Reference no: EM132805948 , Length: word count:3500

Summative Assessment

MARKETING COMMUNICATIONS

Assessment Brief - Integrated Marketing Communications Plan 3500 Words.

Specifically, the coursework assignment is designed to overtake the following elements of the syllabus:

1. An analysis of the relevant internal and external stakeholder groups who are the target for communications by the organisation which is the subject of the report

2. The identification and analysis of the importance of a range of environmental factors which will impact on the communication process for the situation being discussed

3. A review of brand image and personality and how this can best be supported through an integrated marketing communications campaign

4. The design and development of a marketing communications plan

The range of APPLIED KNOWLEDGE AND SKILLS involved will include:

Thinking critically, synthesising and integrating knowledge and information, making assumptions, conducting and evaluating business research using a range of ICT applications, problem solving, assessing and evaluating options, applying knowledge to a range of situations, making judgements, working ethically, reflecting on experience, and managing time, motivation, initiative and enterprise.

The Brief

Individually, you will submit your own Marketing Communications Plan in report format (3,500 words, excluding any Appendices) based on the research you undertake.

It is important that you choose an organization, which is suitable in order that you demonstrate a knowledge of the subject area and one that is relevant to your chosen academic pathway. There are two options for you.

1. Choose an organisation from those listed in Appendix A.
2. Choose an organisation that you are connected to now which has historically spent £10K to £20K on marketing activities.

Important: you should know that this is not a marketing plan - it is a marketing communication plan. It is not about the application of the 4p's or the 7p's it is about how the organization will go about communicating with the target market(s) using the tools of the marketing mix - sales promotion, direct marketing, public relations, personal selling and advertising.

The material that you present should be an up-to-date and objective analysis of the range of issues which the organisation will need to focus on. Take account of any recent changing conditions that may have affected the product / service / sector.

Based on the research you have completed (including both theoretical and practical approaches), you are required to produce a Marketing Communications Plan which will allow the individual / company / organisation to address its marketing priorities.

Your UK-based Marketing Communications Plan MUST include the following elements:

A Brief Background to the Organisation / Product / Service / Event etc.

Recent history, performance, competition, customers, product portfolio and stakeholder analysis etc. which should clearly explain why you are doing what you propose to do.

The Objectives of the IMC
Business goals in a general sense e.g. relationship marketing, OR building awareness OR influencing public perception OR increasing sales out of season OR a wide range of other possibilities. SMART Objectives should be quantified.

Segmentation, Targeting and Positioning
An appreciation of the reasons why this is important along with an explanation of your conclusions and rationale for your IMC.

Marketing Communications Mix
Take note of the marks available here. Show in outline how the mission, objectives and targets will be achieved. Outline the range of financial and other resources available and who will participate in the creation of the campaign. Ensure that there is a consistent link between the target market, the message and the media chosen. The central medssage of the campaign should be clear and take account of the objectives of the plan and the target markets. Different elements of the marketing communications plan should be explained and justified. How will integration in the campaign be achieved to ensure consistency, build and clarity.

Budget
Overview of all anticipated costs (based on factual charges as far as possible) and including the creative costs, any licensing or fees that can be anticipated, as well as promotional media charges.

Metrics & Measurements
How will the success of the elements of the campaign be measured, and with what frequency? What data will be used? How will it be accessed, collected and analysed?

Timescales
Develop a plan showing the timeframes for the planning, development, delivery and review of the MarCom campaign which you have developed. You could use a GANTT chart or a media schedule for this, and prepare it using MS Excel or project management software.

Scenario - Wine & Cider Cairn o' Mohr, Scottish Fruit

Attachment:- Marketing Communications - Summative Assessment.rar