Essay
MNM4801 ASSIGNMENT 2 2023 (LIFT ARILINE)
- Institution
- University Of South Africa (Unisa)
MNM4801 ASSIGNMENT 2 2023 (LIFT ARILINE)
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passmatetutorials@gmail.com MNM4801 2023 062621185/0680538213/0717513144DISCLAIMER: THIS IS NOT AN OFFICIAL GUIDE FROM UNISA. THE MCQ BANK
IS NOT PREPARED NOR APPROVED BY UNISA, RATHER REPRESENTS A
POSSIBLE SOLUTION TO THE TASK CONSISTENT WITH THEORY OF MNM4801.
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Table of Contents
Lift airline company profile ................................................................................................. 3
Brief history ....................................................................................................................... 3
Discuss the following two contemporary marketing issues as marketing strategies: .......... 3
a) Micro-influencer on Instagram .................................................................................... 3
b) TikTok video marketing in relation to Lift Airline. ......................................................... 4
3) Conduct desk research on both these marketing strategies and provide a detailed
background discussion on each strategy and include at least three academic definitions of the
concepts. .............................................................................................................................. 4
Content Marketing Strategy: .............................................................................................. 4
Influencer Marketing Strategy: ........................................................................................... 5
4) Develop one detailed objective, which must adhere to the SMART principle for each strategy
of Lift Airline relating to brand awareness and market growth; and explain the objective (so,
state and explain it). .............................................................................................................. 5
Detailed Objectives for Lift Airline: .................................................................................. 5
Content Marketing Objective: ............................................................................................ 5
Influencer Marketing Objective: ......................................................................................... 6
5) Based on your understanding of the two strategies, you need to advise Lift Airline on which
one of the two strategies will be the most appropriate for them to use to achieve the stated
objective. Motivate your decision based on the benefits and/or advantages and disadvantages
of the recommended strategy. ............................................................................................... 6
Influencer Marketing: ......................................................................................................... 6
Advantages: ................................................................................................................... 6
Disadvantages: .............................................................................................................. 6
Content Marketing: ............................................................................................................ 6
Advantages: ................................................................................................................... 7
6) Develop a detailed action plan for the specific strategy of choice. The action plan must focus
on five steps: the budget, goals and audience, the specific platform, identifying and selecting
the influencers and monitoring the campaign. ....................................................................... 7
Action Plan for Content Marketing: .................................................................................... 7
References ........................................................................................................................... 9
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