BUS5112 - Marketing Management

Discussion Forum Unit 6

As a reminder, you are expected to participate often and engage in deep levels of discourse in the course Discussion Forum.  Please post your initial response as early as possible and continue to participate throughout the unit.  You are required to post an initial response to the question/issue presented in the Forum and then respond to at least 3 of your colleagues’ initial posts.  You should also respond to anyone who has responded to you. 

Please be sure to write complete sentences, and please remember that a good solid paragraph typically consists of at least three to five complete sentences with a maximum of 10 sentences before transitioning into a new paragraph.

A major problem facing marketing managers is how to allocate their marketing communication budgets for both traditional and digital media in order to improve consumer attitudes, market shares, sales, and profits.  In addition, managers are subject to organizational realities which include political and historical influences.  With this in mind, based on your own knowledge, Unit 6's required readings found in Unit 6 Learning Guide, please answer the following two questions in complete sentences and complete paragraphs:

· What factors would you consider when making marketing communication and budget allocation decisions?

· How do these factors relate to the relative allocations between advertising and sales promotion?

Be prepared to discuss and defend your choices in your response to your peers.

Your Discussion should be a minimum of 250 words in length and not more than 750 words. Please include a word count. Use APA citations and references for the textbook and any other sources used to support your claims and to avoid plagiarism.

Written Assignment Unit 6

Select an ad on a social media platform (YouTube, LinkedIn, Instagram, Vimeo, Facebook, Twitter, Tumblr, and other social media) of your choice. Provide APA citation and referencing for the advertisement. After reading unit texts and watching the content of selected ad answer below questions:

· Would you consider the ad to be an emotional or rational ad? Why or why not?

· Who do you think is the target audience for the ad?

· Why or not should people want to share the ad for it to go viral?

· Is the content for your chosen social media platform more suitable for B2B, B2C, or both?

· How many times more likely is it for a lead (potential customer) to convert when developed through employee social marketing? Why? 

· List three social media which you consider to be most suitable for a customer testimonial and Why?

Submit a 2-3-page paper, (excluding the title page and reference page) double-spaced in Times New Roman (or its equivalent) font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.

Papers will be peer-assessed using   this rubric.

Portfolio Activity Unit 6

Integrated marketing communications (IMC) is an important concept for a marketing manager to understand.   

· Why are integrated marketing communication plans so important to marketers?

· What are the benefits and challenges of implementing an IMC?

· Identify a primary benefit of advertising online

· If a company A has come up with the new beverage product known as Akamu for satisfying human thirst. Suggest some of the major advertising decisions which this company can come up with in order to promote Akamu the new product.

The Portfolio Assignment entry should be a minimum of 500 words and up to 750 words. Use APA citations and references if you use ideas from the readings or other sources.