Marketing Question
Instructions 5 Part A: Report Introduction Assignment 5 is designed to help you apply and incorporate the course learning materials into what you have learned in Module 6. The module material provides insight into the promotional and marketing communication aspects retailers must consider in their marketing strategy. Assessing your understanding will help ensure that you are heading in the right direction to successfully complete the course. Assignment 5: Part A is worth 10% of your final grade in the course. It is marked out of a total 100 possible marks. The maximum allowed and graded length is 2000 words. Please make sure to list the word count on the cover page, separated by Part A and Part B word count. 5.1: Marketing Communications Objectives (20 Marks) Length: Please write your response in point form or in a table, and limit your response to 500 words at the most (cover and references are not included in the word count). Anything beyond this limit cannot receive marks. Assessment: This part of the assignment will be assessed using the following criteria: ⚫ ⚫ ⚫ Depth (detail) of the analysis Insight into retail marketing mix elements Explanation for your conclusions Answer the following questions about marketing communication objectives: A. B. Describe the two main types of marketing communication objectives. (10 points) Discuss the five criteria an objective statement needs to include to be useful to a retailer. (10 points) 5.2: Customer Relationship Management (30 Marks) Length: Please write your response in point form or in a table, and limit your response to 600 words at the most. Anything beyond this limit cannot receive marks. Assessment: This part of the assignment will be assessed using the following criteria: ⚫ Depth (detail) of the analysis ⚫ Insight into retail marketing mix elements ⚫ Explanation for your conclusions Answer the following questions about the six elements of the retail mix: A. B. C. Describe customer relationship management and the steps it involves. (10 points) What are the two most important reasons for a retailer to employ customer relationship management? (10 points) Discuss 3 ways in which a retailer can use its customer relationship management program in its marketing communication program? (10 points) 5.3: Social Media (45 Marks) With an explosion of digital devices and technological advancements, social media usage have become a very important strategy for retailers to engage their customers. As a result, it is becoming one of the most powerful tools a retailer can use for their business. The primary non-traditional promotional media (elements/mix) for social media include Twitter, Facebook, LinkedIn, Pinterest, YouTube, and Blogs. Research the use of social media strategies for retailers on the Internet and through the TRU Library. Then select a retailer that has a presence on at least two different social media sites. Length: Please write your response in point and paragraph form and limit your response to 900 words at the most. Anything beyond this limit cannot receive marks. Assessment: This part of the assignment will be assessed using the following criteria: ⚫ Depth (detail) of the analysis ⚫ Insight into social media strategies as part of a retailer’s promotional program ⚫ Explanation to support your answers Answer the following questions about social media: A. B. C. D. E. F. Provide five reasons why retailers should incorporate social media strategies in their promotional plan? (10 points) Discuss five social media channels that need to be part of every retailer’s social media strategy. (10 points) Describe two ways social media is used as an element in your retailer’s communication program. (5 points) What audience is being reached with your retailer’s social media? Is it the same audience that is being reached through its traditional promotional media? (5 points) Is the retailer’s social media brand message consistent or inconsistent with its other communication brand elements? Explain your answer. (10 points) Discuss at least two ways your retailer is engaging their customers through its social media presence (5 points) 5.4: Report Structure and Presentation (5 marks) Remember, you will be judged by the structure, clarity, presentation, and quality of your work, which in this case are your assignments and Final Exam. They are to be prepared and presented in a formal manner suitable for business. To ensure the quality of your written work, refer to the section on Assignment Content and Assignment Criteria below. Assignment Content Assignments will be evaluated against the following performance measures: Content – Address all points of information as outlined in the criteria and requirements for the assignment. Knowledge-Demonstrate your knowledge, understanding, skills, and perspectives on the module’s learning materials in the assignment through your use of the course concepts, information and terminology and the application of the same in the assignment. Theory and Practice-Demonstrate your ability to connect your own experiences and opinions with the course learning materials and any other outside sources. Critical Thinking-Demonstrate your ability to express your opinion clearly and to draw the best possible conclusions from your findings and analysis. Presentation-Remember that you will be judged by the quality of your work, which in this case will be your assignment. To assist you with the quality of your written work when preparing your assignment, refer to the writing guidelines included in the Course Guide. Part B: Web Discussion Report Introduction Write a report to demonstrate your learning and active participation in the learning community. This report is worth 10% of your final grade. There are three parts, each carrying marks as stated. Length: 1500–2000 words Final Grade: Part B of the assignment is worth 10% of your final mark. (100 Marks) Assessment: Your submission will be assessed on the following criteria: 1. 2. Participation in the 11 discussions in the course (the percentage of completed discussion posts will be applied to your grade for Part B; e.g. if you only completed 5 posts, the maximum grade will be 5/11 or 45% of the maximum grade). Comprehensiveness of your summary of the major aspects of the discussions 3. Depth of retail marketing analysis and insight The Web Discussion Report requires you to look back at your initiation of and participation in the online discussions. and reflect on your learning experience. Revisit three (3) of the discussions that were most interesting to you. Respond to the following questions: 1. Review your posting to three (3) discussion forums and review the postings of other course participants. For each of these discussions, reflect, analyze, and discuss two (2) conclusions you drew from each of the three (3) discussions, and why. (60 points) 2. Did the readings and the activities in the course influence your understanding and perspective on retail marketing? Is yes, how? If no, why not? (20 points) 3. How did your ideas and views with respect to retail marketing shift as you progressed through the course? (20 points) Assignment Content Assignment and the Web Discussion Report will be evaluated against the following performance measures: 1. Content – Address all points of information as outlined in the criteria and requirements for the assignment. 2. Knowledge – Demonstrate your knowledge, understanding, skills, and perspectives on the module’s learning materials in the assignment through your use of the course concepts, information and terminology and the application of the same in the assignment. 3. Theory and Practice – Demonstrate your ability to connect your own experiences and opinions with the course material and any other outside sources. 4. Critical Thinking – Demonstrate your ability to express your opinion clearly and to draw the best possible conclusions from your findings and analysis. 5. Presentation – Remember that you will be judged by the quality of your work, which in this case will be your assignment. To assist you with the quality of your written work when preparing your assignment, refer to the writing guidelines included in the Course Guide.
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