Reference no: EM133156395

MKT310 Integrated Marketing Communications - Charles Sturt University

Company - starbucks

Learning outcome 1: be able to evaluate the role of marketing communications in the overall marketing strategy.

Learning outcome 2: be able to identify and evaluate communication tools and make recommendations for their use in integrated marketing communication strategies.

Learning outcome 3: be able to analyse and apply theoretical concepts underlying integrated marketing communications programs.

Learning outcome 4: be able to examine and appraise the impact of contemporary societal and market trends underlying integrated marketing communications strategies.

Learning outcome 5: be able to communicate clearly and effectively in oral and written work.

Assessment - Integrated Marketing Communications Report

TASK

Your task is to write a 12-month integrated marketing communication plan (IMC) - in report format - to promote your organisation/brand (same as previous three assessments). The plan needs to contain background information, market information, a brief overview of your creative strategy, the media strategy, the proposed budget and conclusions and recommendations.

This is an academic report that follows a specific format as outlined below. Within your report, you must support your ideas with relevant theory from the textbook and current/credible academic sources (use the references from A2 + additional research). That is, your analysis/ arguments must be supported with academic references.

Each section of the plan needs to include relevant definitions and descriptions of the key theoretical points. You need to apply the theory to each element of the IMC plan in order to justify the choices you have made in compiling the plan. This will require you to research contemporary societal and market trends that may form the basis of your IMC strategy.

You will also need to include details of both the primary as well as any secondary market/ industry data. Creative and media strategies must be supported by a rationale based on theory. Conclusion and recommendations sections should not contain theory, but be an overview of your plan.

The report needs to contain the following information:
Executive Summary (not part of word count)
Present a detailed overview of the communication strategy stating purpose, methodology used, findings and recommendations. Dot points should be used for findings and recommendations. This is NOT an Introduction.
Background of market and brand (~800 words) Provide a brief overview of:
The organization (no more than ½ page)
Marketing objectives (what you want your campaign to achieve)
Describe and explain your target market (there can be more than one target segment)
Creative Strategy (~500 words)
A brief overview indicating which type of creative strategy you will use (e.g. unique selling proposition, emotional, pre-emptive) for your target market (images, mock ups etc.).
Media strategy (~650 words)
Strategic promotion tools mix (i.e. advertising, sales promotion, PR, personal selling, direct marketing)
Type of media (i.e. Broadcast, print, interactive, out-of-home) Type of schedule (i.e. Continuous, flighting, pulsing) Flowchart (an overview of your plan)
Reach goal (how many - just an educated estimate given the media choice) Frequency goal (how often)
Timing goal (when)
Media budget (~250 words)
There is no set budget for this task and you do not need to research costings for your campaign. However, it is important to understand and for you to demonstrate your understanding of the importance of budgeting.
Define, describe and evaluate budget in this section and link to your marketing objectives stated above. Include a discussion on which budgeting method is used and why.
Conclusion and Recommendations (~500 words)
This section sums up your whole plan. The key aspects of your IMC plan should be reiterated here. Be certain that your recommendations are relevant and realistic.

Attachment:- Integrated Marketing Communications.rar