Research Paper For Marketing Course

IMC Plan Final Assignment

Working in small groups you are required to develop an IMC (Integrated Marketing and Communication) Plan for a client. This plan will require your group to demonstrate and determine the appropriate marketing communication requirements based on a client briefing sessioncovering all components of integrated marketing communications. In your group, you are required to develop and design an integrated marketing communication strategy, evaluate and research the brands identity and product, identify the target market and consumer behaviour, provide a market analysis, plan appropriate media and communication channels for a potential campaign, evaluate marketing and communication objectives, and develop timelines and budgets.

You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the communications brief. The plan must be developed using report format covering all areas of the criteria and uploaded to Moodle as either a PDF or Word file.

Your report will contain a title page containing all group members, and the following sections: an executive summary, background info, target audience, SWOT analysis, marketing strategies and objectives, integrated creative statement, media objectives and strategies, public relations strategies, online marketing ideas, sales promotion ideas, measurement and evaluation plan, conclusions, appendices.

Resources: Your textbook has a chapter dedicated to each of the above topics. Each section of your report must display understanding of core concepts from these chapters. Use this link to see previously completed samples.

Length: Your final report should be between 30-40 pages double-spaced. This does not include your appendix. Your appendix should be used to show additional and supplementary information about your report this can be of infinite length.

Grading: A detailed grading criteria can be found below on page 2.

Criteria	Requirements	Scoring
Research	Effectively addresses the diverse nature of the target market. SWOT analysis / Define current positioning of competitors. Covers the target market in detail (demographic, geographic, psychographic, and behavioral). Provide a clear understanding of the media the competition is currently using in the marketing plans.	9 10 = Superior 7 8 = Very Good 5 6 = Satisfactory 3 4 = Unsatisfactory 1 2 = Unacceptable
Creative Strategy & Execution	Outline a creative strategy that provides a creative way to answer the objectives outlined by the client. Provide creative executions for all recommended media and customer touch points. Provide target market feedback on creative executions through primary research (i.e. focus groups).	9 10 = Superior 7 8 = Very Good 5 6 = Satisfactory 3 4 = Unsatisfactory 1 2 = Unacceptable
Media Plan	Establish clear objectives that media will accomplish and that can be evaluated. Encompass consumer touch points across all media selected. Provides rationale and illustrate use of media choices. Substantiated by research and applicable to the target audience. Provides a clear outline of all media purchases across all months of the year in an organized chart, Clearly outlines all costs associated with purchases in a detailed format.	9 10 = Superior 7 8 = Very Good 5 6 = Satisfactory 3 4 = Unsatisfactory 1 2 = Unacceptable
Measurement & Evaluation	Describe what you would evaluate, how, why, and what is expected.	9 10 = Superior 7 8 = Very Good 5 6 = Satisfactory 3 4 = Unsatisfactory 1 2 = Unacceptable
Overall Quality of the Plans Book	Professional in appearance and delivery, engaging, and convincing. Unique, highlighting individual approach to provide distinction from the other agencies. Is 30-40 pages in length.	9 10 = Superior 7 8 = Very Good 5 6 = Satisfactory 3 4 = Unsatisfactory 1 2 = Unacceptable
Total		50 points x 2 = 100 pts.