Exam 3

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School

Kennesaw State University *

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Course

3800

Subject

Marketing

Date

Feb 20, 2024

Type

docx

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Uploaded by korrian

Question 1: Music Industry Lack of Diversity and Representation The music industry has long grappled with issues of diversity and representation, with underrepresentation of women, racial and ethnic minorities, and LGBTQ+ individuals. This extends across various roles in the industry, including artists, executives, producers, and more. The lack of diversity not only impacts opportunities for marginalized groups but also affects the range of perspectives and voices heard in the music landscape. The hashtag #GrammysSoMale gained traction on social media, drawing attention to the underrepresentation of women in Grammy nominations and awards. 1 The movement highlighted the gender disparities in recognition and opportunities within the music industry, prompting discussions about the need for systemic changes to promote diversity and inclusivity. Access to Music Education: Providing for the future generation of musicians is hampered by limited access to music education, especially in underprivileged areas. Cuts to school funding and a lack of resources for music programs can impair the growth of aspiring musicians, restrict diversity in the business, and affect the musical landscape's general cultural variety. The issue of restricted access to music education is something that the VH1 Save The Music Foundation attempts to solve. The organization wants to make sure that every kid has access to music education programs by giving funds, assistance, and instruments to schools 2 . This illustration highlights the significance of programs aimed at ensuring equitable access to music education. Technological Disruption and Industry Adaptation: Rapid technological advancements, including artificial intelligence, blockchain, and virtual reality, are reshaping the music industry. While these technologies offer new opportunities, they also present challenges related to copyright, licensing, and adapting traditional business models. The industry must navigate these changes to ensure fair compensation for artists and a sustainable ecosystem. The rise of non-fungible tokens (NFTs) in the music industry exemplifies technological disruption. Artists, such as Kings of Leon, have released albums as NFTs, allowing fans to purchase unique digital assets tied to music 3 . This has sparked debates about the 1 Sisario, B. (2018). At the Grammy Awards, #MeToo and Diversity Are Center Stage. The New York Times. 2 Save The Music Foundation. “Save the Music Foundation: Education Resources for Children.” Save the Music Foundation , 1 Dec. 2023, www.savethemusic.org.

implications for copyright, royalties, and the traditional music distribution model. Question 2: Gaming Major Issue: Loot Boxes and Microtransactions in Video Games One significant issue in the business of video gaming today is the widespread use of loot boxes and microtransactions. Loot boxes are virtual items containing random in-game rewards, and microtransactions involve the purchase of virtual goods or currency using real money. 4 While these mechanisms can enhance player experience and provide revenue for game developers, they have sparked controversies related to their potential to encourage gambling behavior, exploit players, and create pay-to-win dynamics. Marketing Strategy using the 4Cs (Content and Convergence): Content: Transparency and Ethical Practices: Emphasize transparency in the game's monetization strategy. Clearly communicate to the players what they can expect from loot boxes and microtransactions. Highlight ethical practices, such as not locking essential game elements behind paywalls to avoid accusations of creating a pay-to-win environment.Diverse and Appealing Content: Ensure that the game offers a diverse range of content within loot boxes, making them more attractive to players. This could include exclusive cosmetic items, character customizations, and other in-game assets that enhance the gaming experience without providing a direct advantage in competitive aspects. Conduit (Convergence): Integrated Marketing Across Platforms: Implement a marketing strategy that spans multiple platforms, taking advantage of the convergence of marketing channels. Utilize social media, influencers, and gaming communities to create awareness about the game. Engage with players through live streams, discussions, and updates to maintain an ongoing relationship with the community.Cross-Platform Monetization: Since convergence involves the integration of different platforms, design a monetization strategy that is seamless across various devices and platforms. 5 Allow players to make in- game purchases or unlock loot boxes on consoles, PCs, and mobile devices, fostering a unified gaming experience. 3 Sisario, B. (2021). Kings of Leon Will Be the First Band to Release an Album as an NFT. The New York Times. 4 Zendle, David, and Paul Cairns. “Video Game Loot Boxes Are Linked to Problem Gambling: Results of a Large-scale Survey.” PLOS ONE , vol. 13, no. 11, Nov. 2018, 5 Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does Gamification Work? – A Literature Review of Empirical Studies on Gamification.

Question 3: Sports Limited Brand Recognition (Content and Conduit): Challenge: Kennesaw State University may face the challenge of limited brand recognition for its football program, especially compared to larger universities with more established athletic programs. Content Creation and Storytelling: Develop compelling content that tells the story of the football program, its history, key players, and notable achievements. Create engaging videos, articles, and social media posts that highlight the unique aspects of Kennesaw State's football journey. Integrated Marketing Campaigns: Utilize integrated marketing campaigns that span various channels, including social media, local newspapers, and community events. Collaborate with influencers and alumni to amplify the message and increase visibility. Competing with Regional Sports Teams (Convergence and Consumption): Challenge: In regions with multiple professional and college sports teams, attracting and retaining attention for a university football program can be challenging. Recommendations: Convergence of Marketing Channels: Implement a convergence strategy that integrates marketing efforts across various channels. Leverage both traditional channels, such as local TV and radio, and digital platforms, including social media and online streaming services, to reach a diverse audience. Fan Engagement and Community Involvement: Foster a sense of community around the football program by engaging with local fans and businesses. Organize events, tailgates, and community service initiatives involving the football team to create a stronger connection between the team and its supporters. Limited Budget for Marketing Initiatives (Conduit and Consumption): Challenge: Kennesaw State University's football program may have budgetary constraints that limit the scope of marketing initiatives compared to larger programs with more financial resources. Recommendations: Strategic Partnerships and Sponsorships (Conduit): Seek strategic partnerships with local businesses and sponsors to offset marketing costs. Collaborate with brands that align with the values of the university and its football program. These partnerships can provide additional resources for advertising and promotional activities.

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Digital Marketing Efficiency (Consumption): Prioritize cost-effective digital marketing strategies. Utilize social media platforms and online advertising to reach the target audience without the high costs associated with traditional marketing channels. Implement data analytics to measure the effectiveness of digital campaigns and optimize spending. In addressing these challenges, Kennesaw State University's football program can create a more robust and recognizable brand, engage the local community, and optimize its marketing efforts within budgetary constraints. The integration of the 4Cs—Content, Conduit, Consumption, and Convergence—ensures a comprehensive and effective marketing approach. Question 4: Travel & Tourism Imagine a 10-day tropical adventure aboard a luxury cruise ship. This dream cruise would include stops at exotic destinations in the Caribbean. Onboard, passengers would experience top-tier amenities such as gourmet dining, spa treatments, live entertainment, and exclusive shore excursions. The cruise would be designed for relaxation, adventure, and creating unforgettable memories. To make it appealing to college students, the dream cruise would offer a tiered pricing structure with special discounts for students who book in groups, making it affordable for those on a budget. The cruise package would include meals, entertainment, and select shore excursions, ensuring transparency in pricing. Marketing Tactics for Promoting the Dream Cruise to College Students: Content and Conduit: Collaborate with travel influencers and content creators who resonate with college students. Have them document their experience on a similar dream cruise, showcasing the luxurious amenities, breathtaking destinations, and the overall adventure. Influencers can create engaging content that appeals to the target demographic, providing a firsthand look at what the dream cruise offers. This aligns with the Content aspect of the 4Cs. Interactive Social Media Campaigns: Launch interactive social media campaigns, such as Instagram and TikTok challenges, encouraging students to share their dream vacation visions. Use branded hashtags and user-generated content to build excitement and create a sense of community around the cruise experience. Interactive campaigns leverage the power of social media to engage students actively. This approach aligns with the Conduit aspect of the 4Cs, utilizing digital channels to convey the cruise experience and generate buzz. Convergence and Consumption: Partnerships with Student Travel Agencies:

Forge partnerships with student travel agencies or organizations that specialize in organizing trips for college students. Offer exclusive deals and packages for students through these agencies, ensuring the cruise is promoted directly to the target demographic. Partnering with student travel agencies facilitates Convergence by tapping into established channels used by college students for trip planning. It also addresses Consumption by providing convenient access to the cruise package through trusted sources. Limited-Time Student Discounts: Introduce limited-time discounts specifically for college students who book early. Highlight the value of the dream cruise experience at a reduced rate, emphasizing that it's a once-in-a-lifetime opportunity. Creating a sense of urgency through limited-time discounts encourages prompt action from students. This pricing strategy addresses Consumption by making the dream cruise more financially accessible for students, aligning with their budget constraints. Question 5: Marketing Using the “4C’s” Hospitality and Tourism Current Event: Impact of Travel Restrictions due to Public Health Concerns Content: Implement Virtual Tours and Experiences Content is a powerful tool for engagement, and virtual experiences can help maintain interest in travel destinations even during restrictions. Offering virtual tours, 360-degree videos, and interactive experiences through the company's website and social media platforms can keep potential travelers engaged with the destination. This tactic allows businesses to showcase the beauty, culture, and unique offerings of their locations, creating a sense of anticipation for future visits. The Louvre Museum in Paris implemented virtual tours during the COVID-19 pandemic, allowing individuals to explore its galleries online. 6 This initiative received positive feedback and maintained the museum's connection with art enthusiasts worldwide. Conduit: Strengthen E-commerce Capabilities and Direct Booking Incentives 6 “Online Tours - Enjoy the Louvre at Home!” Le Louvre , www.louvre.fr/en/online-tours.

Conduit, focusing on distribution channels, is crucial for the hospitality industry. With travel restrictions impacting traditional booking methods, strengthening e-commerce capabilities is essential. Encourage direct bookings through the company's website by offering exclusive discounts, flexible cancellation policies, or additional perks. This tactic not only ensures higher profit margins but also allows businesses to have more control over customer relationships and data. Marriott International introduced the "Marriott Bonvoy on Demand" platform, encouraging guests to book directly through its channels. 7 The program offered exclusive perks, including lower rates and bonus points, incentivizing customers to choose direct bookings. Consumption: Introduce Flexible Booking Policies and Travel Insurance With uncertainties surrounding travel, consumption-focused tactics should prioritize flexibility and assurance for travelers. Introduce flexible booking policies that allow free cancellations or changes, reducing the perceived risk for potential customers. Additionally, partner with travel insurance providers to offer comprehensive coverage, addressing concerns related to unexpected disruptions. Airbnb implemented an "Extenuating Circumstances Policy" during the pandemic, allowing guests to cancel reservations without penalties in qualifying situations. This consumer- friendly approach contributed to maintaining trust and loyalty. 8 Convergence: Collaborate with Influencers and Local Businesses for Cross-Promotion Convergence involves integrating different marketing channels to create a cohesive strategy. Collaborating with influencers and local businesses can help amplify the message and reach a broader audience. Influencers can share their positive experiences with the destination, creating authentic and engaging content. Local businesses can cross-promote each other, fostering a sense of community support during challenging times. Visit California's "California Road Trip Republic" campaign involved influencers sharing their road trip experiences across the state, promoting local businesses and attractions. 9 This collaborative approach contributed to the overall marketing effort. By strategically employing these tactics aligned with the 4Cs, businesses in the hospitality and tourism industry can mitigate revenue losses during challenging times and maintain a positive connection with their audience. 7 “Hotels and Resorts | Book Your Hotel Directly With Marriott Bonvoy.” Marriott Bonvoy , www.marriott.com/default.mi. 8 “Airbnb | Holiday Rentals, Cabins, Beach Houses and More.” Airbnb , www.airbnb.com. 9 “Visit California - Official Travel and Tourism Website.” Visit California , www.visitcalifornia.com.

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