BSBMKG523-A1-180155.docx - BSBMKG523 Your Name Premjai Phattanasaeng Your Student ID 180155 Assessment Task 1 SCENARIO You are a marketing professional

BSBMKG523-A1-180155.docx - BSBMKG523 Your Name Premjai...

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BSBMKG523 Your Name: Premjai Phattanasaeng Your Student ID: 180155 Assessment Task 1: SCENARIO: You are a marketing professional in a marketing department (within an organisation). You have been asked by your manager to conduct a (1) situation analysis (role play + PowerPoint) of the organisation’s marketing activities and (2) document a draft integrated marketing plan ( draft + final written report ) to be circulated among the senior manager. On the basis of this draft plan, you are to develop a (3) marketing brief ( draft + final ) , for the purpose of providing an external agency with the information it needs to develop creative and plan a campaign that is consistent with the marketing objectives contained within your plan. ***First thing to do is CHOOSE A COMPANY/AGENCY. All of the answers here should be based on the company/agency of your liking. Company: Bike Exchange A. Role Play Meeting: i. Role play script covering Marketing professional: Hi, I would like to let you know about campaign of Bike Exchange. Management team: Ok, How about of your campaign purpose? Marketing professional: Campaign purpose is “Our purpose of this plan is to figure out the most appropriate integrated marketing communication plan to promote our service in the most effective way and control any risk in the using process. We plan to develop and on-line and off-line marketing campaign which will build our brand image on-line and off- line. In order to better conduct our campaign, we set two measurable objectives: 1. Raise the brand awareness to 40% in the target areas in 12 weeks. 2. Attain 20,000 new users in 12 weeks.” Management team: Awesome, what is the nature of campaign? Marketing professional: The nature of campaign is plan to develop and on-line and off-line marketing campaign which will build our brand image on-line and off- line. Management team: Cool, How outcomes of previous campaigns? Marketing professional: Budget allocation is $100,000 are cover all on-line and off-line activities. Management team: That are great idea. Marketing professional: Thank you. Management team: Your welcome. Marketing brief (final): a. Campaign purpose and objectives b. What is the nature of campaign c. What are the outcomes of previous campaigns d. Information on budget allocation e. Obtain feedback from the senior management team
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*The people involved in the role play should be you (marketing professional) and the senior management team ii. 10- 15 slides from the Marketing Plan. (PowerPoint) B. Draft and final marketing plans: 2 copies: one draft (only bullet points) and one final (in proper writing) I. Purpose statement: Our purpose of this plan is to figure out the most appropriate integrated marketing communication plan to promote our service in the most effective way and control any risk in the using process. We plan to develop and on-line and off-line marketing campaign which will build our brand image on-line and off-line.
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