Business Management BMP4004: Contemporary Marketing Skills Portfolio

This portfolio provides an overview of contemporary marketing issues, focusing on digital communication strategies and the AIDA model. It highlights the importance of business management in aligning organizational work with business activities, emphasizing planning, analysis, and effective execution. The campaign objectives center around analyzing promotional factors, understanding the promotional mix, and leveraging social media marketing tools to attract customers and increase profitability. The portfolio details communication strategies across platforms like Facebook, Instagram, Twitter, YouTube, and websites, reflecting on the campaign's effectiveness and concluding with the significance of building strong customer communication and implementing the marketing promotional mix, including the 4Ps (Product, Price, Place, Promotion), alongside the AIDA model's stages of Awareness, Interest, Desire, and Action, to drive sales and build customer trust. Desklib offers a wide range of similar assignments and study resources for students.

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

Introduction
Business management is defined as the aligning the work in the organization with the
business activities. It focuses on the organizing, planning and analising activities of the
business in order to run the business effectively with achieving all the aim and objectives. It
generates the academic knowledge and the skills to that grab the opportunities which helps in
business in achieving goals. Business management also provide broad understanding of the
business areas. It enhances the management skills that includes the critical and strategic
thinking, solve problem easily, make leadership more establish and creating effective project
management(Derr and DeLong, 2018) . The aim of this report is to highlight the digital
modes of communications with the link to social media. It explains the importance of
marketing with the reflection and evaluation of promotional mix marketing and with the
AIDA model.
Campaign objectives
The aim of the campaign is to analyzing the promotional factors that makes impact on
the activities of the business and helps in generating success as per the goals. The objectives
includes understanding of the promotional mix in the organization and how it affects in the
promotion strategy of the business (Duarte, Cabrita and Cruz-Machado, 2019) . The aim also
consist the various social media marketing tools that helps in business to promote its products
and services on the online modes. The campaign is designed to attract the customers, so that
it increase the profitability of the business.
Measurement of success
The measurement of the success of the business is defined as the analyses of the set goals
and achieving objectives , if the business is achieving as per the goals that are set then it is
performing well. The measurement of the success of the campaign is defined by the
implementation of the marketing promotional mix and the with the AIDA model in the
business. This model includes the five stages in it which defines the process of making public
aware about the goods and making them purchase the product and services.

Campaign plan
The plan of the campaign is describes as the plan that implements the strategy in the
business which provides the proper flow of all the work of the campaign and maintains the
productivity in the business that helps in increment in the profitability. The plan of the
campaign is to highlight the promotion strategy with the evaluation of the tools that provides
help in the business in making their product known ti the public and that enhances the selling
process(Goncharenko, 2020) . The plan also includes the application of the AIDA model
which help the campaign to be successful.
Communication 1: Facebook
It is very well known tool in the digital marketing as there are huge no. of people that
are connected with the each other on the Facebook and by promoting the products and
services with the Facebook not only helps in promotion of the goods but also in the
development of that. Facebook has the authentic relationship with their audience. It allows
the marketers to get connected with the potential buyers on it. In order to promote the goods
and services Facebook provides different ads, videos, posts and the live sessions that makes
public aware about the services and the products that company is willing to sell.
Communication 2: Instagram
Instagram is the most famous social media site, millions of the people are on it and are
connected with each other. It helps in many ways to provide growth to once's business.
Promotion on this social media platform influence the customers more than on any other site.
On it there are many business profiles, that are promoting their goods and services and are
getting effective results from it(Haldorai, Ramu and Murugan, 2018) . The way of promotion
includes reels, posts, messages and the live sessions. It is very important to build
communication in the marketing and Instagram is providing effective ways to connect with
the audience.
Communication 3: Twitter
It is the platform on which people share their thoughts and opinion. It is one of the great
tool that is used for marketing and communications as it has the ability to track ans mentions.
The communication through twitter is very easy ans have the potential to reach many

people. It comes under the social media marketing and helps business to promote their
products and services with the effective communication process. Posts and the tweets on the
twitter helps in communicating with the potential customers. It is such a advanced features
that keeps customers connected with the suppliers.
Communication 4: YouTube
It is defined as the huge platform of the marketing and it also provides the knowledge
of the customer expectations and needs from the particular products and the company. Many
establish business are using video marketing as the primary way of promoting products and
services. It is proves to one of the effective of communication with the [potential customers
as through chats, surveys, context and many other ways , organization can get to know what
customer actually wants from them and they make changes according to that (Jena, 2018) .
There are no better way to connect with the customer other than YouTube as its is trusted tool
of marketing with the wide reach.
Communication 5: Website
It is the online platform through which businesses can connect with the potential
customers. As its the most important tool of marketing that make public aware about the
whole business policies and their way of working. It is defined as the personal platform of the
organizations through which they connect with the users and solve their queries. It is the most
effective and easy way of communication as it make direct contact with the customers. From
the websites customers can also give reviews which helps in making changes in the products
and services of the company.
Reflection on Campaign
From this campaign it has been analyzed that in order to promote the products and
services of the company there is essential need to make and build effective communication
with the potential customers. And for the effective implementation there is need to analyze
the whole market for the effectiveness of the strategies and the policies. For better
understanding of the company's product and their working there is a need to establish the
marketing promotional mix in the organization , the technique discussed below:
Marketing promotional is defined as the promotional tools that is used by the business
to create , maintain and increase the demands for the products and services. It is the merger of

the advertising, personal selling, sales, promotions and direct marketing. It is the process of
companies to create communications and deliver services to the target audience. The
marketing promotional mix contains the 4P's which are product, place, price and the
promotion(Jena, 2020) . This techniques defines the way of marketing and how to implement
the promotional strategies. The 4P's pf marketing mix are defined below:
 Product- It is defined as the goods and services that company serve to the customers.
It can be tangible or intangible. It includes the life-cycle of the product that revolve
around the organization earning capacity. It analyze the company product and quality
as it is fulfilling the customer expectations or not. It also implements the corrective
measures that needs to completed before the product reach to the customer. Product
should be capable to satisfy the customer needs and wants and make them purchase it
again and again.
 Price- It is very important factor that needs to be consider before making product
available to the public. With the considerations of the of all the factors that varies in
implementing the price of the product such as company expense, cost of production,
marketing rules and government policies. With making balance between cost that
occur in the production , profitability and the value of the product that customer is
willing to pay for it, then the selling price of the product are decided(Lombardi,
2019) . Fluctuations in the price pf the product affects the demand of the product.
 Place- It is defined as the place where business can reach to their potential buyer in
terms of selling of the product and the promotional activity of the business. Finding
right places that is appropriate for the buyer to buy the product is necessary for the
business because then only a buyer can buy the product or business can reach to the
potential customers. And finding right place for making public aware about the
product existence is very much important.
 Promotion- It is important aspect of marketing mix which is defined as the
communication that a company made with the general public in order to promote the
product and services. It is the way through which organization influences the
potential buyers to purchase the product of the company by various ways such as
advertising, campaigning ans many more. It the main of promotion is to build the
reputation of the business ans make increment in the sales.
There is another model that helps in driving the sales of the organization is AIDA model. It
is the approach that creates the series of stages for the customer to follow in the time of
making purchase. It contains the 5 stages that are discussed below:

 Awareness- It includes making customer aware about the existence of the product,
brand and services. And this awareness comes with many promotional tools that are
advertising and making communications with the customers.
 Interest- After providing them knowledge about the product and services there is a
need to develop the interest of them in the product (Mosteanu, 2020). Interest grows
with the aspect of learning more about the benefits of the product that company is
offering with the different scheme.
 Desire- This is the next stage of the customer where they moves from being interested
to wanting the product. By developing the connections with the customers and
influencing them to buy the product is needed for selling.
 Action- This is the last stage of the model which states that there is a need to make
interaction with the customer by providing them bundle of services such as free trail,
subscribing to an email or making a purchase. It helps business in their selling process
and also builds trust among buyers.
Conclusion
From the above report it is concluded that business management is plays very important
role in effective formulation of the strategies in the organization, It helps in managing the
activities and the tasks which as over all enhances the productivity of the business and
increase the profit of the organization. There is a need to communicate with the potential
customers for that there are different platforms of communication that are Facebook,
Instagram, twitter, YouTube and websites. After that this report includes the marketing
promotional mix with Its 4P's that is product, place, price and promotion which makes effects
on the business promotions. This also includes implementation of AIDA model as a
marketing tool. AIDA model defines as the making public aware about the goods and
services, grow interest in them, make them to want he product by communications and final
action to buy the product via different activities.
References
Derr, C.B. and DeLong, T.J., 2018. What business management can teach schools. In The
Management of Educational Institutions (pp. 127-137). Routledge.

Duarte, S., Cabrita, M.D.R. and Cruz-Machado, V., 2019, August. Business model, lean and
green management and industry 4.0: A conceptual relationship. In International Conference
on Management Science and Engineering Management (pp. 359-372). Springer, Cham.
Goncharenko, T., 2020. From business modelling to the leadership and innovation in
business: bibliometric analysis (banking as a case). Business Ethics and Leadership, 4(1),
pp.113-125.
Haldorai, A., Ramu, A. and Murugan, S., 2018. Social Aware Cognitive Radio Networks:
Effectiveness of Social Networks as a Strategic Tool for Organizational Business
Management. In Social network analytics for contemporary business organizations (pp. 188-
202). IGI Global.
Jena, R.K., 2018. Predicting students’ learning style using learning analytics: a case study of
business management students from India. Behaviour & Information Technology, 37(10-11),
pp.978-992.
Jena, R.K., 2020. Measuring the impact of business management Student's attitude towards
entrepreneurship education on entrepreneurial intention: A case study. Computers in Human
Behavior, 107, p.106275.
Lombardi, R., 2019. Knowledge transfer and organizational performance and business
process: past, present and future researches. Business Process Management Journal.
Mosteanu, N.R., 2020. Artificial Intelligence and Cyber Security–A Shield against
Cyberattack as a Risk Business Management Tool–Case of European Countries. Quality-
Access to Success, 21(175).