Part I – Written Paper
Written Assignment Requirements
Include all sections of the Marketing Communication Plan. You will need to follow the template provided and the guidelines under each section. I encourage you to revise your Sections I, II and III (based on my feedback) to submit with section IV and your final IMC plan in Week 8
The following information should be included:
- Student Name and GID
- Client and Brand
- Professor’s Name
Executive Summary (min 750 words)
A summary of exactly what your IMC plan involves. Among the items to include are:
The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing — in one or two pages. Be precise. Be complete.
Section I: Review of Marketing Plan
Industry Background (min 250 words)
o To include size, growth, current trends or developments affecting the program as well as macro-environment factors and issues (e.g. demographic, economic, political, technological, social, cultural, environmental).
Company Snapshot (min 250 words)
o To include place in the industry (size, growth, image), sales history, target markets, positioning and brand review. Also to include market share and market growth, SWOT, key benefits and brand image
Product/Brand Description (min 250 words)
o To include market share and market growth, SWOT, key benefits, product image and product positioning
Competitive Review (min 250 words)
o To include direct and indirect competitors by discussing target markets, positioning, current advertising, sales promotions, public relations and direct marketing programs, as well as message and media strategies.
Buyer Analysis (min 250 words)
o To include user profile (demographic, geographic, psychographic and behavioristic factors), buying decision process, who buys the product, who influences the purchase decision, who makes the decision and decision criteria.
Marketing Goals (min 500 words)
o To include what is to be accomplished by the overall marketing program. The situation analysis is the foundation for the marketing goals. They are defined in terms of one or some combination of the following: sales volume, market share, sales revenue, profit and return on investment.
Section II: Objectives and Strategies
Integrated Marketing Communications Objectives/Strategies (500-750 words)
A statement of what the marketing communications program will accomplish – the role the program will play in the marketing effort. IMC objectives involve a desired audience response, which results from the process of consumer decision making, useful frameworks for planners are the response hierarchy/funnel models discussed in Chapters 5 and 7 of the text.
Objectives must meet the requirements for sound communications objectives as discussed in the text.
Example Objectives: Awareness, Knowledge, Liking, Preference, Conviction or Purchase)
Knowledge Objectives are used when the target audience has awareness but knows little beyond that.