EASTERN INSTITUTE OF TECHNOLOGY

EASTERN INSTITUTE OF TECHNOLOGY
TE AHO A MÄUI

Semester 2, 2016
MKTY6.06 MARKETING COMMUNICATION
DUE DATE: THURSDAY 24 NOVEMBER 2016
TIME: 9:00 AM
WEIGHTING: OF FINAL GRADE
TOTAL MARKS: 50 MARKS
This assignment must be your own individual effort, correctly referenced following APA (6th ed.) referencing. You are required to submit a signed plagiarism declaration with each assignment.
The School of Business has a policy of no late assignments. However, an assignment handed in up to 24 hours late will be marked. A deduction of 20% of the total marks available will be made. Any assignments received more than 24 hours late will not be marked but can be used as evidence of completing terms.
INSTRUCTIONS:
Answer all of the following questions and follow the structure given.
This assignment requires you to do some research on the internet regarding your chosen organisation.
Presentation is a key aspect of professional marketing. The following criteria will be considered to assess the quality of your work: presentation - clear structure and following of instructions; signs of effort given to this assignment; correct referencing; correct language, grammar and spelling. Your assignment should be word processed in 12 point font, 1.5 spacing between lines, 3 cm margin on the right side of the page (for marking purposes).
The guideline for this assignment is 3000 words (+/- 5%). Please provide the word count on the submitted assignment. Additional supporting information and other relevant material should be included in an appendix at the end of the report. The appendix and reference list are not included in the word count.
Academic Integrity
Correct referencing (including in-text referencing and a reference list at the end of the assignment) is a requirement of all academic work. The APA format of referencing must be used to acknowledge where you have used other people's material. A reference section acknowledging all sources of material and information must also be provided at the end of the report. If referencing is not used correctly, or not used at all for material which is not your own, this may result in zero marks, and/or plagiarism proceedings.
The principles of academic integrity are set out on the library website - it is expected that you will conform to these requirements. http://www2.eit.ac.nz/library/ls_guides_apareferencing.html
A Plagiarism Declaration is attached to all assessments and must be signed and handed in with your assessments (excluding the Exam). Your assignment will only be marked if a signed declaration is submitted. Please note that your signature confirms that you have read and understood the requirements of referencing and you have referenced your work.
Please submit the assignment in class to your lecturer.

Unit 4 – Personal  and professional development in health and social care

Business strategy assignment help
2 (2).DOCX
I
QUESTION ONE: SOCIAL MEDIA, MASS MARKETING, CRM: 25 MARKS
Jackson Browne, marketing manager for Planet Communications has asked you to be involved in a social media strategy for his company. Presently they have no presence on any social media.
Planet Communications, an internet service provider, was started by Markus Willborough, a 21 year old marketing undergraduate student in 1989. The market share is now around 20% and was built by traditional mass media — that is television, radio and newspapers — which is still used today by the company exclusively. The customer base is mostly in the 60 plus age group who have remained loyal to Planet Communications since it was formed out of the government controlled telecommunications company.
The company has recently been targeted by unhappy customers over service outages — one lasting for two days. This enraged several of their younger customers who took to Twitter and Facebook to voice their annoyance at Planet Communications. It wasn't the company's fault the service went down as the outage was caused by a third party provider. Users were also compensated for the time they couldn't use their broadband.
One tweet on Twitter stated:
@darcyElTT Planet Communications sucks. Their systems are always down. Customer service won't reply. 12 November 2016
Jackson Browne's 18 year old daughter had drawn his attention to the tweet and some other Facebook page comments. Jackson can see from the date of the tweet and Facebook comments that these were made on day two of the outage. He is very upset although the service is now fixed, that these comments are still showing on various social media sites.
Required:

Understanding specific need in health and social care
Write a REPORT of 2,000 words to Jackson Browne covering the following (i) (ii) (iii):
Determining if the traditional mass marketing methods such as radio might be inappropriate in today's internet age in terms of an integrated marketing communications strategy. Your answer should make reference to a social media strategy for Planet Communications. (10 marks)
(ii) Give Jackson advice on how you think Planet Communications should respond to the tweet and Facebook posts to minimise damage to the company. Your answer should make reference to two actual organisations which faced similar situations of a social media crisis. One that responded correctly and one that made matters worse by their response to a posting. (You will need to conduct research on the internet or library databases etc.) (10 marks)
(iii) In order to save money Planet Communications has outsourced its customer service functions to India. All communications with customers are largely inbound by either telephone or email. The outsourcing company has access via a customer number to cancel or modify their plans, or deal with account queries.
The company holds very little information about its customers, except billing address and contact number. Email addresses are only entered into the system if a customer contacts customer service by email.
Explain to Jackson what a customer relationship management system is, and how it could assist in personal one-to-one marketing to their customers. (5 marks)

2 (2).DOCX
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QUESTION TWO: CORPORATE SOCIAL RESPONSIBILITY, IDENTITY, IMAGE, REPUTATION: 15 MARKS
Jackson Browne of Planet Communications is concerned that the public image of the company suffered during the recent outage. CEO and founder, Markus Willborough refused to apologise or even acknowledge its customers complaints, and repeated his saying -you win some, you lose some-. Planet communications has also made some false claims about its internet speeds in print media. Write an essay of 1,000 words discussing:
The role of a corporate image and authentic communication. (5 marks)
(ii) Discussion substantiation of marketing claims in regard to the internet speeds. (5 marks)
(iii) Discuss the role of ethics in advertising. (5 marks)
FORMATTING & PRESENTATION:
Formatting
Reference List
Only references cited in the assessment are listed in the reference list 10 MARKS
• Correct referencing as per APA standards
Professional Presentation
• Paragraphs well-constructed
• The work is free of grammar, spelling and punctuation errors (5 marks)
• The overall writing is clear, legible, well set out and cohesive (5 marks)
2

MARKING SCHEDULE:
NAME:
STUDENT ID NUMBER
Question 1.
Mass marketing
ii. Response to tweet
i ii. Customer relationship Mgmt Marks obtained
25 Rating Scale
Excellent
A-9-10
Excellent
A-9-10
Excellent
A-9-10 V Good
V Good
B7--8
V Good
B7--8 Adequate
C5--6
Adequate
C5--6
Adequate
C5--6 Below
D 3-4
Below
D 3-4
Below
D 3-4 Poor

Understanding specific need in health and social care
E -0-2
Poor E -0-2
Poor
E-O-2
Question 2.
Corporate image
i i. Substantiation claims
Ethics 15 Excellent
A-9-10
Excellent
A-9-10
Excellent
A-9-10 V Good
B7--8
V Good
B7--8
V Good
87-8 Adequate
C5--6
Adequate C5-6
Adeq uate
C5--6 Below
D 3-4
Below D 3-4
Below
D 3-4 Poor E -0-2
Poor
E -0-2
Poor
E — 0-2
Reference List
Only references cited in the assessment are listed in the reference list
Correct referencing as per APA standards 5 Excellent
A-9-10 V Good
B7--8 Adequate C5--6 Below
D 3-4 Poor
E - 0-2
Professional Presentation
Paragraphs well-constructed
The work is free of grammar, spelling and punctuation errors
The overall writing is clear, legible, well set out and cohesive 5 Excellent V Good
A-9-10 87--8 Adequate C5--6 Below
D 3-4 Poor
E - 0-2
TOTAL 50
2 (2).DOCX

EASTERN INSTITUTE OF TECHNOLOGY
SCHOOL OF BUSINESS
PLAGIARISM DECLARATION
Please copy and attach to your Assignment
Course

Assignment No.

Plagiarism is a breach of EIT academic regulations. Penalties range from a warning to suspension or expulsion as identified in Clause 11.6 of the Student Handbook.
In signing this declaration you acknowledge that you understand:
what constitutes plagiarism that all work submitted for assessment may be screened for plagiarism
that any allegations of plagiarism will be handled according to the School of Business Procedure for Lecturer Allegation of Plagiarism.
I declare that the work submitted is my own work.
Name:
(please print)
Programme:

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