On successfully completing this module, students should be able to:

1. Undertake detailed contextual critical analysis for an organization of their choice using appropriate concepts, methods and tools - such as advertising, personal selling, sales promotion, public relations and direct marketing. Students will understand basic marketing theory (segmentation, targeting and positioning) along with communications theory.
2. Construct a strategic marketing communications plan that utilized basic theories and concepts such as: consumer buying behavior process, communications process, innovation-adoption theory, VALS segmentation strategy, SOSTAC framework, push/pull/profile strategies.
3. Critically analyze and develop a marketing communication strategy, with concepts for use in a global organization and show a plan how to set up a product life cycle management plan, marketing spend budget and pricing plan.
4. Measure the effectiveness of marketing communications strategy, with the utility of case studies for international and multinational organization such as google, oral b, Gillet and apple. Hennes & Mauritz AB (H&M) is a Swedish multinational clothing company headquartered in Stockholm. It is known for its fast-fashion clothing for men, women, teenagers, and children. As of November 2019, H&M operates in 74 countries with over 5,000 stores under the various company brans, with 126,000 full time equivalent positions. Founded by Erling Persson and run by his son Stefan Persson and Helena Helmersson, the company makes its online shopping available in 33 countries. You are required to research and critically analyze the marketing communications of H&M.

Marketing Communication Assignment Based on your analysis and understanding of relevant theory, develop a marketing communication strategy for H&M in outlets in Brunei. This must include pricing plan and be relevant to the current stage in the product life cycle (be sure that you justify the pricing plan rather than just generally stating what it is). You must then clearly demonstrate how you would communicate this to the target market.

H&M stands for affordable fashion that is trendy and sustainable. The key message should reinforce H&M's commitment to offering the latest trends while highlighting sustainability initiatives.

Key Messages:

• Fashionable and Affordable: "Look good, feel great without breaking the bank."
• Sustainability Commitment: "Fashion with a conscience - We care about the environment."
• Inclusivity: "Fashion for everyone, whatever your size or style."

Media Channels:

• Digital Marketing: Utilize social media platforms like Instagram and Facebook, which are highly used by the target demographic in Brunei, highlighting H&M products through engaging visuals, influencer partnerships, and interactive campaigns.

• Local Traditional Media: Advertisements in local newspapers and magazines, complemented by radio jingles that introduce H&M.

• Outdoor advertising: Billboards and posters around key shopping areas and universities will attract attention to the new store and boost foot traffic.

• In store promotions: Host launch events to build word-of-mouth awareness. Utilizing local influencers to create buzz can earn credibility and generate interest. Elaborate