To: Dr. Middleton
From: Phung D. Pham
Date: November 14, 2013
Re: Self - Power of Performance iMedia Planner
I am writing to report the power base of Performance iMedia Planner at Edge Marketing in Vietnam market. This report is written based on both my two year experience of working on this position, and my learned theories of power at work. Specifically, there is an induction of performance media planner. Then, its power base is described based on incorporating three sources: (1) interpersonal power; (2) vertical power; and (3) horizontal power. The report is also presenting a critique for the use of this power base and a recommended strategy for increasing and more effectively using it. PERFORMANCE IMEDIA PLANNER
Performance iMedia Planner is leading Performance iMedia Team with two members. The team has him and his subordinate as an iMedia executive. The planner is responsible for the performance of three types of digital marketing campaigns: Google Search, Facebook Advertising, and Digital Acquisition. He has to do with advising, planning, executing and managing the performance of these campaigns. His subordinate just supports him with executing work based on his directions. The planner’s power base is sourced from interpersonal power, vertical power, and horizontal power. These power sources have empowered him to effectively accomplish his work. INTERPERSONAL POWER
Position Based Interpersonal Power - As an official Performance iMedia planner, he has legitimate power representing such rights as requirement of campaign information (campaign brief, budget, cost, client approval, available materials, etc.) from client service team, selection of suppliers, decision of campaign KPIs and costing. This legitimate power helps to get him ready for work. Person Based Interpersonal Power – The planer has an expert power within the firm. He has the expertise in planning, executing, and optimizing performance of digital advertising campaigns....
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