Case: E3 | Marketing & media

Hello? Attention please!

12-04-2022 909 views 0

E3 | Marketing & media

Marketing, you covered some aspects already. Though one of the most fascinating parts is communication.

Marketing is about communicating with your target audience in a way that reaches and interests them. This can be more complex than it seems, especially if your audience is different from what you are used to.

There are different moments when you can reach and influence customers. To help you, you can think of some common phases in the customer journey, such as: (a) getting noticed, (b) generating interest, (c) winning preference, (d) encouraging purchase, and (e) building loyalty. These phases are a helpful guide, not strict rules.

Why this assignment matters
Communication is essential to make your product successful in a foreign market. By thinking carefully about your marketing approach and considering cultural and market factors, you can use your budget more effectively and get better results.

Tags:

export management

Share:

Assignments for students

What to do?

1. Consider cultural and market factors
Think about the cultural, social, or economic characteristics of your chosen market. How do these affect your marketing choices?
Example: language differences, religious customs, income levels

2. Describe your main communication idea
Explain how you will communicate your product or service to your target audience. Consider which media channels you will use, such as social media, advertisements, events, or others.
(Keep it simple and clear.)

3. Think about important moments when customers hear about your product
These might include first seeing it, learning more, deciding to buy, and coming back later.
How can your intermediary help communicate at these moments? Pick two or three moments and explain briefly what the intermediary could do.

4. Explain why your communication plan will work
Give clear reasoning and motivation for why your plan will be effective and suitable.
Consider how it fits your product, your target market, and addresses customer needs. What makes your communication approach likely to succeed?

Note:
Base your answers on your selected business case (FRST or WaterCamp). Write clearly and briefly.

Which standards apply?

All questions are answered clearly and specifically.
The communication plan fits the characteristics of the chosen export market.
Motivations are concise, well-argued and focused on reasoning.
Communication methods are realistic and appropriate.

Core assignments for students

Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.

Case: E3 | Marketing & media

* required fields

Step 1 of 2

URL

This field is for validation purposes and should be left unchanged.

Your name*

First Last

Your email*

Are you responding on own behalf or on behalf of a group (of students)?*

On my own behalf

On behalf of a group (of students)

Enter the first and last names of all group members

Recommended by teachers

Case method | Cooperative learning

Concrete, realistic situations are individually analysed; afterwards, the resulting vision is presented and discussed in the group.
The individual’s vision is reappraised after seeking additional information. The different visions are selected and appraised.

Group discussion (or problem-solving discussion) | Dialogue

Reflective discussion as part of a group, pooling knowledge/ideas/opinions with the aim of learning from this. A stimulus to creative, problem-solving and evaluative thinking.
Someone (teacher or student in a smaller group) is appointed as moderator. Without impinging on the subject matter, this person guides the discussion through the different phases (defining the problem, defining the scope of the subject, dissecting the problem, seeking solutions, discussing propositions, formulating the conclusion).
Pitfall: students must have sufficient background knowledge.
Variants: one empty chair, carousel discussion, triangular discussion, forum discussion/panel, debate, with or without a role.

Learning discussion (or evaluation or discussion method) | Dialogue

Students learn how to find solutions for themselves (via diagrams, plans, outlines, etc.)
Discussion (individual or as part of a group) about the learning experiences of the student; the teacher acts as moderator and remains in the background. The emphasis is on (learning) how to identify learning moments: what could have been improved and how?

Lecture method | Content-based

Suitable for the structuring information, orientation, establishing links with other subject matter, providing explanations for difficult study material.
Beware of the decrease in learning efficiency 5 minutes after starting.

Problem-based learning | Cooperative learning

Students are divided into small groups (6 to 12 students) and are presented with a problem. The problem is analysed in the group: what do we already know; what do we not yet know; and what do we still have to find out? (= formulation of learning goals).
Students then work individually or in a group to analyse the problem in-depth (= self-study).
Finally, the group comes together again, students report back and test whether the problem is now better understood.

Teacher-led class discussion | Dialogue

A carefully managed dialogue in which students - through questioning - are invited to contribute their own ideas in a direction desired by the teacher. Effective control of the questioning is crucial.
Tip? Ask clear-cut questions, try to involve all the students, probe further, etc.

Word web (or mindmap) | Group activity

A topic or problem definition is written on the board.

Together in small groups, students create a word web by association. In this way, they add words which fit in with the central theme, pointing out what the relationships are (e.g. elements which link them to each other are given a specific colour). Everything is written down clearly and legibly.
After the group session, each word web is explained to the rest of the class by a representative of the group.

One comment to “E3 | Marketing & media”

Edvard Spaapen says:

July 31, 2025 at 12:58 pm

E3 – Marketing & media

– Oude versie was vrij lang en soms onduidelijk. Nieuwe versie heeft een eenvoudige, stap-voor-stap structuur.
– Expliciete aandacht voor communicatiemedia en cultuur in het doelland.
– Rol van de tussenpersoon duidelijk benoemd, ook in het formulier.
– Taalgebruik is eenvoudiger en beter afgestemd op mbo-studenten.

Comments are closed.

Edvard Spaapen

Editor of content during development stage