Assignment - marketing communication

Below is your assignment for this subject. Please read the brief and instructions thoroughly.

o Write a report with content which can potentially later be used in an Integrated Marketing Communication program.

Identify a specific marketing communication need or issue for a new product / an existing product / a corporate identity. Choose a product / identity in your own organisation or in an organisation you know well (in your local or regional area). Then work out how to fulfill the need or resolve the issue using marketing communication concepts.

In your report make sure to:

- Evaluate of the current market situation;

- Identify objectives of this communication program;

- Develop an Integrated Marketing Communication program using at least two of the tools (e.g. advertising, direct marketing, digital marketing, sales promotion, PR, personal selling)

- A tentative budget and justification for the cost for your proposed campaign.

- Explain how you will monitor, evaluate and control the IMC program.

- This assessment is an individual assessment (ie this is not a group assessment). Please ensure you avoid collusion and other practices which compromise individual assessment work. (Refer to the Academic Integrity Policy available on AIB website)