MKT201 Integrated Marketing Communications

Assessment Description

The purpose of this short-term IMC plan is to further develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to practice your planning skills in developing an IMC campaign with inclusion of budgetary and timing constraints.

 you are required to design a 6- month IMC program for your product/brand. To make your learning experience as close as possible to a “real” word business, you are restricted to a budget of $50 000.

Your short-term plan must include the following:

Part I:

Marketing communication goal and objective/s Redesigned message Key target audiences

Part II:

Choice of Marketing Communication Mix 6-month media schedule based on the media mix criteria including time and budgetary restrictions Reach Frequency Continuity