Introduction
The questions for the module 04 part of your SLP direct you to consider marketing communication and promotional activities. This is quite an extensive section of the marketing strategy.
Excluding your title page, and any prior sections, revised as necessary, the new section of the marketing strategy for SLP04 should be approximately three pages long.
SLP04 should begin with a revision of what you prepared for SLP01, SLP02, and SLP03 with those revised pages (sections 1 – 13) placed before you answer the following sections:
Marketing Strategy Sections for SLP0 4
14. INFORMATION NEEDS
What infomation will your potential customers need, (e.g. address of premises)?
15. PERSONAL SELLING
Will personal selling be part of your “promotion mix” and, if so, what forms this will take. If not, explain why not. If so:
16. What training will be necessary?
17. What incentives will be used to motivate and reward your selling team?
18. How will you evaluate selling performance? What specific measures will be used for this task
19. COMMUNICATION OBJECTIVES
What do you want to achieve and in what time frame regarding your marketing communications efforts?
20. COMMUNICATIONS STRATEGY
Provide a brief description of your marketing communications strategy. Will you emphasize pull or push? What are the primary elements of your promotion message? Which of the various means of communications (advertising, personal selling, public relations, social media, sales promotion) will be emphasized?
21. What advertising media are to be used? Why?
22. Propose an effective public relations program for your business.
23. What sales promotions will you use?
24. EVALUATING PROMOTIONS EFFECTIVENESS
How you will measure ADVERTISING AND PROMOTIONS EFFECTIVENESS.
Make sure you use section headings for each of the sections. Use the CAPITALIZED BOLD words as main headings and the non-capitalized bold words as subheadings.
Write in a succinct, organized, and professional way. DO NOT USE ESSAY FORMAT.
Please submit SLP04 by the end of this module.
REMINDER
The MOD01 Background Info section contains “Notes for the SLP” which gives guidance for ALL the sections of the entire SLP.
SLP EXPECTATIONS
It is expected that you will explain the alternative s you considered and why you decided to make the recommendations you do. Also that you will use information from the background readings as well as any good quality sources you can find to deepen your understanding of the project and that you will cite all sources and provide a reference list at the end of the paper.
The following will be assessed in particular:
Your demonstrated understanding of the concepts and frameworks used to conduct analysis for the project. Generally formal definitions are not required as understanding can usually be demonstrated by the way you apply or interpret the concepts.
Your ability to conduct marketing analysis appropriate to the project. The sections above require a combination of description, (e.g. what will be done) and analysis (explaining why it should be done that way). Graders will place more weight on analysis than description alone.
The criteria used for assessment will be those explained on the MOD01 Home page, namely:
Focus.
Breadth.
Depth.
Critical thinking, including selection and application of relevant frameworks.
Effective and appropriate communication skills.
Rev. May 31, 2013
background
Having developed an understanding of how consumers make purchase decisions, and how marketers analyze markets and select targets, we turn our attention in Modules 02-05 to how firms can win and retain customers and here in Module 04 we focus on one of the four elements of the Marketing Mix, “Promotion”, the form and manner of the communications made about the product to the customer and/or to channel intermediaries.
Note though that the other elements of the marketing mix also communicate information to the consumer. For instance the design and look of the product in the case of goods, or the physical setting and appearance of staff in the case of services, the distribution outlet, and its location, and the stated price, all communicate information about the product. Thus the Promotional, Distribution, Product and Price strategies must all work together to achieve the objectives of the marketing strategy.
This raises a number of questions such as:
What methods are available to marketers to communicate information about products?
Is communicating “information” all that goes on in promotion, or are there other more subtle, less obvious (to the receiver) effects?
How do marketing managers develop effective promotional strategies?
The materials on this page as well as in the case have direct relevance to those questions and the fourth part of the marketing strategy you are developing as your SLP.
For both the case and the SLP, the following materials have been provided:
Resources for all modules:
1. The course designer has prepared background materials for each module that can be accessed through the presentations link at the top of each page.
2. An extensive glossary of marketing terms can be accessed at
Marketing Power Dictionary (2011). American Marketing Association.. Available May 31, 2013 at
http://www.marketingpower.com/_la
3. The following reference covers a range of marketing topics:
Marketing Made Simple. (n.d.). Available May 31, 2013 at.
http://www.marketing-made-simple.com/
Module 4 Readings
Christ, Paul (2011). Principles of Marketing. KnowThis.com.
Read the following chapters:
Promotion Decisions
Advertising
Advertising Campaign
Sales Promotion
Public Relations
Personal Selling
The Selling Process
Available May 31, 2013 at
http://www.knowthis.com/principles-of-marketing-tutorials/
Behind the campaign: Old Navy goes after men in new ad push (2011). Advertising Age ( June 18).
Available through Library Portal/Proquest, May 31, 2013
Digital marketing works better for millennials than TV (2012). Tech Journal (January 24).
Available May 31, 2013 at
http://www.techjournalsouth.com/2012/01/digital-marketing-works-better-for-millennials-than-tv/
Elliott, Stuart (2011). Old Navy replaces mannequins with music. New York Times (February 17).
Available through Library Portal/Proquest, May 31, 2013
Want to reach male shoppers? Target their phones (2011). Marketing Vox (June 13).
Available May 31, 2013 at
http://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones-049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink
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