Marketing Management-Assessment Guidelines:
Assessment Scheme:
There are four elements of assessment for this module:
(i) Group Work
(ii) Presentation
(iii) Mid Term Exam
(iv) Final Exam
Looking at each assessment in turn.
Group Work:
You should also hand in a hard copy (printed) after the end of the class.
Make sure you add your full names and student IDs in the body of the email as well as in the cover page of the assignment. Assignments without the above requirements will not be marked. This assessment should be single spaced, font 12, Arial and referenced appropriately throughout. Indicate the word count on the first page and include a bibliography at the end (Harvard system) of the document.
You are asked to develop a Marketing Strategy for one of the two companies provided:
Objective: To develop a Marketing Management Strategy for NASair Aviation
Other Project Objectives which you could integrate in your portfolio:
1. What could be the key factors for successful promotion? (membership bases, brand etc.)
2. What criteria for choosing partners would you choose? (e.g. reputation in the market, specific industries, margin/volume positioning, etc?)
3. Conduct a comparative analysis with other Regional or International Airlines (4 in total including NASair) regarding:
Various types of Integrated Marketing Communication strategies which could be used in order to interact and communicate with potential customers more effectively as well as new types of services they could offer.
4. Describe possible ways of member-gets-member advertising and communication.
5. Advise on possible partner-to-member communication.
6. Target group: Who is the primary target group & why?
7. Execution Strategy – Channels (Pick channels most suitable to your campaign. Internet must always be one of the media. Each channel must include strategy reasoning, objectives & specific tactics conveying the main message.)
– Advertising (Print, TV, Radio)
– Public Relations
– Direct Marketing
– Sales Promotions
– Event Marketing
– Digital/Interactive/Mobile
– Personal Selling
– Social Media
– Sponsorship Programs
Group work plan:
Instructions:
The class will be divided into groups of 5 students and each group will work on one Client Project. Groups will work on developing a Marketing Management Strategy based on the project objectives. The Client Project will involve high level analysis of research data. Additionally, each group will present their own research in front of a panel. The project will also include visual execution (Creative Design) of the campaign.
Overview
– Project Goal (summarize this campaign/program and what you want to achieve – desired results)
o Project Objectives (list measurable objective(s))
o Who is the project sponsor? Who are other campaign stakeholders?
o Describe your research insight
– Audience
o Who is the primary audience & why?
o What are they passionate about?
o What should be avoided in talking to this audience?
o Who is the secondary audience?
– Message
o Describe your communication message and explain your tone of voice (funny, casual, educational, etc.)
o If you could get one sentence through all the clutter, what would that be?
o What is your brand holistic selling proposition? What are the key points you are trying to communicate?
– Medium (Internet must always be one of the media)
o What the best (primary) medium to reach this audience?
o Explain in detail how you would use that medium.
o What are other media channels suitable for your campaign? Explain why and how you are going to use them.
– Visual Image/ Creative Design
o Develop & show your creative visual design work.
o Describe what your visual goals are.
o Explain why you think they will be effective.
– Schedule & Budget
o When must the message get to the audience for maximum effect?
o How much money do you have to spend on this project?