Name of Organization Global Edge Software Ltd

Name of Organization 
Global Edge Software Ltd (GES) is an application and software development solutions company located in Mauritius that has been established in 2007.

Size of Organization
The management structure is depicted below:

Management Structure
Main market where it operates (Geographical Locations)
The company operates in a highly competitive industry and market area locally and abroad mainly from Mauritius, America, Western and Northern Europe among others. Below are examples of some of our clients:
Local Market- Bio-Santé Ltee and Ellie and Sons Ltd
Foreign Market- America- Argentaria Holdings and Western and Northern Europe-ClarionCall
Products and Services that GES provide are as follows:
• Web Application
• Software Development
• Mobile Application
• Graphic Design
• Rich Internet Application
• Odoo (open source ERP)
• Cloud / SaaS Development
• Content Management Systems- CMS
• Search Engine Optimization (SEO)
• Quality Assurance & Software Testing.

• Application Support.

• Hardware.

Key Competitors
The IT industry is intensely competitive and therefore this could adversely affect prices and the demand for products and services. Thus the Company must identify and analyze fellow competitors. Firstly the company’s Marketing Department must do researches by analyzing all the primary products and services we offer. Then finding companies that also offer the same products and services by pretending that we are consumers. Moreover after having found the company’s strengths and weaknesses, changes are done in pricing, marketing and product strategies so that the company can stay competitive in that business. 
Main Customer Segments
GES know that the customer aims and needs depend on their business drivers, size and activities and project scope.

Table of Contents
TOC o “1-3” h z u TASK 1 Discuss the challenges of achieving integrated marketing communication (IMC) by your chosen organization and the necessary conditions for success. PAGEREF _Toc514962548 h 4Marketing PAGEREF _Toc514962549 h 4Integrated Marketing Communication PAGEREF _Toc514962550 h 4Trends in Integrated Marketing Communication PAGEREF _Toc514962551 h 4Content Marketing PAGEREF _Toc514962552 h 4Benefits of Integrated Marketing Communication to GES Ltd PAGEREF _Toc514962553 h 5Conditions for the Success of Integrated Marketing Communication at GES Ltd PAGEREF _Toc514962554 h 5TASK 2 a) Justify the importance of setting communication objectives for integrated marketing communication (IMC) campaigns within your chosen organization. PAGEREF _Toc514962555 h 7Importance of setting communication objectives for integrated marketing communications (IMC) campaigns within the organization. PAGEREF _Toc514962556 h 7Selecting the AIDA Model PAGEREF _Toc514962557 h 7b) Evaluate the use of dynamic interactive media by your chosen organization. Support your answer with campaign examples. PAGEREF _Toc514962558 h 9Use of Dynamic Interactive media by GES Ltd with campaigns examples PAGEREF _Toc514962559 h 9Advertising of IT Software Products at GES Ltd PAGEREF _Toc514962560 h 9IMC Mix and justification of why GES is going to use it and objectives of using the channels PAGEREF _Toc514962561 h 9TASK 3 a) Analyze the principles of customer segmentation as applied by your chosen organization and how it selects its different customer groups. PAGEREF _Toc514962562 h 11Customer Segmentation PAGEREF _Toc514962563 h 11Principle of Customer Segmentation PAGEREF _Toc514962564 h 11Why GES Ltd do Customer Segmentation PAGEREF _Toc514962565 h 11Benefits of Customer Segmentation at GES Ltd PAGEREF _Toc514962566 h 12b) Assess THREE tools and techniques available to your chosen organization to provide quantitative data in measuring integrated marketing communications campaigns. PAGEREF _Toc514962567 h 13TASK 4 Assess the requirements of successfully managing a third-party agency (or agencies) relationships in providing marketing communications services to your organization. PAGEREF _Toc514962568 h 14Benefits of using a third-party agency (or agencies) in providing marketing communications to GES Ltd PAGEREF _Toc514962569 h 14Limitations of using a third-party (or agencies) in providing marketing communications to GES Ltd PAGEREF _Toc514962570 h 15Managing the agency relationship PAGEREF _Toc514962571 h 15REFERENCES PAGEREF _Toc514962572 h 16APPENDIX PAGEREF _Toc514962573 h 25
TASK 1Discuss the challenges of achieving integrated marketing communication (IMC) by your chosen organization and the necessary conditions for success.MarketingDr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires”. At GES Ltd, market research is conducted regularly in order to identify the exact customer needs in terms of products, service level, price and other facilities.

Integrated Marketing CommunicationAccording to Havas Group2 research, 74% of people wouldn’t care if the brands they currently use disappeared. This is a clear signal that marketers need to work much harder to engage with their target consumers to make their brands meaningful and valued.

Trends in Integrated Marketing CommunicationThe world is constantly changing and change has become the dominant fact of life in every business today. And the facility to master and exploit change has become one of the most sought-after management skills. This is absolutely true in marketing, where the rate of change is perpetually quickening. For example: The trend in the IMC domain is constantly shifting from classic means to online mediums (Social Medias). For instance, at GES Ltd, long ago we used to send brochures by posting it to the customers home or office addresses but nowadays we send it through emails and it is less costly and less time consuming. However, I feel that due to constant changes in technology and competition, other methods must be implemented.

Content MarketingThe Content Marketing Institute defines Content Marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action”. First of all, content marketing is a strategic marketing approach. It does not mean only posting items on social medias but also needs to have a clear sense of what message needs to be passed on to the people. Moreover, the content must benefit a clearly defined audience and thirdly the content must be valuable, relevant and consistent to the audience. At GES Ltd, Content Marketing is not yet adopted. However, I feel that the organization must implement it soon in order to boost sales and get brand loyalty from customers.

Benefits of Integrated Marketing Communication to GES LtdAn Integrated Marketing Communication strategy benefits all organizations at every level of the organization providing alignment of the brand position. IMC can create competitive advantage, boost sales and profits while at the same time save money, time and stress. IMC have numerous advantages for a brand. Here are some to consider:
Decreases complexity and improves efficiency:
At GES Ltd, the complexity of marketing campaign is decreased by the use of Integrated Marketing Communication. It helps to smooth the process. All we have to do is, decide which efficient approach needs to be implemented across the various channels. This remove the need for the creation of all kinds of resources for different turns of the campaign. It means that, we can use the same messages throughout and reducing planning, meetings and resources, thus using all of them efficaciously. I feel that if we take that into consideration, GES Ltd will be able to make lots of improvements.

Clears the message that needs to be conveyed:
Marketing is meant to introduce the products and services that we provide to the audience that we want to target and also convince them to buy from us. But by forcing ideas every time and then that too in a strange manner will create confusion among the customers. In other words, if our marketing campaign is not efficient, it will be very easy for customers to miss the point that we are trying to show them. Therefore, the campaign that needs to be done must provide a clear vision of the organization’s objectives and conveys the message that we want to pass on effectively. In this way, I feel it will help our customers have a much clearer view of our company and will be more likely to react in a way that we desire.

Decrease Operational Costs
Photography, graphics and content are expensive for a business. So by integrating it in our campaign in GES Ltd, we will reduce the need for duplication as when we integrate, we share across channels and hence this will save us money and also valuable time.

Brand Reinforcement
An integrated campaign can do a lot of good in terms of building trust in our brand and also by increasing the sales and revenue, and help our business internally. When we run an integrated campaign, our team have to work together by sharing their talent and staying on top of communication in order to ensure consistency. Only then, the great results of the campaign in GES Ltd will reinforce the brand messaging.

Conditions for the Success of Integrated Marketing Communication at GES LtdFor the successful implementation of integrated marketing communication plan relies on the clear understanding of targeting customers, precisely their needs and expectations. The product must go beyond the expectation of the customers in order for the customers to stay loyal towards our brand knowing that our brand will benefit end-users. It is vital to integrate the different components of marketing mix effectively and sensibly for effective results. The mixing must be done with utmost care. Example: If our company is giving an advertisement in newspaper, we must make sure that the details are available on the company’s website too. Moreover, Marketers need to strive hard to implement IMC plan within time frame and also the budget that is allocated. Studies have found out that consumers who display brand loyalty are a sizeable segment hence it is considerable to focus on the best customers because best customers are those who produce maximum profit for the organization.

TASK 2a) Justify the importance of setting communication objectives for integrated marketing communication (IMC) campaigns within your chosen organization.Importance of setting communication objectives for integrated marketing communications (IMC) campaigns within the organization.Marketing communication objectives are long-term goals where marketing campaigns are done in order to boost up the value of the brand over time. So, first of all we need to define precisely what it is that we need to achieve; what the outcomes, results and outputs we want the IMC campaign to deliver are. Setting objectives occurs at many levels throughout the organization and we have already seen how these objectives need to be integrated to support the overarching corporate objective. So, in defining the IMC campaign objectives, marketers will ensure that these are supporting the marketing strategy. This means setting meaningfully key performance indicators (KPIs) and objectives. To be effective, any objective should be SMART. My personal definition of SMART is:
Specific – Can the detail in the information sufficient to pinpoint problems or opportunities? Is the objective sufficiently detailed to measure real-world problems and opportunities?
Measurable – Can a quantitative or qualitative attribute be applied to create a metric?
Actionable – Can the information be used to improve performance? If the objective doesn’t change behavior in staff to help them improve performance, there is little point in it!
Relevant – Can the information be applied to the specific problem faced by the marketer?
Time-bound – Can objectives be set for different time periods as targets to review against?
Examples of SMART objectives: At GES Ltd, Digital channel contribution objective- achieving a 10 % of good online contribution within 2 years and Engagement objective- increasing active customers purchase.

Selecting the AIDA Model
The AIDA Model is the best known marketing model and is an advertising effect model. It shows the effect of advertising media. And the sales process should depend on the basis of this model. The acronym AIDA stands for ATTENTION, INTEREST, DESIRE and ACTION. The AIDA Model identifies the stages of how an individual goes through during the buying process of a product or a service. It’s a purchasing funnel where the buyers go to and fro at each stage supporting them in making the final purchase and this is as follows:
Attract attention: The product or service must gain attention. At GES Ltd, this is done via advertising means such as Billboards, Banners and Posters.

Maintain interest: First of all, the interest of the potential customer in the product or service should be aroused. At GES Ltd, we think before we start talking, as if we don’t make sense, the customer will stop listening and hence will lose interest.

Create desire: If the interest of the product or service is aroused, it is the task of the people working in our organization to persuade the customer to gain this product or service. At GES Ltd, we provide the usage of free trials of software to customers so that they find the benefits before purchase.

Get action: As soon as the desire to buy is aroused, this action must be transferred into purchase. At GES Ltd, we ask the customers clearly if they want to buy so that we don’t lose any customers.

The benefit of this can be found in its simplicity and flexible application possibilities in areas other than stationary sales. Therefore, we could examine the effectiveness of this formula in the field of e-commerce by analyzing the product presentation of an online shop in terms of the 4 aspects of AIDA formula.

b) Evaluate the use of dynamic interactive media by your chosen organization. Support your answer with campaign examples.Use of Dynamic Interactive media by GES Ltd with campaigns examplesA brand is like a badge that the business wears to tell the world what it stands for, what values it is associated with and its personality. The value of a brand is quantifiable, so ensuring consistency is crucial to maintaining the organization’s image and reputation. And this extends beyond the perceptions of consumer or trade buyer to influence employees, managers and other internal stakeholders. For example: Brand Positioning or Promotional Sales.

Advertising of IT Software Products at GES LtdWhen it comes to the advertising of IT Software Products, one needs to take many things into consideration:
Always manage expectations
Everyone who creates product knows that expectation management is key and it must not start when negotiating for the purchase. For example: On the website of GES Ltd, the pricing is shown properly and people does not need to scroll or search for the price.

The story must be told well
When writing about the products, one must not jump into features directly. The important task is to understand the customers. At GES Ltd, we ask the customers what they want and their opinion.

Make use of contrast to differentiate
When it comes to the marketing of small businesses, we need to share with people who are public speakers is the contrast rules. That will help the ideas stick into people’s mind and it plays a great role. At GES Ltd, we show customers the benefits of products and services compared to other competitive companies.

Marketing software products is not an easy task but if we make use of this rules, the company will benefit a lot.

IMC Mix and justification of why GES is going to use it and objectives of using the channelsThe promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Moreover, marketing communications changes over time as new communication tools and capabilities become available to marketers and the people they want to target.
Advertising- Messages used through advertising target people according to the profile characteristics or behavior. At GES Ltd, for example: If a customer wants a medical software application, then we will show him the product he needs.

Public Relations (PR)- Purpose of PR is to create goodwill between an organization and the public or target segments we are trying to reach. This occur through press and media coverage or getting favors from certain companies. For example at GES Ltd, we sponsor the education of children who get fewer opportunities.
Personal Selling- Personal selling uses people to target audiences for the purpose of selling products and services. Moreover, personal selling put emphasis on face to face interaction which plays an important role as when doing so the customer can share their opinions and the demonstration of the products or services can be done. GES Ltd send salesperson to do the demonstration of certain product at the place of customers targeted.

Sales Promotion- Sales promotion are done to boost sales of products and services. At GES Ltd, when we launch a new product, we put a certain amount of discount on that product to boost sales and show the new product to the audience.

Direct Marketing- This methods is done through catalogues, brochures etc without the need of going through retailers. GES Ltd sends catalogues or brochures to a large mass of people directly.

Digital Marketing- It covers websites to search engines, content, social media marketing. This tool evolves rapidly with technology. For example in GES Ltd, we post certain information on our Facebook page and in this way, we get the opinions of audience too.
Most marketing initiatives today incorporate multiple methods, each of these marketing communications plays an important role. In a successfully operated campaigns, all activities must be well done so that it increases an overall impact.

TASK 3a) Analyze the principles of customer segmentation as applied by your chosen organization and how it selects its different customer groups.Customer SegmentationAccording to Lovelock and Wirtz 2011, customer segmentation is defined as ” the process of dividing the population of possible customers into distinct groups. Those customers within the same segment share common characteristics that can help a firm in targeting those customers and marketing to them effectively.”
Principle of Customer SegmentationBy adopting customer segmentation, GES Ltd operate under the fact that every customer is different and that our marketing efforts would be better if served by targeting groups of people with messages that those consumers would find relevant and push them to buy something from us. By doing so, we hope to achieve a better understanding of the customers’ preferences and needs.

Why GES Ltd do Customer SegmentationCustomer segmentation depends on the different keys that divide customers into groups that can be targeted. In this way, our organization get to target customers to a wide range of factors such as:
Demographic- Demographic segmentation depends on age, gender and income. At GES, we used this technique to target people who have small businesses to those having large businesses. People having a family business like a clothing shop can afford a personalized website at GES Ltd at a lower cost. But I feel that we should take that type of segmentation into more consideration for the name of the organization.

Geographic- Geographic segmentation is based on the location of the customers that GES Ltd wants to target. For example: GES Ltd can design a software that fit the temperature of cold-countries, that is, a software that regulates the temperature of the house where people lives so that they don’t feel cold. I feel that this idea can be implemented into other countries too not only cold countries.

Needs-based- This segmentation groups customers which have the same wants, needs and also same benefits with regards of a particular product or service. For example: GES Ltd is doing a medical application and software for a firm named BIO-SANTE LTEE. It is about medical patient who do some medical tests and have a record online. So, I feel that GES Ltd must target other new segment such as Pharmacy and Government Hospitals.

Benefits of Customer Segmentation at GES LtdIncreased Focus
The more we know about our customer, the better we will be able to focus on their needs. By doing so, we will gain a much better understanding of what our customers want to get by using our products or services. Moreover, we can make a product specifically to our customers’ needs, making them feel as if we have created it especially for them.

Increased Competitiveness
With our focus increased, our competitiveness in the customer segment will increase. If we are targeting youngsters, our brand name and values with them will be very high. Thus, our market share will increase and the chances of a new market competitor entering will be low. Hence, the brand loyalty will definitely increase and also increase the competitiveness.

Market Expansion
Geographic segmentation is based on the market expansion. And then it occurs like this at GES Ltd, we have some projects base in Western Europe, so now we can target the Northern Europe too as it is in a nearby territory. But sometimes, if we don’t know the type audience that we are going to face in that territory. Therefore, before expanding a market, we need to make researches.

The major benefits of segmentation lie in the fact that by targeting the right customer segment, we will be able to achieve profitability.

b) Assess THREE tools and techniques available to your chosen organization to provide quantitative data in measuring integrated marketing communications campaigns.Quantitative data is the numeric data that can be counted to show how much change has occurred as a result of the program. Quantitative data can be collected from surveys, questionnaires, or programs tracking materials. Numerical information complements the qualitative insights by providing statistical measures of success. Typically, marketers will gather quantitative data from inside and outside the organization.

Inside the organization
Customer Service Sources- At GES Ltd, we make use of In-App Surveys. With this app, we can integrate a precise feedback bar inside our website, with generally not more than one or two questions. It is one of the best methods with the highest rate of responses. Moreover, the customer is asked for her opinion while the latter is engaged with our company. In-app surveys are especially handy to measure some of the standard customer satisfaction metrics.

Outside the organization
Industry and Market Reports- Our market research reports consist of market analysis and analytical information, applications, industry analysis, market shares, technology and technology shifts, important players and the developments in the market. Moreover, the industry and market reports enable GES to identify new business opportunities, employ a detailed breakdown of market sizes to plan future strategy with confidence and also at the same time understand the real effects of key market drivers upon your business.

Web Analytics- Web analytics group together the measurement, collection, analysis and presentation of data from the internet in order to understand and optimize how websites are used. Web analytics lets GES Ltd precisely study user behavior on our websites. Moreover, it is necessary to determine whether or not we are hitting our objectives. Also, web analytics can be used for future development of our web strategy, so that we can ensure a continuous improvement of the user experience on our website.

In measuring Integrated marketing communications, quantitative approaches have the advantage that they are cheaper to implement and are standardized so that comparisons can be easily made and the size of the effect can usually be measured. But quantitative approaches have limitations in the capacity for the investigation and explanation of similarities.

TASK 4Assess the requirements of successfully managing a third-party agency (or agencies) relationships in providing marketing communications services to your organization.According to Helen Ritchie MA (Marketing) (p120), with so many challenges and changes in marketing and its operations, many organizations turn to external agencies for specialist advice and practical support. Traditionally, these agencies would be creative teams, providing ideas for marketing campaigns, public relations companies who managed the brand’s reputation, or media planners/buyers able to negotiate the best media channel plans.
Today, the agency landscape has changed again: this time to reflect the complex and fragmented media industry. The range of expertise needed to navigate marketing communications now involves social media, digital advertising, mobile marketing, PR agencies who provide influencer marketing services and so on.

Benefits of using a third-party agency (or agencies) in providing marketing communications to GES Ltd”In-house agency or external agency?” That is the question that we usually think of. Nowadays, firms are specializing in setting up on-site agencies staffed with outside agency talent but integrated into the culture and operations of the client brands. At GES Ltd, we don’t outsource all of our work but only a part of it as it is a bit complicated so it is better to outsource. Below are the advantages of using an on-site agency in GES Ltd:
On site-agency provide a balance between the external agencies and in-house agencies. The people working in the on-site agency give clients access to all kinds of skill, experience and knowledge they value highly. Moreover, workers in our organization having the same skill, experience and knowledge will be able to understand our clients’ needs and apply our talents accordingly. For example: There will be more experienced people working in the outsourcing company that provide more ideas to our workers.

Secondly, it is easier to build a quality team very fast. The on-site agencies can assemble high-quality teams and in a faster manner than GES Ltd can on their own. Recruiting qualified people to build an in-house agency in GES Ltd is one of the most challenging task.

The biggest benefit of on-site agency is that clients have a much higher level of flexibility in all aspects of arrangement and operations. For example: the on-site agency can increase or decrease the number of staffs if needed depending on work load.

Last but the least, productivity is said to be high. According to Simon Martin, founder and CEO of Oliver Group, which operates a number of on-site agencies, claims “we typically save 30% against a traditional agency.” A big part of that cost savings is said to be the result of higher productivity, which comes from having skilled agency staff embedded on-site with a client. That is, at GES Ltd, it is less expensive if we outsource our work.

Limitations of using a third-party (or agencies) in providing marketing communications to GES LtdThe third-agency is a rented organization, not ours. It is not only spending money on something that is not ours but at the same time while doing outsources helps our staff to gain skills and knowledge from an external source.
Also, while doing outsourcing, GES ltd may risk the confidentiality in formations. That is all topics, information and ideas are disclosed to the outsourcing company which I don’t agree on this term as if the relationship of both parties is not that good, then the outsourcing company may find a way to ruin our brand reputation. Also, if any other competitive firm want to buy confidential details, it will be easier for the latter to do so as the outsourcing company already know all.

Managing the agency relationshipGood agency relationships are based on the mutual trust and commitment to achieving common, shared objectives and, like many supplier associations, this relationship needs to be properly managed for it to be a success.

Building and maintaining this relationship is in the best interest of both parties; it is the responsibility of both the agency and the client to work hard to ensure success. At GES Ltd this involves:
clearly defined communication channels- At GES Ltd, we make use of emails to deal with clients. But I feel that a client relationship maintained mainly over email will fizzle out quite quickly. Therefore I think that GES Ltd must find an alternative way of communication.

demonstrating the right behaviors (honesty, reliability, flexibility, being proactive and responsive)- At GES Ltd, we make our agency an extension of our team and be completely open and honest with the clients from the outset.

A successful relationship is built on trust and commitment. Agencies are often selected on the basis of personal capability between people in the respective teams. This needs mutual trust and commitment in order for the relationship to work out. It is often the strong relationships that exist between people that lead to agency changes when client managers leave one organization and move to another and transfer their agency alliances.

As results, GES Ltd will be more productive and also achieve financial benefits. Moreover, the use of third parties will increase in the future. Therefore, our third-party controls and monitoring strategies must evolve, not only to ensure that third parties are performing effectively and in compliance with our agreements. But also to secure proprietary information and protect our company from brand reputational damage or inadvertently violating laws.

REFERENCESTASK 1
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AquSag Technologies India. 2018. Benefits of using integrated marketing communication: I. ONLINE Available at: http://www.aqusagtechnologies.com/benefits-of-using-integrated-marketing-communication-i/. Accessed 15 May 2018.

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TASK 2 (a)
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Win Marketing Ltd.. 2018. Marketing Objectives – Win Marketing . ONLINE Available at: http://www.winmarketing.co.uk/marketing-strategy/marketing-objectives/. Accessed 20 May 2018.

yourbusiness.azcentral.com. 2018. No page title. ONLINE Available at: https://yourbusiness.azcentral.com/marketing-communication-objectives-2666.html. Accessed 20 May 2018.

yourbusiness.azcentral.com. 2018. No page title. ONLINE Available at: https://yourbusiness.azcentral.com/marketing-communication-objectives-2666.html. Accessed 20 May 2018.

TASK 2 (b)
11.2 The Promotion (Communication) Mix | Principles of Marketing. 2018. 11.2 The Promotion (Communication) Mix | Principles of Marketing. ONLINE Available at: https://open.lib.umn.edu/principlesmarketing/chapter/11-2-the-promotion-communication-mix/. Accessed 20 May 2018.

BRIDGE MARKETING. 2018. Integrated Marketing: The Importance for Branding | BRIDGE MARKETING. ONLINE Available at: http://www.thebridgecorp.com/integrated-marketing/. Accessed 20 May 2018.

IMC Promotion Mix by Amitabh Mishra. 2018. IMC Promotion Mix by Amitabh Mishra. ONLINE Available at: https://www.slideshare.net/amitabhmishra54/imc-promotion-mix-76854314. Accessed 20 May 2018.

Integrated Marketing Communications – Meaning and its Components. 2018. Integrated Marketing Communications – Meaning and its Components. ONLINE Available at: https://www.managementstudyguide.com/integrated-marketing-communications.htm. Accessed 20 May 2018.

Promotion: Integrated Marketing Communication (IMC) | Introduction to Business. 2018. Promotion: Integrated Marketing Communication (IMC) | Introduction to Business. ONLINE Available at: https://courses.lumenlearning.com/suny-hccc-introbusiness/chapter/promotion-integrated-marketing-communication-imc/. Accessed 20 May 2018.

TASK 3 (a)
Anthony Botibol. 2018. The importance of customer segmentation. ONLINE Available at: https://www.bluevenn.com/blog/the-importance-of-customer-segmentation. Accessed 21 May 2018.

BRIDGE MARKETING. 2018. Customer Segmentation: 5 Ways to Divide the Consumer Base | BRIDGE. ONLINE Available at: http://www.thebridgecorp.com/customer-segmentation/. Accessed 21 May 2018.

Business Insider. 2018. Customer Segmentation: What Is Customer Segmentation? – Business Insider . ONLINE Available at: http://www.businessinsider.com/customer-segmentation-what-is-customer-segmentation-2013-5?IR=T. Accessed 21 May 2018.

CMG. 2018. How Consumer Segmentation Helps Your Marketing Goals – CMG. ONLINE Available at: http://cmgpartners.com/blog/what-is-consumer-segmentation/. Accessed 21 May 2018.

Corporate Blog. 2018. Why customer segmentation is important – Corporate Blog. ONLINE Available at: https://www.visma.com/blog/customer-segmentation-important/. Accessed 21 May 2018.

Feedough. 2018. Market Segmentation – Definition, Basis, Types ; Examples | Feedough. ONLINE Available at: https://www.feedough.com/market-segmentation-definition-basis-types-examples/. Accessed 21 May 2018.

Management Tools – Customer Segmentation – Bain ; Company . 2018. Management Tools – Customer Segmentation – Bain ; Company . ONLINE Available at: http://www.bain.com/publications/articles/management-tools-customer-segmentation.aspx. Accessed 21 May 2018.

Market Segmentation Definition from Financial Times Lexicon. 2018. Market Segmentation Definition from Financial Times Lexicon. ONLINE Available at: http://lexicon.ft.com/Term?term=market-segmentation. Accessed 21 May 2018.

Marketing91. 2018. 6 advantages of segmentation – Benefits of Market segmentation. ONLINE Available at: https://www.marketing91.com/6-advantages-segmentation/. Accessed 21 May 2018.

OpenView Labs. 2018. Customer Segmentation: A Guide | OpenView Labs. ONLINE Available at: https://labs.openviewpartners.com/customer-segmentation/#.WwLGme4iPIV. Accessed 21 May 2018.

SearchSalesforce. 2018. What is customer segmentation? – Definition from WhatIs.com. ONLINE Available at: https://searchsalesforce.techtarget.com/definition/customer-segmentation. Accessed 21 May 2018.

Shopify. 2018. Customer Segmentation Definition – What is Customer Segmentation. ONLINE Available at: https://www.shopify.com/encyclopedia/customer-segmentation. Accessed 21 May 2018.

The Customer Success Blog By Fieldboom. 2018. 6 Reasons You Need Customer Segmentation (And How It Drives Increased Profit). ONLINE Available at: https://www.fieldboom.com/blog/customer-segmentation/. Accessed 21 May 2018.

TASK 3 (b)
2018. Data collection methods. ONLINE Available at: http://mypeer.org.au/monitoring-evaluation/data-collection-methods/. Accessed 22 May 2018.

AT Internet. 2018. What is Web Analytics? – definition. ONLINE Available at: https://www.atinternet.com/en/glossary/web-analytics-2/. Accessed 22 May 2018.

Collect and Analyze Quantitative and Qualitative Data. 2018. Collect and Analyze Quantitative and Qualitative Data. ONLINE Available at: https://www.ruralhealthinfo.org/toolkits/rural-toolkit/4/quantitative-qualitative. Accessed 22 May 2018.

Market analysis reports ; custom consultancy services | Smithers . 2018. Market analysis reports ; custom consultancy services | Smithers . ONLINE Available at: https://www.smithers.com/our-business/services-supporting/market-analysis. Accessed 22 May 2018.

Market Research Reports and Industry Analysis. 2018. Market Research Reports and Industry Analysis. ONLINE Available at: https://www.asdreports.com/. Accessed 22 May 2018.

SearchCRM. 2018. What is Web analytics? – Definition from WhatIs.com. ONLINE Available at: https://searchcrm.techtarget.com/definition/Web-analytics. Accessed 22 May 2018.

Siteimprove. 2018. Web Analytics: Why They Matter | Siteimprove (EN-US). ONLINE Available at: https://siteimprove.com/en-us/blog/why-web-analytics-is-important/. Accessed 22 May 2018.

TASK 4
Econsultancy. 2018. In-house agency versus on-site agency: Weighing the pros and cons | Econsultancy. ONLINE Available at: https://econsultancy.com/blog/69148-in-house-agency-versus-on-site-agency-weighing-the-pros-and-cons. Accessed 24 May 2018.

ERE Media. 2018. Tips on Working with a Third-Party Agency | ERE . ONLINE Available at: https://www.ere.net/tips-on-working-with-a-third-party-agency/. Accessed 24 May 2018.

https://viget.com. 2018. 10 Reasons to Hire an Agency for Your Organization’s Analytics | Viget. ONLINE Available at: https://www.viget.com/articles/10-reasons-to-hire-an-agency-for-your-organizations-analytics/. Accessed 24 May 2018.

Jon Pittham. 2018. Effectively managing an external agency relationship. ONLINE Available at: https://blog.clients-first.co.uk/2017/11/effectively-managing-external-agency-relationship. Accessed 24 May 2018.

The 3-Step Guide to Hiring an Agency or Any 3rd Party Vendor | WordStream. 2018. The 3-Step Guide to Hiring an Agency or Any 3rd Party Vendor | WordStream. ONLINE Available at: https://www.wordstream.com/blog/ws/2016/10/31/ultimate-guide-hiring-an-agency. Accessed 24 May 2018.

Upp B2B. 2018. What makes a great agency-client relationship? 5 tips for success – Upp B2B. ONLINE Available at: https://www.uppb2b.co.uk/insights/strategy/makes-great-agency-client-relationship-5-tips-success/. Accessed 24 May 2018.

APPENDIXTask 1
Marketing

Benefits of Integrated Marketing Communication to GES Ltd

Integrated Marketing Communication

TASK 2 (a)

Selecting the AIDA Model

TASK 2 (b)

TASK 2 (b)