MGT9023 – CIM

Assignment 2023/24

Reflective Report and Blog

• Individual assessment is worth 25% of the ARP module marks.
• Submission date: 16th August 2024

Introduction and requirement

This assessment is based on a reflective analysis of the marketing activities of local charities, which are experiencing, post-COVID a ‘cost of giving crisis’ as a consequence of the ongoing cost of living crisis. This assignment will introduce students to local charities (theatres) and marketing strategies employed to address times of uncertainty and crisis, for organizations and consumers (potential donors).

 You are required to produce a reflective report with supporting analysis/reflections that offer informed opinions on each of the charities marketing activities to address ongoing challenges. In this reflective journal, you will draw on literature and market reports (current), to support your position on each charity. The report will evolve over the period of the module (2 weeks) to allow students to build reflections, as they occur.

 The word count for the Reflective Report and Blog will be 2000 max. Given the block delivery, the ability for students to be working in a temporal fashion (individually), supports ongoing engagement with course material, which further progresses the Blog in this overall assignment (see details in Part 2). A breakdown of word count is offered for structure in terms of report and blog.

 All submissions to be made via the module Canvas pages. The submission should include a cover page with student name, number and course details. This should be submitted as a word compatible document (preferably .docx) No PDF files please. The submission deadline for assignment is 16th August 2024, 11.59pn.

Reflective Report

Based on the above information, your reflective report should include:

●Commentary on each of the charities decision making and strategy development. Examine the methods of gathering customer information and how this enables the charity to attend evolving challenges.

Commentary should be approximately 400 words.

●Commentary on each of the charity’s strategy. What strategy is employed by each company, to attend ‘cost of giving crises’ and the post COVID context? Commentary on why the charity took the approach they did. Look at the resources available to each charity and what its goals are. Examine the competitive environment and how this may have impacted the approach adopted by each charity. Other strategies/approaches that could have been considered.

Commentary should be approximately 600 words.

●Execution of the strategy. Commentary on the online channels the charity uses to promote value. Include the channels that each charity employs and whether you consider these appropriate. What other channels could be used? What other strategies have the charities considered (i.e. influencers, celebrity endorsers, relational engagement)?

Commentary should be approximately 250 words.

·Final comments: Provide a supported opinion on which charity has employed best practice re marketing activities.

Commentary approximately 250 words.

Blog

Students will be expected to draw on wider literature and practice reports to deliver a blog which speaks to the world of practice and affords companies key takeaways for attending new consumers (post-Covid-19), with trends emerging in the charity market. The charity market, to remain sustainable has to evolve with needs and wants of new consumers. The charity market needs to be informed, so they can action key strategies that will sustain market share of donors and potential new donors.

The Blog will be 500 words max. It must use language of the marketplace and as such, academic jargon will not be used. Images and banners to draw attention to the blog and hold interest, key to creating such communication. The concept of giving in relation to Charities and key issues pertaining to viable strategies will be discussed in class and in readings, as a consideration of new consumers and the disruption that Covid-19 has wrought and still pervades, in post pandemic times. A short list of useful articles/reports is given below.

Blog Title: The Arts, Covid-19 & the New Consumer Appendix: Individual Blog Marking Sheet

Background: The COVID-19 global pandemic has taken a toll on society through the disruption of economies, governments, businesses, and consumers. Marketing and advertising have decreased in both volume and budgets with the majority of advertisers reducing or eliminating advertising spending in the short-term (IAB 2020). The content of advertising has shifted as well toward health, community, and helping themes. Although there are many practical examples and anecdotes of how brands are shifting to meet consumer needs, there is a tremendous need for research to understand and guide thinking on how brands can survive the pandemic and inspire consumers while helping the world through the COVID-19 crisis.

Before the pandemic, Baby Boomers and Gen Xers were regularly purchasing luxury products. However, since 2020, Gen Z (49%) and Millennials (37%) have become more likely to seek luxury items than other generations. Regardless of category, today`s shoppers are looking for well-made products that will last a long time. They prefer higher quality items and see their purchases as an environmental and sustainability choice, helping them buy-better and buy-less.

Sustainability is foundational—3 in 4 shoppers (73%) factor in a brand’s sustainability practices and environmental policies in their purchase decisions. That’s especially true for the younger generations (Gen Z: 91%, Millennials: 80%) who consider a brand’s values as a determining force when deciding between multiple options, preferring to select a brand that stands for something. With consumers looking for innovative consumption experiences, new technologies are an excellent way brands can adapt. A staggering 80% of people who have heard about the Metaverse would be interested in shopping for luxury products there— particularly Gen X (84%), Millennials (79%) and Gen Z (78%). Luxury shoppers are also keen to engage with new technologies such as virtual dressing rooms (19%) and In-store QR codes (18%).

Changing the (social) channels to luxury discovery.

Every generation actively uses social media to discover and purchase products, but the demographics dramatically disagree on which platforms they are using. Instagram is the most popular social channel driving luxury purchases among Gen Z (53%) and Millennials (58%), while Facebook leads the way for Gen Xers (73%) and Baby Boomers (86%). With influencers and brands better able to showcase a product and get into the details on video-driven platforms, it’s no surprise TikTok and YouTube are rapidly becoming go-to channels for Gen Z and Millennial shoppers. Currently, YouTube (Gen Z: 50%, Millennials: 62%, Gen X: 45%) is leading the way, but TikTok is close behind (Gen Z: 36%, Millennials: 36%, Gen X: 31%)— and don’t be surprised in a year to see those numbers switched as TikTok’s algorithm gets even smarter about product recommendations (Unpacking Luxury in 2022, report, will be uploaded to resources). 

Practicalities of blogging:

Knowing ‘who’ you are writing for, and what they want to learn is only the beginning. How to write better blog posts continues by perfecting your post’s structure.

1.AStrong Introduction

The first paragraph of your article is the most important. It is your opportunity to hook the reader in, or to turn them away.

2.The Body of Your Content

The main points of your blog need to be clearly arranged into sections.

Do your research (this will come from Part 1 of the assignment)

Structure your post well

Consider who you are talking to and speak to them in an appropriate voice Present the article well

3. Summary and Conclusion

4.Paragraph Length

Keep paragraphs short. Remember the 8-second attention span. Short paragraphs are easier to read. It also means your readers are more likely to read the next paragraph – as that is also short.

5.Break up Your Post with Images or Videos

Endless walls of text are overwhelming to your readers. Just as each paragraph you write should be relevant to the heading above it; so should any images or embedded videos. They should help your readers, not confuse them!

Here are your key takeaways:

Research

• Establish ‘who’ you are writing for.
• Research what they are looking for.
• Pay attention to the language your reader uses when doing your research.

Structure

• Tell your reader what the article is about and what they will learn in your introduction.
• Get your main points across in logical sections.
• Follow up with a summary and call to action.

Voice

• Use similar language to your reader, so you are relatable.
• Write as if you are saying it.
• Talk to your reader, using “you”, “your”, etc.

Formatting

• Use headings and sub-headings to format your post nicely.
• Keep paragraphs between 2-5 lines.
• Use lists.
• BONUS: Break up text with images or videos.

Source: https://jaserodley.com/how-to-write-a-great-blog-post

Diagram of an Ideal Blog Post Format

You will probably need an example to follow before setting out on formatting yourself. So, what does a crisp and clear blog post look like? Check out this illustration: https://coschedule.com/blog/blog-format/

Some questions you might find useful to address in your blog

How has the pandemic changed consumers re giving? What strategies are likely to persist after COVID-19?

What are the current trends in the giving to charities Market?

Other Resources:

Impact of CSR on Customer Citizen Behavior.pdf Sus Comm and Corp Brand Assoc.pdf

Other related references: