Module 2 – Case Assignment PROMOTION MANAGEMENT & SWOT ANALYSIS Assignment Overview Mobile marketing spending is increasing in recent years due to the popularity of smartphone and mobile commerce. Burberry is starting to use the mobile apps to reach th

Module 2 – Reading Background

PROMOTION MANAGEMENT & SWOT ANALYSIS

The following reading list provides background information on promotion and marketing communication.

Marketing communications (n.d.). Lesson store. MarketingTeacher. Retrieved from  http://www.marketingteacher.com/lesson-store/#marketing-communications

Promotion (n.d.). Lesson store. MarketingTeacher. Retrieved from  http://www.marketingteacher.com/promotion/

Promotion decisions (n.d.). KnowThis. Retrieved from  http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/

Promotion strategies (n.d.). LearnMarketing. Retrieved from  http://www.learnmarketing.net/promotion.htm

What is digital marketing? (n.d.). Lesson store. MarketingTeacher. Retrieved from  http://www.marketingteacher.com/lesson-store/#digital-marketing

The following articles explain and illustrate the role of promotion in marketing decisions:

Beltrone, G. (2012). Ad of the day: J.C. Penney - Peterson Milla Hooks brings its poppy visual style to the retailer's big new rebranding effort. Adweek (February 3). Retrieved from  http://www.adweek.com/news/advertising-branding/ad-day-jcpenney-137988

Comstock, B., Gulati, R., & Liguori, S. (2010) Unleashing the power of marketing. Harvard Business Review, 88 (10), 90-98.

Jargon, J. (2012). ‘Super Size Me’ Generation Takes Over at McDonald’s. Wall Street Journal. (March 8):A1.

Perner, L. (n.d.). Integrated Marketing Communication. Introduction to Marketing. Marshall School, USC. Retrieved from  http://www.consumerpsychologist.com/intro_Promotion.html

This article speaks to the limits of promotion:

Burkitt, L. (2011). A Chinese Brand Flounders in US. Wall Street Journal (December 20):B1.

These articles discuss online/mobile promotion:

Lopez, R. (2012) Sevenly hopes to change the world one t-shirt at a time. Los Angeles Times(January 25).

Mac, A. (2012). How to lose friends and alienate Twitter followers: 5 stupid social media mistakes.Fast Company (March 1). Retrieved from  http://www.fastcompany.com/1822211/how-to-lose-friends-and-alienate-twitter-followers-5-stupid-social-media-mistakes

The millennial generation research review. (2012). U.S. Chamber of Commerce Foundation. Retrieved from  https://www.uschamberfoundation.org/reports/millennial-generation-research-review

Mobile marketing: Location matters - but how much? (2012). Knowledge@Wharton (March 9). Retrieved from  http://knowledgetoday.wharton.upenn.edu/2012/03/mobile-marketing-location-matters-but-how-much/

Reda, S. (2012). Social gets down to business. Stores (March). Retrieved from  https://nrf.com/news/retail-trends/social-gets-down-business

Stranahan, S.Q. (2011). Keeping up with posts and tweets down east. New York Times (December 7).

Check these Links on managing marketing information and research method:

Managing Marketing Information. (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=12113

Managing Marketing Information (Audio). (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11524

These Web pages explain SWOT Analysis:

SWOT financial analysis (n.d.). eHow. Retrieved from  http://www.ehow.com/facts_6767740_swot-financial-analysis.html#ixzz1kiZaabG4

SWOT Analysis (2012). Investopedia. Retrieved from  http://www.marketingteacher.com/wordpress/swot-analysis/

SWOT Analysis (n.d.). MarketingTeacher. Retrieved from  http://www.marketingteacher.com/swot-analysis/

This Web page explains that (1) Strengths and Weaknesses are internal to the firm forces that determine the financial health of a product or company (and gives examples of Strengths and Weaknesses), and (2) Opportunities and Threats are external to the firm forces that determine the financial health of a product or company (and gives examples of Opportunities and Threats). At the very bottom of the page are links to examples of SWOT marketing analyses.