UNIVERSITY OF THE PEOPLE

BUS 5112-01: MARKETING MANAGEMENT

AY2024-T3

Instructor: DR. JOSYABHATLA SANTHOSH

KUMAR

PORTFOLIO ASSIGNMENT UNIT 8

29th MARCH, 2024.

 1. What did you find enlightening?

Throughout this course it is been wonderful and enlightening and knowledgeable course.

Thou it was not entirely easy for me, It has broaden my thinking about the market and its

customers and how customers behave, even thou it may be varies from place to place. The

materials were very rich and direct to the point that aid more learning. Each week’s written

assignment, discussion assignment and Portfolio Assignment further enhanced my knowledge

in the subject matter. All the chapters throughout the unit were are well connected and it

deserves better appreciation. I was very much enlightening Portfolio Unit 6, Integrated

Marketing Communications (IMC) is the process of unifying a brand’s messaging to make it

consistent across all media that the brand uses to reach its target audience. Creating Brand

Consistency:

One of the primary advantages of an IMC plan is its ability to establish brand consistency across

all marketing channels. A well-crafted IMC strategy ensures that every touchpoint, whether it be

advertising, public relations, social media, or direct marketing, conveys a consistent message and

brand identity.

2. Did you find anything that was surprising to you? Things that surprised my attention

were case study analysis of Volkswagen automobile giant. But what shocked me most

was “the Company has claimed that the illegal behavior that got them into serious

problems was not in fact illegal under European Union (EU) rules and regulation”. It’s

clearly reveals the importance of global brand in foreign market, legal and political

conditions need to be thoroughly checked, investigated, and studied prior to launching a

 product or service. On the other hand I was also surprised by the importance of social

media making the world to become a global community and how it can be effectively

used for marketing to reach existing and new customers with lower cost.

3. What did you find to be the most useful information for you as a business professional?

In relation to this course, I was able to understand the difference between growth, maturity and

extension of maturity period in the product life cycle. Having to do more research and also go

through multiple articles, resources and marketing strategy over the product life cycle and

product development, I understand it is much easier to retain the existing product in the market

which is already in the maturity stage than to introduce a new product. I learnt multiple factors

such as social, personal, psychological, age and others influencing consumer behavior in

purchasing the product. I learnt the importance of the product life cycle, and how certain

products have survived the test of time. I further learnt in Unit 8 discussion assignment that in

today’s highly competitive business landscape, customer retention and loyalty have become

critical factors for sustainable success. When customer loyalty supports customer retention the

company's revenue rises, overall, a company's profit increases because of higher client retention

since they can engage with customers in a scalable manner. Customer satisfaction, efficiency,

and profits all improve because of CRM (Kupla, 2017).

 Conclusion

Above all I have learnt from you how to be patient, humble, and courageous in every aspect of

life. You were a mentor and our instructor. There are so many I wanted to drop out of the course

but your due care in giving your feedback on assignment help me improve and have more zeal to
do more. Despite the challenges I am facing with light and the Internet connection you still give

me time to submit my work. That act of care makes me to succeed in this course.

Reference

1. Kulpa, J. (2017, October 24). Why Is Customer Relationship Management So

Important? https://www.forbes.com/sites/forbesagencycouncil/2017/10/24/why-is-

customerrelationshipmanagement-so-important/#13e2de897dac