Marketing Case Study

Read the case study below:

Australia for UNHCR Gateway to a better life: how a multi-touch point strategy led to life-changing support for global refugees (Sparro, n.d.)

Step 2: Consider the following questions:

Question 1: Provide a brief background on the Australia for UNHCR business model. What were the main reasons for Australia for UNHCR’s decline in donations prior to commissioning Sparro to assist them? Critically evaluate the problems in the design and implementation of the marketing strategy Australia for UNHCR used prior to hiring Sparro.

Question 2: Identify the promotion mix elements used in the campaign. Name and elaborate on the various communications tactics/tools within each promotion mix element used. Were they used in a local and global context? For example, if you identified sales promotions as one of the elements, you need to specify what specific types of sales promotions were implemented and whether they were universal or only focused on the local market. How effective were they?

Question 3: The case study describes the success of Sparro’s integrated marketing communications (IMC) campaigns for Australia for UNHCR. Discuss the IMC campaigns that were used and whether they were integrated or not into the design and implementation of the marketing strategies. Were the campaigns effective? How could they be improved? Justify your answer and provide examples to support your answer.

Question 4: Using the marketing communications, theories, practices, analytical tools and frameworks taught in this unit, demonstrate the connection between specific promotion mix elements and marketing communications tools used. Consider the communications and marketing objectives achieved using at least two models or analytical frameworks covered in the unit to support your answer.

Question 5: Discuss issues associated with the common good related to the design and implementation of marketing communications. Provide specific examples of the nexus between common good, environment and society, and marketing communications programs. Provide two to three examples of how Australia for UNHCR incorporate the common good in their marketing communications campaigns.

Question 6: Identify and discuss potential ethical marketing communications challenges and/or problems Australia for UNHCR have faced. Has this impacted the Australia for UNHCR brand or has it strengthened it? Explain your answer by providing an in-depth evaluation using the marketing communications concepts taught in this unit. Using various marketing communications concepts, provide recommendations on how to improve the campaigns as well as how to avoid and manage ethical breaches.

Step 3: Conduct research about the organisation in the case study and identify the issues, concepts, principles, theories, and frameworks of integrated marketing communications (IMC) that have been used to assist Australia for UNHCR increase their donations.

Step 4: Use the information from Steps 1, 2 and 3 to write a 1500 word report

Organise your case study analysis using a report-style format featuring the following sections:

Title Page with name and student number included
Table of Contents, with the correct page numbers for each section
Introduction (Briefly introduce the company and outline the structure of the assignment)
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6

Reference List with 10+ references (Not part of word count).
Formatting

Please use Arial 12, 1.5 spacing between the lines, justify paragraph format and 2 cm margins on all sides. Numbered headings and subheadings in bold should be used to structure the report professionally.

Referencing

All referencing should be in ACU Harvard style.