Marketing Management Mini-Report Questions on Key Industry Issues

Section A - Students are to complete Question 1 and Question 2 Expected total word count for EACH question regardless of how many parts is 700. Provide in-text citations and reference list for each question. Indicate the question number you are answering.
Question 1: You are the newly appointed Marketing Manager for a luxury fashion brand Sunsliver (fictional brand) specializing in women’s bikinis and beach wear with 80% of sales to the female demographic aged between 18 and 35 years of age. Your CEO who has been in the industry for 2 decades is increasingly becoming aware of the potential backlash from the online community who may accuse the brand of being sexist and objectifying women in their marketing communications. The CEO wants you to show that you have an understanding of the key issues relating to their concerns and provide your opinion on the best way to promote the brand in a way that supports their customers. To do so:

1. Provide key definitions and concepts (20 marks)
2. Identifying examples of how similar companies are dealing with this issue in their promotions (30 marks)
3. Providing your own opinion of what the company position should be in terms of their marcomms imagery and promotions. (50 marks)
Question 2: You are applying for a graduate marketing role through a recruitment company for an unspecified client. As part of the interview process and screening process you have been asked to prepare a mini-report on the following statement: “Don’t waste your time on traditional media, it is dead, you need to go fully digital.” Show that you have an understanding of the topic area by:
1. Providing key definitions and concepts (10 marks)
2. Drawing the key models relevant for the topic (10 marks)
3. Identifying real examples of how companies are dealing with this issue. (30 marks)
4. In particular, they want your opinion on whether or not traditional integrated marketing IMC is on the decline and no longer as relevant for marketers with the rise of digital marketing. (50 marks) 
Section B: You are to complete ONE mini-report question of your choice from the 4 options available
Expected total word count for EACH question regardless of how many parts is 700. Provide in-text citations and reference list for each question.
Indicate the question number you are answering.
Question 3:
You have been asked to show your understanding of the PESO framework as part of a job
interview for Universal McCann Australia (UM).
Show your understanding by specifically:
1. Briefly describing the PESO framework (20 marks)
2. Providing examples of companies that you feel have embraced the PESO framework (30 marks)
3. Providing your own opinion on the degree to which PESO is applicable to integrated
marketing communications as an explanatory framework. (50 marks).
Question 4: You are the newly appointed Marketing Manager for a major advertising agency and your CEO wants your opinion on the effectiveness of celebrity endorsements versus the the use of influencers as a way of breaking through the advertising noise that consumers face.
The CEO wants you to show that you have an understanding of the key issues especially in terms of cost effectiveness and how it will affect their clients marcomms budgets.

1. Provide key definitions and concepts (20 marks)
2. Identifying examples of how companies are using celebrity endorsement and/or influencers in their promotions (30 marks)
3. Providing your own opinion of what the company position should be in terms of the use of celebrity endorsement versus influencers, or suggest another viewpoint. (50 marks)
Question 5: You are the newly appointed Marketing Manager for a major advertising agency and your CEO wants to make sure that you understand the concept of a “brand promise” and its relationship to developing appropriate marcomms.
1. Provide key definitions and concepts (20 marks) 
2. Identifying examples of how companies which heavily focus on delivering their brand promise to consumers. (30 marks)
3. Providing your own opinion of how important you feel a “brand promise” is in reality. Does the concept apply equally to all product types and services? (50 marks)
Question 6: You are the newly appointed Marketing Manager for a major advertising agency and your CEO wants to make sure that you understand the difference between developing a marcomms campaign for clients chasing ROI versus increasing their revenue.
1. Provide key definitions and concepts (20 marks)
2. Identifying examples of how marketing agencies are reporting on the effectiveness of their client campaigns. (30 marks)
3. Providing your own opinion of how important understanding such differences (ROI vs revenue increase) relate to goals and objective development in marcomms campaigns. (50 marks)