Practical Skills Assessment Portfolio on Contemporary Issues in Marketing

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents
Introduction 3
Campaign objectives 3
Measurement of success 3
Campaign plan 4
Communication 1: Facebook 5
Communication 2: Instagram 5
Communication 3: Twitter 6
Communication 4: YouTube 6
Communication 5: Website 6
Reflection on Campaign 6
Conclusion 7
References 8

Introduction
Business management is the bridge which monitors and organize all the
operations held within the organization at all levels of the management, with this it is
important for all organization to have a well defined business management. This will
also help in achieving all the objectives of the business. So, in order to achieve all
the objectives of the business different kinds of strategies are framed and
implemented, out of which one is Marketing Campaign (Tristanto and et. al., 2021). For
promoting our brand and products this campaign strategy is being used. By using
different varieties of media tools, either online or offline campaigns are run. In
context to Nike, it's a Public Limited Company, trading in Accessories, Apparel and
Sports equipment industry. It was founded on 25th January, 1964 by Bill Bowerman
and Phil Knight. It's headquarter is in Beaverton, Oregon, U.S., having 75,400
employees across the world. They are delivering a wide range of products, out
of which shoes are the most demanding and popular among all their portfolio. Even,
their first product was running shoes, which was first launched in 1987.
Campaign objectives
The marketing campaign objective is to introducing a range of marketing
communication techniques that can cater the company's target market. Nike's shoes
campaign aims to increase sales growth, to increase customer retention rate, to
increase E-Commerce sales, to enhance brand image and to acquire maximum
market share which is directly related to the company's profitability(Hanlon, 2021).
Measurement of success
For measuring the purpose of the business, whether it is performing well or
not, do any necessary changes and control is required over it or not. Is the business
producing the desired output or not, and if not they at which part of the business, do
we required to make the necessary changes(Swift, 2001). To know all the output of
the business, managers looks after some necessary performance measuring tools,
some most popular and general tools are stated below:
 Key Performance Indicators (KPIs) – It's a performance measuring tool
used by the manager to check whether the performance of the employees

and business are on track or not. With the help of KPIs, the complex
performance of the businesses are transformed into the simple pattern, which
is more easy to understand.
 Six Sigma – It is a tool used by the managers which helps in predicting the
performance of the employees and the businesses, by using this tool the error
rates will not be more than 3.4% per one million chances. This tool woks on
DMAIC principles. It starts with identifying the requirements of the customers,
measuring the current performance of the business and find out all the flaws,
then analyzing all the data which has been gathered from the different
sources and find the reason for all the faults which are being occurring in the
business and finally ending with take the necessary corrective action in order
to make control over all the faults which occurs in the business performance.
 Customer Relationship Management (CRM) – When the organizations
wants to make the customers to be shifted toward the loyal and profit making
customers, uses CRM software. It helps in tracking and monitoring the
customers interaction with the company and also will help in identifying the
potential customers and transforming them into the loyal and regular
customers(Ruben, Vinodh and Asokan, 2018).
 Enterprise Risk Management (ERM) – It is a tool used by the companies to
measure and identify the risk involved in the business. If these business risks
are not monitored, managed and controlled then will be the reason for the
business failure. It acts as an early warning key indicators, which diverts the
focus of the management towards the business risk which is occuring.
Campaign plan
The plan made by the company for the marketing campaign is by using STP
framework. STP stands for segmentation, targeting and positioning.
 Segmentation – When the large group of people are divided in small groups
on behalf of the customers same kind of people it is termed as segmentation.
On behalf of the homogeneous nature of the customers the division of the
people are made. Nike target its customers on the basis of age, gender and