Assignment 3 (50%): Campaign plan
This is an individual assignment
Word count: 2000 words (+/- 10%)
This assignment consists of a 2000-word report that develops an integrated marketing communications campaign (IMC) for a brand or company of your choice.
A suggested outline for this report is as follows (word counts are approximate):
Executive summary
200 words
Situation analysis
300 words
Target market profile and communication objectives
300 words
Marketing communication program and activities
1000 words
Evaluation plan and possible corrective actions
200 words
The title page, references and appendix will not be included in your word count.
This assignment will ask you to develop an integrated marketing communications campaign (IMC) for a brand or company of your choice and describe it using the key concepts of this course. You will provide an executive summary of the campaign, complete a situation analysis, define the communication objectives of the campaign, describe the target market profile and audience for the campaign, outline the marketing communication program and activities of the campaign, and finally, evaluate the campaign and make recommendations for possible corrective actions. Your campaign plan must be a practical document that you anticipate the brand would adopt and put into effect.
You are expected to use the course textbook, readings and your own independent research to develop the IMC. This assignment will be submitted the week after SWOTVAC and you will be assessed on your understanding of key concepts from Weeks 1 – 12. If you need to revise these, there are summaries of key concepts at the beginning and end of all lecture slides in this subject.
Please remember: one or two media executions do not make an IMC! An IMC contains multiple media executions all working in an integrated way to communicate a single message. One ad or influencer post is not an IMC.
Criteria
When we mark your assignment, we will pay attention to the following aspects:
Strategy and creativity
Suitability for marketing communications (logic and relevance)
Quality of writing
Research skills.
ADDITIONAL INFO:
-For the situational analysis, you will have to do a SWOT analysis
-Strict rules regarding use of AI (please no AI)
-Pick brand that is quite popular to the point that you are easily able to do research on it but not too popular like nike, adidas etc, teacher might get tired of reading same thing.
– The brands that I was thinking of were, GYMSHARK, Footlocker, REBEL sports.
