MKT200 Principles of Marketing
Group Assignment
Fall SemesterInstructor: Dr. David Cosgrave
Assignment Grading: 30% (Report 20% and Presentation 10%)
Submission Date: Week 12Facebook is an online social media platform founded by Mark Zuckerberg and some of his college roommates at Harvard. The companys IPO was held in 2012 valuing the company at $104 billion, the largest ever IPO for a newly listed company. Facebook is now valued in excess of $500 billion. Facebook makes most of its revenue through targeted online advertising. Facebook has received some strong criticism in recent times over privacy issues, promotion of hate speech, depictions of violence and even influencing elections such as the US Presidential election in 2016 and Brexit. Currently, Facebook enjoys 2.2 billion monthly active users and 1.15 billion daily active mobile users. Age 25 to 34, at 29.7% of users, is the most common age demographic. However, the platform has begun having trouble attracting and keeping a younger demographic of customers. Customers in the 16-24 year old range have started to migrate towards other platforms such as Instagram and Snapchat. Facebook needs your help in developing a marketing campaign to attract users in 16-24 age group to choose Facebook as their preferred platform. Answers should not exceed 2000 words. Please complete the following tasks for each section:Understanding of target audience 5 marks
(1) Identify 16-24 year olds real needs from a social media platform
(2) Use your knowledge of the customer decision-making process to show how Facebook is losing out to competitors.
(3) Based on these two points, draw up the full list of reasons why you believe customers 16-24 are leaving/not using FacebookMessage decision 7 marks
(1) Outline the details of your idea(s) in full.
(2) Then, discuss what message you will communicate to customers in your advertising, to tell them about your new idea(s)? Media choices 3 marks
(Creativity of your campaign idea 3 marksQuality of written document 2 marks
Quality of writing, spelling, grammar and layout of the document will be assessed here.
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