Assignment Task
Select ONE from the following topics.
1. Select ONE brand from the following list.
a. Qatar Airlines
b. FC Barcelona
c. Siemens
d. IKEA
You are expected to engage with the relevant strands of academic literature and material from the internet.
Develop a detailed report that assesses the current brand strategy and offers recommendations to improve the situation.
Your report should identify the main elements that shape the current brand’s current personality and focus on the organisation’s approach to creating a competitive positioning for the product / service brand that enables it to optimise its brand equity.
2. Assess the extent to which you would support the view the development of an omni-channel approach in the context of the design and implementation of channel strategy is becoming more important than the use of traditional physical channels such as the use of intermediaries.
You are expected to engage with the relevant strands of academic literature and material from the internet.
Select an organisation of your choice from ONE of the following sectors and assess the approach it adopts to utilising an omni-channel strategy.
a. The retail sector
b. The financial services sector
c. The airline sector
d. The capital equipment sector (e.g. machinery, trucks, elevators)
3. Critically assess the reasons why the issue of sustainability has become an essential part of an organisation’s marketing strategy. How would you respond to the view that for many organisations it is likely to lead to increased costs and unlikely to reap any reward?
You are expected to engage with the relevant strands of academic literature and material from the internet.
Select a company of your choice and examine the extent to which sustainability plays a part in its business and marketing strategies.
Develop recommendations as to how this organisation can drive further improvement in the area of sustainability and its impact on marketing strategy.
4. Assess the relevance of the 5S framework for designing an effective online communications strategy.
You are expected to engage with the relevant strands of academic literature and material from the internet.
Examine the role that content marketing and storytelling plays in engaging with customers online
Select a company of your choice and critically evaluate its use of content marketing and storytelling within its overall online marketing communication strategy.
Develop a set of recommendations that would improve the quality of the content marketing and the use of storytelling, to more effectively engage with the target market(s) of your chosen organisation.
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