Stakeholder Marketing
CI M
Professional Certificate in Marketing Stakeholder Marketing
Past Assignment Answer-Specimen
© Copyrights LS Learning Media
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.
2
Stakeholder Marketing
CONTENTS Introduction
Professional Certificate in Marketing Stakeholder Marketing
Past Assignment Answer-Specimen
© Copyrights LS Learning Media
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.
2
Stakeholder Marketing
CONTENTS Introduction
Bibliography: Books Gibson, A., Courtney, N., Sample Ward, A., Wilcox, D. And Holtham, C. (2009) Social by Social: A practical guide to using new technologies to deliver social impact. UK: OpenMute. Gledhill, M. (2010) Stakeholder Marketing. 2nd ed. Oxford: Butterworth-‐Heinemann. Richards, D. (2006) Pressure Groups and Policy Networks. In British Politics. 5th ed, pp. 417-‐440. Oxford: Oxford University Press. E-‐books Christopher, M., Payne, A. and Ballantyne, D. (2002) Relationship Marketing: Creating Shareholder Value. [e-‐book] Oxford: Boston Butterworth-‐Heinemann. Available from: London School of Marketing NetLibrary http://www.lsonlineschool.net/NetLibrary.html [Accessed 24 April 2011]. Drummond, G. and Ensor J. (2005) Introduction to Marketing Concepts. [e-‐book] Oxford: Elsevier Butterworth-‐Heinemann. Available from: London School of Marketing NetLibrary http://www.lsonlineschool.net/NetLibrary.html [Accessed 10 April 2011]. McDonald, M. and Christopher, M. (2003) Marketing: A Complete Guide. [e-‐book] New York: Palgrave Macmillan. Available from: London School of Marketing NetLibrary http://www.lsonlineschool.net/NetLibrary.html [Accessed 24 April 2011]. Stone, M.A. and Desmond, J. (2007) Fundamentals of Marketing. [e-‐book] London, New York: Taylor & Francis Routledge. Available from: London School of Marketing NetLibrary http://www.lsonlineschool.net/NetLibrary.html [Accessed 24 April 2011]. Journals Morgan, R. M. and Hunt, S.D. (1994) The Commitment-‐Trust Theory of Relationship Marketing. Journal of Marketing [online]. Vol. 58, pp. 20-‐38. Available from: http://sdh.ba.ttu.edu/commitment-‐trust-‐JM94.pdf [Accessed 10 April 2011]. Source: http://sdh.ba.ttu.edu/. Websites CIPR. (2011) Jargon Buster [online]. Available from: http://www.cipr.co.uk/content/policy-‐resources/jargon-‐buster [Accessed 24 May 2011]. 31 Stakeholder Marketing Garboden, M. (2011) How new networking technology can benefit children and families social work: Community Care Website [online]. Available from: http://www.communitycare.co.uk/Articles/2011/01/19/116106/using-‐the-‐latest-‐ technology-‐in-‐children-‐and-‐families-‐social-‐work.htm [Accessed 20 May 2011] IRISS. (2010) Social Media in the Social Services [online]. Available from: http://comment.iriss.org.uk/content/social-‐media-‐social-‐services [Accessed 5th May 2011] 32