Reference no: EM132867306 , Length: word count:3000

MAR5007-B Integrated Marketing Communication - University of Bradford

TASK BRIEF
Using the SOSTAC planning framework (Smith, 2003), write an integrated marketing communications campaign based on launching a new product or service (this does not need to be a real product or service) for a company of your choice (this must be a real company) based in a country of your choice.

1. SITUATION ANALYSIS
Market trends, current marketing communications strategy and performance, PEST factors, etc. Must be driven from the consumer behaviour (high/ low involvement).

2. MARKETING OBJECTIVES
SMART objectives, AIDA model ATR etc.

3. STRATEGY
Appropriate for the IMC challenge. STP (segmentation, target, positioning)? IMC evidence. Expect Fill's 3Ps (push/pull/profile).

4. TACTICS -COMMUNICATION PLAN
Objectives, promotional tool selection, media selection, timings, creative positioning and message. Creative strategy (IMC) - brief, feasibility and originality of creative concepts.

5. ACTION
Implementation, project management, Critical Path, Gantt Chart etc. Full costing required of solutions.

6. CONTROL
Identification of resources and budget/project control including marketing research and its objectives.

7. PROJECT MANAGEMENT
Structure, written expression, accuracy of referencing, reading, application of theory and relevant frameworks, recommendations well justified, presentation and assignment length.
Please Note:
a) You will receive formative feedback in tutorials.
b) The appendices must not exceed 15 pages.
c) Once your assignment has been marked, you will receive written feedback.
d) The assignment will require knowledge of the module material.
e) Please note that the 3,000-word limit does not include the following:
* Title page
* Table of Contents
* Executive Summary
* List of references and/or bibliography
* Appendices
* Any tables, graphs, charts, or diagrams

Attachment:- Integrated Marketing Communication.rar