BMP4004 Contemporary Issues in Marketing: M&S Campaign Portfolio

This project is a practical skills assessment portfolio focusing on the marketing campaign of Marks and Spencer (M&S). The assignment begins with an introduction to marketing management and its significance in driving sales and profitability. The project outlines campaign objectives, including increasing sales, reaching a global audience, and gathering customer feedback. It details the measurement of success through marketing tools, customer feedback, and employee suggestions. A comprehensive campaign plan is presented, utilizing Facebook, Instagram, Twitter, YouTube, and a website to promote products. Each communication channel's strategy is explained, highlighting the use of videos, images, and professional engagement. The project concludes with a reflection on the campaign's effectiveness, emphasizing the role of digital technology and strategic choices in achieving competitive advantages. The project highlights the importance of digital marketing in business development.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by: IONUT CHIOSA
Name:
ID:

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
Campaign objectives...................................................................................................................4
Measurement of success..............................................................................................................4
Campaign plan............................................................................................................................4
Communication 1: Facebook......................................................................................................4
Communication 2: Instagram......................................................................................................4
Communication 3: Twitter..........................................................................................................4
Communication 4: YouTube.......................................................................................................4
Communication 5: Website.........................................................................................................4
Reflection on Campaign..............................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The marketing management is considered as key approach which helps the business
entity to increase sales figures and increase the overall potential (Alvarez-Milán, Felix, and
Hinsch, 2018). The companies should focus on marketing management and its development in
order to increase the revenue and profitability. In order to lead the marketplace within a set
period of time, it is essential for the business entity to develop effective marketing operations. In
this project example of Marks and Spencer company is taken into consideration for better
understanding digital marketing and its dimensions. The Marks and Spencer is a multinational
British retail company which was established in the year 1884. This project will include focus on
development of a marketing campaign in order to communicate with key customers. This project
will cover reflection on campaign in order to develop precise learning and development.

TASK
Campaign objectives
It is essential for the Marks and Spencer company to develop focused campaign
objectives in order to develop a successful campaign. The key objectives related to campaign
will be formulated by marketing management in order to achieve key goals and objectives. The
objectives of marketing campaign of Marks and Spencer are mentioned below:
 To increase the sales figure by 25% till the end of year 2022.
 To reach large number of customers all across the globe.
 To develop campaign in major areas of Australia and big cities.
 To take feedback of various customers in order to achieve effectiveness in major
marketing related operations.
Measurement of success
The success will be measured by the company in order to analyse the results of the
campaign (Chaffey, and Smith, 2017). In order to achieve success in marketing plan, it is major
role of a business to measure success with the below mentioned points:
 Success will be measured by taking into consideration marketing tools and techniques.
 The feedback from customers about the campaign will help in measure success of the
campaign.
 In order to measure the success, business entity will also take essential suggestions from
the employees (Setiawan, Irawan, and Zamzany, 2021).
 Success will be measured by marketing management by looking at the sales figures,
Campaign plan
The campaign plan is essential to be formulated and developed by the business entity in
order to achieve set targets. Planning related to campaign will be launched using social media
websites in order to facilitate online selling (Czinkota, and Shams, 2021). The Marks and
Spencer company will plan with the help of higher authorities in order to plan strategically. The
campaign plan will help the business entity to deliver focused practices in increasing the
competitive strength of business.

Communication 1: Facebook
Facebook is one of the most used social media website all across the globe. The
Facebook social media platform can be used by Marks and Spence to promote majority of its
products and services (Kotler, 2017). The company can develop advertisements in the form of
videos and images in order to better approach. Marks and Spencer marketing department should
hire web designing experts to promote its product on Facebook.
Communication 2: Instagram
The Instagram is one of the most emerging social media platform which is selected by a
business in order to promote its key products. Marks and Spencer is using Instagram as the main
social media platform to develop effectiveness in key advertisement based promotions (Kotler,
Kartajaya, and Setiawan, 2021). The Instagram can be used to circulate major photos of the
products of Marks and Spencer.
Communication 3: Twitter
In order to promote the products and services, it is necessary for the company to promote
its products on Twitter. As Twitter is used by professional users, the advertisements will be
effective in reaching large number of customers (Mogaji, 2021). The Twitter should be used as
an effective medium to circulate advertisements and policies.
Communication 4: YouTube
The online videos are mostly available on You Tube and it is used by billions of users.
According to the data collected by survey, You Tube is used monthly by 34 Billion users all
across the globe (Parsons, Maclaran, and Chatzidakis, 2017). The business entity should focus
on development of advertisements on You Tube in order to communicate with users worldwide.
Communication 5: Website
The Marks and Spencer company can develop its website to perform publicity and
promotion of its products. It is major role of a business to increase website and its approach to
deal with key consequences of business development (Rishi, and Bandyopadhyay, 2018). The
website will include key trends of IT in order to formulate major business practices.
Reflection on Campaign
I consider that marketing campaign is the most effective way to promote a product in the
marketplace. In my views, it is essential for me to gain professional knowledge related to

marketing. I will focus on analysing major factors which are associated with the marketing
campaign in order to develop best practices (Scott, and Vallen, 2019). The campaign of Marks
and Spencer went well as it received positive feedback from various customers. The campaign
also went well as the response from target audience was very positive in nature. I consider that it
is major role of a business to develop key advantage in campaign by the application of
information and technology (Sethna, Fakoussa, and Evans, 2019). I know that the digital
technology helped in supporting the campaign in a systematic manner. I also know that in order
to increase the competitive approach, it is essential for a business to take assistance of strategic
choices.

CONCLUSION
From the above stated report it can be concluded that digital marketing is the most
efficient and effective ways of performing marketing functions and tasks. This project concludes
that in order to increase the overall potential of a business, it is necessary to take into
consideration development of strategic and planning frameworks. This project also concludes
that marketing campaign is the most appropriate way of analysing key things related to business
development.

REFERENCES
Books and Journals
Alvarez-Milán, A., Felix, R.and Hinsch, C., 2018. Strategic customer engagement marketing: A
decision making framework. Journal of Business Research, 92, pp.61-70.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Czinkota, M.R., and Shams, S.R., 2021. Marketing Management: Past, Present and Future.
Springer Nature.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
Research in Marketing.
Kotler, P., Kartajaya, H. and Setiawan, I., 2021. Marketing 5.0: Technology for humanity. John
Wiley & Sons.
Mogaji, E., 2021. Contemporary Issues in Brand Management. In Brand Management (pp. 241-
255). Palgrave Macmillan, Cham.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Rishi, B. and Bandyopadhyay, S. eds., 2018. Contemporary issues in social media marketing.
Routledge.
Scott, M.L. and Vallen, B., 2019. Expanding the lens of food well-being: An examination of
contemporary marketing, policy, and practice with an eye on the future. Journal of Public Policy
& Marketing, 38(2), pp.127-135.
Sethna, Z., Fakoussa, R. and Evans, G., 2019. Contemporary Global Marketing.
In Contemporary Issues in Marketing: Principles and Practice (pp. 32-73). Sage.
Setiawan, E., Irawan, O., and Zamzany, F.R., 2021. THE UTILIZATION OF DIGITAL
MARKETING FOR MICRO, SMALL, AND MEDIUM ENTERPRISES. Journal of
Contemporary Issues in Business and Government Vol, 27(2).