Devise A Set Of Measurable Marketing Communications Objectives: Marketing Communication Coursework, TCD, Ireland
| University | Trinity College Dublin (TCD) |
| Subject | Marketing Communication |
Assignment 1
| TASK 1 | Devise a set of measurable marketing communications objectives, which you believe are most appropriate for Power Fitness. |
| TASK 2 | a. Devise a Positioning Map for Power Fitness.
b. List any observations or insights you have. |
| TASK 3 | a. Devise a Brand Character Statement for Power Fitness.
b. Explain the rationale for your answer. |
| TASK 4 | a. Assess the media available to Power Fitness using the headings:
1. Reach. 2. Frequency. 3. Cost. 4. Cost per thousand. 5. Impact. 6. Selectivity. b. Recommend the most appropriate media. |
| TASK 5 | a. Devise a Promotion Schedule / Media Plan for Power Fitness to cover 12 months, using a budget of €30,000.
b. Explain your scheduling techniques and your rationale. |
| TASK 6 | Devise a set of Personal Selling activities that you would consider suitable for Power Fitness. Provide details of aims, activities, and costs. |
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Assignment 2
| TASK 1 | a. Describe Power Fitness’s current Marketing Mix.
b. Devise a SWOT analysis. |
| TASK 2 | a. Devise at least four marketing communications objectives for Power Fitness.
b. Discuss the benefits of using the AIDA Model in setting objectives. |
| TASK 3 | Devise a Creative Strategy – including a Brand Character Statement and Appeal Strategy.
|
| TASK 4 ; |
a. Assess the local media available to power fitness using the headings: (1) reach, (2) frequency, (3) cost, (4) cost per thousand, (5) impact, and (6) selectivity.
b. Recommend the most appropriate local media. |
| TASK 5 | Devise an overall Promotion Schedule / Media Plan. |
| TASK 6 | Outline the role of personal selling for Power Fitness (Identify the difference between personal and non-personal forms of selling). |
| TASK 7 | Devise a set of PR activities to support the overall plan. |
| TASK 8 | Devise a set of direct marketing activities, including digital marketing. |
| TASK 9 | Describe how a database could be used by Power Fitness as part of their direct marketing efforts. |
| TASK 10 | Provide a ‘Detailed Budget Breakdown’ covering all activities (refer to the budget of €120K). |
| TASK 11 | Devise a 3-page briefing for an Advertising Agency that will be tasked with designing the ads and buying media (include a message strategy and your suggested media). |
| TASK 12 | Devise a Crisis Management checklist for Power Fitness to enable the reaction to a crisis. |
| TASK 13 | Outline the following as a briefing document for Power Fitness management:
(1) relevant legislation, (2) codes of standards, (3) ethical considerations. |
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