Module Code: BMGT2000

Module Subject: Integrated Marketing Communication

Assignment 2: Marketing communication plan

Word Limit or equivalent (e.g. time): 3,000 words

Learning Outcomes Assessed:

  1. Demonstrate a systematic and comprehensive understanding, interpretation and application of the theory and practice of marketing communications.
  2. Analyse the organisation environment for a full understanding of the external and internal issues facing the organisation.
  3. Appraise marketing communication strategy, including branding, positioning, audiences and content.
  4. Appraise messages, media channels and platforms for creative marketing communications executions.
  5. Develop a marketing communication plan within a given context.

What do I need to do to make a success of this assignment?

Select an organisation of your choice. Your organisation will be launching a new product/service or re-position their brand and/or an existing product/service to enhance their sustainability and/or corporate social responsibility. If the brand is already sustainable or has a reputation for CSR, then consider a new target market.

Develop an integrated marketing communication plan to launch the brand/organisation’s new focus.

DO NOT select any of the following brands:

  • Umbrella brands (e.g. Unilever, Proctor & Gamble, Johnson & Johnson, Nestle, etc.)
  • National supermarket brands (e.g. Tesco, Waitrose, etc.)
  • Well-known sports brands (e.g. Adidas, Nike, etc.)
  • Well-known drinks brands (e.g. Coca-Cola, Pepsi, etc.)
  • Well-known tech brands (Apple, HP, etc.)


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