The Assignment

The task is to prepare steps 5 to 8 of the marketing communication planning process for Ocean Basket:

5. Select the marketing communication elements (you need to discuss a minimum of four elements, e.g. advertising - television, radio, etc., personal selling, sales promotion, direct marketing, public relations, sponsorship, digital marketing - Facebook, Instagram, etc. - it is very important to explain and justify your choices).

6. Determine the marketing communication workforce requirements (personnel involved in the project plan, this should not be operational).

7. Discuss the coordination and integration of efforts (schedule of work per marketing communication element - timelines and a work breakdown structure).

8. Discuss potential problems or assumptions. Important instructions: Minimum of five (5) pages, but not more than eight (8) pages.

Typed in Arial 11 font; 1.5 line spacing; margins 2.54 cm.

Remember that each discussion should be linked to Ocean Basket and must be Your work.

Follow the rubric for Assignment 02. Refer to the Announcements and Additional Resources options on myUnisa for information on steps 5 to 8.

When submitting

assignment02 (steps 5 to 8), you have to include steps 1 to 4 with the required changes that you made based on the feedback you received on Assignment 01.

GUIDELINES FOR ASSIGNMENT 2 5. SELECTING THE MARKETING COMMUNICATION ELEMENTS For assignment 2, step 5 is the most important. One of the reasons you were asked to identify and discuss OB's target market, was for you to be able to choose the correct marketing communication mix elements that will reach your specific target market. The elements you chose have to be chosen in such a manner that they 'speak' to your target market. Who are your target customers? What motivates them?

How do they like being communicated to? Which newspapers or magazines do they read and which sites do they visit regularly? Which channels are they using and if they're using social media, what are they talking about? 'Which channels do customers use?' ask yourself 'What are the channels' strengths and weaknesses? These questions will help you to justify your choices. With step 5 you have to explain how your elements will be used. By merely stating that you will use advertising because it will breach new markets is not good enough.

Are you using television, radio, or magazines? How? What will the communication entail? When and where and how will it take place? For how long? How will your target market relate to this? You should indicate which marketing communication mix elements you as project manager chose to communicate the new menu additions to OB's target market. You do not have to make use of ALL the elements, but you need to make use of at least four! You need to decide which elements will communicate with OB's target market the best! For each of the chosen marketing mix elements, you will have to discuss the following: How much, or how many, and the timelines of each.

Which blend to use? How it will be used.

When, where and by whom.

Remember that the elements you budgeted for in step 4 should be discussed in step 5 in detail.

6. PERSONNEL REQUIREMENTS Time is your most precious commodity. No matter how hard you try, you can't do everything by yourself. As a project manager, you must determine how many people you'll need to complete the project on time. Planning personnel needs begins with identifying whom you need and what their responsibilities will be. Who will assist you with all the marketing? Who will be in charge of day-to-day operations? Remember all your objectives will have certain tasks and all these tasks will have to be allocated to someone. There are many things to evaluate before delegating duties. You had to consider the personnel's skill level, their motivation, and reliability. Who will be responsible for what? Who are they? What are their qualifications? What experience do they have regarding project management? Remember the personnel should be involved in the marketing communication plan for OB!

7. COORDINATION AND INTEGRATION OF EFFORTS (SCHEDULES OF WORK - TIMELINES AND A WORK BREAKDOWN STRUCTURE) VIP! Your objectives should correlate with your budget and your WBS! Projects that cannot coordinate and integrate their plans act like a body without a head. Even though personnel has the ability and skills necessary to carry out tasks, their work needs guidance. Coordination and integration start with the project manager and carry down to the personnel involved in the project. Accurate time estimation is a vital proficiency in project management. That is why the project scope and the objectives were so important in the assignment

1. To put up a timeline/work breakdown structure, you had to break down all your objectives into smaller tasks. This makes it easier for you to allocate a specific timeline to that specific task. A work breakdown structure is an important project deliverable that organizes the involved personnel's work into smaller, more manageable sections. It is important to first define the key objectives of the project and then identify the tasks associated with each objective to reach those objectives. A work breakdown structure can take many forms: A table, a flowchart, etc. The form does not matter, just as long as the objectives, tasks, elements, duration, and time are visible, each with its timeframe. Please visit the link below for additional information: https://www.projectsmart.co.uk/work-breakdown-structure.php

8. POTENTIAL PROBLEMS OR ASSUMPTIONS Balancing all the elements of a project - time, money, scope, and people - is the project manager's job. It is essential to deal successfully with the unexpected challenges that come with every project. For example, undefined objectives, scope changes, missing deadlines, problems with personnel, costs, and risk management to just name a few. You were supposed to discuss the potential problems you foresee in your project as a project manager. It is highly recommended that the students make use of the following textbooks: Cant, M. Essentials of marketing. 2020.

6 th edition. Cape Town: Juta. Burke, R. Fundamentals of project management. 2013. China: Burke publishing. Koekemoer, L. Introduction to integrated marketing communications. 2011. Cape Town: Juta.