Marketing Communications Plan - Individual Assignment

Your task is the following:

Work for this assignment must be conducted individually and its preparation and planning must commence early. Each student needs to identify a real organization and product to promote. You must then prepare a Marketing Communications Plan for that organization. Students must advise me the choice of selected organization and its product to promote no later that week 4.

Depending on the company you choose, you may have access to extensive information such as the company's marketing strategy through the company website and, possibly, annual reports and accounts. You may need to make assumptions, but these should be based on full and sensible analysis of existing material such as advertising campaigns, case studies, journal articles and other media coverage.

You must demonstrate a high level of analytical skills and sound interpretation to justify your suggestions. You are expected to research widely to obtain information, however you must not "cold call" organizations indiscriminately. It is best to make full use of secondary information that is available to the public either via the company's website or PR department or databases. If you have personal contacts in companies you may use them. Students who do not have any business contacts will not be disadvantaged. Use of secondary data is quite adequate to gain an excellent grade for this project. Most marks will be allocated for good analytical skills, sound decisions and appropriate recommendations.

1.0 Introduction - MKT/COMM
2.0 Company Background
3.0 IMC Objectives

4.0 Market Segmentation

4.1 Demographic
4.2 Geographic
4.3 Psychographic
4.4 Behavioral

5.0Targeting Strategy

6.0 Positioning Strategy

7.0 Creative Strategy

8.0 Media Strategy
8.1 Media Planning
8.2 Traditional Media
8.3 Internet
8.4 Digital
8.5 Media Scheduling

9.0Budget
10. Evaluation & Control
11. Conclusion
12. References

Presentation, Grammar, Spelling and Referencing