Integrated Marketing  Communications Program -   IMC Program - Communication Assignment Help

Assignment Task :

NAME OF ASSIGNMENT: Under Armour Case Study- How does this brand  utilize and implement IMC Program? 

The objective of the assignment is to provide the students with the opportunity  to think more about the concept of integrated marketing communications and  how it might be used by a company. 

To Do:  

• Watch the Under Armour videos provided, review the material resources  placed in assignment, and utilize all library resources provided in BB. 
• Summarize how Under Armour can use the concept of integrated  marketing communications in developing a promotional program for one  of its current products or services.  
• Analyze the company’s IMC- promotional & Advertising elements  including advertising, direct marketing, interactive media, sales  promotion, publicity/public relations, and personal selling and provide  directional recommendation on how each one is used in the marketing  communications program.  
•  You should also consider how other marketing mix elements such as the  brand name, package, price, and other factors communicate with the  company’s target audience.  

Answer these questions:  

1. What are the reasons for the success of Under Armour? Identify Key  factors that contributed to their company growth. 

2. What are the key components of Under Armour’s Integrated Marketing  Communications program being used and are they working for them?

3. Are they integrated and sending a consistent image and message?

4. What recommendation would you offer them in enhancing their current  IMC program? And Why? (what should they implement?).

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