Select an organisation or a brand, analyse its current Marketing Communications and Suggest a New Marketing Communication Strategy and Tactics.

Select an organisation or a brand, analyse its current Marketing Communications and Suggest a New Marketing Communication Strategy and Tactics.

Project description
Report structure:
1. Executive summary summarises key issues raised in the report. The Summary should
commence with a general description of the current communications organised by the firm. It
should also include the NEW key communication aim and subordinate communication
objectives. It is a summary of the key propositions for the campaign, as well as a summary of
how plans will be implemented. It should be presented in a separate page on its own and
should not be longer than 1 page long.
A table of contents should follow the executive summary.
2. Situation analysis. An examination of the current position and its offer. This analysis of
background information is the research that provides the basis for the objectives, strategy and
tactics. It refers to the analysis of the current communications of the selected firm. It could
include areas such as:
Companys analysis, Brand and product analysis
Customers analysis (target markets, target audiences)
Competitors analysis
You should focus on situational issues that are related to the communication strategy and
APPLY the theoretical concepts in a manner that you will provide input to the communication
strategy. Try to organise your thoughts in tables as much as possible.
Information in this section may derive from primary or secondary sources.
3. Objectives are goals or aims or end results that communicators should seek to achieve.
Marketing communications objectives typically refer to the goals that marketing
communications have in affecting the mind of the target audience. They should be Specific,
Measurable, Achievable, Realistic, Relevant, Targeted, and Timed. They should be presented
in a hierarchy:
Marketing Objectives
Communication objectives. Within these communication objectives, think of the
contribution of the various elements of the integrated marketing communications in
achieving them. You might want to think about subsets of Advertising objectives or Other
Communications Mix Elements objectives
Link the objectives with the suggested communicational tools in part 4.
4. Marketing Communications Strategy and Action Plan. Strategy provides the direction for all
those involved in the campaign to follow. It provides the framework within which they should
operate. It is a means by which it is intended to achieve the objectives stated. You should think
of the DETAILED decisions on each one of the suggested marketing communication tools.
The structure of this section per each component of the mix can be broken down to something
like this:
4.1 Advertising Strategy and tactics
4.2 Sales promotion strategy and tactics
4.3 PR strategy and tactics
4.4 Direct Marketing and tactics
4.5 xxx
You do not necessarily have to use all the marketing communications mix element. It very
much depends on the chosen product, the objectives of your campaign and the target
audiences.
You should state the objectives for each communication tool. Think how these objectives relate
to the overall communication objectives (see point 3). You should also analyse the suggested
tactics. The Tactics section of the planning process details the specific activities and events
that are going to be undertaken to address the objectives, so the action plan should be slotted.
Some areas that you should think about include:
The development and continuous monitoring of the campaign
Campaign flow (what are the functions to be performed)
Resource management (do we need internal or external resource?)
Briefing (what do we need from our internal/ external suppliers?)
You should also include a detailed Schedule of the marketing communications plan. Here a
comprehensive calendar describing when each one the activities for each component of the
communication mix should take place.
Make sure that you are thinking of the situation the company faces and the marketing
communications objectives as you are developing your suggestions.
5. Campaign evaluation. The campaigns need to be evaluated in terms of their efficiency – how
productive is the campaigns in terms of providing value for money and their effectiveness – how
productive is the campaign in terms of achieving what is supposed to be achieving.
6. Budget. In this section a break down of all costs need to be presented. This should be linked
with the method used to determine the promotional budget. Detail the cost associated with
specific activities.
7. References. Both on theory and on market data (i.e. media costs, trends in consumer
behaviour, academic references that support your encoding choices etc)
8. Appendices: This section should be used to present details or examples of all the issues
raised in the rest of the campaign plan.
Important information:
This is an INDIVIDUAL report. Reference should be made to relevant theories, concepts or
frameworks as well as to current Marketing Communications practices and examples, but only in
the way that they are applied and not as theories themselves.
All references should be cited and a bibliography detailing the source be positioned at the end of
the report. Students should use relevant diagrams, models and figures throughout the report.
The reports should be clearly divided to the pre-mentioned sections. The emphasis should be on
the marketing communications plan, rather than the situation analysis. Details on the choices made
on the communication approach is expected.
The length of the reports should be around 3,000 words (excluding executive summary, table of
contents, situation analysis, appendices, tables and references). Only the marketing
communication objectives and action plan counts in the word limit, not the situation
analysis. However, you are expected to provide all the necessary background information that
made you make these communication choices.
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Added on 26.11.2014 13:14
Please make sure that you do include the Turn It In report with your assignment. More information
on how you can access this facility will be send to you from the administrative staff. If your
submission is delayed, it will be penalised according to the information in your handbook.
Marking
Marking will focus on your written demonstration of your understanding of the concepts covered in
the Marketing Communications and your ability to apply these concepts in a real situation. The
main elements that are assessed is selection, analysis, and evaluation of relevant to marketing
communications decisions elements of the situation, the suggestion of robust and relevant
marketing communications objectives and the choice and full development of appropriate
marketing communications tactics. The marketing communication strategies and tactics should be
developed to the level that are executable. The presentation of the situation analysis and the
suggested marketing communication decisions are expected to be based on your academic
reading. The suggested marketing communication objectives and decisions on strategies and
tactics should also be related to the situation analysis. A successful essay must of necessity go
beyond development and presentation at the level at which material is covered in class as well as
that which is simply restated from the text.
Starting your assessment early will very likely improve the quality of your essay. An assessment
such as this cannot easily be done with little time for considerable and careful development and
crisp, clear presentation.
All participants must work independently for the presentation of their written assessed assignment.
———-
Added on 26.11.2014 13:15
Please make sure that you do include the Turn It In report with your assignment. More information
on how you can access this facility will be send to you from the administrative staff. If your
submission is delayed, it will be penalised according to the information in your handbook.
Marking
Marking will focus on your written demonstration of your understanding of the concepts covered in
the Marketing Communications and your ability to apply these concepts in a real situation. The
main elements that are assess

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