Integrated Marketing Communications.
Understand how integrated marketing communications can add value for customers.
Marketing communications objectives.
Develop marketing communications objectives using the AIDA framework.
Promotion mix.
Select the appropriate promotion tool to be used for different marketing communications objectives.
Media strategy.
Design a simple message and media plan for a product or service offering.
Directions
This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.
The course content does not cover IMC in great detail and you may want to refer to some open source references for more information on message design.
A good one is:
http://multimediamarketing.com/mkc/marketingcommunications/
Prepare your assignment beginning with a title page with your name and the name of your product or service. Then answer each of the following four questions (four in part 1 and there is not a part 2) in order
Integrated Marketing Communications.
Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your ‘Big Idea” to be the basis of the message strategy for all your marketing communications.
Marketing communications objectives.
Write at least three marketing communications objectives using the AIDA framework discussed in the course content.
Promotion mix.
For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You should have more than one promotion mix tool for any given marketing communications objective.
Media strategy.
Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your media choices. (You may have to do some research on the particular media choice.) You should be using social media and discuss which social media and how they will be used to accomplish which objective.
Directions
This part of the writing assignment closes the loop on strategic marketing planning in that it identifies the types of marketing strategies the company might employ to market its offering using integrated marketing communication methods to its final customer.
Metrics need to be in place to measure how successful (or not so successful) the strategies to reach marketing objectives have been. Strategic marketing planning then becomes an ongoing process of measuring and adjusting to new information and current conditions.
While you are expected to conduct some external research, any of your responses to these questions will be your best educated and informed (as much as possible) information on your product or service offering’s company. Where concrete information is not obtainable, you should use your judgment and describe why you made your judgment call.
General Submission Requirements
Prepare as a word processed document (such as Microsoft Word).
You may attach exhibits that will not be counted towards the page count of double-spaced text. The cover page and References page are not part of the written analysis.
Be sure your name, writing assignment number, and the name of your product or service are on the cover page of your writing assignment and in a brief introduction at the beginning of your paper.
Include a References page, which includes references that explain the concept and references to the actual product.
You should use a minimum of six (6) references, four (4) of them dated 2015 to the present.
You should use APA style for a paper which includes formatting for page numbers, page margins, etc.
Previous papers for Elygenics details and references for in-text citations are uploaded.
