Marketing Communications Essay

Description

This assignment relates directly to the Marketing Communications Decision-Making Process, which forms an integral part of the module. You are required to write a managerial report of no more than 1500 words designing a 6-month marketing communication plan for the company of your choice* based on segmentation analysis in order to achieve specific objectives. You are also expected to make recommendations, including specific actions, for marketing and communications activities and to provide evidence and sound logic to show that your ideas have merit and are relevant to the communication strategy. The communication plan is deliberately broad to encourage creativity but realism is essential.

*The following considerations apply to your chosen company: it should be
either 1) a small business (up to 250 employees) located in the South West England area, OR
2) a family-run business located in the South West England area
There are no particular limits on the industry.

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Shenghao Zhang ?
ELE
Home ? My courses ? (BEM2025) Marketing Commu…
? Assessment Overview ? Individual Report/Assignm…
?
Individual
Report/Assignment 1
Design a marketing communication plan for
your chosen company* (see description
below)
Submission Deadline: 14.11.2022 by 3.00pm UK
time
2. What Should be included in
the Report
The plan must be original and the report should
address the following points in a clear and
considered way:
Section
Weight Indicative Content
Learning
Objective(s)
Executive
5%
Summary
Your Task: Provide
LO8, LO10
speciGc and detailed
summary in terms of:
– the real problem(s)
and/or challenges
that the company is
facing
– your solution(s)
along with target
audiences and
positioning strategy/
big idea as presented
in the campaign.
SWOT Analysis
10% Your Task: Provide a LO6, LO7,
situational analysis of LO8, LO9,
the
LO10
company/product(s).
rovide an analysis
of internal and
external forces (SWOT
analysis) outlining the
central challenges
and opportunities
your chosen company
is facing.
Campaign
10% Your Task: Provide
Objectives
SMART
LO4, LO6,
LO9
objectives/goals for
the communication
campaign.
xplain how each
communication
objective will be
measured/
controlled.
Marketing
20% Your Task: Segment
Segmentation
the market using
Analysis and
relevant theories and
Targeting
frameworks (e.g.,
LO1, LO8,
LO9, LO10
geodemograhic,
behaviour, attitude,
lifestyle
characteristics, VALS)
xplain the chosen
target segment(s) and
justify your choice(s).
Positioning
25% Critically analyse
LO3, LO4,
current positioning
LO5, LO8,
strategy(s) for the
LO9, LO10
product you are
applying your
campaign on and
demonstrate the
advantages and
disadvantages of
each.
ecide whether you
would consider an
alternative
positioning for your
chosen
company/product,
and explain why?
Explain and justify
your choice of
competitive
positioning and
di^erential appeal.
ecide whether (or
not) you will create a
new positioning
statement for your
campaign, and
include it in the
report.
xplain the message
and idea of the advert
– whether this will be
used on posters,
YouTube videos,
FaceBook posts, TV
adverts, etc.
Communication
25% Provide an
Mix and
Media plan
LO1, LO2,
explanation and
LO6, LO8,
justiGcation of the
LO9, LO10
di^erent tools of
communication
selected.
xplain your media
plan in terms of
selected media
channels, vehicles,
frequency, continuity
and reach for each.
Recommendations
5%
Concrete ideas and
LO5, LO8,
clear action plan to
LO10
support the chosen
campaign objectives
or future campaigns
Important Notes
Company, competitor(s), and product(s)
information can be sought from credible
external sources, but beware of the dates
when things happened!
Assumptions may be made, but these should
be logical and justiAed.
Financial information and analysis (budgeting
decision) are NOT required in your plan.
However, you should work on the assumption
small companies and family-run businesses
operate on a restricted budget (up to 00).
? Thursday 10th November 2022, 08:32,
BEM2025_L1/ 1 – Marketing Communications:
Strategies and Applications
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Table of contents
1. Assignment Overview
2. What Should be included in the Report
3. Marking Criteria
4. Report Structure and Word Count
5. Submission and Provisional Feedback Dates
Information Point
(Student Handbook)
Academic Development
Resources
Library Guides
Accessibility Statement
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Explanation & Answer:

1500 Words

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