...Communications (IMC) Campaign Plan The Course Comprises 4 Deliverables: Week 1: Topic Proposal Form Week 4: Course Project Outline Week 7: Final Report Week 8: PowerPoint Presentation The 4 Key Objectives of this Project: 1. Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis 2. Application of marketing concepts associated with the marketing mix, branding and communications 3. Provision of implementation steps that are sufficiently clear and detailed for effective execution (- would your plan work?) 4. Presentation of your work in clear, compelling and relevant documents The Course Project The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC plan—the brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN - The IMC plan focuses on what we traditionally...
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...IMPORTANT NOTE Please remember ALL components in ALL assignments must be submitted in order to pass the unit. You must submit assignments via Turnit In on Blackboard on or before the due date. Late assignments will incur a penalty of 10 % for each working day late. After seven (7) days, a zero mark will be recorded. E-mailed assignments will not be accepted. If you are given an extension, the details of this must be in writing from your tutor. This email needs to be attached to your assignment as an appendix. All assignments must be typed and professionally presented. All assignments must be uploaded to Turnitin on or before the due date. ASSIGNMENT ONE –AN ESSAY IN RESPONSE TO A PR ISSUE Due: Week of Module 5 Upload to Turnitin by 4pm on the Friday of that week Weighting: 20% This is an individual assignment. Suggested length 1,500 to 2,000 words excluding reference list. Your assignment requires you to examine a current issue in society and respond to the overall question being posed. Your essay should have a clear introduction and conclusion. However, the main body of your essay should address the four set questions. You are recommended to answer each of these questions in turn. Approach the assignment from a communication perspective, using the concepts and theories introduced in class and in your textbook as a framework. The internet sources provided serve only as the starting point for your assignment. You are expected to conduct your...
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...Finals Amos Rolle BA460 Public Relations Professor Emily Hachman 4 January, 2015 Question 1 Imagine you have been hired to manage the PR function for a startup company specializing in environmental concerns and preservation. Develop a high level PR plan that will carry you through the first six months of the company’s launch. Keep in mind initial startup tasks that might include reaching out to key stakeholders or customers, or explaining the nature of your company to others. A – By definition, Public Relations (PR) is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics. PR planning efforts determines the possible future course of actions for the company initiatives for maintaining PR. The below table details a plan of PR activities for the next six months of the company which is specialized in environmental concerns and preservation: |Month |Schedule PR Events |Target Public | |1st Month |Release Mission statement to Media/Press detailing the mission and goals of the |Community | | |company to the society. | | |2nd Month |Using electronic social media, the company information is included as a part...
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...Individual Research – Final Report BUSI 1073 Business Writing and Communications (Section A) (16W) Sashank Bhavsar Yorkville University Instructor: Erika Wallgren Introduction A corporate communication strategy can help any organization be effective in their communications with their stakeholders, customers, and the public at large. When an effective plan is developed, it can help an organization streamline their communication process throughout the entire company. After the Lac-Megantic crisis in June 2013, PR representatives believed that many executives from the Montreal Maine & Atlantic Railway (MMA) failed to effectively communicate the tragedy. What most companies tend to overlook is how they will approach a crisis from a communications perspective (Kirby, 2010). No matter what field of business you are in, there should be a crisis communication plan. This report will show an effective approach to develop a crisis communication plan. Developing a Crisis Response Strategy In the report written by Hanna Park, “EXPLORING EFFECTIVE POST-CRISIS RESPONSE STRATEGIES”, she defines a crisis communication strategy as what a company does and says after a crisis (Park, 2013). This means that any inappropriate response by a company can lead to a negative consequence compared to a quick and proper response helps manage a crisis in a more effective way which can then also help to minimize reputational damage. A company’s initial response will be considered the company’s...
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...Class members will consider business planning, self-assessment, idea generation, and operating strategies required to start a new small business. Students will also be exposed to Harvard Business School Case Method in order to give them exposure to the real world problems and their solutions. Active participation by students during class discussions and activities is encouraged & expected. Students successfully completing this course will be able to: * Research, recognize and access business opportunities. * Use analytical and critical thinking skills to determine the feasibility of a business concept. * Gained hands on experience with conducting research, develop, write, evaluate, presenting and defending segments of a business plan. | | Learning Outcomes | At the end of the semester, the student will have the: | CO | Course Outcomes | Related Program Outcome (PO) | Evaluation Method | 1. | Ability to think...
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...Module code: HR0275 Student number: 12007518 Tutors name : Jenny Sherriff Personal Organisational Development Portfolio Introduction Within the following pages I will discuss a reflective statement on the UK graduate labour market. I will discuss ranges in salary, how it is competitive, and what skills are needed to be employable. I will discuss various tests and activities taken within my seminars and in my own time and how this shows my strengths and weaknesses. I will also discuss my plan from university education into employment as a graduate. I will also discuss how I am currently in the process of looking for a relevant placement or internship, how it will benefit my employability after finishing university education. I will also discuss various tests and activities taken within my seminars and in my own time and how this shows my strengths and weaknesses Part A Graduate employment The office of national statistic describes a graduate those people who have left education with qualifications above A level standard. This includes those with higher education and those with degrees. (Office of national statistics, 2013) Over the past twenty years in the UK there has been an increasing number of initiatives focusing upon the role that higher education institutions play in relation to graduate employment. (Taylor & Francis, 2011). Employment could be described as a contact between and employer and an employee, graduate employment could be described...
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...Healthcare: The Patient Protection and Affordable Act Jennefer Paddock POL 201 Thomas Arndt October 26, 2013 Healthcare: The Patient Protection and Affordable Act The Patient Protection and Affordable Act, also known as Obamacare, was signed into law by President Obama in March 2010. It has been the most significant overhaul in the United States healthcare since Medicare and Medicaid. The Patient Protection and Affordable Act affirms the core principal that everybody should have some basic security when it comes to their health care. Obamacare is aimed at helping the underinsured obtain insurance when they do not have insurance. Under Obamacare, everyone would have health insurance regardless of income or anything that would prohibit the person from attaining health insurance. Health insurance will be extended by expanding Medicaid and by providing federal subsidies to help lower and middle class citizens buy private coverage. Although health insurance will be extended, Obamacare raises issues of federalism, Obamacare has advantages and disadvantages, and Obamacare is not consistent with federal policy. Federalism facilitates the problem solving synergies that arise between the separate strengths of local and national governance for dealing with different parts of inter-jurisdictional problems. Obamacare raises issues of federalism because some say that mandated healthcare can be considered unconstitutional. Some view the fact that the government telling the citizens...
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...learn about research. Thousands of research methods have been created and used already, and thousands more are being developed as we speak. No, this course won’t teach you all you need to know about PR research. It will, however, provide you with an overall picture about the most popular research tools and practices. Students will be guided through a number of hands-on research projects that help them to develop a basic skill set to tackle the research (related) tasks most commonly issued to PR professionals. More essentially, students are encouraged to contemplate the philosophy of research for PR. It sounds abstract, but a philosophy of research provides answers to such important, and practical, questions as: When to conduct research? Who should be included in the research process? To what end should the research be carried out? 1 Course Objectives 2 Course Material 3 Course Requirements 4 Expectations 5 Class Schedule Upon completion of the course, you should be able to: • Explain how public-relations professionals frame research questions, set goals and objectives, and select the best methods to answer specific research questions; Plan and implement a research program for a client that addresses a public relations problem; Use written and verbal communication skills to report research results and suggest actions that a client can take to address a public relations problem. • • Course Material Text book: Primer of Public Relations Research, by Don W. Stacks (Second...
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...Marketing communication plan Marketing Communications are "all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used" (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as "the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses" (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999). Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience. Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999). Marketing Communications Plans consist of the following vital elements: Context analysis Promotional objectives Marketing communications strategy Promotional mix (methods and tools) Budget schedule Evaluation and control (Fill, 1999). When writing marketing communications plan it is important to: 1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other...
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... 1. KEY INFORMATION Unit Title Applied Integrated Business Unit Number BSS003-2 Level of Study 2 CATS Points 60 Prerequisites This module can only be taken in conjunction with level 2 modules: SHR007-2 Leadership and Management AAF002-2 Management Accounting for Business MAR008-2 Marketing BSS003 -2 Management of Business Systems and Process/Operations 1.1 Introduction This unit continues the theme of integration which underpins the level one Business Studies Programme. It consists of projects based on real cases, which enable students to apply the theories and knowledge gained from the level 2 business units in a variety of realistic contexts – in service and production based organisations. The final project will be carried out in conjunction with a multinational organisation. The aim of the unit is to support realistic learning by providing an opportunity to apply knowledge and skills to real business situations * making it possible for students to continue to develop understanding of the interrelatedness of all the business disciplines fundamental to business success * giving students...
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...US E RE VI PR EW O P ON E R LY T Y ± N OF OT C E NG FO A R GE SA LE LEA OR R N CL ING AS SR O Northern Forest Products OM Case 90 Cost of Capital Directed FO R Northern Forest Products (NFP) was established in the 1800s to log timber in the Great North Woods. In response to changing conditions, the company underwent radical changes in the way it operates and currently it is a large multidivisional corporation. The major focus of the company remains managing over one million acres of timber production and overseeing the manufacture of consumer paper products from pulp derived from its land holdings. Over the years the company has diversified into several other related businesses, such as a moderately sized mill that produces paneling and wood flooring. This operation has developed a consistent outlet for all of its output and therefore is stable. The company is also involved in real estate as a result of developing some of the prime lake front properties from its forestlands for residential and private recreational use. Successful property development during the 1970s resulted in expanded real estate holdings. However, residential development was particularly hard hit during a recent economic downturn, and the company struggles in this area. NFP is aware of the increasing international demand for wood products and is concerned about recent environmental pressures concerning logging. The company believes that diversification strengthens...
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...US E RE VI PR EW O P ON E R LY T Y ± N OF OT C E NG FO A R GE SA LE LEA OR R N CL ING AS SR O Northern Forest Products OM Case 90 Cost of Capital Directed FO R Northern Forest Products (NFP) was established in the 1800s to log timber in the Great North Woods. In response to changing conditions, the company underwent radical changes in the way it operates and currently it is a large multidivisional corporation. The major focus of the company remains managing over one million acres of timber production and overseeing the manufacture of consumer paper products from pulp derived from its land holdings. Over the years the company has diversified into several other related businesses, such as a moderately sized mill that produces paneling and wood flooring. This operation has developed a consistent outlet for all of its output and therefore is stable. The company is also involved in real estate as a result of developing some of the prime lake front properties from its forestlands for residential and private recreational use. Successful property development during the 1970s resulted in expanded real estate holdings. However, residential development was particularly hard hit during a recent economic downturn, and the company struggles in this area. NFP is aware of the increasing international demand for wood products and is concerned about recent environmental pressures concerning logging. The company believes that diversification strengthens...
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...International Entrepreneurship Case Report: Steam CC Arturo Castro May 11, 2015 Dr. Dan Hsu Table of Contents I. Background II. Competitors III. Operations IV. Marketing V. Advantages / Disadvantages VI. Resources VII. Recommendations VIII. References Background The retail coffee industry was disrupted when Starbucks introduced their innovative approach to making coffee desirable again; bringing lattes, frappuccinos and espressos to a market that was previously sustained with bitter black coffee introduced an entirely new customer base for coffee to cater to. This resulted in a very profitable industry generating an estimated $36 billion in revenues and an annual growth rate of 3.8% meaning that this industry continues to be a valuable opportunity (IBISWorld). The Ripple Maker takes a personalized cup of coffee to another level, by printing ‘Ripple’ images onto the milk-froth left on the top of a coffee. Ripple began in Israel in 2013 and began to gain momentum after receiving awards at the ‘product demo of our lives!’ competition and after winning the ‘Last Gadget Standing’ competition. The Ripple Maker uses a patented coffee bean extract that uses 3D printing technologies to replicate any image onto the top of the cup. Their advantage is in the customizability of the printing which allows baristas and customers to choose from a library of images or upload their own, posting the picture on social media is almost inevitable. This report will delve into the history...
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...It is crucial that any new business start-up carefully considers the significance of various key managerial issues surrounding the multiple departments, that when functioning coherently, formulate the organisation as a whole. The aim of this report is to identify the essential requirements of four key areas within Baggers Originals Ltd following the re-launch of the company. The report will address questions which may be raised regarding financial resources; such as how to avoid problematic cash flow difficulties and how to increase the profitability of the business. Secondly, I will consider the best ways to market the Baggers brand both with and without the use of electronic platforms such as social media and the internet in order to drive sales, to create an increased awareness of the brand and place the company at the forefront of the customers mind. Additionally, the final two considerations will relate to the operational aspects of the business including the staffing and managerial procedures, as well as the analysis of which key areas of the business should be particularly focused upon in terms of the future growth of the company. Financial resources refer to the ‘money available to a business for spending in the form of cash’, securities such as shares and credit facilities such as a bank overdraft. Sound management of these financial resources is a necessity in order to ensure the long term viability of the business. When deciding which procedure is best to follow regarding...
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...competition is only getting stiffer every day. Engaging in marketing activities on a daily basis is vital for ensuring the growth and success of any company. The marketing plan for Houzit stores was developed over 12 months ago and I am actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, I am instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year’s result. Some of the marketing activities are listed below: ● magazine advertising and PR ● in-store promotions ● web based promotions. 2. Integration of organisational activities: Integration relates to how the different areas of the company coordinate their operations. A highly-integrated company has strong connections between departments and product lines, with each section working under a cohesive set of rules and strategies. Integrated companies are highly vertical and hierarchical in nature. These companies operate from a "topdown" mindset, where the management dictates the structure of each department rather than allowing the individual departments to set their own agendas. Some of the integrated of organizational activities for Houzit are: ● ● ● ● visual advertising links throughout web address on all material PR copy – used in all mediums key word throughout. 3. Monitor progress: In order to monitor the progress, it is in need to follow the timetable below: Month Jan Feb Mar...
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