Marketing and Communications Assignment 2 Word Limit: 500 words (Plus or minus 10%) Learning outcomes assessed: 1. Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix. 2. Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour. 3. Discuss the factors that determine competitive advantage within organisations 4. Explain key theories, concepts and models underpinning business communication to create effective communications. 5. Examine and discuss organisational issues and challenges that impact on the effectiveness of business communication through the use of pre-defined criteria to assist in improving communication within the organisation. 6. Demonstrate an application of concepts and techniques related to business communication processes used within the workplace. Assignment Questions Part 2 Individual – Communication Campaign (A4 Poster and 500 words rational) Case: Real Marketing 3.1 - Chipotle’s Environmental Sustainability Mission: Food with Integrity (Kotler and Armstrong, 2016, Principles of marketing sixteenth edition…p.109-10 – accessible via dawsonera too) The case above gives a brief overview of the company and provides a summary of the situation analysis relevant to the development and growth of Chipotle. In Part 1 of your course work students are required to develop a marketing plan for Chipotle with a new objective and strategy that will support the organisations vision/mission. For Part 2 (here) - In order to communicate the new strategy that relates to the organisations vision, students are required to prepare: 1. A visual illustration (an A4 poster supported by texts and images) following the guide below: A) The content of the poster should be appealing to both internal and external stakeholders (i.e. employees as well as customers). B) The content must include Image/s and brief written message/s that communicate the proposed strategy and capture the attention of the intended audience. 2. A rational to support the communication campaign (the poster) which should: A) Include an explanation of how the promotional mix theory can generally be used to decide selection of a communication channel. B) Describe the target audience and the response sought in relation to the new strategy. C) Apply / use a marketing theory such as ‘AIDA’ (Attention, Interest, Desire, Action) or ‘DRIP’ (Differentiate, Reinforce, Inform, Persuade) to explain how the poster created will achieve the objectives set. D) Academic references must be included in the rational (Meets LO4, 5, & 6) End of Assignment Brief .