Reference no: EM133125659

MKT310 Integrated Marketing Communications - Charles Sturt University

Assessment - Auditing the current campaign

TASK

This assessment requires you to analyse the organisation you have selected/or been assigned and to write an essay addressing the 6 elements of the IMC planning process.

These elements are discussed in Chapter 2 and 5 from Ouwersloot & Duncan (2008), which are:

Step 1: Identify target audiences
Step 2: Analyse SWOT
Step 3: Determine Marketing Communication objectives
Step 4: Develop strategies and tactics
Step 5: Set the budget
Step 6: Evaluate effectiveness

Using this information, you need to analyse what the organisation is doing NOW, and consider the following, addressing each element under a separate sub-heading:

1. Identify all target audiences for your organization

It is critical that marketers identify all relevant audiences, not just one end user audience. Other stakeholders in the value chain are responsible for delivering their product or service in order to get the final product to the end consumer.

2. Define SWOT. Apply the framework to your organisation You only need a maximum of 5 points per category.

A SWOT analysis identifies internal and external factors.

3. Identify (what appear to hel the marketingcommunication ohiertives for this campaign

What are they trying to do/achieve? Comment on the appropriateness and effectiveness of their objectives.

4. Identify the strategy of the campaign.

IMC Planning involves Strategies and Tactics.
• What channel/media did they use? Was it appropriate? Why/why not?
• What messaging did they use? Was it appropriate? Why/why not?
• What tactics were used? Were they appropriate? Why/why not?

5. cromment on their budget

6. finally. critically evaluate the IMC campaign. Essentially. is the camnaign working? do you think the nrganisatittawas surepcshil in the campaign, Why/why not',

LEARNING OUTCOMES

This assessment task will assess the following learning outcome/s:
• be able to evaluate the role of marketing communications in the overall marketing strategy.
• be able to identify and evaluate communication tools and make recommendations for their use in integrated marketing communication strategies.
• be able to analyse and apply theoretical concepts underlying integrated marketing communications programs.
• be able to communicate clearly and effectively in oral and written work.
• Be able to analyse and apply theoretical concepts underlying integrated marketing communications programs;
• Be able to demonstrate understanding and identify how an IMC plan is used in industry
• Evaluate and apply the six steps of the IMC Plan