BMP4004: Marketing Portfolio & Reflective Summary Semester 2

This portfolio presents a comprehensive digital marketing campaign for Nike, focusing on promoting its products through various digital channels. It utilizes the AIDA model (Attention, Interest, Desire, Action) to structure the campaign, with objectives including reaching a larger customer base and expanding e-commerce presence. The portfolio includes examples of digital communications across Facebook, Instagram, Twitter, YouTube, and the company website, each designed to engage customers and drive sales. A reflective section discusses the importance and application of digital marketing tools, referencing academic theory and real-world examples to justify the effectiveness of the chosen strategies. The campaign aims to enhance brand awareness, address customer feedback, and provide a seamless online purchasing experience. Desklib provides access to similar solved assignments and resources for students.

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

Introduction
Marketing communication can be referred and provide an explanation through the media as
well as the messages that are used to interact and communicate with the extreme fix market,
which is a market that businesses specifically target. In addition, the marketing mix approach
is utilized for appropriate and systematic business communication The following report is
based on the organization Nike which deals and selling the shoes as well as other clothing
items that are related to sports and its accessories as well (Anning-Dorson, and et.al., 2022).
AIDA model
The AIDA model, which stands for attention, interest, desire, and action, provides
information about the structure and supports the organization's expansion because the
advertising and marketing groups are familiar with this model. The primary goal of this
model is to raise awareness of the market and the steps that will be taken to make a market-
related decision. In addition, it aids in the creation of an action plan for each stage and raises
awareness of it.
Campaign objectives
The primary objective of the campaign is likely to be reaching a larger number of customers
and expanding the number of product categories available on e-commerce websites, both of
which are essential for the organization in question. In addition, their primary objective is
elevating the involved society to a higher level (Aruna, and Kurisetti, 2022). In order for Nike
to manage and maintain the positioning of their brand in the industry for an extended period
of time, they are required to achieve an increased level of sales by utilizing a variety of
methods and strategies for promoting the products to customers.
Measurement of success
Nike uses a crucial index that focuses on evaluating the performance and productivity of their
factories in a very structured and systematic way to measure both their goals and their
success in their particular market. Where is the matrix of sustainability's involvement in the
index of manufacturing, which will assist the company in ensuring that their contract
factories perform appropriately.
Campaign plan

The campaign plan basically includes a promotional mix because it will help the company
improve its capabilities and competencies and give them a strong sense of security so they
can pray and gain an advantage over their competitors in the market (Muhidin, 2022).
Product mix: The involvement of the company's output is referred to as this component of
the marketing mix, and it has a specific target market. In addition, each of these is known to
be produced by the product. Regarding the particular organization, the crucial product
modification required to remain competitive in the market was discussed by my senior
management team.
Distribution or place: The location where the company is planning and focusing in order to
distribute and sell its products in multiple locations is referred to in this section of the
respective framework. Regarding Nike, the management is involved in retail because they are
also focused on selling their products online.
Pricing strategies: Nike basically uses premium pricing strategies to sell products because
they want to provide their customers with high-quality goods in the market.
Communication 1: Facebook
Facebook the company is a well-known brand all over the world and has a significant number
of followers who, in essence, would love to purchase their products, the management of the
respective business can make use of the social media platform Facebook to promote their
products through a variety of advertisements and posts. In addition, it is recognized as one of
the newest brands in the sports utility industry (Nethala, Pathan, and Sekhar, 2022). Facebook
ads and content can help the business increase sales, which in turn will increase profitability
in the market, allowing them to achieve success and long-term viability at a higher level of
profitability.
Communication 2: Instagram
Since the vast majority of people currently use Instagram, it is widely acknowledged as one
of the applications that users use the most. As In relation to the respective company,
management has expanded their global following, and the company can expand their global
consumer base with the help of the social media platform Instagram because they can
promote their newest and most trending products on their Instagram page. This will help the
company expand its global consumer base and brand awareness, which will result in an
expanding customer base.
Communication 3: Twitter
Management at Nike can use the social media platform Twitter to address customer issues
and feedback on trends and preferences among customers. This will help the company build

goodwill in the market and improve develop goodwill, which can result in the image level of
consumer waste and success as well as sustainability in the market for a longer period of time
and higher profitability for the business.
Communication 4: YouTube
With YouTube's help, the company can get a lot of subscribers and evaluate and figure out
what the trend was over a certain time period. With this company's assistance, the company
can produce a variety of creative and innovative videos and content on a variety of subjects,
effectively and efficiently expanding its audience (Radosavljevic, 2022).
Communication 5: Website
Nike can focus on telling their customers about their products and making them more aware
of their business, including how they operate and the vision and mission they are following,
with this website's assistance. This can also help the company provide their customer base
with a platform for online purchasing directly from the website without the involvement of a
third-party seller.
Reflection on Campaign
Briefly discuss the importance and application of digital marketing tools in
contemporary marketing
Digital marketing is very important for the business to grow, and the coronavirus has changed
how the business works right now (Sakkthivel, 2022). The individual is able to manage this
by employing a variety of social media promotion strategies, including paid advertisements
on Instagram and Facebook, which will assist the business in expanding its customer base.
Justify, using the reference to academic theory, practitioner sources and practical
examples from real companies, how effective you believe the integrated digital
marketing tools you have chosen would be at persuading the customer to respond and
why.
One of the most common ways to organize this kind of movement around a variety of
techniques and an appropriate action plan is through an integrated marketing function. This
means delivering specific content to specific target audiences with specific modifications or
potential actions in mind.
Portable Marketing

This involves communicating with customers in a variety of ways. One of the most cost-
effective strategies for product promotion is this one.
Online Entertainment Marketing
This is widely acknowledged to be one of the most efficient ways that social media platforms
or portals can promote a company or brand. This is one of the most cost effective methods
that has the potential to produce enormous and successful outcomes.
Advertising
This is how to deal with tell linkage among common people who are associated with the
association. This is known as a two-way communication in which individuals provide input
to various associations (Tajmahal, and et.al., 2022).
Conclusion
From the above report it can be concluded that In today's world, digital marketing
plays a crucial role in raising brand awareness and consciousness across the industry and
market. In addition, the goal of digital marketing was to provide a variety of potential
opportunities for commercial business growth in the market area in an effective and efficient
manner.
References
Anning-Dorson, T., and et.al., 2022. Introduction to Marketing Communications in Emerging
Economies: Conceptual Issues and Empirical Evidence. In Marketing
Communications in Emerging Economies, Volume II (pp. 1-9). Palgrave
Macmillan, Cham.
Aruna, K. and Kurisetti, P., 2022. SUSTAINABLE MARKETING STRATEGIES
ADOPTED BY WARANGAL DURRIE WEAVERS IN PRE & POST COVID-19
ERA. Journal of Contemporary Issues in Business and Government Vol, 28(04).
Muhidin, A.A.H., 2022. Isu Kontemporari Produk Kecantikan dan Kesihatan Mengikut
Undang-Undang Negara Brunei Darussalam.: Contemporary Issues of Beauty and
Health Products According to Laws of Brunei Darussalam. The Sultan Alauddin
Sulaiman Shah Journal (JSASS), 9(1), pp.67-75.
Nethala, V.J., Pathan, M.F.I. and Sekhar, M.S.C., 2022. A Study on Cooperative Banks in
India with Special Reference to Marketing Strategies. Journal of Contemporary
Issues in Business and Government Vol, 28(04).
Radosavljevic, G., 2022. CONTEMPORARY ISSUES IN ECONOMICS, BUSINESS AND
MANAGEMENT-EBM 2022. Ekonomski Horizonti, 24(1), pp.105-106.
Sakkthivel, A.M., 2022 Marketing Communications and Brand Development in Emerging
Economies Volume I.
Tajmahal, M., and et.al., 2022. EFEKTIVITAS MULTI LEVEL MARKETING SERTA
TINJAUAN YURIDIS DALAM HUKUM POSITIF DI INDONESIA. Al-Hakam
Islamic Law & Contemporary Issues, 3(1), pp.9-17.