UGB327 - Strategic Integrated Marketing Communications

Assignment Task

Task

You are required to submit a professional report/plan that demonstrates your ability to meet the learning outcomes of the module.

Part One:

Marketing communications is part of customer experience. Integrated Marketing Communications (IMC) in a digital environment presents several challenges in its practice and implementation.

• Analyse how integration could be achieved using traditional and digital media, the challenges that will arise and evaluate recommendations on how these can be surmounted. 

Part Two:

Select a brand from those listed (retail & wholesale companies in Singapore):

• Department, Clothing & Shoe Stores – H&M / Cotton On / Superdry
• Beauty & Personal Accessories Stores – Sephora / The Body Shop / L’Occitane
• Sports Goods Stores – Decathlon / Under Armour / Skechers U.S.A.
• Grocery Stores – Whole Foods Market / NTUC FairPrice / Cold Storage

Comprehensively conduct secondary research on the communications activities of your chosen brand, using a variety of recent, credible sources.

You may narrow the focus of your investigation to consider a specific marketing communications campaign undertaken by the brand in a specific market.

• Critically evaluate the marketing communications strategy and key elements of the marketing communications mix undertaken by the brand in reaching out to its target market. 
• Using the SOSTAC model, recommend an integrated marketing communications plan and campaign for your chosen brand wishing to target a new, clearly defined, market/market segment. 

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