For this unit Refers to Student’s Book pages Writing headlines

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Cambridge English for the Media   Cambridge University Press 2009     
www.cambridge.org/elt/englishforthemedia
UNIT 8 Marketing Teacher’s Notes

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Setting up a marketing communication strategy
     
Before you begin … 
Check students’ understanding of 
Mission – Objectives – Strategies – Tactics
. 
Students discuss what they might mean, with examples, for 
Sparkle
 in its 
current situation. When you discuss students’ ideas with the class, point out 
that this MOST analysis (or variations of it) is a basic tool in planning marketing 
campaigns.
 Suggested answers
Sparkle
’s mission should be a long-term statement of why the company or product 
exists. This should not change during good or bad times. In the case of 
Sparkle
, 
its mission might be something like “To be the market leader in terms of market 
share and revenue in the international market for jewellery magazines”.
Sparkle
’s objective at the moment is to regain sales and market share, or simply to 
survive in the face of strong competition. It also wants to raise brand awareness. It 
will change its objectives depending on the situation it faces.
Its strategy at the moment, i.e. its plan to achieve its objectives, includes a 
relaunch of 
Sparkle
 and a redesigned communication strategy, including an 
advertising campaign.
Sparkle
’s tactics, to be discussed later in this section, are the actual steps involved 
in implementing its strategies. For example, how will the relaunch event be 
organised, how will it attract attention, how will its success be measured, etc.
  4  a 
Students discuss the questions in pairs and then feed back to the class. Ask for