MG2048 Marketing Communications

BRUNEL BUSINESS SCHOOL
COVERSHEET FOR ONLINE COURSEWORK SUBMISSIONS

Module Code

MG2048
Module Title

Marketing Communications
Module leader

Maged Ali

Student ID number

1217919
Student name

Christian Henawi
Degree Programme (e.g. Business and Management (General))

General Business and Management

I understand that the School does not tolerate plagiarism. Plagiarism is the knowing or reckless presentation of another person’s thoughts, writings, inventions, as one’s own. It includes the incorporation of another person’s work from published or unpublished sources, without indicating that the material is derived from those sources. It includes the use of material obtained from the internet. (Senate Regulations 6.46)

By completing the above details, I confirm that I adhere to the School’s Policy on plagiarism.

VS.

“Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. O2”

Christian Henawi
ID: 1217919

Word Count: 3278

Table of Content:

Executive Summary:……………………………………….………………………………………… Page 5

Introduction:..…………..………………………………….……………………………………….…… Page 5

Methodology:…..…………..………………………………….…………………………………………. Page 6

Company Profile:..…………..…………………………….……………………………………………. Page 6

Industry Definition:…………..…………………………………………………..………….……….. Page 7

Market Review: …………..…………………………………………….……………………………….. Page 7
Marketing Mix: …………..…………………………………….…………………………….. Page 7
Market Analysis:.…………………….….…………………………….…………….……….. Page 8
Market Forecast:……………………….…………………………………………………….. Page 9
Market Share: ……..……………………………….….………………………..…………..... Page 9

Literature Review: …………..……………………………….….……………………………..…..... Page 10
Promotion: …………………………………………………………………...……………….. Page 10
Public Relation:…………………………………………………………………………...…. Page 11
Brand Value & Positioning: ………………………………………………………...…. Page 11
Competitive Edge:………………………………………………………………………..… Page 11
Target

References: Kotler, Philip, Gary Armstrong, Veronica Wong, and John Saunders. Principles of Marketing. 5th ed. Essex: Pearson Education, 2008. Print. About us - Vodafone History - O2. 2013. History - O2. [ONLINE] Available at: http://www.o2.co.uk/abouto2/history. [Accessed 2 November 2013]. Key market review - Vodafone Annual Report 2011. 2013. Key market review - Vodafone Annual Report 2011. [ONLINE] Available at: http://www.vodafone.com/content/annualreport/annual_report11/business-review/key-market-review.html. [Accessed 9 November 2013]. BBC News - Vodafone and O2 begin limited roll-out of 4G networks. 2013. BBC News - Vodafone and O2 begin limited roll-out of 4G networks. [ONLINE] Available at: http://www.bbc.co.uk/news/technology-23868082. [Accessed 3 November 2013]. FILL, C. (2009). Marketing communications: interactivity, communities and content. Harlow, FT, Prentice Hall. What are public relations? definition and meaning. 2013. What are public relations? definition and meaning. [ONLINE] Available at: http://www.businessdictionary.com/definition/public-relations.html. [Accessed 7 November 2013]. Vodafone | Marketing Futures UK. 2013. Vodafone | Marketing Futures UK. [ONLINE] Available at: http://marketingfutures.wordpress.com/tag/vodafone/. [Accessed 12 November 2013].