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Original IMC Plan for a Specific Target Market (TM)


Stream 1 & 2 - All Students:

Develop an ORIGINAL IMC plan for a specific target market (TM) (narrow as you like) that will communicate a product or service (real or potential) to that specific TM for specific results. This will include the development of a campaign and creative to take the identified audience (TM or other influencers) from need recognition to consumption and loyal customer using a variety of promotional techniques, media choices and timing.

You will reflect the theory you have learned in this subject throughout this assessment to produce a report or other mechanism to communicate to the marker your grasp of IMC and its application in the current environment. Feel free to use a work related product or service or one that you dream of launching one day.

Make sure your IMC plan is a good communication in itself - well signposted and structured to ensure time poor executives can understand the key components and actions.

The word limit of this report will require you to utilise tables, graphics, flowcharts, images and other tools to make this a concise and easily communicable report that is targeted at your Marketing Director or CMO. There is no budget restriction on this project.

This report would traditionally be presented in a paper based format, however, given this is a communications subject please feel free to investigate a creative way to communicate and present this report via a web site, video or podcast, blog etc. Be sure it meets the needs of assessment and includes your references.

To utilise this option you will need to submit files/links directly to your lecturer. Ask for a confirmation or reciept to ensure you meet subject terms!


Learning outcomes addressed in this assessment include but are not limited too:

being able to investigate the role of marketing communication in the overall marketing and business strategy;

being able to evaluate theoretical concepts underlying integrated marketing communications;

being able to examine and evaluate various elements of a contemporary communication mix;

being able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools; and

being able to apply theoretical frameworks that integrate various elements of marketing communication to a specific organisation communications problem to develop an IMC plan.

Marking Criteria

There are five important elements to be assessed in the assessment:

The presentation and style of report.

The effort that went into research and the assessment. Have you answered all parts of the assessment task?

Creativity shown in developing a communication plan to solve a business problem/opportunity.

Relating marketing communications theory to practice.

Demonstrated understanding that marketing communications are not created in a vacuum, so contemporary customer needs and media preferences need to be taken into account.

MKT570 A5 /40

HD (85-100%)

 D (75-84%)

CR (65-74%)

P (64-50%)

F (

Presentation /5

Shows a polished and imaginative approach to the topic


Carefully and logically organised


Shows organisation and coherence


Shows some attempt to organise in a logical manner




Content and range, IMC issues and organisational situation




Comprehensive/detailed knowledge of topic with areas of specialisation in depth and awareness of provisional nature of knowledge.

Reasonable knowledge of topic and an awareness of a variety of ideas/contexts/frame-works.

Has given a factual and/or conceptual knowledge base and appropriate terminology

Evidence of limited knowledge of topic and some use of appropriate terminology

Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology

Attention to purpose.  IMC plan and model




Has addressed the purpose of the assignment comprehensively and imaginatively.

Has addressed the purpose of the assignment coherently and with some attempt to demonstrate imagination.

Has addressed the main purpose of the assignment.

Some of the work is focused on the aims and themes of the assignment

Fails to address the task set.

Recommendations & presentation for client /organisation




Can critically review evidence supporting conclusions/

recommendations including its reliability, validity and significance and can investigate contradictory information/ identify reasons for contradictions.

Can select appropriate techniques of evaluation and can evaluate the relevance and significance of data collected.


Can evaluate the reliability of data using defined techniques and/or tutor guidance.

Limited and only partially accurate evaluation of data using defined techniques and/or tutor guidance.

Fails to evaluate or use techniques of evaluation, or evaluations are totally invalid

Referencing /5

Referencing is consistently accurate.

Referencing is mainly accurate


Some attempt at referencing

Referencing is absent/




In addition think carefully about the type and style of presentation your organisation and marker might expect and utilise the resources you have available to meet that need. Clearly the presentation requires you to go beyond traditional academic writing to make and communicate your case - think how this can be best acheived. Contact your lecturer if you have any questions.

Price: £109

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