aims to assess the understanding of theories and practices related to marketing communications mix, ability to apply and analyse them and offer creative solutions to business problems.
Choose a UK-based company from any of the following industries: 1) Theatre (e.g., National Theatre) – Report Format not essay
2) Charity(e.g.,Oxfam)
3) Fashionchainstores(e.g.,Next)
Your company have assigned you to analyse, assess and develop their integrated marketing communications (IMC) mix strategies for the UK market and recommend future actions.
The report has to cover the following areas: •
Literature review: You are expected to conduct an extensive review of academic literature on integrated marketing communications and branding with particular focus on theoretical models such as AIDA and ELM.
Market environment review: Provide a brief review of the UK market of your chosen product/brand. Identify the key competitors, market trends and relevant environmental factors that may have significant influence on your strategic decisions.
• Company strategies: You are now required to analyse the IMC strategies of your chosen organisation in light of the theories and research findings discussed in the literature review and address the following issues:
1. Brand positioning: identify and discuss the choice of brand/concept which is being promoted with reference to competitive positioning and differential appeal.
2. Communication mix management: Identify and assess the media and IMC tools used by your chosen organisation.
3. Critically assess the IMC tools that your organisation uses and offer recommendations for improvement.
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