Crafting Effective Digital Campaigns: MMT Case Study Analysis

Evaluate digital marketing strategies and impact on their customer connect for understanding design of effective campaigns

Learning Outcomes

·         Evaluate digital marketing strategies and impact on their customer connect for understanding design of effective campaigns

·         of a given company to design effective marketing campaigns

·         Identify and describe the segmentation and targeting of customers group/s of a given company

·         Conduct competitor’s analysis and marketing mix strategy of given company.

·         Examine branding strategies and value proposition of a given company

·         Conduct analysis of marketing challenges faced by given company and provide recommendation to achieve competitive advantage based on insight, critical and reflective abilities.

·         Develop well-structured report with adherence to academic writing, word count and harvard referencing 

The EMA requires you to prepare a 2500-word report:

EMA relates to your understanding of Unit 1 to establish nuances of marketing, the way it operates and its critical perspectives, Unit 5 to evaluate the motivations customer has to purchase certain products and not others, Unit 6 to examine how to segregate and target market segments based on the identified needs, similarities and differences, Unit 7 to understand how to achieve competitive advantage, Unit 8 to understand and apply the branding principles to ensure that carefully selected messages are conveyed to the market about organization and its products, Unit 9 to understand and apply how to use marketing communications to enhance brands while increasing sales and market share  and Unit 10 to be informed of the existing challenges and need for control while conducting marketing activities.

Task (Word limit- 2500)

Part A (90 Marks)

Read and analyze the case study on MakeMyTrip`s Marketing Campaigns. Then write a well-formulated essay in response to these questions:

1.      Examine use of social media for digital marketing strategy by MMT and its impact on their customer connect for understanding design of effective campaigns. (15 Marks)

2.      What is the market segmentation and targeting strategy of MMT? (20 Marks)

3.      Conduct competitor’s analysis and marketing mix strategy of MMT. (20 Marks)

4.      Examine MMT’s branding strategy and value proposition to customers (15 Marks)

5.      Analyse the marketing challenges faced by MMT and provide your recommendation how they can overcome them to achieve competitive advantage? (20 Marks)

Using your learnings and skills you developed from the unit 1, 5-10 of BB844 you are expected to, provide a well-supported response to these questions, drawing on relevant business concepts taught in this module. Your essay should contain:

·         An introduction

·         The main body, which develops your argument

·         A conclusion that summarizes key points of the essay and answers the questions.

Part B (10 Marks)

Writing cohesively, follow the academic writing approach in writing and presentation; adherence to the structure; use of academic language; no grammatical errors; extensive use of quality references with proper citations.