This assignment is made up of a written Marketing Communications Plan and must demonstrate the debate of module concepts and theories.
For the final assignment for this module, you are required to write a Marketing Communications Plan. Adopting the role of a marketing communications consultant, use the Client Brief and create a marketing communications plan for the UK. You should develop a one-year marketing communications plan to launch a campaign. Your campaign should be designed to stand out. Try to use visuals and be creative!
Review the external environment to decide what would appeal to a market segment (justifying your choices)
Define your campaign objectives-Decide on your positioning by assessing the competition and compile a perceptual map to identify a gap in the market.
Explain your brand identity and personality as well as the value proposition, giving reasons for your choices
Using a range of traditional and digital tools and social media, devise and justify the promotional strategy to reach the customer.
Consider the appeal to be used.
Give reasons for the chosen message and the source
Explain how and why you will create a buzz
Think of the schedule (pulse, drip etc…)
Develop a media plan, giving reasons for your suggestions.
Explain the evaluation techniques to be employed.
