Finishing off the semester

Students please remember there are 2 tasks left before we can close up our class.

Firstly, you have a semantic analysis problem to solve:

https://wordpress.com/post/neareastuniversitymamarketing.wordpress.com/958

This work must be presented on 5 May in class.

 

And for the final, you will present your media campaign

https://wordpress.com/post/neareastuniversitymamarketing.wordpress.com/899

Remember, for the campaign, you will not “create” the campaign, you will just pitch your ideas.

This will be presented on 26 May in class.

NOTE: There is no class on 12 May or 19 May (public holiday)

 

Advertisements

Assignment 3 Social Media for Strategic Management

set: 26 April 2017                     due: 10 May 2017

Social Media is becoming very important for marketing executives to send our their communications. International companies such as Adidas see mass media, such as television, as irrelevant to their marketing campaigns.

So how important is social media in terms of strategic management?

Read the following articles:

S1877-6361%282013%290000011010 Social Media as a Strategic Tool: Going Beyond the Obvious

S1877-6361%282013%290000011012 Social Media in Strategic Management

  1. Do you agree that the social media are now at the center of all marketing and
    communication activities of an organisation?
  2. Is it possible for a modern company to survive without using social media?
  3. Can social media play any part in the planning life cycle of strategic management?

Type up your answer in a word processor, and then copy/paste to the comments section below, with your name and student number.

 

 

 

 

Assignment 2

set: 21 April 2017     due: 5 May 2017

With reference to Chapter 9 of Tuten, we are going to perform Sentiment Analysis for this final assignment.

You will present your findings in class on 5 May 2017.

Pick a major brand you like with a large social footprint and monitor it across at least seven of these tools or others for a week. Observe differences and similarities between the tools you’ve chosen.

Brand: e.g., McDonalds    

Social monitoring tools
Posts (representative of the channel sampling)
Observations, thoughts
e.g., Hashtags e.g., “I’m craving #McDonaldsFries” e.g., For the most part these are favorable, fan posts and brand-generated posts
Twitter Search   e.g., Same results as previous tool
Same Point  
Trendpedia  
WhosTalkin  
 

Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Keyword: e.g., McDonaldsFries    
Social monitoring questions Answers Observations & Thoughts
1. How many times was the search term found?
2. When was the search term found?  
3. Where was the search term found? e.g., Twitter
4. Who mentioned the search term? e.g., @McDonaldsFan
 

Again taking the same brand you used previously, gather consumer posts reflecting changes in sentiment. Positive and negative sentiment are easy to interpret. Find sample posts of each of these as well as ambivalent posts.  How common do you think similar ambivalent posts are? How do you interpret them for the most part from the brand’s perspective?

Tool used Positive sample consumer posts Negative sample consumer posts Ambivelent consumer posts Thoughts & observations
e.g., HashTags e.g., “I’m craving #McDonaldsFries” e.g., “Just got #McDonaldsFries & they were too greasy!” e.g., “Anyone want my free coupon for #McDonaldsFries?” e.g., I believe the ambivelent posts are just everyday people saying what they feel and its fine. People aren’t always going to have extreme feelings toward a brand. At some point brands become part of everyday life, including the “ho-hum” moments.
 
 

NOTES: SENTIMENT ANALYSIS

ASSIGNMENT 1 – MODERN MARKETING STRATEGY

Assignment 1 – Modern marketing strategy

set: 24 February 2017         due: 10  March 2017

Read chapters one and two of the etext: Stokes, R, 2013, eMarketing – the essential guide to marketing in a digital world, 5th edition

https://neareastuniversitymamarketing.files.wordpress.com/2016/02/emarketing_textbook_download.pdf

Answer the following questions:

  1. Why is it important to consider the business context when planning your marketing strategy?
  2. How has the Internet affected marketing and the models we use to understand it?
  3. Do you agree with the idea that customers are more empowered than they were before digital communications were so prevalent? Why?

Keep your answers brief and precise. Add them as a post to your blog, with the hashtag#MARK526, tag and category assignment. In the comments below, add your student number, name and URL link to your blog post.

Assignment 1: Brand Personification

Assignment 1

set: 24 October 2016         due: 3 November 2016

Read the following papers:

Naresh, S., 2012, Do Brand Personalities Make a Difference to Consumers?, The International Conference on Emerging Economies – Prospects and Challenges (ICEE-2012), 12-13 January 2012,  Volume 37, 2012, Pages 31-37

1-s2-0-s1877042812007513-main

Seimiene, E. and Kamarauskaite, E., 2014, Effect of Brand Elements on Brand Personality Perception, 19th International Scientific Conference “Economics and Management 2014 (ICEM-2014)”, Volume 156, 26 November 2014, Pages 429-434

 

Select a brand that is important in your own country, and analyse it in terms of brand personification. Where does it fit on the brand personality framework, with your reasons?

Type up your answer in a word processor, and then copy and paste to the comments section below. Remember to add your name and student number, and department.

 

 

 

 

 

Assignment 4 – Sentiment Analysis

With reference to Chapter 9 of Tuten, we are going to perform Sentiment Analysis for this final assignment.

Pick a major brand you like with a large social footprint and monitor it across at least seven of these tools or others for a week. Observe differences and similarities between the tools you’ve chosen.

Brand: e.g., McDonalds    

Social monitoring tools
Posts (representative of the channel sampling)
Observations, thoughts
e.g., Hashtags e.g., “I’m craving #McDonaldsFries” e.g., For the most part these are favorable, fan posts and brand-generated posts
Twitter Search   e.g., Same results as previous tool
Same Point    
Trendpedia    
WhosTalkin    
     

 

Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Keyword: e.g., McDonaldsFries    
Social monitoring questions Answers Observations & Thoughts
1. How many times was the search term found?    
2. When was the search term found?    
3. Where was the search term found? e.g., Twitter  
4. Who mentioned the search term? e.g., @McDonaldsFan  
   

 

Again taking the same brand you used previously, gather consumer posts reflecting changes in sentiment. Positive and negative sentiment are easy to interpret. Find sample posts of each of these as well as ambivalent posts.  How common do you think similar ambivalent posts are? How do you interpret them for the most part from the brand’s perspective?

Tool used Positive sample consumer posts Negative sample consumer posts Ambivelent consumer posts Thoughts & observations
e.g., HashTags e.g., “I’m craving #McDonaldsFries” e.g., “Just got #McDonaldsFries & they were too greasy!” e.g., “Anyone want my free coupon for #McDonaldsFries?” e.g., I believe the ambivelent posts are just everyday people saying what they feel and its fine. People aren’t always going to have extreme feelings toward a brand. At some point brands become part of everyday life, including the “ho-hum” moments.
         
         
       

 

NOTES: SENTIMENT ANALYSIS

Report on social media

Social Media Report for MARK526 Social Media Marketing

set: 19 April 2016                        due: 3 May 2016

screenshot2

Create a short report on your favourite social media, indicating why it is your favourite media, and how it can be used in modern social media marketing. Do you think your choice of media shows anything about your personality?

Describe how it can be used in social media marketing, indicating the types of campaign it is most suitable for.

Give a real life example of this social media in action in a current or recent social media marketing campaign.

Put your answer as a post in your class blog. Post the URL of your blog post to the comments section below.

 

Assignment 3 – Social Media Monitoring

Assignment 3 – Social Media Monitoring

set: 12 April 2016                due: 26 April 2016

To understand the impact of your social media output, you need to “listen” to what your audience is saying, by analysing the data, and creating social media business intelligence. These insights will help you know your customers better, and improve your marketing strategy.

 

In this assignment, students will individually research the analytical tools for a particular social media channel. You will find your individual assignment below.

Research the different types of analytical tool available for your assigned social media type. Write a report on the tool(s), explain how they work, and what the advantages to using them could be. Post your report to your course blog, and add the URL of the blog post to the comments section below, along with your student number and name.

Make sure you add the hyperlinks to these tools, so we can all experiment with them.

Abier Faraj Abud LinkedIn
Ekin Sümer Facebook
Elizabeth Adekoya instagram
Gabriel Segum Snapchat
Imran Akhtar Vine
Iwuoha Henry Reddit
Joel Abah Abong google +
 Johnson A Olatuga YouTube
Shahzed Ahmad Tumblr
Shandrin Ndebele Pinterest
Usama Khan Twitter

 

Mid Term Project Guerrilla Marketing Strategy with Social Media

Mid Term Project for Social Media Marketing MARK526

Guerrilla Marketing Plan with extensive use of Social Media

 Set: 15 March 2016           Due: 5 April 2016 (Presentation in Class)

The assignment is to create a PowerPoint slide presentation of 5 to 15 slides to convey your guerrilla marketing strategy for a particular organisation, including analysis of the social media selected.

Presentation time will be 5 to 15 minutes.

The Organisation: Any product or business service

Red-Bull-Minis (1)

Imagine you have finished your business plan for your business, you have weighed up the risks, and have decided to go ahead with your plan. It’s one month before the opening of your business, and you need a marketing strategy.

The assignment is to present to the class your marketing strategy.

Your strategy could include:

  • The product brief
  • The market (as a micro market)
  • SWOT analysis
  • Trends and future growth possibilities
  • Product usage,
    • who is using?
    • why do they use?
    • when do they use?
    • how is it used?
  • Attitudes of customers,
    • Towards product category
    • To the product
    • Do they like the product or not?
    • A unique characteristic of our customers?
  • Description of the purchasing process
  • Buying decision making process
  • Sources of information
  • Who makes the purchase?
  • Who or what may influence the purchase?
  • The competition
    • Primary competitors
    • Secondary competitors
  • Pricing strategy

 

The important section ************

  • Current promotional strategy
  • Promotion objectives
  • Strategies and themes used
  • Promotional tools
  • Design of materials
  • Timing of promotional activities
  • Market segmenting, targeting and positioning,

 

Your marketing strategy plan should specify which social media you have decided to include, and mockup of your social media ideas should be specifically mentioned. You can do this with the use of storyboards and rough sketches.

As well as presenting your ideas on the set time, you will also be required to complete your presentation in a slide format (Powerpoint, Prezi), and upload these to a suitable online media (Slideshare, Google Docs, Prezi) and include a URL link for your project in the comments section below.

extra resources: scarb_eesbm7e_ppt_08_GE