In mid-2020, the co-founder of Toronto’s stationary online womenswear boutique Shop Thursday reflected on how best to position her business for growth once the global COVID19 pandemic is resolved. The boutique, which had two fixed locations in addition to its online presence, provided its customers with the latest and most fashionable styles. When the COVID19 …
This notice describes the key issues involved in managing the marketing communications process effectively. First define the purpose of the communication. The tools available to communicate with consumers are then classified. The continuation explains how consumers react to communication attempts. Ultimately, it establishes a framework for marketers to manage the entire communication process.
Gupta Media is a digital marketing company founded in 2005 that places ads and marketing campaigns in digital media for its clients, mainly on social networks such as Facebook and Google. Over the years, he had developed his expertise in promoting record labels, artists, and music festivals. By carefully optimizing your media placements, you could …
In January 2017, Facebook founder and CEO Mark Zuckerberg was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 unleashed a national storm of protest, with many blaming Trump’s victory on fake news posted on Facebook’s Trending News Feed. Zuckerberg did not apologize. The word …
The case shows the dilemma of Sita Sen, deputy director of marketing for the Tudor House Hotel. A disgruntled customer had posted his experience of a cake mishap with the hotel’s cake order on a Facebook food group. Now there was a heated discussion about it and the Tudor House vice president of hospitality had …
It’s February 2011 and Brian France, CEO of NASCAR (the National Stock Car Racing Association), is facing a crisis. Over the past five years, participation in NASCAR weekend races has dropped by 22 percent and viewers by 30 percent. Major marketing sponsors recently left the sport. At the same time, the US economy has only …
In early 2016, after the success of its first two smartphones, OnePlus One and OnePlus 2, China-based emerging smartphone maker OnePlus decided how to build on its early success and become a global competitor in the highly competitive market. smartphone market. Tech enthusiasts and geeks had flocked to buy the first two generations of its …
While most people consume social media, few know how to use it to build a brand, be it their own brand or that of a company. Just as WalMart customers are not adept at marketing to the retailer, social media consumers are still unable to take advantage of it from a business development perspective. This …
After a successful career as Senior Vice President, Vice President and Chief Communications Officer at two large corporations, Shelly London has set herself the goal of empowering young people to make ethical decisions that they consider essential to success in the corporate world. She developed a portfolio of initiatives that offer young people the opportunity …
The Inside the Case video included with this case contains teaching tips and insights from the author (only available to registered teachers).