Outstanding work featuring originality where necessary, excellent critical analysis, detailed application and comprehensive coverage of relevant issues. Question blends perfectly with others where applicable. Practical applications of theory are excellent. Strategical insights are excellent.
This task is completed individually. When preparing for the task you should pay particular attention to not just remembering theory presented in class or via the text, but also considering how this can be applied to create specific communication strategies appropriate to selected products. A solid basis for your demonstration of understanding in this course will require that you:
- exemplify how integrated marketing communication can be used as a process for developing brand equity,
- the role of marketing communications (and its specific elements) in marketing strategies
- and, how current strategies and techniques used in marketing communications can be applied.
All of this must be considered in the context of ethical and appropriate behaviors.
Your answers will need to exhibit clarity and depth of understanding of key principles as well as practical applications where required. It is imperative that you read the questions carefully and answer specifically what is asked. Please structure your written answers so they specifically and clearly address the questions.
This final task will assess all of the learning outcomes of the subject, including:
- Outline the components of the integrated marketing communications planning process and demonstrate the strategic interaction between these aspects and their relationship to the marketing plan
- Critically assess and apply integrated marketing communication theories and practices to identify appropriate target audiences, suitable objectives, and contextually appropriate communication approaches that build brand equity
- Design ethically appropriate creative messages that reflect suitable positioning and which affect (target audience) behaviour through interrelated marketing communication activities
- Evaluate markets in various forms in order to identify strategically appropriate communication channels that permit effective media utilization and planning.
