undertaken over time for the
launch. Describe who will do what, when, where?
In your essay, you should:
• Demonstrate you have undertaken research to gather knowledge and insight in relation
to the channel covered in your essay. This means using reliable and relevant in-text
references to support your arguments and claims.
• Critically discuss and rationalise. The essay should not be purely a descriptive
presentation of facts and information, but be persuasive that your recommendations are
the optimum route.
Answer preview An understanding of fundamental market and customer management terms
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