COM3701
Assignment 01
Semester 2 2025
Due Year 2025
, COM3701
Assignment 01
Semester 2 2025
Due Year 2025
Marketing Communication
1. Introduction
QuantumE is an online retailer specializing in electronic gadgets for both business and
home use, leveraging the global reach of e-commerce to engage diverse customer
segments. This analysis examines the application of the Four Cs of marketing—a
customer-oriented evolution of the traditional Four Ps—as a strategic framework to
enhance QuantumE’s competitiveness. It further considers the integration of push and
pull online marketing mechanisms to optimise brand communication and engagement.
The discussion also applies the Interactive Model of Communication Campaigns to
SouthActive, a sportswear brand committed to empowering women of all shapes, sizes,
and ages to embrace health through sport. This model, grounded in Integrated
Marketing Communications (IMC) and Grunig’s two-way symmetric communication
theory, prioritises dialogue, feedback, and adaptability, ensuring campaigns remain
relevant, inclusive, and responsive.
2. Applying the Four Cs of Marketing to QuantumE
Introduced by Robert Lauterborn in 1990, the Four Cs framework shifts emphasis from
the producer-centric Four Ps—product, price, place, promotion—to a customer-centric
approach focused on customer needs and wants, cost, convenience, and
communication. This pivot is particularly relevant to global e-commerce, where market
Assignment 01
Semester 2 2025
Due Year 2025
, COM3701
Assignment 01
Semester 2 2025
Due Year 2025
Marketing Communication
1. Introduction
QuantumE is an online retailer specializing in electronic gadgets for both business and
home use, leveraging the global reach of e-commerce to engage diverse customer
segments. This analysis examines the application of the Four Cs of marketing—a
customer-oriented evolution of the traditional Four Ps—as a strategic framework to
enhance QuantumE’s competitiveness. It further considers the integration of push and
pull online marketing mechanisms to optimise brand communication and engagement.
The discussion also applies the Interactive Model of Communication Campaigns to
SouthActive, a sportswear brand committed to empowering women of all shapes, sizes,
and ages to embrace health through sport. This model, grounded in Integrated
Marketing Communications (IMC) and Grunig’s two-way symmetric communication
theory, prioritises dialogue, feedback, and adaptability, ensuring campaigns remain
relevant, inclusive, and responsive.
2. Applying the Four Cs of Marketing to QuantumE
Introduced by Robert Lauterborn in 1990, the Four Cs framework shifts emphasis from
the producer-centric Four Ps—product, price, place, promotion—to a customer-centric
approach focused on customer needs and wants, cost, convenience, and
communication. This pivot is particularly relevant to global e-commerce, where market
