Assessment. Coursework
Module Title: Integrated Marketing Communications
Module Code: Level: 5
Word Limit: 3000 words
Executive summary (not included on the word counts),
Introduction – 200 words
Table of content
Main body – 2600 words
Conclusion – 200 words
This excludes bibliography and other items listed in rule 6.75 of the Academic Regulations: http://web.anglia.ac.uk/anet/academic/public/academicregs.pdf
Mandatory requirement
Use correct academic writing style and structure. Use correct grammar, syntax, punctuation and spelling. Use in-text citations and references according to the Harvard Reference System. (10 marks)
Assessed Learning Outcomes
– Describe the evolution of integrated marketing communications and the stages through which organisations evolve when adopting IMC practices and describe and justify IMC guiding principles.
⦁ Apply the notion of reciprocal marketer – consumer relationship and estimate brand equity
The task requires you to be creative (photo adverts, graphs etc.) and use your marketing knowledge and skills so that the report gives a broad picture of the marketing communication technique.
ASSIGNMENT SCENARIO
You have been recently recruited as a brand communication executive at an established FMCG company in the UK. Examples for the Fast-moving consumer good companies – Unilever, P&G, Nestle, Innocent, Cadburys, Pringles or any FMCG company who are presence in the UK
(Maybe you will like to consider Muller yogurt if it is suitable)
As part of your role, you are to develop an integrated communication plan for a brand specially dedicated to a potential target market. You have been asked to prepare a report which must assess the current marketing environment and strategies applied in the last three years for a selected ONE BRAND of your choice in the same company and required to design an integrated communication plan to achieve the success for a brand in 2022.
Furthermore, you have been requested to assess the current market segment for a brand and design the appropriate target segments as per the developed communication plan. As part of your answer, you must emphasise how the performance of a brand contributes to create the brand equity.
In order to achieve this, you have been further asked to evaluate the current brand equity of a selected brand and suggest the new recommendations to improve the brand value based on a selected brand equity model.
You need to know what segmentation is and how to do segmentation. then you need to explain what brand equity (value of a brand) is.
What factors are important to create brand equity. We have a model and can be used here. Then can you evaluate the brand equity.
(Segmentation and brand equity)
ASSIGNMENT QUESTION. ALL TASKS MUST BE ADDRESSED
Task 1 – 800 words
Critically analyse the current marketing communication strategies applied by your brand. Then, evaluate the current marketing communications strategy within the UK for your given brand.
Your evaluation must include an assessment of how successfully social networks have been used as part of its integrated marketing communications effort.
What is the communication strategies used by the brand (Push Pull and profile, Media strategies, Segmentation and positioning strategies, branding strategies) what are the positive side of these strategy and negative sides (3 points each)
How a brand used social media to develop networks with the customers –
( Refer page number to 208 and 228 (kortext)
Task 2- 1000 words
Develop an integrated marketing communication plan for the same product for the 2022 period. (35 marks)
Look at chapter 12 Kortext book
Key points to add are
Context analysis
Objectives
Strategies
Tactics
Action
Control
Task 3 – 800 words (30 marks)
Analyse the current market segments and recommend the best segments for your brand. You must use correct segmentation bases to agree on the new target segments.
Critically assess the current customer relationship strategies of the brand and then assess the dimension of the brand equity. You must use a specific brand equity theoretical model to assess the brand equity for a given brand.
Market segmentation and what segmentation do you use for your brand.
Do you know how to segment the market – demographic, geographic, Psychographic , Behavioural
What is relationship methods company has used so far to build with customers you must find how a company used a number of strategies to build the relationship – some example must be produced and analysed.
Finally brand equity of the brand – how a brand value can increase.
ASSESSMENT CRITERIA
Describe the evolution of integrated marketing communications and the stages through which organisations evolve when adopting IMC practices and describe and justify IMC guiding principles.
Apply the notion of reciprocal marketer – consumer relationship and estimate brand equity
