Reference no: EM133826572 , 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

Assignment: Persuasion and the Communications Process in Marketing Objective: The objective of this assignment is to explore the role of persuasion in the marketing communications process. Students will analyze how persuasive techniques are employed to influence consumer behavior and contribute to the success of marketing campaigns.
Instructions:
Introduction to Persuasion in Marketing: Start by providing a clear definition of persuasion in the context of marketing. Explain why persuasion is a crucial element in the communications process. Identify key objectives that marketers aim to achieve through persuasive communication. Get Expert Writing Service Now!
Selecting a Marketing Campaign: Decide between ‘Dumb ways to die' Metro safety and the Coke Zero campaign. Briefly introduce the campaign and provide a rationale for your selection.
Analysis of Persuasive Techniques: Analyze the persuasive techniques employed in the selected marketing campaign. Identify and discuss elements such as emotional appeal, credibility, social proof, and scarcity. Use specific examples from the campaign to illustrate how these techniques are implemented.
Target Audience Understanding: Explore how the marketing campaign demonstrates an understanding of its target audience. Discuss how the persuasive elements align with the needs, values, and preferences of the target demographic.
Channels of Communication: Examine the various communication channels used in the campaign (e.g., social media, traditional advertising, influencer marketing). Discuss how the choice of channels contributes to the effectiveness of the persuasive message.
Evaluation of Campaign Success: Evaluate the success of the marketing campaign in achieving its objectives. Consider metrics such as brand awareness, consumer engagement, and sales impact. Discuss any challenges faced by the campaign and propose improvements if applicable.