Each student needs to produce a written report to analyse the current marketing activities of a brand and to provide suggestions for their next marketing activities Students are expected to apply the relevant knowledge in analysing/assessing how the marketers try to utilize external and internal factor in order to influence consumers via their marketing activities and formulating new marketing activities to benefit the brand. Students are required to: Describe the current marketing activities of a focal brand Identify the intended objectives of the marketing activities to the target market, in terms of ‘internal’ and ‘external’ factors Assess the outcomes of the marketing activities on consumer responses Set the objectives of the new marketing strategy Recommend three marketing activities to the brand (One of recommended activities should be related to digital media such as social media) Include Appendix for the key examples of the marketing activities (This section does not count against the word limit.) Assignment guide: 1. Describe the current marketing activities of a focal brand Provide a brief description of the current marketing activities of a focal brand. You can supplement examples and details in the Appendix which does not count against the word limit. You also need to briefly mention who are the target segment of the marketing activities. 2. Identify the intended objectives of the marketing activities Identify the intended objectives of their marketing activities to the target market, in terms of ‘internal’ and ‘external’ factors. Internal factors include consumers’ needs,motivation, personality, lifestyles and values. External factors include group influence, social media, income, social class, culture and subcultures. Provide an analysis of how the marketing activities intend to influence consumers in relation to internal and external factors in the focal market/consumption context. 3. Assess the outcomes of the marketing activities on consumer responses Assess the outcomes of the marketing activities on consumer responses (e.g., associations in memory; perceptions; attitudes; purchase intention; word-of-mouth; satisfaction; loyalty; etc.). Evaluate which specific changes the marketing activities canmake in consumers’ mind and their behaviours based on the relevant consumer behaviour theories/concepts. 4. Set the objectives of the new marketing strategy Based on the analysis of the current marketing activities of a focal brand, set the objectives of the new marketing strategy. 5. Recommend three marketing activities to the brand (One of recommended activities should be related to a digital media such as social media) Recommend three marketing activities to the brand. You are encouraged to offer creative marketing activities. For each recommendation, you need to explain why the recommendations are expected to be effective in meeting the objectives of the marketing strategy based on the concepts/theories taught in this course. It should be also included how each of recommendations can help to achieve the objectives of the marketing strategy. Among three recommended activities, one activity should be related to a digital media (e.g., social media) in light of increasing significance of the digital media. 6. Appendix for the key examples of the marketing activities Include Appendix for the key examples of the marketing activities (This section does not count against the word limit.). You may include some images, media mentions,company’s webpages for the marketing activities, etc. with a brief explanation. Sources should be specified.
Each student needs to produce a written report to analyse the current marketing activities of a brand and to provide suggestions for their next marketing activities Students are expected to apply the relevant knowledge in analysing/assessing how the marketers try to utilize external and internal factor in order to influence consumers via their marketing activities and formulating new marketing activities to benefit the brand.
Students are required to:
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Describe the current marketing activities of a focal brand
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Identify the intended objectives of the marketing activities to the target market, in
terms of ‘internal’ and ‘external’ factors
-
Assess the outcomes of the marketing activities on consumer responses
-
Set the objectives of the new marketing strategy
-
Recommend three marketing activities to the brand (One of recommended activities
should be related to digital media such as social media)
-
Include Appendix for the key examples of the marketing activities (This section does not count against the word limit.)
Assignment guide:
1. Describe the current marketing activities of a focal brand
Provide a brief description of the current marketing activities of a focal brand. You can supplement examples and details in the Appendix which does not count against the word limit. You also need to briefly mention who are the target segment of the marketing activities.
2. Identify the intended objectives of the marketing activities
Identify the intended objectives of their marketing activities to the target market, in terms of ‘internal’ and ‘external’ factors. Internal factors include consumers’ needs,motivation, personality, lifestyles and values. External factors include group influence, social media, income, social class, culture and subcultures. Provide an analysis of how the marketing activities intend to influence consumers in relation to internal and external factors in the focal market/consumption context.
3. Assess the outcomes of the marketing activities on consumer responses
Assess the outcomes of the marketing activities on consumer responses (e.g., associations in memory; perceptions; attitudes; purchase intention; word-of-mouth; satisfaction; loyalty; etc.). Evaluate which specific changes the marketing activities canmake in consumers’ mind and their behaviours based on the relevant
consumer behaviour theories/concepts.4. Set the objectives of the new marketing strategy
Based on the analysis of the current marketing activities of a focal brand, set the objectives of the new marketing strategy.
5. Recommend three marketing activities to the brand (One of recommended activities should be related to a digital media such as social media)
Recommend three marketing activities to the brand. You are encouraged to offer creative marketing activities. For each recommendation, you need to explain why the recommendations are expected to be effective in meeting the objectives of the marketing strategy based on the concepts/theories taught in this course. It should be also included how each of recommendations can help to achieve the objectives of the marketing strategy. Among three recommended activities, one activity should be related to a digital media (e.g., social media) in light of increasing significance of the digital media.
6. Appendix for the key examples of the marketing activities
Include Appendix for the key examples of the marketing activities (This section does not count against the word limit.). You may include some images, media mentions,company’s webpages for the marketing activities, etc. with a brief explanation. Sources should be specified.
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