Overview
The purpose of your Marketing communication and delivery report is to consider the marketing communications landscape and delivery channels that will best serve the marketing objectives of the case study (your assigned organization).
Your Market intelligence report (Assessment 1) provided knowledge of consumers in your chosen market(s). This will inform choices that determine your communications strategy and delivery channels. Dynamic markets have features such as changing technology, that change the way consumers behave. Digital innovation has heightened the influence of consumers, with human needs and desires, who act in a social context, enabled by technology. A key component of your report is to present a robust argument for the choices you determine. Marketing plans face considerable scrutiny and require evidence of insights, insightful Market intelligence (Assessment 1), which informs the proposed value proposition (Assessment 2) and relies on important decisions regarding communication and delivery channels (Assessment 3). When constructing your argument for this Assessment, you will combine competency of analysis, critical thinking and developing an argument to support your proposal.
Introduction
Similarly, the delivery of value to consumers takes multiple forms. While delivery of goods may be via a retail outlet, or delivered via mail from online purchases, whereas the delivery of digital products is instant. Augmented product attributes may be digital while core product attributes may be place-based or received via mail. For example, memberships to loyalty programs for airlines provide tangible
Assessment Type:
service delivery throughout the flight process (including transport, parking, members lounge, priority servicing, accommodation booking). However, intangible benefits may accrue via social media by continuing to engage consumers in competitions and other activities that reward them for their engagement, co-creation in marketing activities and for referring new members.
Aligned Learning Outcomes
• CLO1: Apply the key concepts and tools of marketing theory and practice to enable the application of marketing functions in a professional context.
• CLO5: Present quantitative information in a clear, simple and informative format. Get Marketing Assignment: I need help writing a research paper.
