[go: up one dir, main page]
Scribd
Upload
1K views1 page

Group IMC Assignment

This document provides instructions for a group assignment to develop an integrated marketing communication (IMC) plan. Students will be assigned to groups of up to 3 members to create an IMC plan for a well-known global brand. The 4,000-word report is due in Week 12 and must include a situation analysis, campaign theme and messages, budget allocation, execution schedule, and evaluation approaches. Samples of promotional materials can gain additional marks. Secondary research only is permitted; direct contact with the business is prohibited. Late submissions will be penalized 10% per day.

Uploaded by

AmirahAisyah
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
1K views1 page

Group IMC Assignment

This document provides instructions for a group assignment to develop an integrated marketing communication (IMC) plan. Students will be assigned to groups of up to 3 members to create an IMC plan for a well-known global brand. The 4,000-word report is due in Week 12 and must include a situation analysis, campaign theme and messages, budget allocation, execution schedule, and evaluation approaches. Samples of promotional materials can gain additional marks. Secondary research only is permitted; direct contact with the business is prohibited. Late submissions will be penalized 10% per day.

Uploaded by

AmirahAisyah
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 1

Group Assignments – IMC Plan

Length: 4,000 words | Due Date: Week 12 | 5 References APA format

Write-up report: About 4000 words in length, 12 point font, double-spaced [references and
appendices excluded].

You are required to prepare an integrated marketing communication campaign (IMC plan) for
a brand utilising various media to deal with specific communication challenges facing by the
brand owner. You are only to use secondary research and are not to contact the business directly
to involve them in this process. Thus, you utilise your existing knowledge of the business and
its activities to develop the IMC Plan.
The plan must include a careful examination of its market, competitive position and its
marketing strategy with an analysis of its strengths and weakness. [Choose one of your group
member individual assignment]

Based on a thorough situation analysis, the plan will identify marketing communication (or
promotional) opportunities, include a statement of measurable objectives, as well as creative
message strategies and execution. Budgets, measurement and quality control procedures should
also be recommended.

This means the groups will:


1. Research and produce the situation analysis for the brand/product or service,
2. Pitch a campaign theme and develop creative message to the target market,
3. Allocate marketing communication budget between functional areas based on the
marketing objectives – Acquisition vs. Retention
4. Recommend the execution schedule, evaluation approaches for the integrated
marketing communication campaign.
5. Sample of advertising & promotional tools and mock up [video, flyers, brochures, etc.]
will definitely gain more marks.

WARNING! Do not submit an IMC Plan that currently exists on Internet!


The task is for you to develop an IMC Plan that incorporates theoretical concepts to a practical
situation. Be creative, but ensure your IMC Plan can be implemented to your identified target
market. You will be fully briefed in class about the content and format of the assignment.

You will be required to work in a group consisting of maximum 3 members and you are free
to choose the composition of your group (to be formed in Week 2).
Each group will need to choose a well-known global brand as their topic.

The report is due on (week 12) – to be handed in at the start of the Week 12 class and submitted
via Unikl VLE, accompanied by a signed Assignment Cover Sheet.

Late Submission
Late submission will incur a penalty of 10% of the percentage weight of the assessment
component or part thereof per day (including weekends) after the due date, and will not be
accepted after 5 working days. An assignment is considered late if either the paper copy or the
electronic copy has not been submitted on time. Extensions will only be granted on medical or
compassionate grounds under extreme circumstances, and will not be granted because of work
and other commitments. Requests for extensions must be made to the lecturer prior to the due
date. Medical certificates or other evidence of extreme misfortune must be submitted and must
contain information that justifies the extension sought.

You might also like