Integrated Marketing Communications-How Brands are Built

How Brands are built

Part I. Proposal: General Motors Company


General Motors (GM) is an international automotive company located in Michigan, in the United States of America. The growth of General Motors throughout the 19th century was spurred by the numerous buyouts of Oldsmobile, Cadillac and Pontiac among other firms. The scope of General Motors extends up to 157 countries worldwide with a work force totaling up to about 200, 000  in number(General Motors Company, 2012). Currently, it is the world’s largest automaker in terms of the number of units sold. The Company has its listings on the New York Stock Exchange (NYSE), where it is listed as (NYSE: GM), and on the Toronto Stock Exchange (TSX), where it is listed as (TSX: GMM). Apart from operations in America, General Motors also has joint ventures with Chinese firms (General Motors Company, 2012).


Brand identity and relationships

General Motors posses a very strong brand image and a similarly strong brand identity. GMs brand identity before the 2007 restructuring was not focused on competing with other rival technological advancements. The new identity, however, focused on bringing out newer models that are more eco-friendly such as the Chevrolet Cruze. In terms of brand relationship, General Motors have stuck to their logo and marketing images for close to a century (General Motors Company, 2012). This standard has been duplicated worldwide in all its branches. Therefore, GM has maintained a good brand relationship with its customers. The very existence of the same logo since 1908 evokes particular emotions among car owners and potential buyers (General Motors Company, 2012).

Sustaining IT Value for the Organization

Leadership Principles

Principle No. 1

Set the azimuth for the organization. Continuously communicate the company’s mission, vision and values. The leader is expected to remind the employees the company’s core objective so that they can be motivated to counter the competition in the environment. IT is constantly improving and innovation is widely being experienced in the competitive environment so to stay ahead of the game, the leader is supposed to relate the company’s goals and ensure that the IT technology developed is bent towards the goals and company values (Tapscott & Caston,1993).

Principle No. 2

Listen to your teammates. Never pass up an opportunity to keep your mouth shut. Leaders in the organization should encourage dialogue through horizontal and vertical information so that they can evaluate IT suggestions effectively. Feedback concerning the realized impact of the technology to the organization is necessary to develop strategies to either improve it or maintain its current form. The leader should not impose strategies, measure on the workforce, and disregard their opinions. Teamwork increases the output because of less tension and conflicts.


IT Leadership philosophy

IT leadership needs objective assessment of the entire IT portfolios of the company. This is important because it allows for effective project planning with reduced costs and risks. The leader is able to pre-determine the best way forward in the company to improve it and counter losses. According to Van (2001), a leader must also evaluate the amount of money spent on IT to control the type of IT investments and ensure that they are aligned to the company’s long-term goals. Making the most appropriate choice concerning the options of IT investments provides a condition of reliability and compatibility of the technology and the business activities of the company. Finally, the leader should accurate in planning and taking action on the proposed IT projects.

operational management

Operational Management

Question one

Operations management is important to CDS because since the company is expanding, there is need to meet the requirements of their new clients and suppliers. Given by their extensive collaborations and partnerships, CDS uses effective operations management to improve these relationships. Operations management also ensures efficient and timely production of goods and services to their customers through production schedules. Owing to their innovative ideas in creation and delivery of new products, operations management has enabled the company to get higher revenue than before. The overall organizational performance of CDS has given it a distinguished place in the market.


I would advice the management team to list down everything that they would like to improve in the business and start working on them. I would advice them to set clear standards of the business so that they are able to determine the efficiency and effectiveness of their strategies. One way of doing this is through analyzing the effect of their advertising. This will enable them to know if they are on the right track in term of attracting and retaining customers. In addition, the amount of revenue the business is getting should also be reviewed in order for them to know if they are meeting the business targets and objectives.

The business management should also make sure that their employees are made to feel like part of the team. These employees need to know and understand how their presence and output affects the business in general. This relationship is very important for steady growth and development of the business as it avoids expensive attrition. The relationship can be improved through activities like company retreats where the employees get to bond with their bosses, which will ease tension is any. Sports activities within the company will also improve their relations. These activities can be organized in that each department plays against the other.


Education and its Implications

Discussion 1

The imparting of skills and knowledge to the next generation and the education process in both informal and formal settings has been bound with Homo sapiens emerging over a long time, including the last two and three hundred years. However, the formal way of schooling I still young compared to the informal method of imparting knowledge to learners. The world is in constant progress and development (Leonard, 2009). The education sector has not been left out and has been subject to change. Much of the progressing world has converged on a largely secular thrusting pre-collegiate form of education.


On a different field of study involves studies that would be conceptualized as teaching students what to think rather than how. Consequently, debates ensued on which of the two methods of study were better suited for learning. Therefore, a six-year long study was conducted to establish what kinds of choices the psychology students would be making and how these choices were in relation with their academic form (Colvin, 2003). With regard to evaluations performed on the students, the new methods teaching students how to think presented with significant distinction to the other method of teaching- teaching students what to think.

More often, students were noted to associate the development of understanding and studying skills with activating instruction. There was a relationship between the number of courses taken was found to have major impact on how the student performed in the final assessment test as well as thesis writing. When the experiment study was concluded and an analysis conducted, it was established that those who participated in the study emphasizing how to think were poor performers in the first three years of the course practice (Colvin, 2003). However, they managed to surpass their counterparts. They were also declared more successful even in the long period.

Communication Skills

Communication skills

            Communication skills are very vital for healthcare providers. In their practice, mangers in health provision centers deal with both professionals and nonprofessionals who may include patients and family of patients. Others encountered may be financiers to the health centers. These communication skills involve both verbal and nonverbal skills. Verbal skills involve the ability to express oneself in a language clearly understood by the audience while non-verbal skills is the ability to pass on a message without the use of words. This may be through body language, facial expressions and gestures. In their interaction with their fellow health providers, managers must have the ability to motivate the doctors and nurses to dedicate themselves to the work that they do as patients lives depend on the attitude of the health providers. These skills will enable the colleagues and workers under the particular manager to learn from each and create a learning environment for them.

Some of the ethical issues solved by good communication skills are that by motivation of the employers they will be able to provide the best kind of services to the patients hence leading to mare saved lives, which will fill the ethical obligation of the employees and the manager. Communication leads to prevention of risky medical errors that occur when information fails to be passed to co-workers or due to miscommunication between employees having a disagreement. Such miscommunications could easily turn into a disaster for the patients. Financial implications that could arise from lack of proper communication by the manager could be withdrawal of financiers if they management does not put effort in their search of funds. Yet another financial problem would be the hospitals going into debt due to accrued hospital bills affecting its ability to deliver quality services. Legal implications would include the hospital being sued for negligence if a medical error occurs due to miscommunication.