The following marking guidelines will apply:

Integrated Marketing Communications Campaign

Order Description

INDIVIDUAL Assignment: Integrated Marketing Communications Campaign

Report: 2,500 words maximum [100% weighting]

The Brief
Please select a brand (product or service) which has a market presence in the UK and which you feel would benefit from a new approach to marketing communications.

Your aim is to develop an integrated marketing communications campaign which can be rolled out in 2016.

• Please use the marketing communications plan format to develop your
campaign (see notes from Lecture 2).

• As part of the context analysis you should evaluate the current communication mix for the brand – is it effective? If not, why?

• You should use at least two different communication tools in the
strategy and provide clear rationale and justification for your selection.

You should draw upon academic sources HERE to support your rationale

• Design a creative theme which will be implemented
across the tools. The creative element can be adapted for each tool but
the overall theme must remain.

Format of the Assignment

Written Report:
Reports should be a maximum of 2,500 words in length (excluding appendices and references but including contents page etc).
Please reference all sources using Harvard Referencing. This applies to both academic sources such as text books and factual sources such as Business Source Premier, Key Note or The Financial Times. Supporting material such as diagrams, visuals etc should go in the appendices

The following marking guidelines will apply:

REPORT 100% weighting
Context Analysis
including evaluation of current communication mix 20%

Objectives 10%
Strategy 10%
Communications Mix
Creative theme
Scheduling, resources
40%
Evaluation & Feedback 5%
Presentation of Written Report 5%

Assignments should be a maximum of 2,500words in length

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