Write a critical evaluation of your learning outcome. In your response, consider:
- Consider the content of this class as they relate to information management/IT and managerial decision making.
- Based on the course content, discuss new skills you acquired from this class? How relevant are the new skills to your current and/or future profession?
- How would you apply your new knowledge?
trategic Communication Efforts – Patagonia’s strategic communications efforts aim at promoting a sense of outdoor exploration, adventure, and recreation while contributing toward a bigger movement to protect and preserve the wilderness and landscapes at risk of destruction or human-triggered interruption. Patagonia has ingrained environmental protection, land preservation, reuse, and fair trade into all their strategic communication efforts, which resonates with outdoor and environmentally conscious consumers; the target market of the Patagonia brand (Rayl, 2016). As a result of Patagonia’s strategic communication and social responsibility efforts, the brand has been perceived more so as an international movement, than just a brand that sells products (Moore, n.d.). Patagonia’s communications efforts tend to focus primarily on the environmental values and actions of the brand with limited advertisement for the tangible products that are sold (Ritson, 2018). Patagonia Product Marketing – Although Patagonia’s marketing tends to focus exclusively on environmental action with limited mention of products, the brand has developed campaigns that promote their goods, while still promoting sustainable action. During the 2011 Thanksgiving season, Patagonia launched advertising messages which encouraged consumers to reconsider their purchase of Patagonia’s products and identify whether their purchase is entirely necessary (Thangavelu, 2018). Patagonia’s ‘Don’t Buy This Jacket’ campaign recognized the impact of mass good production and encouraged consumers to be conscious of the products they are buying (Clarke, 2017). This effort displayed Patagonia’s larger brand goal of doing good and reducing the overall environmental impact the company has on the world. Consumers were receptive to the campaign because it displayed the brand’s dedication toward transparency and sustainability (Rayl, 2016). According to an interview with Alex Weller, European Marketing Director at Patagonia, “The real message of ‘Don’t Buy This Jacket’ – and it continues to be the real message of Patagonia in terms of consumption – is don’t buy this jacket if you don’t need it … And if you do need a jacket, make sure you buy something that is thoughtfully produced, is built to be repaired, has a clear purpose. So it’s not about encouraging people to not own things; it’s about changing people’s relationship with stuff, and being not just thoughtful consumers but thoughtful and careful owners of stuff” (Clarke, 2017). The success of Patagonia’s ‘Don’t Buy This Jacket’ campaign aligns with their genuine, transparent, do-good approach to marketing, which appeals to the environmentally conscious consumers that shop at Patagonia.>GET ANSWER