ASSIGNMENT 1

The increasing use of direct marketing, sales promotion and digital database technologies has helped reduce the amount of customer churn and improved levels of customer retention and loyalty. Using a variety of brands or organisations of your choice examine the ways in which direct marketing is used to influence customer loyalty and retention paying particular attention to the following:

• The nature and characteristics of different types of loyalty and forms of customer relationship

• The way in which marketing communications can be used to improve levels of trust and commitment

ASSIGNMENT 2

As a member of a marketing audit team working on the account of an international car manufacturer, you have been requested by the Audit Project Manager to prepare a short report in answer to the following questions:

(a) Explain how and organisation's international marketing strategy might influence its use of marketing communications

(b) Recommend and justify ways in which car manufacturers might use marketing communications to influence relationships with their intermediaries (car dealers)

(c) How corporate social responsibility impacts on the marketing communications activities of an organisation