SLO 2: Discuss the range of key factors that underpin the successful planning, development and monitoring of an IMC campaign. SLO 3: Determine creative strategies, execution techniques and media placement strategies best 
suited to different target markets and product / service categories. 
 SLO 4: Appraise various promotional mix tools and approaches with a view to determining those 
best suited to different target markets and situations. 
 SLO 5: Develop an IMC plan in response to a given scenario / case study. 
 CLO K2: Synthesise underlying principles and concepts for making business decisions. 
 CLO S2: Apply critical thinking to address issues in business. 
 CLO S3: Convey information clearly and fluently, in high quality written form appropriate for their 
audience. 
 CLO S5: Demonstrate the ability to work collaboratively. 
 CLO A1: Apply technical skills necessary for professional practice in business. 
 Aligned course & subject learning outcomes ASSESSMENT TASK 2: Group IMC Plan [written report] -8- GROUP Working in groups of 3 – 4 students Weighting Length MUST NOT exceed 25 pages [including cover page, table of contents, appendices & references] Due date 24th May 2017 via Safe Assignment by 5.00pm Week 10 of Semester ASSESSMENT TASK 2: DESCRIPTION You and your group are the Marketing Communications Manager of a company. Your task is to prepare an IMC Plan outlining your recommended integrated marketing communications program for a particular product/service for a specified time period. You will be given details of the company, its product and some details of the broader marketing plan and relevant scenario in Week 2 of Semester. The output of this assignment is a written report in conventional report style which is to be delivered to the CEO of the company. Your report is expected to include the following headings & sections: Executive Summary
(1-page overview of the report, focusing on its key aspects) 
 Introduction
Background information (a brief description of the company & its relevant product / service area) 
Scope (time period that your report covers, sources of information & range of data available /used, resources available & operating constraints)
Outline of report’s structure 
 Situation Analysis
Provide a SWOT Analysis of the company with respect to the proposed product / service. 
The SWOT Analysis can be presented in tabular format and should highlight both internal and external factors that have the potential to impact on the proposed venture’s success. 
 Identification of Target Market(s)
Identify viable target markets for attention and justify the selection of those/that toward which you plan to focus 
your IMC efforts. 
Include discussion of key variables / characteristics used in determining the selected target market[s]. 
 Determination of the IMC objectives
Discuss / identify the specific IMC objectives for the proposed marketing communications program. 
 Creative Approach / Message Strategy
In light of the product / service characteristics, background information about the broader company and the 
selected target market[s] for attention identify a message strategy to employ in your IMC campaign. 
In this section you should identify a slogan or theme that will underpin all advertising initiatives, discuss the type of appeal to be used and identify the most appropriate executional technique[s] for the selected creative approach / theme. 
 Integrated Marketing Communications Options considered
Provide a review of core/mainstream IMC mix options considering their applicability to the company/scenario in 
question. Consider the advantages/disadvantages of each option in the context of the IMC campaign that you are proposing. 
 Recommendations for IMC plan 
Based on your review of the IMC options, select the promotional mix elements & options which will best fit with your IMC objectives, target market[s], budgetary situation, etc;.
For each recommended IMC initiative, provide specific details with respect to your proposed implementation plan {eg: key characteristics / approach, media channel / vehicle selection, scheduling, costings, etc;} 
 Monitoring and Evaluation of the Program
Identify & discuss evaluation methods that you recommend with regard to measuring the proposed IMC 
initiatives in terms of their effectiveness and ability to meet IMC objectives. Timing of evaluation methods should be discussed where relevant. Suggest possible remedial/contingency measures (if needed). 
 Conclusion
Provide a brief conclusion summarising the key recommendations of the report and identifying why you believe 
the suggested IMC actions will result in a successful launch of the proposed venture.