Marketing communication 3701 exam pack 100% correct answers

QUESTION 1 Trek and Pole, a travel company based in Pretoria, South Africa has asked you to launch a marketing strategy for an expedition to Mount Kilimanjaro, Tanzania. Trek and Pole aims to train amateur hikers who will be led by a team of experienced hikers to summit Mount Kilimanjaro. The main aim of Trek and Pole is to become a leading travel company offering various expeditions throughout Africa. With reference to Trek and Pole’s Mount Kilimanjaro expedition described above, answer the following questions: 1.1 Discuss the five steps of a marketing plan that should be part of a marketing strategy for Trek and Pole’s expedition. (25) 1.2 Part of the marketing plan will involve utilising online advertising. Trek and Pole should adhere to the four fundamental pillars of effective communication to fulfil the primary purpose of online advertising. With application to the given scenario, discuss these four (4) pillars of effective communication and how they apply to the Trek and Pole’s marketing strategy. (10) [35] AND/OR QUESTION 2 The Rosé Sunday Picnic is lifestyle event (picnic) held monthly in Pretoria. This event is a day dedicated to delicious food by various chefs, drinks, music and great conversations with friends and family. The Rosé Sunday Picnic features music set from various top DJs and various marketing activations that will have you saying rosé all day! 2.1 Explain Marketing Public Relations (MPR) and how it can be used to promote Rosé Sunday Picnic. (9) 2.2 Discuss the five (5) main environmental forces that need to be scanned to assess trends that could affect the success of the event. (10) 2.3 Explain any five (5) relationship marketing objectives that Rose Sunday Picnic can use as part of their marketing activation plan. (10) 2.4 Rose Sunday Picnic could potentially seek a rosé beverage brand to sponsor its events. Explain any three (3) methods that can be used to determine if a sponsorship was successful. (6) [35] Downloaded by: xoliswamdlamini | Distribution of this document is illegal Want to earn R1,135 per month?S - The study-notes marketplace 3 COM3701 OCTOBER/NOVEMBER2020 AND/OR QUESTION 3 3.1 Define communication campaign by focusing on the five primary elements of its definition. (10) 3.2 Explain the two principles of operationalizing objectives within a communication campaign. (10) 3.3 Explain the online marketing mix elements. Base your discussion on relevant examples. (15) [35] TOTAL: 70 NISA 2020 Downloaded by: xoliswamdlamini | Distribution of this document is illegal Want to earn R1,135 per month?S - The study-notes marketplace 3 QUESTION 1 1.1 Five steps of a Marketing plan (25 Marks) Step 1: Situational analysis