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MCOM4040 Marketing And Communications

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  • Course Code: MCOM4040
  • University: Greenwich School Of Management
  • Country: United Kingdom

Question:

Describe the product and production orientations, highlighting the advantages and disadvantages of each (200 words) 
  1. Identify and discuss the marketing orientation adopted by Travelodge, providing one (1) example that demonstrate Travelodge’s use of the approach (200 words)
  2. Task 2: Marketing Environment (L02, 3) 
  1. Identify and discuss one legal factor and one technological factor that could impact Travelodge's business operations and consumer buyer behaviour (200 words)  
  1. Identify and explain two (2) internal environmental factors that could be considered as strengths or weaknesses of Travelodge’s business operations (250 words)
  2. Task 3: Marketing Strategies (LO3)  
  1. Explain the concept of positioning and its importance in planning a marketing strategy for Travelodge (200 words)  
  1. Discuss one (1) positioning strategy that Travelodge could adopt in positioning themselves (200 words)
  2. Task 4: Marketing Mix (LO1) 
  1. Identify and describe Travelodge’s product and service offerings, the processes they go through to deliver their products/services to the customers and the physical environment of Travelodge; providing detailed descriptions and examples for each (250 words)
  2. This assessment is based on Travelodge’s video campaign which must be watched using the link provided below Travelodge’s marketing director has announced the new 2018 objective:To increase awareness of its new upgraded rooms in Ireland by 20% by the end of 2019  

    The marketing director has assigned you the task of reviewing Travelodge’s video campaign to increase awareness of its new upgraded rooms in Ireland.  Part One: Watch Travelodge’s video campaign using the following linkand complete the tasks below:                        

    Part Two: Communications Campaign Review 750-words should include:  

    1. Introduction

    Discuss the benefits of integrated marketing communications (100 words)

    1. Explain two elements of the promotional mix (100 words)
    2. Discuss the promotional mix element that Travelodge adopts in increasing its brand recognition video campaign, ensuring you include the advantages and disadvantages (100 words)
    3. Conduct research and discuss the channels used by Travelodge to increase its brand recognition (100 words)
    4. Discuss the key message in Travelodge’s video campaign to increase its brand recognition (100 words)
    5. A discussion of the key target audience of the video campaign and their characteristics (100 words)
    6. Use of AIDA (Attention, Interest, Desire, Action) marketing theory to explain how the video campaign’s source attributes and key message achieve Travelodge’s new objective (100 words)
    7. A discussion of one (1) method Travelodge should use to collect feedback on the effectiveness of their video campaign (50 words)

    (Meets LO1, 4, 5, & 6) (number of words are indicative)

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[Accessed 27 January 2021].

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