You are a consultant and have gained a fixed term contract to work with a medium sized organisation called Tibbetlan.com, which has seen rapid growth in the last year and has plans to further increase its market share.
Assignment Marketing Communications Unit code: L/BAA/Q/147
You are a consultant and have gained a fixed term contract to work with a medium sized organisation called Tibbetlan.com, which has seen rapid growth in the last year and has plans to further increase its market share. It has recently set up a new team to focus entirely on marketing communications and you have been contracted to support the work of this team. The new Marketing Communications team has been drawn both from internal staff in existing teams and from newly recruited external staff. Some of the staff have little experience of working in the field of marketing communications, so the team needs training on the principles and uses of marketing communications.
Task 1 – The principles of marketing communications
Develop a presentation to train the team on the principles of marketing communications. There is no need to undertake the actual delivery of the presentation for this assignment. Your presentation must cover the following topics:
- an explanation of the theory and concepts of marketing communications
- an analysis of the requirements of a marketing communications strategy.
Extension activities:
To gain a merit grade you must also:
- analyse the nature of and need for marketing communication related research.
Task 2 – Integrated marketing communications (IMC)
Develop a handbook to help the team understand integrated marketing communications (IMC). Your handbook must cover:
- an analysis of the advantages of integrated marketing communications
- an assessment of the role and characteristics of paid advertising
- an analysis of the role and place of public relations in marketing
- an assessment of the role and requirements of direct marketing.
Extension activities:
To gain a distinction grade you must also:
- evaluate the use of IMC by a named organisation which you have chosen. This may be an organisation you have worked for, or an organisation about which you can access information about their use of IMC.
Task 3 – The use of digital media for marketing
You wish to brief the team on the use of digital media for marketing. Develop a presentation to help members of the team understand the use of digital media for marketing. You must cover:
- an analysis of the way in which developments in digital technology affect marketing and communications
- an appraisal of the scope, benefits and drawbacks of digital media for marketing purposes
- an analysis of the factors to be taken into account in planning a digital marketing campaign.
Extension activities:
To gain a merit grade you must also:
- analyse the factors which must be considered in the evaluation of digital marketing campaigns.
Task 4 – An integrated marketing communications plan
Following your training, the team now has a solid understanding of the principles of marketing communication, of integrated marketing communications and of the use of digital media for marketing. You now want the team to see a good example of an integrated marketing plan. This example will help them to contribute to Tibbetlan’s own integrated marketing plan. Choose an organisation where you can obtain detailed information on the company’s vision and overall strategy as well as its marketing strategy. You must:
- develop a communications plan that directly relates to the marketing strategies of your chosen organisation
- ensure the plan coordinates the use of promotional tools
- establish procedures to monitor progress with achievement of the plan.
Extension activities:
To gain a distinction grade you must also:
- explain how the communications plan contributes to the positioning strategy of the organisation.
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