Reference no: EM132409244
In this assessment students are required to submit a written assignment and deliver an oral presentation relating to Integrated Marketing Communications. Students will apply skills and knowledge to propose an IMC campaign plan.
Each group of two students, is to select an Australian small to medium sized organisation. This may be an employer or family business and should be a business with which you are familiar. Your lecturer can provide access to businesses.
Your task is to proposean IMC plan for the business, excludingtelevision as a media class.
IN THE WRITTEN REPORT YOU SHOULD:
1. Construct an overview of your selected company and identify your target audience for the IMC campaign:A brief summary of the business should be detailed. Target audience should be profiledas summarised in Session 1.1, material on Moodle and drawing on your previous market segmentation/ targeting knowledge.
2. Develop objectives and budget for your IMC campaign applying the theory of the unit: Session 3.2
3. Select at least four (4) IMC elementsor three (3) elements including two (2) media classes(as summarised in Session 1.1 and Figure 1.3 of the text)excluding television for inclusion in your campaign. Outline the rationale supporting your selection with respect to recent IMC trends(session 3.2).
4. Determine an appropriate creative strategy consistent with IMC theory (Session 4.1)
5. Produce a creativeintegrated marketing communications campaign (minimum four elements or three elements including two media classes)in the following formats:
Advertising - Newspaper/Magazine:mock up(Session 5.2)
Advertising - Out of Home: mock up(Session 5.2)
Advertising - Radio: script including identification of sound effects(Session 6.1)
Direct Marketing:mock-up supported by overview of campaign(Session 2.1)
Digital and Social Media: storyboard if video (or actual video); mock up if static(Session 5.1)
Marketing Public Relations: full press/product release or newsletter(not included in word count)(Session 3.1)
Personal Selling: mock-up ofjob advertisement for sales representatives including selection criteria (Session 2.2)or job descriptionif part of a customer service role
Point of Purchase: mock-up supported by overview of campaign(Session 5.2)
Sales Promotion: mock-up supported by overview of campaign(Session 2.2)
Sponsorship: full overview of campaign(Session 3.1)and mock-up of signage (where relevant)
Examples of above formats available from page 6.
Be creative! Use your imagination!
6. Develop anIMCschedule: in correct formatincluding the element, vehicle (if advertising), timing and cost. This schedule shouldequate to the budgetdetailed above in (2). Please consult your Lecturer for costs of IMC elements not discussed within the unit i.e. personal selling.Example of correctly formattedIMC scheduleisavailable on page 8.
7. Detail each student's contribution to the assessment: This requires an agreed identification by area of each member's input. Individual assignments will automatically receive a zero grade against this criteria. (This is not included in the word count or oral presentation).
This will demonstrate your ability to apply the important concepts, processes and models in this unitto development of integrated marketing communications plans and campaigns.
Content should display logic and cite examples and theories.
You must include:
• Research using at least 2 academic journal articles
• Carefully select appropriate theories and concepts
• Construct an in-depth and analytical discussion
• Use evidence and examples to support your work
• Write in a clear and logical manner.
• Cite all references using the Harvard referencing system
• Prepare and format a reference list.
Your REPORT should be in proper format and will be assessed on the following criteria:
• Quality of analysis applying the theoretical concepts of the course.
• Creativity and innovation demonstrated in presenting information.