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A good understanding of key concepts and theories in a practical context involves:
• An appropriate selection of concepts, theories
• Evidence of research related to the cost of the Marketing Communications campaign
• A comprehensive analysis of the information collected based on theoretical models and frameworks
• Sound arguments to support your decisions of selecting specific Marketing Communications (MC) tools or other types of decisions which are part of the MC plan
• Evidence of literature review (e.g. studies regarding the effectiveness of media used)
• Evidence of creativity within the boundaries of feasibility of the overall project
Structure of the assignment
You have absolute freedom in deciding the structure you consider most relevant for the type of business analysed. I do not intend to be prescriptive about the structure but will make some suggestions of aspects that may be discussed/outlined.
• Executive summary
• Product analysis (branding, unique selling proposition)
• Market Segmentation & Target segment(s)
• Objectives (corporate, marketing, marketing communications)
• Marketing communications strategy (e.g. positioning)
• Promotional/ communications methods (mix): titles of publications/radio or TV stations targeted
• Scheduling
• Budgets (summary of costs of the dissemination of marketing communication messages)*
• Control and evaluation of campaign
• Appendices
Should create an advertisement.
*) These costs do not refer to the costs of running the business, only the costs of buying media space or distributing promotional materials. The Promotional/ communications methods (mix) and budgets are critical marking criteria.
Should also an introduction (background to the project) and a conclusions section. Conclusions may cover aspects about the process as well as the expected results. You should also consider limitations of your approach. Also discuss the Unique Selling Points
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