Marketing Strategy for Good- Part 1
The marketing world is a fast-paced environment where business promotes the buying and selling of products and services. While marketing includes advertising, selling, and delivering products to consumers or other businesses, there are many facets that need to be considered when developing a marketing strategy to ensure success for the business as well as the consumer.
For this Assignment, you will take on the role of a marketing professional to develop a persuasive marketing strategy for good. Your goal is to help society while being cognizant of the organization’s mission and goals. Your task is to design a social media/social marketing campaign for your organization that would promote diversity and inclusion and could help benefit the company. Your decisions must align with the company’s mission and goals. You may choose a well-known company or make up a mock organization and identify the tactics, strategies, and influencers needed to ensure your campaign will reach a diverse audience.
For the purposes of this exercise, here are some guidelines:
- You will choose the company (or type of company) and create a narrative for the specific opportunity the business is considering (in other words why the company wants to do this and what benefit or position this campaign could give the company, as well as how it could promote positive change).
- Your selected organization could be a company where you have worked or with which you are familiar, or you could locate an example of a company and use it as the basis for your narrative.
- Note: If you select a company with which you do not have personal experience, some of the questions related to the campaign specifics may be more challenging to answer; however, you should feel free to use your creativity to respond to the questions.
- Provide information that will help you craft your narrative for the campaign. The purpose of this activity is to demonstrate your ability to think through and develop marketing solutions to business problems, not to have all the “right” answers.
- Once you have selected your organization, you will need to identify a positive-social-change-related outcome/goal for the organization.
With those thoughts in mind, begin constructing your marketing campaign design document, being sure to incorporate appropriate examples, where applicable, as well as citations for relevant academic sources from the classroom, the Walden Library, and/or other appropriate scholarly sources to support your work.
Note: Your marketing campaign design document will be submitted over the course of 3 weeks. This week, you will submit Part 1. In Week 9, you will use the same document to develop and submit Part 2. In Week 10, you will finalize the document, to include Part 3.
To prepare for this Assignment:
- Refer to the guidelines for this exercise to choose a company.
- Download Module 3 Assignment Template. Note: Be sure to keep a copy of your completed Assignment this week, as you will be adding to the same file for your Weeks 9 and 10 Assignments.
Part 1: Laying the Foundation for Persuasive Marketing Tactics (2-3 Pages)
- Examine the selected organization, its mission (and goals, if available), what products or services (or both) it offers, and its customer base, including any sub-groups that might currently apply.
- Use your creative license to identify a positive-social-change-related outcome/goal for the organization that will be used as the basis for the social media marketing campaign. (In other words, in what way is the company trying to bring about positive social change, be a force for good, etc.?)
- Synthesize the business opportunities and goals for the marketing campaign. (In other words, what is the expected/desired outcome?)
- Describe the persuasive marketing tactics that will be used to execute your campaign strategy.
- Analyze the internal strengths and weaknesses and external opportunities and threats that this opportunity presents for the company (SWOT).
Marketing for Competitiveness
Week 8 Learning Resources
Digital Marketing Basics
Digital marketing refers to the type of marketing that utilizes online channels and their associated technologies and platforms to promote products and services for a business. Digital marketing is important because it helps to drive more qualified traffic to a business because of the interest generated. Through these resources, you will explore some of the basic ideas related to digital marketing.
· Alexander, L. (2021, March 16). The who, what, why, & how of digital marketingLinks to an external site. . HubSpot. https://blog.hubspot.com/marketing/what-is-digital-marketing
· Erhart, A. (2019, August 1). What is digital marketing? And how does it work? Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=NvgJ2mPWHX8
Persuasion and Marketing
If marketing is the process of promoting an organization’s products or services, then one of the key foundations of that process is the ability to persuade others to have an interest in those products or services. Using these resources, you will consider what persuasion is and the role it plays in marketing.
· Communication Coach Alex Lyon. (2020, August 25). What is persuasion ?Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=lAxMdswA_-s Note: The approximate length of this media piece is 4 minutes.
· CrashCourse. (2018, April 3). Influence & persuasion: Crash course media literacy #6 Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=VXhLmkrN0-I Note: The approximate length of this media piece is 10 minutes.
· Emerald Works Limited. (n.d.). Powers of persuasion Download Powers of persuasion . MindTools. https://www.mindtools.com/community/pages/article/PowersofPersuasion.php MindTools.com. Powers of Persuasion. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/PowersofPersuasion.php Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021. Time Estimate: 7 minutes
· Grant, A. (2021, March 1). Persuading the unpersuadable . Harvard Business Review , 99 (2), 131–135.
· Schillewaert, N. (2021, February 17). 6 principles of persuasive marketing: How to influence peopleLinks to an external site. . InSites Consulting . https://insites-consulting.com/blog/6-principles-of-persuasive-marketing-how-to-influence-people/
· SciShow Psych. (2017, September 18). How ads (and people) persuade you Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=HzevRHUEnVI
Tactical Marketing Tools and Techniques
Tactical marketing tools and techniques are used to execute a marketing strategy to meet the business’s objectives. When developing a product or service, the design focuses on specific people groups that are likely to need it and use it (i.e., the target market(s)); therefore, the tactical marketing tools and techniques are employed in ways that let those groups know about the product or service and how it will be delivered to them. Using these resources, you will consider the use of tactical marketing tools and techniques.
· Frasier, R. (2020, January 30). Persuasive techniques to use in marketing with Robert Cialdini Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=-jvcIanyPfU
· Pietrzak, L. (2019, October 26). It’s not manipulation, it’s strategic communication Links to an external site. [Video]. TEDxGeorgetown. https://www.ted.com/talks/lukas_pietrzak_it_s_not_manipulation_it_s_strategic_communication
· Tracy, B. (2015, January 29). Using the law of reciprocity and other persuasion techniques correctly Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=n1zNwA61Y7g
,
Module 2 Assignment: Marketing Strategy for Good
Prepared by: Replace this text with your name.
Date: Replace this text with the submission date.
Walden University
MBAX 6060: Marketing for Competitiveness
Part 1: Laying the Foundation for Persuasive Marketing Tactics
Replace this text with introductory information. Add or remove headings as necessary.
[Heading]
Replace or remove this text. Add or remove headings as necessary.
[Sub-Heading]
Replace or remove this text. Add or remove headings as necessary.
Part 2: Marketing With the Customer in Mind
Replace this text with introductory information. Add or remove headings as necessary.
[Heading]
Replace or remove this text. Add or remove headings as necessary.
[Sub-Heading]
Replace or remove this text. Add or remove headings as necessary.
Part 3: Marketing Strategy Execution for Change
Replace this text with introductory information. Add or remove headings as necessary.
[Heading]
Replace or remove this text. Add or remove headings as necessary.
[Sub-Heading]
Replace or remove this text. Add or remove headings as necessary.
References
[Please delete this note before submitting your Assignment. For more information about formatting your reference list, please visit the following site: https://academicguides.waldenu.edu/writingcenter/apa/references .]
Include appropriately formatted references to support your Assignment. Refer to the Assignment guidelines for further information on the requirements.
Page 5 of 15