Stakeholder Marketing

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Professional  Certificate  in  Marketing       Stakeholder  Marketing

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Stakeholder  Marketing  

 

THE  CHARTERED  INSTITUTE  OF  MARKETING     PROFESSIONAL  CERTIFICATE  IN  MARKETING:   STAKEHOLDER  MARKETING     ASSIGNMENT   JUNE  2011                                                         1  

 

Stakeholder  Marketing  

    Task  One  (Audit):     Task  Two  (Report):     Total  word  count:     2,231  words  (4  pages)   4,379  words   6,610  words  

EXECUTIVE  SUMMARY  
  The  purpose  of  this  report  is  to  undertake  an  audit  of  CARE   relationships   assist   in   communicating   with   CARE   recommendations  for  improving  CARE     This  report  summarises  the  audit  findings,  including  identification  of  key  media  organisations  CARE  SERV   currently   interacts   with,   the   nature   of   those   relationships   and   current   communications   and   projects   CARE   SERV   is   involved   in.  The   report   then  explores   the   topic  of   sectional   and   causal   pressure   groups,   and  discusses  those  groups  connected  to  CARE  SERV.  Two  new  media  relationships  are  recommended,   which   CARE   SERV   could   develop   in   order   to   assist   in   communicating   with   stakeholders,   including   the   identified  pressure  groups.     Finally,   the   report   sets   out   a   coordinated   communications   mix   targeted   at   CARE     customer    media  relations,  identify  how  these     stakeholders   and   provide   a   set   of  

 media  relationships.  

stakeholder   group,   including   objectives,   tactics   and   techniques   to   measure   the   success   of   the   communications  mix.          

 

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Stakeholder  Marketing  

CONTENTS  
  Introduction  ...........................................................................................................................  8   Summary  of  audit  findings   .....................................................................................................  8   Identification  of  key  media  organisations  ...................................................................................8   Nature  of  relationships  ................................................................................................................9   Communication  and  projects  .......................................................................................................9   Level  of  influence  and  impact  ....................................................................................................10   Differences  between  sectional  and  causal  pressure  groups  ...............................................  10   Pressure  groups  connected  to  CARE  SERV     ................................................................................11   New  media  relationships  .....................................................................................................  12   Criteria  to  select  new  media  relationships  ..........................................................................  14   Coordinated  communications  mix  ......................................................................................  15   Objectives   ...................................................................................................................................15   Tactics    Communications  Mix  ..................................................................................................16   Measuring  the  success  of  the  communications  mix  ...........................................................  18   Public  Relations  and  Personal  Selling  ........................................................................................18   Advertising...
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