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business
essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

Understand and define the role of audits in marketing research
Understand the methods of observational research
Define observational research
Understand the applications of secondary research
Look for data online
Understand the limitations and strengths of secondary research
Understand where to find secondary data
Explain types of secondary data
Define secondary marketing research
marketing research brief
proposal document in response to
Be able to construct
range of marketing research suppliers
Identify and brief
marketing research plan
Be able to identify the stages of
Understand and define the concepts of data warehouses and data mining
Understand the management process involved in building, maintaining and enhancing the database
Understand the marketing applications supported by the marketing database
Be able to define the marketing database and its role within Customer Relationship Management systems
Identify the sources for the MRS, ICC/ESOMAR and DMA codes of Practice
Be able to outline the 8 principles of the 1998 Data Protection Act
Understand the principles underpinning legislation and codes of conduct that relate to data protection
Understand the broad ethical dimensions of research and database marketing
Place marketing research and database marketing within the context of the MRIS and DSS
Understand and analyse the role of marketing research and information in decision-making in organizations
Identify the key organizations involved in the information industry
Understand the nature and extent of the marketing information industry
Be able to define key terms including database marketing, marketing research, data mining and data warehousing, Marketing Information Systems (MkIS) and Decision Support Systems (DSS)
Identify the key drivers behind the growth of the knowledge economy
Explain the integration of marketing research and database marketing
Outline the development of the information industry
Understand the role of marketing research and information in business.
Be aware of the key supporting texts that you will need to look at as part of your programme of study of stage two of the syllabus
Understand the terms that support your learning through the coursebook
Understand the layout of this coursebook and how to use it effectively
Understand the relation of key skills for marketers and Professional Standards for Marketers(statements of marketing practice) to the CIM syllabus
Understand the role of Marketing Research and Information within the CIM syllabus
=+ Provide your own evaluation of how the crisis was handled.
=+Cite recent examples of such a strategy being implemented. Explain why you think this strategy worked in each example.
=+What can be learned about the steps the company took to recover from the crisis?
=+What was the most important aspect of how the company approached the crisis?
=+6. Take another look at the Maple Leaf Foods listeriosis crisis.
=+ How have dark sites helped with reputation management during a crisis?
=+5. What is a dark site?
=+Compare and contrast the two roles.
=+What critical jobs are performed by the communicator behind the scenes?
=+What about the communicator’s role?
=+ 4. Describe the leader’s role in managing a crisis.
=+3. Describe the five well-established steps for handling a crisis.
=+ 2. Why is it important to update briefing notes continually?
=+ Think of real-life situations where effective issues monitoring could have averted a crisis.
=+1. Why is issues monitoring so important?
=+• explain what must be done after a crisis is over.
=+• describe the role of digital communications in a crisis
=+• explain the role of leaders in a crisis;
=+• list the stages of a crisis and describe strategies a communicator can take to manage it;
=+• describe how to develop a crisis plan and other communications tools used in a crisis;
=+• explain the need for issues management;
=+• define crisis;
=+or inconsistent internal communications. Develop the second scenario assuming strong, consistent internal communications. Compare the results and present them to the class.
=+same crisis as a foundation for both. Develop the first scenario assuming weak
=+3. Working in groups, examine the organizational benefits of strong internal communications during and after a crisis. Sketch out two scenarios using the
=+warehouses. Working on your own, draft an appropriate employee recognition program. After you have completed your draft, work with a small group to develop one team approach from the individual
=+Canada both in traditional office settings and also in production plants and
=+2. Imagine you are part of the internal communications team of a large organization. Your organization has about 3,000 employees who work across
=+1. Working in groups, develop appropriate goals and objectives to address a large organization’s internal communications challenges related to multicultural and multigenerational communications.
=+7. Discuss the major challenges organizations face in successfully communicating organizational change. Explain how internal communicators can help ensure successful reorganizations.
=+6. Discuss the elements of effective internal recognition programs.
=+tools and initiatives could you develop to take advantage of it?
=+5. What is the most effective form of communication, and what communications
=+What formal or informal research may be available within an organization to help you establish internal communications goals and objectives?
=+4. The health and effectiveness of an organization can be measured many ways.
=+compared with traditional communications tools. What mix of communication vehicles would you choose for your organization?
=+3. Discuss the advantages and disadvantages of new communications tools
=+What opportunities do multicultural and multigenerational workforces offer?
=+How can these challenges be successfully addressed?
=+2. Multicultural and multigenerational workforces present specific challenges for an internal communicator.
=+1. What organizational characteristics support excellent internal communications? Why is it important to communicate to internal audiences?
=+• describe the basic issues in communicating organizational change
=+• discuss the role of internal communications in crisis communications planning; and
=+• describe how to develop a strategic internal communications plan;
=+• identify appropriate strategies to overcome issues and barriers to internal communications;
=+an organization achieve its strategic goals;
=+• describe how internal communications can help
=+• explain the role of internal communications under the broader communications umbrella;
=+ Evaluate the arguments various organizations are making to attempt to influence government.
=+3. Analyze a topic currently in the Canadian news media that involves a government making a decision.
=+or want from government. Brainstorm how the organization could use government relations to obtain what it needs or wants.
=+2. Select either a for-profit organization or a non-profit organization that you are familiar with. Create a list of policy changes that the organization would need
=+1. Identify something you would like to see government change. Propose arguments for and against making that change.
=+10. What are the three questions that should be answered prior to developing a government relations plan?
=+9. How can social media best be used in government relations?
=+8. When would you advise an organization seeking changes in government policy to use media relations?
=+7. Assess the value of setting up a coalition of organizations.
=+6. Compare and contrast the differences between a contact program and grassroots lobbying.Government Relations 363
=+5. Why is it necessary to know how governments make decisions?
=+4. Explain why it is important to know which government has jurisdiction in a particular area.
=+planning government relations programs?
=+3. In your opinion, what are the advantages of using the RACE formula for

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