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MCOM4040 Marketing And Communications

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Part 1


As a newly joined marketing assistant of the Nike marketing team, you have been asked by the director to write a report addressing the following task areas:

Task 1: Marketing orientation

Nike uses the marketing orientation approach in business. Provide examples of how Nike demonstrates they are taking a marketing orientation approach.

Task 2: Marketing environments

a. Explain the components of a marketing environment analysis
b. Identify three macro environmental factors that impact Nike’s marketing decisions. Discuss whether these factors create marketing opportunities or threats for Nike.
c. Discuss two forces in Nike’s micro environment that should be monitored

d. Identify and explain three internal environmental factors that could be considered as either strengths or weaknesses in Nike’s operation, from a marketing perspective

Task 3: Marketing strategies

a. Explain the importance of market segmentation in planning a marketing strategy for Nike

b. Discuss whether Nike uses a differentiated or undifferentiated targeting strategy for its women’s product range, use examples to illustrate your points

Task 4: Marketing mix

a. Using the 7ps, Identify and describe Nike women’s current marketing mix ensuring you provide detailed descriptions

Part 2- Communication Campaign

The Marketing Director has announced a new objective for the company:

To increase awareness of Nike’s women’s only store free training services in London, from 12% to 25% by December 2017 In order to communicate Nike’s new objective, the marketing director requires you to prepare:

Task 1: A visual illustration following the guide below:

a. The content of the poster should be appealing to both internal and external stakeholders (i.e. employees as well as customers).
b. The content must include image/s and brief written message/s that will increase awareness of Nike’s women’s only store free training.

Task 2: A rational to support the communication campaign which should:

a. Include an explanation of the promotional mix theory
b. Describe the campaign target audience and the response sought in relation to the new objective.
c. Outline the chosen channel to be used
d. Include an explanation of the communications key message
e. Apply / use a marketing theory such as ‘AIDA’ (Attention, Interest, Desire, and Action) or ‘DRIP’ (Differentiate, Reinforce, Inform and Persuade) to explain how the poster created will achieve the objective set.
f. Include an explanation of how feedback will be collected
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