AMB299- Transformation of marketing communication strategy - Management Assignment Help

Assignment Task

Task 

Task description    
Analyse a draft marketing communication strategy and use creative skills to transform it into an effective marketing communication campaign and tactic. Your lectures and tutorials are designed around this assessment task. 
This is an authentic assessment because it was designed with industry professionals and reflects real world marketing communication practice that directly translate to work experience and internship opportunities. 

Learning outcomes measured    
1.1: Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
2.1: Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2: Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.

Step one: Analyse the campaign against good practice principles 

After reading through the draft marketing communication strategy, assume the role of a judge and analyse it using good practice marketing communication principles. Specifically, you need to (a) score each section of the strategy and (b) justify your score for each section by referencing material from between five to 10 academic and industry sources. Reference using APA. This step will highlight areas within and between planning components for you to transform the strategy so that it achieves organisational goals. 

Step two: Transform the campaign to improve its effectiveness at a whole-of-campaign level

Based on the gaps identified in step one, this next step requires you to transform the campaign to improve the outcome for the client. And by transform, we mean really make it zing. Your transformation should comprise the following elements of the campaign:

a.Stakeholders/publics/audiences
b.Objectives
c.Strategy including creative idea, key messages, and channel strategy.

Although all of the above sections of the draft campaign can be improved, some sections may provide better opportunity to demonstrate value for the client. For example, the draft campaign objectives may consider the right kind of outcomes but not be presented following the SMART system. In addition, remember, that whatever you change in one part of the campaign must cascade to the others. For example, if you change your target markets, then this change needs to be reflected in the objectives and strategy sections, too. 

Step three: Write selected tactic(s) 

Based on your transformation of the campaign, you must produce the content/written text of a marketing communication tactic as noted in the campaign. This section should reflect either the existing or modified message strategy of the campaign.

Not all tactics are created equally so we are looking for sufficient and strategic content. Examples of tactics comprise individual tactics or combinations of tactics. Some examples are:

• Starting media release or website news copy (approximately 150 words)
• Social media calendar (at least four posts with image recommendations)
• Advertisement + at least two social media posts 
• Other – please check with your tutor. 

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