Address strategic marketing challenges

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Reference no: EM133826571 , Length: word count:1500

Integrated Marketing Communications

This document provides you with information relevant to the successful completion of this unit, including learning outcomes, a schedule of lecture topics, prescribed texts and recommended readings, assessment tasks and policies, examinations and learning support facilities, and how your classes will be conducted.

Learning Outcome 1: Acquire and demonstrate knowledge of the integrated marketing communications (IMC), including relevant theoretical frameworks, concepts, processes, practices and industry standards in local and international context.

Learning Outcome 2. Exhibit the capacity to research, identify and critically analyse various theoretical IMC issues, practical applications, possible outcomes and relevant strategic solutions.

Learning Outcome 3. Critically evaluate the media plan in relation to an organisation's target market(s) and associated costs to address strategic marketing challenges.

Learning Outcome 4. Cultivate team building and communication skills and abilities to work within culturally and professionally diversified teams, effectively manage projects and available resources, successfully allocate tasks, deliver on time, and competently lead teams; identify critical issues and create a contingency plan.

Learning Outcome 5. Develop IMC specific information searching and critical thinking approaches, apply theoretical knowledge and practical skills to solve problems, and develop effective and ethically appropriate marketing communication strategies for brands and their target markets.

Assessment

Purpose, description and topics covered

Company: Rebel
Challenge: Develop a comprehensive segmentation, targeting, and positioning strategy for Rebel.
Assignment details:
Segmentation:
Identify and analyze relevant segmentation bases.
Segment the market: Divide the target market into distinct customer groups based on the chosen bases and research findings. Describe each segment in detail, including their characteristics, needs, and purchasing behaviors. Get Expert Writing Service Now!
Targeting:
Evaluate the attractiveness and accessibility of each segment: Consider segment size, growth potential, profitability, and alignment with company resources and overall objectives.
Select target segments: Justify your selection based on the evaluation in the previous step.
Develop a detailed profile of each target segment: This should include demographics, psychographics, media consumption habits, and any other relevant information for effective marketing communication.
Positioning:
Identify key competitors in the chosen segments: Analyze their strengths, weaknesses, and current positioning strategies.
Craft a positioning statement.
Marketing mix recommendations:
Develop specific marketing mix (price, product, place, promotion) recommendations.
Implementation plan:
Outline a concrete action plan for implementing the chosen segmentation, targeting, and positioning strategy.

Reference no: EM133826571

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