You are seeking a job at leading research group MBA:Foresights.

They have asked you to demonstrate your skills and abilities in marketing by looking at the main issues firms need to take into account when building their brand(s) and also crafting their marketing communications strategies. They want to see how you can find leading-edge academic thinking on the subjects and how you can, from this research, craft clear and logical proposals for how firms can build branding strategies and communications strategies.

Specifically, they would like to have guidance from you on:

1. How they should approach drafting a well-integrated marketing communications plan using both top-down and bottom-up approaches.

2. Why getting customers engaged with a firms brands in a media channel saturated world of hyper-connectivity, and complexity will help them to grow their business.

you are provided with four core readings from which you can develop your thoughts and thinking. they are attached – PLEASE USE THEM!!! it’s quite a lot to read…