Ddigital platforms to access and share information
In today’s information age, customers have access to various digital platforms to access and share information. Customers also use these platforms to communicate with service providers, share opinions, and provide feedback. Therefore, it is important for product owners and service providers to be ready with a response plan for all communications over digital platforms.
You are a regional marketing director of a theme park and responsible for designing marketing strategy for the reopening of the park. Each department is helping you with the relevant and required information. As the date of reopening of the parks gets closer, the business intelligence unit of the organization in the scenario has noticed a surge of negative opinions among consumers. This is evident not only on social media platforms but also across a host of other digital media platforms, such as the organization’s websites and other digital information sources. A major cause of concern is that the organization’s ethics are being questioned in most of these negative opinions.
The business intelligence unit has sent a memo to share their concerns. The CMO has asked you to respond to this memo by creating a recommendation report.
Prompt
Write a recommendation report, in a memo format, to the CMO of the organization in the course scenario, describing the strategies to minimize the negative opinion from consumers. Refer to the Business Intelligence Memo to ensure adjustments and additions to the plan for stopping negative publicity. In your memo, emphasize the need for cross-functional effort alignment, crisis management, social media response methods, and CSR communications.
Specifically, you must address the following criteria:
Describe strategic changes in the plan to stop negative publicity.
Which two steps will you take to effectively address the negative publicity related to the park re-opening?
Describe the cross-functional effort alignment.
How can the organization’s sales and operations departments help address the negative publicity?
How can you use marketing channels to communicate the safety measures to the customers?
Sample Solution
In education, digital tools are becoming commonplace and expected. Educators, parents, and whanau must match our tamariki’s digital fluency when they are such confident users of ICT. It’s only natural that, as communication has evolved with instant messaging and social media, so have methods of communicating learning and educational information.
The education sector has embraced a number of software applications (apps) such as Seesaw, School Stream, and Hapara to communicate information. These are marketed as student engagement platforms where students may express themselves and their schoolwork. Parents may see and hear what their children are learning, allowing them to help them learn.
Instead of stacks of paper, gather information digitally.
