Project 2_Marketing Mix.docx - Student Name Student ID Term...

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Student Name Student ID T erm Year I declare that all work completed in this assessment is my own Student Signature D ate Class Trainer Name Assessment Project 2 Marketing Mix Diploma (Business, HR and Marketing) BSBCRT501 Originate and develop concepts BSBMKG502 Establish and adjust the marketing mix BSBMKG510 Plan e-marketing communications
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Project Story You are to imagine yourself in the role as the Marketing Manager for Qantas. Qantas is an Australian based airline and is considered to be the world’s leading long distance airline. Qantas also is one of the strongest brands in Australia. As the Marketing Manager for Qantas, your role is to promote all Qantas products – flights, holiday packages and services including the Loyalty Program, the airport lounges and promotional products, for example clothing) to customers and prospective customers and stakeholders. A key objective is to develop and grow customer relationships and ongoing loyalty from customers. Being a modern and effective marketer requires a wide range of skills and the ability to adapt. Being able to understand and adjust the marketing mix (traditionally the 4 Ps – Product, Price, Place, Promotion) to take advantage of new media and market opportunities is core to competitive advantage. Since the introduction of the Internet, the marketing and promotional mix available to marketers has expanded and evolved. Traditionally, most marketing promotional activity would have mainly focussed on the use of mainstream or above-the-line advertising. Digital marketing has taken an increasing share of marketing budgets. For example, more than a third of Chief Marketing Officers (CMOs) say that digital marketing will account for 75% or more of their spending within the next five years. (AdWeek, November 2015). Digital marketing is seen to be more cost effective and more measureable than traditional advertising. As business adds more digital to the marketing mix the challenge is to successfully integrate it with existing media so that they work in concert to increase campaign effectiveness. This project brings together these skills by adjusting a traditional ‘mainstream media’ marketing promotion mix by incorporating the latest e-marketing techniques. Using a range of media as part of a single integrated campaign is a proven technique that can reach a greater number of customers in a shorter timeframe. Adding e-marketing to the mix can increase the opportunity for customer engagement, interaction and loyalty. As well as incorporating e-marketing communication techniques such as online advertising, campaign website pages, data capture, and outbound e-communications, this project provides the opportunity to practice a student’s creative skills through developing workable concepts that extend the featured campaign from print media into the electronic space.
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