aIMC Project Instructions
Purpose:
The purpose of
this assignment is for you to learn and apply the fundamental disciplines of
integrated marketing communications through the development of a marketing plan
over the duration of the course. Using the information from the course text
along with external research, you will develop a 5,000-word (minimum)marketing plan
of a chosen product or service (hereafter called “product”), from concept to
commercial launch to results measurement. The product must be an item or
service that has not yet entered the market or has just come on the market;
this project must detail your approach for the IMC marketing plan (it is not a
research paper on what a company has done). The plan will detail the various
steps and processes that lead to the necessary consideration of internal and
external factors impacting the success ofthe IMC marketing plan. You will enjoy
the learning opportunity from applying textual concepts to a near “real world” IMC
marketing plan.
Instructions:
Timing
1. In
Module/Week 1,youwill consider and choose a product that you wish to “bring to
market.”
2. In
Modules/Weeks1 and 2,you will peruse Part 1: Section 4 – “The IMC Planning
Process” to become familiar with the various marketing plan elements and to
begin organizingyour IMC Project.
3. In
Modules/Weeks 1–7,you will read, study, and learn the IMC elements and
processes and begin the preparation of the IMC Project.
a. Elements
identified below must be included in the final IMC Project.
b. You
may add additional elements to the project based upon textual principles and
external research (document in accordance with current APA requirements).
c. Current
APA formatting is required
d. A
minimum of 15external, scholarly references arerequired.
e. A
minimum of 5,000 words (Microsoft Word only) is required. The title page,
abstract, and reference page do not count towards the required word count.
4. The
final IMC Project will be submitted by 11:59 p.m. (ET) on MondayModule/Week 7.
The IMC Project
must include the following:
·
15citations from
scholarly references
·
A title page and
project “abstract”
·
A table of contents
consistent with the sequence of the document
·
An explanation of how
your IMC plan will glorify God and His Son, Jesus Christ
·
For your selected product(s)
— Discussion of the applicable “Four P’s”
·
Specific marketing objectives
o Consideration
of internal or external product marketing
o Compare
and contrast internal development vs. an external agency
·
Statement of productneed(s)
·
A discussion of product
branding, image,and positioning
·
Target market and
customer demographics
o Existing
market metrics (financial analysis)
o Potential
market(s) and consumer groups (existing and new)
o Analysis
of generation segments pertaining to planned product launch
o Identify
and explain factors that affect the purchasing process
·
A complete SWOT
analysis of the company and chosen product (table and explanations)
·
A thorough competitive
analysis
·
Advertisingand
promotion organization— How it is staffed and structured
·
Identification of major
“selling factors… “the big deal!”
statement
o Discuss
product merchandising (how it is bought and sold)
o Identify
and discuss thetraditional marketing
tools that are available
o Identify
and discussalternative marketing
tools that are available for your product
o What
is the potential impact of “social networking” opportunities for your product?
o Detail
the “communications objectives” of your product
o Include
chosen means of advertising and promotion (specifics, able to be imagined). Provide graphic examples (optional)
o Describe
the advertising “appeals” you have chosen and how each will impact consumer
behavior
o Discuss
the “Creative Brief” and your specific promotion of your selected product
o Explain
the advertising media that is available and how have you chosen the “media mix”
for your product
o How
will “sales promotions” be used in your campaign?
o Prepare
a pro forma budget for your advertising and promotion campaign
·
Analysis of any
community, governmental, or other regulatory issues
·
Analysis and results
measurement of the IMC plan
·
Summary Statement
