BUS203: Principles of Marketing
Unit 6: Launching a Marketing Campaign
Marketing is not just a matter of internal strategies and
customer analysis. There are factors outside of the company that must be
taken into consideration with any marketing strategy. Though marketers
can control how they might respond to customer needs and expectations,
they face the often-unpredictable reactions of customers to them.
Maintaining customer satisfaction is essential to sustainable success.
Marketers need to be sensitive to the regulatory and ethical constraints
that may be placed upon them by a wide range of domestic and
international industry standards and the expectations of society.
Companies must also face social forces that challenge their success.
For example, marketers must be aware of the social and cultural aspects
of each region in which they choose to market a product. Even a
worldwide brand such as Coca Cola must adjust its marketing strategy for
every region it enters. An awareness of the cultural factors affecting a
marketing strategy can make the marketing message much more effective.
Quite often marketers will address social issues especially relevant to
lives of their audiences or the larger society with social marketing
Finally, as a marketing campaign prepares for its launch, all the
issues addressed in this and earlier units must come together in a
formalized document - the comprehensive marketing plan.
Completing this unit should take you approximately 39 hours.
Read this chapter, which emphasizes customer communities, loyalty management,
customer satisfaction, ethics, laws, and customer empowerment.
Read this article on business and marketing ethics in the global marketplace. Pay a visit to the Center for the Study of Ethics' webpage, which is linked in the reading, and participate in the discussion topics for this subunit.
Watch this video on social marketing. Most of the tools for promoting commercial projects can also be applied to advancing social causes and programs. You may read along with the transcript here.
Read this article about international communication tactics, using themes and images that transcend cultural differences. If you publish a website, then you are positioned to reach a global audience. English may connect those in global business with a common language, but we still need to be sensitive to cultural differences.
Read this chapter, which discusses marketing planning roles, the parts and functions of the marketing plan, forecasting, and the structure of a marketing plan audit. It also discusses PEST Analysis and other external factors that affect marketing decisions. Some of the material in this chapter is a review of concepts addressed in the course up to this point. Key takeaways include the steps in the forecasting process. Thus, you will be able to identify types of forecasting methods and their advantages and disadvantages as well as discuss the methods used to improve the accuracy of forecasts. Lastly, you will apply marketing planning processes to ongoing business settings and identify the role of the marketing audit. Please answer the discussion questions at the end of the chapter.
Listen to this lecture, in which Mark Juliano discusses where to spend your marketing dollars and the costs associated with different types of marketing vehicles. This information is a very important component of the marketing plan. Without a budget you cannot implement the marketing plan. Many external factors will affect the marketing budget.
Follow these instructions for completing a marketing plan project for this course.
Once your marketing plan is complete, please follow the instructions for peer assessment of your plan, which you can post to the discussion forum, if you so choose.
Review this template suggestion for preparing your marketing plan project. Feel free to revise, expand, or replace template headings as you see fit for your own particular project.
After reviewing the unit materials, please click on the link above and post and respond to the following topics on the course discussion board. Feel free to start your own post and respond to other students' posts as well. If you haven't done so already, you will need to create a free account at the link above to participate in the discussions.
What key components do you believe are most essential to maintaining customer satisfaction? How might you address those in your own marketing efforts? Find an example of a social marketing campaign you admire. Who was the marketers' target audience? What media did they select to connect with their audience and why? What message did they convey? Marketing plans will naturally be modified according to the type of service or product marketed, company structure, particularities of the target audience, etc. Consider a marketing campaign you might launch. What would be the primary components of your own marketing plan? Posting and responding to the discussion questions in the forums should take you approximately five hours to complete.