Personal Marketing Plan Assignment

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Personal Marketing Plan Assignment

You are required to complete your personal marketing plan that includes the strategic marketing process elements that you are learning throughout Introduction to Marketing. These include a situation (SWOT) analysis, focus and goal setting, and marketing program.

A. Situation (SWOT) Analysis (40 points)

1. Internal Assessment –

What are your strengths and weaknesses?

 

Strength

Weakness

 

· Personality

· Formal education and classes

· Job experience

· Motivation

· Other: ____________

What can you do to enhance your strengths, minimize your weaknesses?

What type of competitive advantage do YOU have?

If you don’t have one, can you develop one? How are you differentiated?

2. External Analysis –

What are the trends in the environmental factors that could have an impact on your job and career development? Technological, Regulatory/Ethics & Social Responsibility, Economic, Social?

 

Opportunities

Threats

 

· Social factors

· Economic factors

· Technical factors

· Legal factors

· Competitive Analysis – Who are your competitor? What type of background, experiences, strengths and weaknesses do your competitors have?

· Market Analysis – (This means doing some research!)

What market segments have you identified as having the best potential?

How do you fit into these markets?

B. Focus and Goal Setting (20 points)

· What are your objectives? Make them specific and measurable. What is your target market? Examples might be large public accounting firms, business to business sales, marketing researcher for a consulting firm in Chicago.

C. Marketing Program (40 points)

1. Product Strategy – Actions to improve my own marketability

Understand how it can meet the needs of your target market. What are your key attributes/benefits? How are you differentiated? Address those questions by analyze your capital:

· Formal education/courses

· Job experience

· Extra-curricular activities

· Volunteer activities

· Key attributes/benefits

· Differentiation

2. Place strategy –

What channels have you developed to access your target market (prospective employers)? Associations, career placement, personal contacts, etc. Do some careful research on these. Don’t assume that intensive distribution is necessarily the way to go. Focus your channel to the target market you are seeking.

Network sources for contacts and references

3. Promotion Strategy

Think about the buying process. How will you create awareness? What can you do to ‘break through the clutter’ and get the opportunity for an interview? What is your “positioning” strategy? Your personal selling skills will be important for telephone contacts and face-to-face interviews. Probe to find out about the needs of the organization before the “sales call” and during the interview. Have questions prepared.

4. Pricing –

What salary and compensation package do you want; are you willing to settle for? What’s the competitive price for your target market?

 
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Buisness Research 4

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RES-351 – Business Research Individual Quiz 2 Due Date: August 4, 2014

Mehul Rangwala Maximum Score: 50 points

1. Direct observation of phenomena, empirically testable hypotheses, and the ability to rule out rival hypotheses are all essential tenets of the _____.  A. experiential method B. scientific method C. intuitive process D. strategic management process E. account planning philosophy

 

2. The statement, “Sales in Pacific Timber Products have increased in the past six months,” is an example of a(n) _____.  A. inductive argument B. deductive argument C. exposition D. research question E. proposition

 

3. Consider the following statements: “Inner-city household interviewing is especially difficult and expensive. This survey involves substantial inner-city household interviewing. The interviewing in this survey will be especially difficult and expensive.” This is an example of a(n) _____.  A. empirical argument B. inductive argument C. exposition D. deductive argument E. hypothesis

 

4.  _____ is a form of reasoning that draws a conclusion from one or more particular facts or pieces of evidence.  A. Induction B. Deduction C. Empiricism D. Logic E. Association

 

5. Consider the following example: “Retail sales increases in the 2005 holiday season were below projections. Sales were disappointing because consumers were not confident about economic growth.” This is an example of a(n) _____.  A. inductive argument B. deductive argument C. empirical argument D. fact E. premise

 

6. Which term below refers to a bundle of meanings or characteristics associated with certain concrete, unambiguous events, objects, conditions, or situations?  A. Variable B. Construct C. Concept D. Theory E. Model

 

7. A _____ is an image or abstract idea specifically invented for a given research and/or theory-building purpose.  A. variable B. construct C. concept D. theory E. model

 

8. Automobile is a(n) _____ concept, while service quality is a(n) _____ concept.  A. abstract, objective B. subjective, objective C. intangible, tangible D. objective, abstract E. factual, perceptual

 

9. Concepts are more _____, while constructs are more _____.  A. concrete, abstract B. abstract, concrete C. intangible, tangible D. conceptual, factual E. intuitive, logical

 

10. Jack observes his neighbor’s purchase behavior with new automobiles. His neighbor purchases a new car every year and always seems to have a nicer model than the year before. Jack thinks the dealership must sell to his neighbor’s fascination with new car styles. In this example, interest in new car styles is a _____.  A. construct B. fact C. concept D. theory E. model

 

11. Bill often feels insecure about how others view him. To increase his feelings of self-esteem, Bill often buys expensive, luxury items. Self-esteem is an example of a _____.  A. construct B. fact C. concept D. theory E. model

 

12. To be categorized as a customer, an individual must have a history of shopping at the establishment at least twice prior to the start of the study with expenditures of more than $10. This is an example of a(n) _____.  A. hypothetical construct B. conceptual scheme C. operational definition D. dictionary definition E. mediating variable

 

13. James is entering data on client gender. Because the values entered reflect male or female, this variable is _____.  A. discrete B. dichotomous C. continuous D. ratio-scaled E. metric

 

14. Jason is using the demographic variables of highest level of educational attainment (high school graduate, some college, college graduate, graduate school) and ethnicity (Asian, African-American, Caucasian, Hispanic, other) to describe survey respondents. Both are examples of _____ variables.  A. dichotomous B. discrete C. continuous D. dependent E. mediating

 

15. Rachel is interested in learning the effect of using a celebrity endorsement on sales. The presence or absence of a celebrity endorsement is the _____ variable.  A. independent B. dependent C. mediating D. criterion E. continuous

 

16. Variables that are included because they are believed to have a significant contributory or contingent effect on the IV-DV relationship are called _____ variables.  A. criterion B. predictor C. mediator D. moderator E. extraneous

 

17. In the Southeast, the potato chip market share held by the Lays brand is 46%. This is an example of a(n) _____.  A. research question B. descriptive hypothesis C. relational hypothesis D. explanatory hypothesis E. correlational hypothesis

 

18. Potato chip sales vary directly with the level of television viewing. This is an example of a _____.  A. research question B. descriptive hypothesis C. correlational hypothesis D. causal hypothesis E. dichotomous hypothesis

 

19. An increase in hours of television viewing leads to increases in the sales of snack foods. This is an example of a_____.  A. research question B. descriptive hypothesis C. correlational hypothesis D. causal hypothesis E. dichotomous hypothesis

 

20. Which of the following is an explanatory hypothesis?  A. Young women purchase fewer meats than women who are 35 years of age or older. B. Sales of vegetarian foods vary by season. C. An increase in family income leads to an increase in the percentage of income spent on housing. D. Real estate investment trusts (REITs) experienced a record level of profitability in 2004. E. People in the South tend to rate the President more favorably than do people in the North.

 

21. A Google search can be classified as which type of information source?  A. Secondary B. Primary C. Tertiary D. Statistical E. External

22. The problem or opportunity that requires a business decision is called the _____.  A. research question B. management-research-question hierarchy C. management dilemma D. management question E. investigative question

 

23. Which of the following questions is considered when discussing the management dilemma?  A. How can management eliminate negative symptoms? B. What does the manager need to know to choose the best alternative from the available sources of action? C. What is the recommended course of action? D. What symptoms cause management concern? E. What should be asked or observed to obtain the information the manager needs?

 

24. BankChoice is concerned about stagnating profits and asks, “How can profitability be improved?” This is an example of a(n) _____.  A. management question B. research question C. investigative question D. measurement question E. management dilemma

 

25. The process of stating the basic dilemma and then developing other questions by progressively breaking down the original question into more specific ones is called the _____.  A. research question B. management-research-question hierarchy C. management dilemma D. management question E. investigative question

 

26. Data originating from studies that are conducted by others and for a different purpose than the one for which the data are being reviewed are called _____ data.

A. primary

B. secondary

C. quantitative

D. statistical

E. descriptive

 

27. What is the first step in conducting an experiment?

A. Specify the level(s) of the treatment

B. Choose the experimental design

C. Control the experimental environment

D. Select and assign participants

E. Select relevant variables

 

28. Which variable in an experiment is the variable expected to be affected by the manipulation?

A. Dependent variable

B. Extraneous variable

C. Moderating variable

D. Independent variable

E. Mediating variable

Page 6 of 6

 
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Marketing Unit I Case Study

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Unit I Case Study

Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically

analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you

research the competition and industry in which your business resides with an end goal of formulating a recommendation for

the challenges faced by the company.

Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice,

and respond to each of the questions below using both theory and practical managerial thinking as well as supporting

research.

Option 1: Nike (pp. 30–31)

1. How has the industry in which Nike resides been doing over the last 5 years?

2. What are the pros, cons, and risks associated with Nike’s core marketing strategy? How have they managed to

develop a strong customer relationship with their target market?

3. Who are the top three competitors of Nike, and what are their advantages/disadvantages with respect to their

product/service development?

4. Looking at the competitors you discussed in question #3, what would you recommend as being the next steps for

these competitors and subsequently the next steps for Nike to combat these competitors?

Option 2: Cisco (pp. 58–59)

1. How is building a brand in a business-to-business (B2B) context different than that of a business-to-consumer (B2C)

market? How has Cisco managed to develop a strong customer relationship with their target market?

2. How has the industry in which Cisco resides been doing over the last 5 years?

3. Who are the top three competitors of Cisco, and what are their advantages/disadvantages with respect to their

product/service development?

4. Is Cisco’s plan to reach out to consumers a viable one? Why, or why not? As a marketing manager for Cisco, what

would you recommend to be the next steps?

Option 3: Intel (pp. 59–60)

1. Discuss how Intel changed ingredient-marketing history. What did it do so well in those initial marketing campaigns?

How did Intel manage to develop a strong customer relationship with their target market?

2. How has the industry in which Intel resides been doing over the last 5 years?

3. Who are the top three competitors of Intel, and what are their advantages/disadvantages with respect to their

product/service development?

4. Evaluate Intel’s greatest risks and strengths as the industry moves out of the personal computer (PC) era. Identify the next steps that Intel needs to employ in order to maintain its competitive advantage.

In formatting your case analysis, do not use the question-and-answer format; instead, use an essay format with

subheadings. Your APA-formatted case study should be a minimum of 500 words in length (not counting the title and

reference pages). You are required to use a minimum of three peer-reviewed, academic sources that are no more than 5

years old (one may be your textbook). All sources used, including the textbook, must be referenced; paraphrased material

must have accompanying in-text citations.

Marketing Excellence Nike

Nike hit the ground running in 1962. Originally known as Blue Ribbon Sports, the company focused on providing high-quality running shoes designed for athletes by athletes. Founder Philip Knight believed high-tech shoes for runners could be manufactured at competitive prices if imported from abroad. Nike’s commitment to designing innovative footwear for serious athletes helped build a cult following among U.S. consumers.

Nike believed in a “pyramid of influence” where the preferences of a small percentage of top athletes influenced the product and brand choices of others. Nike’s marketing campaigns have always featured accomplished athletes. For example, runner Steve Prefontaine, the company’s first spokesperson, had an irreverent attitude that matched Nike’s spirit.

In 1985, Nike signed up then-rookie guard Michael Jordan as a spokesperson. Jordan was still an up-and-comer, but he personified superior performance. Nike’s bet paid off—the Air Jordan line of basketball shoes flew off the shelves and revenues hit more than $100 million in the first year alone. As one reporter stated, “Few marketers have so reliably been able to identify and sign athletes who transcend their sports to such great effect.”

In 1988, Nike aired the first ads in its $20 million “Just Do It” ad campaign. The campaign, which ultimately featured 12 TV spots in all, subtly challenged a generation of athletic enthusiasts to chase their goals. It was a natural manifestation of Nike’s attitude of self-empowerment through sports.

As Nike began expanding overseas, the company learned that its U.S.-style ads were seen as too aggressive in Europe, Asia, and South America. Nike realized it had to “authenticate” its brand in other countries, so it focused on soccer (called football outside the United States) and became active as a sponsor of youth leagues, local clubs, and national teams. However, for Nike to build authenticity among the soccer audience, consumers had to see professional athletes using its product, especially athletes who won.

Nike’s big break came in 1994 when the Brazilian team (the only national team for which Nike had any real sponsorship) won the World Cup. That victory transformed Nike’s international image from a sneaker company into a brand that represented emotion, allegiance, and identification. Nike’s new alliance with soccer helped propel the brand’s growth internationally. In 2003, overseas revenues surpassed U.S. revenues for the first time, and in 2007, Nike acquired Umbro, a British maker of soccer-related footwear, apparel, and equipment. The acquisition made Nike the sole supplier to more than 100 professional soccer teams around the world and boosted Nike’s international presence and authenticity in soccer. The company sold Umbro in 2012 for $225 million.

In recent years, Nike’s international efforts have been focused on emerging markets. During the 2008 Summer Olympics in Beijing, Nike honed in on China and developed an aggressive marketing strategy that countered Adidas’s sponsorship of the Olympic Games. Nike received special permission from the International Olympic Committee to run Nike ads featuring Olympic athletes during the games. In addition, Nike sponsored several teams and athletes, including most of the Chinese teams. This aggressive sponsorship strategy helped ignite sales in the Asian region by 15 percent.

In addition to expanding overseas, Nike has successfully expanded its brand into many sports and athletic categories, including footwear, apparel, and equipment. Nike continues to partner with high-profile and influential athletes, coaches, teams, and leagues to build credibility in these categories. For example, Nike aligned with tennis stars Maria Sharapova, Roger Federer, and Rafael Nadal to push its line of tennis clothing and gear. Some called the famous 2008 Wimbledon match between Roger Federer and Rafael Nadal—both dressed in swooshes from head to toe—a five-hour Nike commercial valued at $10.6 million.

To promote its line of basketball shoes and apparel, Nike has partnered with basketball superstars such as Kobe Bryant and LeBron James. In golf, Nike’s swoosh appears on many golfers but most famously on Tiger Woods. In the years since Nike first partnered with Woods, Nike Golf has grown into a $523 million business and literally changed the way golfers dress and play today. Tiger’s powerful influence on the game and his Nike-emblazoned style has turned the greens at the majors into “golf’s fashion runway.”

Nike is the biggest sponsor of athletes in the world and plans to spend more than $3 billion in athletic endorsements between 2012 and 2017. The company also has a history of standing by its athletes, such as Tiger Woods and Kobe Bryant, even as they struggle with personal problems. It severed its relationship with Lance Armstrong in 2012, however, after strong evidence showed that the cyclist doped during his time as an athlete and while competing during all Tour de Frances. Nike released a statement explaining, “Nike does not condone the use of illegal performance enhancing drugs in any manner.” Prior to the scandal, the company had helped develop Armstrong’s LIVESTRONG campaign to raise funds for cancer. It designed, manufactured, and sold more than 80 million yellow LIVESTRONG bracelets, netting $500 million for the Lance Armstrong Foundation.

While Nike’s athletic endorsements help inspire and reach consumers, its most recent innovations in technology have resulted in more loyal and emotionally connected consumers. For example, Nike’s lead in the running category has grown to 60 percent market share thanks to its revolutionary running application and community called Nike+ (plus). Nike+ allows runners to engage in the ultimate running experience by seeing their real-time pace, distance, and route and by giving them coaching tips and online sharing capabilities. Nike expanded Nike+ to focus on key growth areas like basketball and exercise and recently launched Nike+ Basketball, Nike+ Kinect, and Nike+Fuelband, a bracelet/app that tracks daily activities.

Like many companies, Nike is trying to make its company and products more eco-friendly. However, unlike many companies, it does not promote these efforts. One brand consultant explained, “Nike has always been about winning. How is sustainability relevant to its brand?” Nike executives agree that promoting an eco-friendly message would distract from its slick high-tech image, so efforts like recycling old shoes into new shoes are kept quiet.

As a result of its successful expansion across geographic markets and product categories, Nike is the top athletic apparel and footwear manufacturer in the world. In 2014, revenues exceeded $27 billion, and Nike dominated the athletic footwear market with 31 percent market share globally and 50 percent market share in the United States. Swooshes abound on everything from wristwatches to skateboards to swimming caps. The firm’s long-term strategy, however, is focused on running, basketball, football/soccer, men’s training, women’s training, and action sports.

Questions

1. What are the pros, cons, and risks associated with Nike’s core marketing strategy?

2. If you were Adidas, how would you compete with Nike?

Sources: Justin Ewers and Tim Smart, “A Designer Swooshes In,” U.S. News & World Report, January 26, 2004, p. 12; “Corporate Media Executive of the Year,” Delaney Report, January 12, 2004, p. 1; Barbara Lippert, “Game Changers: Inside the Three Greatest Ad Campaigns of the Past Three Decades,” Adweek, November 17, 2008; “10 Top Nontraditional Campaigns,” Advertising Age, December 22, 2003, p. 24; Chris Zook and James Allen, “Growth Outside the Core,” Harvard Business Review, December 2003, p. 66; Jeremy Mullman, “NIKE; What Slowdown? Swoosh Rides Games to New High,” Advertising Age, October 20, 2008, p. 34; Allison Kaplan, “Look Just Like Tiger (until You Swing),” America’s Intelligence Wire, August 9, 2009; Reena Jana and Burt Helm, “Nike Goes Green, Very Quietly,” BusinessWeek, June 22, 2009; Emily Jane Fox and Chris Isidore, “Nike Ends Contracts with Armstrong,” CNNMoney.com , October 17, 2012; Nike Annual Report 2012.

(Kotler 30-32)

Kotler, Philip T., Kevin Keller. Marketing Management, VitalSource for Columbia Southern University, 15th Edition. Pearson Learning Solutions, 2016-11-01. VitalBook file.

The citation provided is a guideline. Please check each citation for accuracy before use.

 

Marketing Excellence Cisco

Cisco Systems is the worldwide leading supplier of networking equipment for the Internet. The company sells hardware (routers and switches), software, and services that make most of the Internet work. Cisco was founded in 1984 by a husband-and-wife team who worked in the computer operations department at Stanford University. They named the company cisco—with a lowercase c, short for San Francisco, and developed a logo that resembled the Golden Gate Bridge, which they frequently traveled.

Cisco went public in 1990, and the two founders left the company shortly thereafter. Over the next decade, the company grew exponentially, led by new-product launches such as patented routers, switches, platforms, and modems, which significantly contributed to the backbone of the Internet. Cisco opened its first international offices in London and France in 1991 and has expanded to more than 165 countries. During the 1990s, Cisco acquired and successfully integrated 49 companies into its core business, growing its market capitalization faster than that of any company in history—from $1 billion in 1991 to $300 billion in 1999. In March 2000, Cisco became the most valuable company in the world, with market capitalization peaking at $582 billion, or $82 per share.

By the end of the 20th century, the company was extremely successful, but brand awareness was low. Many consumers and investors knew Cisco for its stock price, but few outside the industry knew what it did. Cisco developed partnerships with Sony, Matsushita, and US West to co-brand its modems with the Cisco logo in hopes of building name recognition and brand value. In addition, it launched its first television spots as part of a campaign titled “Are You Ready?” In the ads, children and adults from around the world delivered facts about the power of the Internet and challenged viewers to ponder, “Are you ready?”

The company survived the Internet bust but reorganized in 2001 into 11 new technology groups and a marketing organization, which planned to communicate the company’s product line and competitive advantages better than it had in the past. In 2003, Cisco introduced its largest marketing campaign to date, including a new slogan, “This Is the Power of the Network. Now.” The international campaign targeted corporate executives and highlighted Cisco’s critical role in a complicated, technological system by using a soft-sell approach. Television commercials explained how Cisco’s systems change people’s lives around the world, and an eight-page print ad spread didn’t mention Cisco’s name until the third page. Marilyn Mersereau, Cisco’s vice president of corporate marketing at the time, explained, “Clever advertising involves the reader in something that’s thought-provoking and provocative and doesn’t slam the brand name into you from the first page.”

Cisco entered the consumer segment with the acquisition of Linksys, a home and small-office network gear maker. Within a year, Cisco offered several home entertainment solutions, including wireless capabilities for music, printing, and video. The transition into the consumer segment triggered a rebranding campaign in 2006, aimed at increasing awareness among consumers and lifting the overall value of Cisco’s brand.

“The Human Network” campaign tried to reposition the technology giant as more than just a supplier of switches and routers by communicating its role in connecting people through technology. The campaign evolved into “Built for the Human Network” and targeted everyone from consumers to IT professionals. As a result, Cisco developed a new marketing strategy that showcased its brand as fun and digestible, using interactive games, videos, and virtual events.

Cisco’s partnership with sports and entertainment venues created the perfect opportunity to exhibit the way its technologies connected people to their passions. Cisco Connected Sports turned sports stadiums into digitally connected interactive venues, “the ultimate fan experience.” Fans could meet the players virtually through a videoconferencing system, while digital displays throughout the stadium allowed them to pull up scores from other games, order food, and view local traffic. These flexible platforms could also work with business conferences and music concerts.

Cisco’s ultimate goal is to increase overall Internet traffic, ultimately driving demand for its wide range of products. The company has recently expanded into consumer electronics, business collaboration software, and computer servers. Revenues topped $47 billion in 2014, and its market cap exceeded $118 billion. Its Web site boasts, “We help the most innovative companies in the world do things they never could before.”

Questions

1. How is building a brand in a business-to-business context different from doing so in the consumer market?

2. Is Cisco’s plan to reach out to consumers a viable one? Why or why not?

Sources: Marguerite Reardon, “Cisco Spends Millions on Becoming Household Name,” CNET, October 5, 2006; Michelle Kessler, “Tech Giants Build Bridge to Consumers,” USA Today, March 13, 2006; Marla Matzer, “Cisco Faces the Masses,” Los Angeles Times, August 20, 1998; David R. Baker, “New Ad Campaign for Cisco,” San Francisco Chronicle, February 18, 2003; Bobby White, “Expanding into Consumer Electronics, Cisco Aims to Jazz Up Its Stodgy Image,” Wall Street Journal, September 6, 2006, p. B1; Burt Helm, “Best Global Brands,” BusinessWeek, September 18, 2008; Ashlee Vance, “Cisco Buys Norwegian Firm for $3 Billion,” New York Times, October 1, 2009; Jennifer Leggio, “10 Fortune 500 Companies Doing Social Media Right,” ZDNet, September 28, 2009; Karen Bannan, “How Cisco Used Consumer-Based Marketing Strategies to Reach B2B Clients,” BtoB Marketing, July 20, 2010; Cisco.com.

(Kotler 58-59)

Kotler, Philip T., Kevin Keller. Marketing Management, VitalSource for Columbia Southern University, 15th Edition. Pearson Learning Solutions, 2016-11-01. VitalBook file.

The citation provided is a guideline. Please check each citation for accuracy before use.

 

Marketing Excellence Intel

Intel makes the microprocessors found in most of the world’s personal computers, tablets, and smart phones. It is one of the most valuable brands in the world, with revenues exceeding $54 billion. In the early days, however, Intel microprocessors were known simply by their engineering numbers, such as “80386” or “80486.” Because numbers can’t be trademarked, competitors came out with their own numbered chips, and Intel had no way to distinguish itself. Nor could consumers see Intel’s products, buried deep inside their PCs. Thus, Intel had a hard time convincing consumers to pay more for its high-performance products.

To correct this situation, Intel created the quintessential ingredient-branding marketing campaign. First, it chose the name Pentium for its latest microprocessor and trademarked it. Next, it launched the “Intel Inside” campaign to build brand awareness of its family of microprocessors. This campaign helped move the Intel brand name outside the PC and into the minds of consumers. To secure crucial support from the computer manufacturers who used its processors, Intel gave them significant rebates when they included its logo in their ads or placed “Intel Inside” stickers on the outside of their PCs and laptops.

Intel created several memorable marketing campaigns in the late 1990s, making it a recognizable ingredient brand name. The “Bunny People” series featured Intel technicians dressed in brightly colored contamination suits as they danced to disco music inside a processor facility. Intel also used the famous Blue Man Group in its commercials for Pentium III and Pentium IV.

As the PC industry slowed in the mid-2000s, Intel sought opportunities in new growth areas such as wireless, home entertainment, and mobile devices. The company launched a handful of new platforms: Centrino, which featured wireless capabilities, Viiv (rhymes with “five”) aimed at home entertainment enthusiasts, and Centrino Duo mobile. Intel created a $2 billion global marketing campaign to help reposition itself from a brainy microprocessor company to a “warm and fuzzy company” that offered solutions for consumers as well. With a new logo, its new slogan “Leap Ahead” replaced the familiar “Intel Inside” campaign.

In 2008, reacting to the new wave of mobile Internet devices and lightweight netbooks, Intel launched the Atom, its smallest processor to date, about the size of a grain of rice. Also that year, Intel introduced its most advanced microprocessor to date, the Intel Core i7, which served the increased need for video, 3-D gaming, and advanced computer activities. Both processors were instant hits. Intel sold more than 20 million Atom processors in its first year alone and 28 million in its second year.

Intel’s corresponding campaign aimed to improve the company’s brand awareness among consumers and was titled “Sponsors of Tomorrow.” Commercials highlighted the company’s role in changing the future of technology and took a humorous tone. In one, a middle-aged man wearing his company ID tag strutted through the cafeteria as fellow employees screamed, groped, and begged for his autograph. The ad explained, “Ajay Bhatt, co-inventor of the USB. Our superheroes aren’t like your superheroes.”

As the post-PC era dawned, Intel, known for its relationship with the PC, found itself refocusing and taking risky steps to remain a technological leader. In 2011, it acquired two major companies, McAfee and Infineon Technologies’ Wireless Solutions business, expanding its capabilities. That same year, Intel made a strategic shift in its product line and introduced the Ultrabook system, a new category of thin and secure mobile devices that combined features of tablets and netbooks.

The company launched its biggest marketing campaign in more than a decade—“A New Era of Computing”—to communicate its evolution into the category of tablets and smart phones. Kevin Sellers, vice president, Sales and Marketing Group, explained, “This is not a campaign where we’re talking about the microprocessor or Intel the company. Instead, we’re giving a cinematic and epic feel to how Intel-inspired Ultrabook systems are ushering in a new era of computing and making everything else seem like ancient history.”

As Intel expands into mobile devices, its influence on the future of technology and its brand value will grow. The combination of effective, consistent marketing along with innovative technological launches have made its brand one of the most valuable in the world, exceeding $34 billion.

Questions

1. Discuss how Intel changed ingredient-marketing history. What did it do so well in those initial marketing campaigns?

2. Evaluate Intel’s more recent marketing efforts as the industry moves out of the PC era. What are Intel’s greatest risks and strengths during this changing time?

Sources: Cliff Edwards, “Intel Everywhere?” BusinessWeek, March 8, 2004, pp. 56–62; Scott Van Camp, “ReadMe.1st,” Brandweek, February 23, 2004, p. 17; “How to Become a Superbrand,” Marketing, January 8, 2004, p. 15; Roger Slavens, “Pam Pollace, VP-Director, Corporate Marketing Group, Intel Corp,” BtoB, December 8, 2003, p. 19; Kenneth Hein, “Study: New Brand Names Not Making Their Mark,” Brandweek, December 8, 2003, p. 12; Heather Clancy, “Intel Thinking outside the Box,” Computer Reseller News, November 24, 2003, p. 14; Cynthia L. Webb, “A Chip Off the Old Recovery?” Washingtonpost.com, October 15, 2003; “Intel Launches Second Phase of Centrino Ads,” Technology Advertising & Branding Report, October 6, 2003; David Kirkpatrick, “At Intel, Speed Isn’t Everything,” Fortune, February 9, 2004, p. 34; Don Clark. “Intel to Overhaul Marketing in Bid to Go Beyond PCs,” Wall Street Journal, December 30, 2005; Stephanie Clifford, “Tech Company’s Campaign to Burnish Its Brand,” New York Times, May 6, 2009, p. B7; Tim Bajarin, “Intel Makes Moves in Mobility,” PC Magazine, October 5, 2009; “Intel Ushers in ‘A New Era of Computing’ with Ultrabook Campaign,” Intel press release, April 4, 2012; Interbrand’s Best Global Brands 2014.

(Kotler 59-60)

Kotler, Philip T., Kevin Keller. Marketing Management, VitalSource for Columbia Southern University, 15th Edition. Pearson Learning Solutions, 2016-11-01. VitalBook file.

The citation provided is a guideline. Please check each citation for accuracy before use.

 
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Develop and Apply Knowledge of Marketing Communication Industry

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Develop and Apply Knowledge of Marketing Communication Industry

Student Assessment Guide
 
BSBMKG418

Develop and Apply Knowledge of Marketing Communication Industry
 

 

 

Student Assessment Guide – BSBMKG418.v3

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Table of Contents Assessment Information 1 Assessment Event: Fusion Marketing Simulation 3 Task 1: Develop Knowledge of the Marketing Communications Industry 3 1.1 Identify and access sources of information on the industry 3 1.2 Identify the industry structure and client operating environment 3 1.3 Evaluate the organisational structure 3 1.4 Describe organisational plans 3 1.5 Obtain information on marketing communication industry sectors 4 1.6 Obtain information on marketing communication industry associations and networks 4 1.7 Obtain information on the societal role of the marketing communication industry 4 1.8 Identify and access information on key stakeholders 4 1.9 Outline principles and practices of marketing communications and media strategies 4 1.10 Create Information Sheet 1 4 Task 2: Identify Industry Employment Obligations and Opportunities 5 2.1 Obtain information regarding employment obligations in the industry 5 2.2 Obtain information regarding employment opportunities in the industry 5 2.3 Create Information Sheet 2 5 Task 3: Identify Future Trends Within the Marketing Communications Industry 6 3.1 Research developments for marketing communication within digital communications technology 6 3.2 Scope the relative impact of digital communications technology on the industry 6 3.3 Create Information Sheet 3 6 Task 4: Monitor the Industry and Share Knowledge 7 4.1 Research the current issues of concern to the industry 7 4.2 Share updated knowledge with the two stakeholders 7 4.3 Update the corporate knowledge base 7 Appendix A: Fusion Marketing Simulation 8 Fusion Marketing Simulation Background 8 Simulation Phases 10 Your Role in the Simulation 10 Phase 1: 10 Phase 2 10 Phase 3 11 Phase 4 11 Assessment Conditions for the Observation 12 Appendix B: Observation Check Sheet 13

 

Assessment Information

Welcome to your Student Assessment Guide for BSBMKG418 Develop and Apply Knowledge of Marketing Communication Industry. This Guide provides you with information on the assessment particularly what you have to do and to what level of performance.

This assessment has the following Assessment Event:

Assessment Event – Simulation: Fusion Marketing
You will complete a number of tasks associated with researching and reporting information on the marketing communication industry in the context of industry structure, sectors, associations, networks, societal role, stakeholders, employment obligations and opportunities, trends in the digital space, and issues of concern to the industry.

This assessment centres on the Fusion Marketing case study, a professional marketing agency with a team of professional marketing consultants helping their clients to achieve their marketing communication goals. You will act in the capacity of a Marketing Communications Officer to support marketing communication activities of the organisation.

To complete the Simulation, you will need to refer to the following resources:

Fusion Marketing Style Guide: Organisational Style Guide that is designed to set standards and ensure consistency in document production. You must conform to the standards as outlined in this document when producing your information sheets.
   
Template 1 (Infosheet 1): A word-processing template which you will use when creating the required information sheet in Task 1.
   
Template 2 (Infosheet 2): A word-processing template which you will use when creating the required information sheet in Task 2.
   
Template 3 (Infosheet 3): A word-processing template which you will use when creating the required information sheet in Task 3.

Remember, you do not type your responses in this Student Assessment Guide, but use the Student Assessment Workbook, which is a separate document. This document is simply a guide to explain what you are required to do, and by doing so, this will assist you to perform at your best.

Please note that your responses for both assessment events can (where appropriate) use dot point format. See below for an example of a dot point response and a full sentence response.

Dot point format Presentation Plan includes the following:

· outcomes

· needs of the audience

· context.
   
Full sentence format When you are preparing for a Presentation, there are a number of tasks that must be carried out. These are; listing the outcomes that you want to achieve, followed by the identification of the needs of your audience. When you have completed these two tasks, you then check on the room you will be conducting the simulation in etc.

Performance required

· complete all of the questions and tasks listed in the Student Assessment Workbook

· meet all the requirements listed in this Student Assessment Guide

· your responses to the questions and tasks must be relevant, accurate and specific

· submit your completed Student Assessment Workbook to your Assessor within the set timeframes

· your work must be in your own words

· where you use an external source of information, you must provide citation.

Please be aware that your Assessor is here to provide you with the necessary support throughout the assessment process. If you have questions, then contact them for guidance.

Assessment Event: Fusion Marketing Simulation

In this assessment, you will undertake a number of tasks associated with researching critical information on the marketing communication industry and reporting to key internal and external stakeholders of Fusion Marketing. In this simulation, you will perform the following actions:

· research information on the industry as required

· create information sheets to regularly monitor the industry as typical work role

· establish and maintain a corporate knowledge base

· conduct a face-to-face meeting with internal and external stakeholders to share knowledge.

Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This includes understanding the background of the simulation and the criteria you will be assessed on. These are located in the Appendix of this document.

Task 1: Develop Knowledge of the Marketing Communications Industry

In this task you will identify and access sources of information on the marketing communications industry, and then create the first information sheet that covers structure and operation of the marketing communication industry, industry sectors, associations, networks, societal role, and key stakeholders.

1.1 Identify and access sources of information on the industry

R 1. identify five sources of information on the marketing communications industry

R 2. describe the relative credibility of these sources to the market in terms of validity and reliability

R 3. word count is approximately 75 words per description.

1.2 Identify the industry structure and client operating environment

R 1. identify five participants that form the structure of the industry

R 2. describe their role within the industry

R 3. in your descriptions, include the relationship of these participants with the client

R 4. word count is approximately 75 words for each description.

1.3 Evaluate the organisational structure

R 1. review the marketing department’s current structure

R 2. list three issues with this structure

R 3. recommend a more modern department structure:

· the proposed structure must be aligned to current industry practices

· the new structure must be in line with the organisation’s services

· describe their model including five advantages over the existing structure

· depict the structure by inserting a hierarchy chart.

1.4 Describe organisational plans

R 1. describe the core elements of an Integrated Marketing Communication (IMC) Plan:

· describe five core elements

· word count is approximately 20 words per description

R 2. outline the relationship between an IMC Plan and an organisation’s business plan and marketing plan:

· identify three areas where the three plans are related

· describe this relationship

· word count is approximately 200 words.

1.5 Obtain information on marketing communication industry sectors

R 1. identify five sectors in the marketing communication industry

R 2. describe their role within the industry

R 3. word count is approximately 50 words per description.

1.6 Obtain information on marketing communication industry associations and networks

R 1. identify ten associations and networks within the marketing communication industry

R 2. describe their role within the industry

R 3. word count is approximately 15 words per description.

1.7 Obtain information on the societal role of the marketing communication industry

R 1. identify three societal roles of the marketing communication industry

R 2. describe these roles addressing ethical considerations

R 3. word count is approximately 50 words per description.

1.8 Identify and access information on key stakeholders

R 1. identify five stakeholders of Fusion Marketing that play a key role in the marketing communication industry

R 2. these stakeholders must include both internal and external

R 3. describe these stakeholders and their roles in the industry

R 4. word count is approximately 25 words per description.

1.9 Outline principles and practices of marketing communications and media strategies

R 1. identify five principles of marketing communications

R 2. describe how the industry practices these principles

R 3. word count is approximately 50 words per description.

1.10 Create Information Sheet 1

In this subtask, you will establish a web-based knowledge base platform in which you will use it to update knowledge of the marketing communications industry continuously. This is one of your main responsibilities as your typical work role within the organisation, that is, to set up and maintain an online knowledge repository with the purpose of providing access to updated knowledge to the other stakeholders.

R 1. develope an electronic filing system as the corporate knowledge base:

· this system must be cloud based and intuitive so that all stakeholders can use

· ensure access by all stakeholders

· had a logical hierarchical structure for each document

R 2. create the ‘Information Sheet 1’ using the template provided (‘Infosheet 1’):

· summarise your findings from Task 1.1 to Task 1.8

· your document must conform to the standards outlined in the Fusion Marketing Style Guide

· word count is not critical, but page count must be maximum three A4 pages

R 3. upload the document to your corporate knowledge base

R 4. produce screen shots of your knowledge base and attach to your Student Assessment Workbook.

 

Task 2: Identify Industry Employment Obligations and Opportunities

In this task, you will identify and access sources of information on employment obligations and opportunities in the marketing communication industry, and then create the second information sheet that summarises this information to other stakeholders.

2.1 Obtain information regarding employment obligations in the industry

R 1. for each area below, identify an ‘Act’ that employees of Fusion Marketing must comply with the industry:

· discrimination

· privacy

· intellectual property

· taxation

· safety of self and others

· fair trading and competition

· employee and employer relationship

· telemarketing

· unsolicited commercial text (SMS) message

· broadcast programs

R 2. these Acts:

· must have the correct title and date

· are currently in-force

R 3. for each Act, describe the key provisions regarding employment obligations

R 4. word count is approximately 25 words per description.

2.2 Obtain information regarding employment opportunities in the industry

R 1. identify five employment opportunities in the marketing communications industry

R 2. list five key duties of each role in the industry

R 3. word count is not critical.

2.3 Create Information Sheet 2

In this subtask, you will continue updating the corporate knowledge base with information related to employment obligations and opportunities in the marketing communication industry.

R 1. create the ‘Information Sheet 2’ using the template provided (‘Infosheet 2’):

· summarise your findings from Task 2.1 and 2.2

· your document must conform to the standards outlined in the Fusion Marketing Style Guide

· word count is not critical, but page count must be maximum two A4 pages

R 2. update the corporate knowledge base:

· upload the document to your corporate knowledge base

· ensure access by all stakeholders

· maintain a logical hierarchical structure

R 3. produce screen shots of your knowledge base and attach to your Student Assessment Workbook.

 

Task 3: Identify Future Trends Within the Marketing Communications Industry

In this task, you will identify and access sources of information on the developments for marketing communication within digital communications technology to scope their relative impact on the industry. Then, you will create the third information sheet that summarises this information to other stakeholders.

3.1 Research developments for marketing communication within digital communications technology

R 1. identify a digital communications technology trend in the following marketing communication areas:

· advertising

· content

· public relations

· customer data

· market performance

· sales and lead management

· commerce

· market visibility

· real-time marketing

R 2. describe the use of each digital communications technology

R 3. word count is approximately 25 words per description.

3.2 Scope the relative impact of digital communications technology on the industry

R 1. summarise how the digital communications technology trends (Task 3.1) impact the industry:

· include three positive impacts and their rationale

· include three issues of concern to the industry and their solutions

· include and accurately interpret data and statistical information from credible sources

R 2. word count is approximately 250 words.

3.3 Create Information Sheet 3

In this subtask, you will continue updating the corporate knowledge base with information related to developments within digital communications technology and their impact on the marketing communication industry.

R 1. create the ‘Information Sheet 3’ using the template provided (‘Infosheet 3’):

· summarise your findings from Task 3.1 and 3.2

· your document must conform to the standards outlined in the Fusion Marketing Style Guide

· word count is not critical, but page count is maximum two A4 pages

R 2. update the corporate knowledge base:

· upload the document to your corporate knowledge base

· ensure access by all stakeholders

· maintain a logical hierarchical structure

R 3. produce screen shots of your knowledge base and attach to your Student Assessment Workbook.

Task 4: Monitor the Industry and Share Knowledge

In this task, you will conduct formal and informal research on the current issues to the industry. Then, you will share these updates with the two stakeholders and update the corporate knowledge base.

4.1 Research the current issues of concern to the industry

R 1. conduct formal and informal research on the current issues of concern to the industry:

· identify three issues

· these issues must be different than the ones you already discussed in Task 3.2

· identify three solutions for each issue

R 2. create a slideshow presentation incorporating the findings from their research:

· have a professional format

· detail each issue with a minimum of five bullet points

· detail each solution with a minimum of five bullet points

· conform to the standards outlined in the Fusion Marketing Style Guide

· word count is not critical.

4.2 Share updated knowledge with the two stakeholders

R 1. present the research findings to the two Fusion Marketing stakeholders:

· use the slideshow presentations prepared in Task 4.1

· cover all the three issues and their solutions

R 2. for additional requirements, refer to the Observation Check Sheet in Appendix B

R 3. the duration of this interactive session is 20 minutes.

4.3 Update the corporate knowledge base

In this subtask, you will continue updating the corporate knowledge base with information related to current issues and their solutions on the marketing communication industry.

R 1. update the corporate knowledge base:

· upload your slideshow presentations to the corporate knowledge base

· ensure access by all stakeholders

· maintain a logical hierarchical structure

R 2. produce screen shots of your knowledge base and attach to your Student Assessment Workbook.

 

Appendix A: Fusion Marketing Simulation

Fusion Marketing Simulation Background

Fusion Marketing is an innovative full-service marketing agency specialises in strategic thinking, marketing, branding, interactive solutions, and visual communication across a whole spectrum of media – from ideation and digital strategy through to UX, website design and development. The company is well-known as a full service creative and market intelligence agency driven by experienced decision makers, creative designers, market analysts, and digital producers who work together to assist clients achieve their business objectives.

Fusion Marketing categorises their services in three main groups, as follows:

Fusion Marketing’s current organisational structure for the marketing department is depicted below:

Recently, the company has recruited an experienced staff member, a Social Media Coordinator, to the Online Advertising department with a key focus on managing social media advertising channels including content coordination and community engagement. This person has been on sabbatical for about a year due to family matters and have recently decided to come back to the workforce.

You, as the Marketing Communications Officer working in the Public Relations department, have the following primary accountabilities:

· create, edit and coordinate sending of regular client content including monthly newsletters, quarterly reports, agency magazine, industry alerts, etc.

· assist Social Media Coordinator with creating digital content (such as social media posts, website content, etc.) in line with the agency’s social media and content strategy

· assist with ad-hoc communications including client presentations, letters, speeches, seminar scripts, etc.

· create staff communications including weekly updates, organisational events, changes in marketing policy and procedures, and other necessary internal and external matters

· develop and maintain information sheets on key industry related knowledge in order to continuously update staff and clients on the current issues and trends of the industry

· provide input to improve current departmental structure.

Fusion Marketing highly values that their members of the organisation and clients are up to date with the latest changes and innovations in the marketing communication industry. This is to build and maintain a dynamic learning environment which has been closely embraced by the existing members.

As the industry is constantly changing, the newcomer and the client feel that they need to polish their general knowledge of the structure, organisation and function of the marketing communication industry. They have expressed their feelings that they need to urgently catch up with the current environment to be better suited in their roles.

To achieve this, you have been asked by the Director of Marketing and Communications to update the two stakeholders on the following:

· structure and operation of the marketing communication industry

· industry sectors, associations, networks and societal role

· key stakeholders within the industry

· employment obligations and opportunities

· current trends and issues.

 

Simulation Phases

This simulation is divided into the following phases:

Phase 1: you will produce the first information sheet to update the two stakeholders about the core marketing communications industry framework.
   
Phase 2: you will produce the second information sheet to update the two stakeholders about the employment obligations and opportunities relevant to the marketing communication industry.
   
Phase 3: you will produce the third information sheet to update the two stakeholders about the digital trends in the marketing communication industry.
   
Phase 4: you will monitor the issues of concern to the industry and share updated knowledge with the two stakeholders.

Your Role in the Simulation

You will be the Marketing Communications Officer of Fusion Marketing in the simulation. Your roles and responsibilities in the simulation are as follows:

Phase 1:

Phase 1 occurs from Task 1.1 to 1.10. In Phase 1 your main duties in the organisation are as follows:

· develop knowledge of the marketing communication industry covering the following areas:

· industry structure

· operation of the industry

· organisational structure and client operating environment

· organisational plans

· industry sectors

· industry associations and networks

· societal role

· key stakeholders

· principles and practices of marketing communications and media strategies

· produce an information sheet based on their findings to update the two stakeholders

· establish a corporate cloud knowledge base as their typical work role.

Note that you will produce this information sheet using the organisational template provided – Infosheet 1 (see separate attachment). Also, your information sheet will conform to the organisational style guide – Fusion Marketing Style Guide (see separate attachment).

Phase 2

Phase 2 occurs from Task 2.1 to 2.3. In Phase 2, your main duties in the organisation are as follows:

· develop knowledge of the marketing communication industry covering the following areas:

· employment obligations in the industry

· opportunities in the industry

· produce an information sheet based on their findings to update the two stakeholders

· update the corporate cloud knowledge base as their typical work role.

Note that you will produce this information sheet using the organisational template provided – Infosheet 2 (see separate attachment) which will conform to the Fusion Marketing Style Guide.

Phase 3

Phase 3 occurs from Task 3.1 to 3.3. In Phase 3, your main duties in the organisation are as follows:

· develop knowledge of the marketing communication industry covering the following areas:

· trends in digital communications technology for marketing communication

· positive impacts of these trends on the industry

· issues of concern are brought by the trends

· possible solutions to these issues

· produce an information sheet based on their findings to update the two stakeholders

· update the corporate cloud knowledge base as their typical work role.

Note that you will produce this information sheet using the organisational template provided – Infosheet 3 (see separate attachment) which will conform to the Fusion Marketing Style Guide.

Phase 4

Phase 4 occurs in Task 4.1 to 4.3. In Phase 4, your main duties in the organisation are as follows:

· conduct formal and informal research on current issues of concern

· hold a meeting with internal and external stakeholders to share their findings

· update the corporate knowledge base.

Note that in Task 4.2, you will hold a face-to-face meeting with the two key stakeholders:

· Social Media Coordinator – the internal stakeholder

· The Client – the external stakeholder.

This meeting will have a duration of 20 minutes where you will present your findings from Task 4.2. Note that your Assessor will not play a role in this observation activity as they will be observing your interaction with the stakeholders and documenting evidence in the Observation Check Sheet provided in Appendix B.

Assessment Conditions for the Observation

The information in this section outlines the assessment conditions for the Observation which occurs in Phase 4, Task 4.2 and involves your interaction with two stakeholders.

Before the Observation:

· you must ensure that you have read and understood any documents required to undertake the Observation

· you must ensure that you have read and understood all performance requirements listed under each task

· you must ensure that you have read the requirements listed in the Observation Check Sheet as your performance will be judged based on these criteria (see Appendix B)

· your Assessor will inform you of the date of your Observation.

During the Observation:

· you will be interacting with the Client and Social Media Coordinator

· it has a total duration of 20 minutes

· other students will not be observers during the session as this will give them an unfair advantage

· these stakeholders will be role played by staff from the RTO or other externals

· your Assessor will brief them on your topic so that they can carry out their actions in an appropriate manner

· you cannot refer to the Observation Check Sheet while undertaking the Observation

· your Assessor will:

· observe you individually based on the criteria in the Observation Check Sheet

· document their observations in detail on the Observation Check Sheet

· provide extensive written feedback
 
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