Proposal for an Integrated Marketing Communications Strategy

Details of the Assessment – Proposal for an Integrated Marketing Communications Strategy You will assume the role of the Marketing Manager of a newly designed product and your job is to create an integrated marketing communications strategy for the product. This individual assignment requires you to conduct an in-depth analysis and provide a proposal and justification for an integrated marketing communications campaign. You should focus on theories and discussions we have explored in this module Your task is to: Find a new product in Indiegogo or Kickstarter, or a similar. • Do research on the product, sector, and environment. • Make evidenced and theory-based recommendations on all variables that you consider key to the construction of an integrated marketing campaign • Examples may include (but not restricted to) its name, branding, segmentation, targeting, the marketing communication mix, • The assignment takes the format of a report. For this assessment your analysis should therefore include: • An executive summary that sets the scene and informs the reader of the scope of your analysis. • An analysis of the contextual situation (including segmentation and targeting, positioning, value proposition, marketing mix etc.) and broader marketing objectives of the campaign. • An analysis and proposal of your suggested marketing campaign. You need to provide concise but in-depth evaluations of aspects like: the promotional objectives, tactics, promotional tools/vehicles used, message appeals and tactics etc. You may cite some of the competitors’ strategies for comparison as part of your fully referenced critical analysis. • Your campaign proposal needs to provide some analysis of the level of integration that you hope to achieve through the campaign. Consider all the dimensions of ‘integration’ as discussed in class and journal articles and justify your claims. Assessment outcomes • Your essay must demonstrate an understanding of the role of integrated marketing communications including: o communication objectives, o tactics, o appeals, o promotional mixes used etc. in supporting the broader marketing strategy. Suggested Format • Title (Clear and concise) • Executive Summary • Introduction and analysis of the contextual situation • Selection of and introduction to the company • A critical analysis and justification of the proposed marketing campaign, promotional activities and communication process and their contribution to marketing strategy • A justification and analysis of the level of integration of the elements of your campaign • Conclusions and recommendations for the future of the company Some Tips • If in some instances you find that the case company lacks some relevant information, you may need to make assumptions. In such cases you need to explain the assumptions made and justify why such an assumption is made, using some evidence to back up your claims. • Please note that an analysis should not be merely an expression of personal opinions. Any ‘opinions’ expressed must be well-informed analyses that are justified using evidence from the case as well as other sources of information. You need to show that you have read widely and present well thought out discussions for you to get a high grade. This means that you must read widely and reference other resources such as marketing reports, empirical studies, any other cases you may have access to etc. • Throughout the discussion you must therefore not just describe the elements of a marketing communications plan; you must be analytical; evaluate the information and justify your claims/recommendations. • You must use appropriate theories to support your discussion and critical evaluation.                                                                                                                                                                                    

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