developing a marketing campaign

Unit 2 – Developing a Marketing Campaign



1. Activity 1

Introduction

 Discuss what your rationale is about? (topic of exam)
 Discuss what your focus is? (Pick one on exam day)?
 Include some research/ links relating to this topic.
 Discuss what your marketing strategy is? (for e.g: raise customer awareness,
build a brand image)
 Include more research in relations into the market of your scenario (for e.g:
what is the worth of the market how well it is growing and if it is a growing
market how will it benefit the businesses sales and profits)?
 Discuss how your business will find out that this is the perfect market/
product for the right target audience? (What type of research will they
conduct and how will it help them?)

Marketing Aims & Objectives

 What is the overall outcome for this marketing campaign (talk about the
focus you have picked (How will that focus help the target market and the
business)?
 Discuss why it is important for a business to set aims and objectives?
 Include some Aims & objectives for your marketing campaign (make sure
they are specific)
 Some general ones for a business are, to gain customers, make profit,
gain market share.
 (Include a discussion of what SMART is and why it is important for your
objectives to be smart and how are your objectives smart)


Market Research (in the exam this will be carried out for you)

 Why is it important to carry out market research specifically focusing on primary &
secondary?
 Research you carried out
 Primary? What did you do?
 How many people did you ask?
 How many responses did you get?
 How long was your research for?

,  List at least 6 questions you asked.
 Discuss what you found out from your research.
 Discuss the advantages and disadvantages of Primary Research.
 Discuss any secondary research you did.
 What did you find out?
 What sources did you use?
 Discuss the advantages and disadvantages of secondary research.


Market size, structure and trends
 Discuss what your market research is telling you?
 What is the structure of the market you are researching in?
 What are the trends in relations to this market? What are customers doing? (How
will the benefit the business)?


Competitors
 Include 4 real business who are competitors (names) and how have they got an
advantage over your marketing campaign and where do they lack in?


Target market
 Discuss what the importance of a target market is?
 Who is the target market (be specific)?
 Males/ females or both?
 Age
 Income
 Profession
 Lifestyle


SWOT Analysis
 Strengths
 (Have at least 3/4 strengths and talk about each one separately on why it is a
strength – 3 sentences on each strength.)
 Weaknesses
 (Have at least 3/4 weaknesses and talk about each one separately on why it is
a weakness– 3 sentences on each strength.)
 Opportunities