CCT356H5 Study Guide - Final Guide: Brand Management, Performance Indicator, Crisis Management
6 May 2018
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Chapter 1 Terms:
●Market share =In strategic management and marketing, market share is the percentage or
proportion of the total available market or market segment that is being serviced by a company.
●Metric=A unit of measurement.
● Pay per click (PPC)= Pay per click is advertising where the advertiser pays only for each click on
their advert, not for the opportunity for it to be seen or displayed.
● Return on investment (ROI)= The ratio of cost to profit.
●Search engine optimisation (SEO)= SEO is the practice that aims to improve a website’s ranking
for specific keywords in the search engines.
● Short Message Service (SMS) =Electronic messages sent on a cellular network
●Strategy =A set of ideas that outline how a product or brand will be positioned
●strategy= indicates the most advantageous direction for an organisation to take over a defined
period of time.
●Advertising (paid message) vs marketing (planned effort to build a brand)
●Porters 5 Ps
●SWOT analysis
●PESTLE
Chapter 2 Terms:
●Attention economy =The idea that human attention is a scarce commodity i.e. seeing attention as
a limited resource.
● Customer experience map =A visual representation of the customers’ flow from beginning to end
of the purchase experience, including their needs, wants, expectations, and overall experience.
●Customer persona= A detailed description of a fictional person to help a brand visualise a
segment of its target market.
● Global citizen= A person who identifies as part of a world community and works toward
building the values and practices of that community.
●Tribe= A social group linked by a shared belief or interest. Product An item sold by a brand.
Story A narrative that incorporates the feelings and facts created by your brand, intended to
inspire an emotional reaction.
Chapter 3 Terms:
●Business intelligence/ insights= Data that can help businesses understand the factors influencing
their success and how these can be used to benefit them.
●Connected customer= Consumers are increasingly connected, using ever-growing numbers of
Internet-enabled devices. These offer opportunities for data collection.
●Current indicators =Information from the present time that can help businesses to understand their
customer and themselves.
● Customer intelligence= The process of gathering and analysing information about customers to
improve customer relationships and allow for more strategic business decisions.
●Data intelligence= The process of gathering and analysing data from all available sources to
improve customer relationships and make more strategic business decisions.
●Disruption =When a disruptive innovation changes the market and displaces established players.
●Dynamic data =Data that is constantly updated and evaluated to provide a dynamic, changing
view of the customer.
Chapter 4 Terms:
●Bounce rate The number of people who view one page and then leave a website without viewing
any other pages. Data statistics and facts collected for analysis.
●Data sentiment analysis =The systematic analysis of subjective materials, such as survey
responses or social media posts, in order to determine the attitude and intended emotional
communication of the customer.
●Focus group =A form of qualitative research where people are asked questions in an interactive
group setting. From a marketing perspective, it is an important tool for acquiring feedback on new
products and various topics.
●Hypothesis= A supposition that is tested in relation to known facts; a proposition based on reason
but not necessarily assumed to be true.
●Listening lab= A testing environment where the researcher observes how customer uses a website
or product.
●Observation/ online ethnography =When a researcher immerses themselves in a particular
environment in order to gather insights.
●Primary research= The collection of data to present a new set of findings from original research.
●Qualitative data= Data that can be observed but not measured. Deals with descriptions.
●Quantitative data =Data that can be measured or defined. Deals with numbers.
● Research community= A community set up with the intention of being a source for research.
Chapter 5:
● Above the fold= The content that appears on a screen without a user having to scroll.
●Accessibility= The degree to which a website is available to users with physical challenges or
technical limitations. Breadcrumbs Links, usually on the top of the page, that indicate where a
page is in the hierarchy of the website.
● Call to action (CTA)= A phrase written to motivate the reader to take action such as sign up for
our newsletter or book car hire today.
●Content audit=An examination and evaluation of existing content on a website.
● Content strategy= In this context, a plan that outlines what content is needed for a web project
and when and how it will be created.
● Convention =A common rule or tried-and-tested way in which something is done.
●Conversion= Completing an action or actions that the website wants the user to take. Usually a
conversion results in revenue for the brand in some way. Conversions include signing up to a
newsletter or purchasing a product. Credibility In this context, how trustworthy, safe and
legitimate a website looks.
●Fidelity= An interface design. A low-fidelity prototype will be basic, incomplete and used to test
broad concepts. A high fidelity prototype will be quite close to the final product, with detail and
functionality and can be used to test functionality and usability.
●Navigation= How a web user interacts with the user interface to navigate through a website, the
elements that assist in maximising usability and visual signposting so users never feel lost.
●Prototype=Interactive wireframes, usually of a higher fidelity, that have been linked together like
a website, so that they can be navigated through by clicking and scrolling.
Week 2:
●Types of Display Ads:
●wallpapers/banners
●Institutional
●Popup under
●Expanding
●Text
● The objective= of a campaign may be to create awareness for a new business or increase sales of
a product. “What do we want to achieve with this marketing campaign?” For example, an
objective might be to increase the sales of a product, grow brand awareness or increase website
traffic.
●A business objective (something that your business will either do or not do) and a marketing
objective (a change in customer behaviour that your business wants to achieve) are not the same
thing!
●Objectives need to be SMART:
● • Specific – the objective must be clear and detailed, rather than vague and general. • Measurable
– the objective must be measurable so that you can gauge whether you are attaining the desired
outcome. • Attainable – the objective must be something that is possible for your brand to
achieve, based on available resources. • Realistic – the objective must also be sensible and based
on data and trends; don’t exaggerate or overestimate what can be achieved. • Time-bound –
finally, the objective must be linked to a specific timeframe.
● Goals are derived from objectives and answer the question, “What do we need users to do in
order to achieve our objective?”
● Tactics are the specific tools or approaches you will use to meet your objectives, for example, a
retention-based email newsletter, a Facebook page, or a CRM implementation.
●Key performance indicators or KPIs= are metrics that are used to indicate whether tactics are
performing well and meeting your objectives.
Chapter 13-social media advertising
●Core principles=- should be easily viewed on mobile devices/know your platform/test out ads to
see which performs better/ rotate ads often
●Payment modules=
●CPC (Cost per click, pay only when the ad is clicked on) • CPE (Cost per engagement, pay only
for demonstrated engagement with the ad) • CPM (Cost per thousand impressions)
●platforms= facebook/twitter/instagram/snapchat/Pinterest/linkedin
●Facebook=used for awareness mainly and conversions
●Instagram-awareness and conversions
●Snapchat-awareness
●The KPIs you identify as important will depend on the goals of any campaign you run. For
example: • If you want to drive revenue, your important KPIs will be sales related such as product
purchases, signups for trials, or traffic to your website (which could then turn into a conversion). •
If your goal is awareness, your most important KPI might be reach. • If your goal is building
customer relationships, you would want to look at engagement numbers and sentiment.
Document Summary
Market share =in strategic management and marketing, market share is the percentage or proportion of the total available market or market segment that is being serviced by a company. Pay per click (ppc)= pay per click is advertising where the advertiser pays only for each click on their advert, not for the opportunity for it to be seen or displayed. Return on investment (roi)= the ratio of cost to profit. Search engine optimisation (seo)= seo is the practice that aims to improve a website"s ranking for specific keywords in the search engines. Short message service (sms) =electronic messages sent on a cellular network. Strategy =a set of ideas that outline how a product or brand will be positioned. Strategy= indicates the most advantageous direction for an organisation to take over a defined period of time. Advertising (paid message) vs marketing (planned effort to build a brand)
