MKT201 - Integrated Marketing Communications

Assessment Requirements In your analysis, you will need to address the following questions:

• Identify the current marketing communication mix used by Samsung. You must use examples to support your answer.
• Analyse Samsung’s brand image and consumer brand awareness using the customer based brand equity framework and the brand awareness pyramid.
• Identify what the Samsung brand means via an analysis of various sources.
• Identify how Samsung is trying to enhance its brand by using integrated marketing communication.

  Your Analysis MUST follow a professional report structure: Title Page Table of Contents Identification and Analysis of:

• Samsung’s Marketing Communications
• Samsung’s Brand Image and Consumer Brand Awareness
• Samsung’s Brand Meaning
• Current IMC approach to Brand Enhancement

Appendices (optional) Reference List NB: Title page, Table of Contents, Reference List & Appendices do not count towards the word limit of your analysis.   In preparing your analysis, you will need to reference at least 8 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.   Please note that Wikipedia is not to be used.