Strategic Integrated Marketing Communications

Critical Evaluation of Current Integrated Marketing Communications Practice

Learning Outcomes Assessed

LEARNING OUTCOMES

Upon successful completion of this module, students will have:

Knowledge

K1 Critically appraised the concept of ‘integrated marketing communications' and how this relates to other areas of marketing and business management

K2 Critically evaluated the key elements of the marketing communications mix

K3 Made appropriate recommendations on the use of integrated marketing communications concepts and practices

Skills

S1 Demonstrated the ability to apply the theories, concepts and techniques of marketing communications management

Task

You are required to submit a professional report/plan that demonstrates your ability to meet the learning outcomes of the module.

PART ONE:

You are required to:

• Critically appraise the concept of "integrated marketing communications" and how this relates to other areas of marketing and business management

Using credible academic and practitioner sources to inform your work produce a short (approximately 800 words) literature review in which you appraise the IMC concept and the role it performs.

PART TWO:

• Select a brand from those listed and critically evaluate the key elements of the marketing communications mix

? Razor Asia Pacific (leading gaming hardware, software and systems)

? TheSoup Spoon (soup & food restaurant services in Singapore)

? Kinderland (Activity-Based & Bilingual Children Education in Singapore)

? Dian Xiao Er (Chinese restaurant chain in Singapore)

? ToTT Stores (culinary destination - a gastronomic adventure in Singapore)

? Camel Nuts (packaged nuts & snacks in Singapore)

Thoroughly research the communications activities of your chosen brand, using a variety of recent, credible sources.

If you wish, you may narrow the focus of your investigation to consider a specific marketing communications' campaign undertaken by the brand you choose from the list above in Singapore or another approved country or global market perspective.

However, written prior approval from your local lecturer/tutor is required.

• Make recommendations for an integrated marketing communications plan

Building on your evaluation and using the SOSTAC model (addressed during the lectures & workshops) recommend an integrated marketing
communications' plan and campaign for your chosen brand wishing to target a new, clearly defined, market/market segment.