MA Marketing Communications IMC CAMPAIGN PLANNING PROJECT Module Guidelines Module Outline & Guidelines
Overview of the Module
The IMC CAMPAIGN PLANNING PROJECT is a 30-credit module, with three core assessments that requires you to apply your course learning from the modules of the Masters degree to ‘real life’ brands and organisations.
This module is a practice-based project in which students make an assessment of a brand’s current situation and future potential in relation to marketing opportunities, brand and marketing communications. They then go on to develop an in-depth, comprehensive integrated marketing communications plan for the future. The module is delivered through class sessions, a residential workshop and one to one tutoring with an individually allocated supervisor.
Teaching & Learning Methods
Classes and Inputs
Various aspects of IMC are covered across the full-taught degree programme in the individual modules that are then supplemented by specific inputs contained in the module Contemporary Issues in Integrated Marketing Communications. This is further supported by a residential workshop that focuses on the application of an Integrated Marketing Communication plan for a specific brand.
Each student is allocated a personal supervisor to guide their progress in the project.
Working with the supervisor
Each supervisor is allocated approx. 3 hours contact time with the student which relate to a series of meeting (face to face or distance discussions; skype, email etc.) to be arranged between the supervisor and student. An indication of the key topics at each meeting is outlined in the schedule.
It is the students’ responsibility to manage their time well over the period and students should not expect supervisors to be available at the last minute for support. Some supervisors will be unavailable for periods during the process (holidays etc.) and you will need to be flexible around each other’s availability.
Aim to establish availability at the outset, so you can plan your activities carefully.
Overview of IMC Project module
Project proposal - concept submitted for appraisal
The rationale for the Project Proposal of Marketing Communication
The Integrated Marketing Communications Project
The Integrated Marketing Communications Plan for the project – set out in 4parts:
Campaign Objectives and Scope
Communications and Campaign Strategy- Specific Proposals
Campaign Outcomes Evaluation
Notes on topic selection:
Size of the organisations
This first stage proposal establishes the background that underpins the IMC Project, and proposes a justified IMC outline plan. Its purpose is to set out a clear strategic direction for the company that is then supported by a well-planned, integrated marketing communications campaign.
This submission, which is similar in content to the Marketing and Branding module coursework, enables the course team to evaluate the proposal for its suitability and to make suggestions for change and amendment to ensure a robust assignment. The submission may also highlight the need for specialist supervision that may be available from the pool of supervisors available.
Summary of the proposal
You will need to select a marketing sector and a specific brand within it that you can build a future IMC campaign around. You will need to select and define a geographic region. This should be the UK where you have most experience and knowledge of media and marketing communications, where we have extensive resources and market data and where we have the most specialist supervisors.
In this proposal you will need to consider the marketing of the brand and its future direction. You will need to demonstrate, through a comprehensive situation analysis, an understanding of the market dynamics, the core competition and the brand’s key strengths and weaknesses. You will need to show comprehension of its branding and positioning as well its marketing performance, expressed through the marketing mix elements. There needs to be a specific emphasis on how it and its competition have managed their marketing communications to date.
From this current situation analysis you will need to formulate credible
marketing strategy for the future that needs to consider strategic
development for product, for markets and for the brand. Relevant tools such
as Ansoff and SWOT should be employed. Any product development, extension,
re-positioning, re-branding and/or market changes will need to be explained
through analysis of their current problems and a clear rationale for
However there is no requirement for any significant change to marketing strategy or to the target market. You may consider an unchanged product, market and brand and simply consider, for this project, how the marketing communications element can be improved for the future.
You will need to present financial analysis that reviews, evaluates and projects the brand’s sales, profit and promotional spend, in relation to that of the other key market players.
The proposal should conclude with clear, quantified marketing objectives and an overview of the core IMC objectives – considering what you plan to achieve through IMC; what message you will develop and an idea of which media will be selected. The IMC plan does not need detailed quantification at this stage but should indicate an overall budget, which is expressed using financial data.
Key contents of the Proposal:
Summary -outlining the proposal for marketing communications
These sections need to be clearly and fully expressed and justified, as this will form the initial chapters of the final IMC project. This will be marked at the initial proposal stage and will not be marked again in the final submission.
As always, much of the detail can be presented in the appendices with the critical analysis and summary in the main text.
Primary Research in the IMC project
Primary research is NOT a requirement for the IMC project.
If you wish to conduct primary research (say a focus group, small scale survey or interview with specialists in the industry) you will need to gain permission from the University’s Ethics Committee. You will need to complete an application which explains your research, its role and importance and await approval before commencing any research.
Additional Support notes for this section: -------------------------------------
What needs to be done and why?
This stage is essentially the development and detail of the proposal idea within the context of the host organisation and the market environment.
There is no requirement for you to do any primary research as you do not have either the permission (see above), the time or the resources.
However, evidence based on secondary research is critical to your project’s
credibility, and all analysis and development should be carefully and
A critical assessment of the secondary research that you have accessed and used is very important to achieve and should be summarised at this point. Thus you should include a section on your project methodology that is supported fully by the reference and bibliography section; all presented using Harvard reference system.
Marketing Objectives/Strategic context
From a combination of the macro and microanalyses conclusions and recommendations should be produced that will answer the question - Where do we want to be? This should then be expressed in terms of marketing objectives. Marketing objectives should be expressed through product terminology such as market share, market entry, or market terminology such as customer retention, or customer acquisition/new market development.
These objectives should be SMART and are likely to be expressed by using (as appropriate) strategic growth models – Ansoff, SWOT, etc.
There should be a clear presentation of the financial implications of the proposed activity, which relates directly to the IMC budget, developed in later sections.
Recommendation of the IMC Plan
An outline of the proposal for IMC plan should be given, which shows how IMC can deliver to the identified marketing objectives. This should include and overview of the message and media as well as budget and timings.
This part sets out the detail of the how the potential opportunity should be realised.
P2 The Integrated Marketing Communications Project 70/100 12,000 The Integrated Marketing Communications Plan for the project – set out in 4parts: 2A Campaign Objectives and Scope 15/100 3,000 2B Communications and Campaign Strategy- Specific Proposals 15/100 3,000 2C IMC Delivery 30/100 5,000 2D Campaign Outcomes Evaluation 10/100 1,000
Based on the identified opportunity and marketing recommendation outlined in the proposal, you will need to define and develop the IMC campaign that will support your marketing objectives. This will include setting clear quantified IMC project objectivesand exploring the scope and brand positioning (both current and desired).
The role that IMC plays in enhancing the company/brand’s promotional strategy is identified and fully explored.
It must consider relevant branding issues and how the campaign will change the brand and what consequences that will have on the target market, the brand, other related brands and the IMC campaign.
In this section you must include a detailed quantification of the target market, analysis of consumer behaviour by target market, exploration of potential motivational insights – including the decision making process - using appropriate methodology & frameworks.
Support notes for this section: ------------------------------------------
Campaign Objectives and Scope
The Role of IMC in Marketing Management
The IMC campaign objectives & scope embarks on an attempt to answer the question: “How might we get there?” I.e., meet the project objective(s).
In the first place, you need to display your knowledge of integrated marketing communications and its growing role in the marketing management process and why this is so. You will need to relate your understanding of IMC to your own chosen company/brand, discussing the extent to which it seems to have adopted IMC. Appropriate academic sources should be quoted.
If your proposal requires contribution from marketing activity other than IMC then you need to address and quantify the role of IMC within the Marketing mix. For example the launch of a retail chain into UK will require marketing activity such as location, in store development, product selection, etc. How will this fit in with marketing communication?
IMC Performance Objectives
From the marketing objectives, you must define the purpose of the IMC campaign, addressing the question: “What you are seeking to change about the brand’s position and image; the degree of change that is being sought and the timescale over which this change is to be achieved?”
You need to consider the implications of changing position and the consequence of current positioning / target market and other products in the portfolio which might be affected. It is normal to think in terms of one year for your IMC, starting sometime after your submission date. In some cases, a longer time horizon is required and should be specified and justified.
Target Market and Consumer Profiles
It is essential to quantify and profile this as precisely as possible, otherwise your campaign will lack the necessary focus.
There are many sources of data, which have been covered during the course - National Statistics being the key one from which all others derive, such as ACORN, MOSAIC. The information and data that you gather in this part should be geared to an assessment of the target market’s underlying motivational and behavioural psychology – the purchasing decision making process- using frameworks such as AIDA, Means End Chain. These insights should be balanced against the category product area/brand claims, via the positioning process. The use of profiles of typical consumers in the target market should be provided. Differences should be clearly identified between existing and new target markets. The question to be addressed is “Who are our customers, how, when and why do they buy?
Branding issues should be addressed in full with consideration of brand architecture (e.g. corporate ownership, brand extensions) The image of the brand, its strengths, performance, promise, claims and value should be analysed, using one of the appropriate frameworks – brand aura, brand pyramid, brand wheel.
Discussion relating to the degree of change in branding/positioning needs to be presented, along with desired change in positioning– although there may be no such change necessary, of course.
How successfully is the brand communicated to the target market now? The key question to be answered is: “ What does our brand mean in the market-place and does it need to be changed/ improved” – if so, how?”
If your positioning and brand has changed you may lose some customers in order to gain new ones. You must evaluate these consequences.
Based on the above, the message to be communicated needs to be devised and each available communication tool should be explored for its suitability to the delivery of the chosen communication strategy. This will require an appreciation of the role of each of the tools in IMC, in general, and specifically to the chosen topic, providing reasons for the acceptance and rejection of the tools. You do not need to include every IMC tool; you need to select those that are appropriate to the situation. However consideration should be given to the comprehensive range of tools; thus if you make a decision to not use a tool you should provide a brief rationale for exclusion, rather than simply ignore it. You should also select tools that enable you to demonstrate mechanisms of integration.
Discussion should be provided on: -
Support notes for this section: -----------------------------------------
The Communications and Campaign Strategy – Specific Proposal
On the basis of the earlier analysis, you should now be in a position to devise a Central Organising Idea (COI) or appropriate message “strap line” for your campaign that will serve as the basis for the communication process. This is not just for the advertising but will hold together the whole campaign and resonate with the brand strategy. It should answer the question: “What are we saying?”
The strategy needs to take account of the various stakeholders; to give their agendas the appropriate attention. These will include employees. The micro needs analysis refers to internal marketing and the availability of internal resources that will be needed to implement the campaign.
You will then need to devise the appropriate strategy to communicate the message effectively to the target market. This seeks to address the question: “Which channel is best?” You need to explore all of the available communication tools and assess which ones are appropriate and which ones are not, with justification provided in each case. You will need to consider both the existing channels used and those used by competitors as well as any changes in your identified target market.
Push & Pull Strategy
Your campaign strategy will need to evaluate the role of push and pull strategy and the appropriate emphasis of each. For large complex brands you may decide to build a campaign for just one element but you will need to briefly address the needs of the other. The balance between push and pull strategies will vary according to your brand and market place and will be unique to your IMC.
The analysis should relate to the extent to which the company/brand is established in its routes to market. If your brand/product is in a market entry situation, which are the routes to market and how does the brand obtain access to these routes and with what degree of difficulty. If the brand is already well established, are there any special measures that need to taken to enhance the point of sale situation? Consideration should be given to the appropriate IMC tools for this strategy
You will need to consider the role of pull; increasing consumer demand and identifying key tools for this strategy, usually advertising, PR, DIM etc.
Both Push and Pull are discussed in Contemporary Issues for IMC module
Your project needs to demonstrate how you will optimise the vertical and horizontal strategy for the IMC plan.
Vertical Integration is best illustrated as the interpretation of a corporate mission down through the organisation via the SBUs, to the operating departments, their teams, products and brands. The SBUs and departments take responsibility for their share of the delegated mission as sub-task/s.
The teams and individuals accepting the sub-tasks and breaking them down into mini-task/s. Each new layer becoming the strategy/solution of the layer above. It is the successful completion of the mini-tasks that deliver the mission. The quality of this process is the ‘vertical integration’.
Horizontal Synergy is a reference to the quality of marketing & marketing communications strategy implementation and integration. It is only created when all the strategic and tactical elements/activities come together across all activities to create a synergistic impact that is greater than the individual components could be reasonably expected to achieve on their own.
Both horizontal and vertical integration are discussed in Contemporary Issues for IMC module.
In this section you need to provide details on the delivery and integration of the chosen communication tools into a single homogeneous solution, distinguishing between ‘push’ and ‘pull’ needs. Clear time lines for both individual delivery by chosen tool and the overall campaign must be defined, along with the costs of deploying the selected media. An overall budget and time line must be provided, along with its justification. The financial implications of the campaign must be estimated. This section will be different for each project as each projects needs to address specific and individual issues and objectives.
In essence the detail of the IMC implementation plan needs to be documented, exploring the cost and time implications.
Support notes for this section: ------------------------------------------
The Campaign Delivery Recommendations
By now, you should have decided upon which communication tools will be used and why. You need to decide on the extent to which each one will be used, in terms of reach, frequency and cost. This needs to be planned and shown in time sequence for the timescale of the campaign. A cohesive and integrated communications strategy should be delivered by a programme that meets all the diverse objectives and needs of stakeholders.
Each IMC project will be very different at this stage, as each need to follow through the strategy planned in part a & b above.
There is no checklist for tools that need to be included – the tools need to be appropriate for the planned strategy.
The Campaign Budget
The resultant budget needs to be related to the financial situation of the organisation/ brand. Is it realistic and robust enough for the recommendation outlined? Are solutions both effective and efficient?
The acid test question is “Can you persuade the Board of Directors to sign off the funds?
Details of the revised performance of the organisation need to be detailed and compared with your estimates of current spend
The Campaign Timelines
A detailed and integrated time line should be presented for all elements of the campaign.
In this section you need to document the methods that can be used to evaluate the performance of the campaign, so as to provide a basis to address the questions: “How well did the campaign do?” How much return did it make for the company?” and “How might we do it better in future?’
This needs to reflect all your activity and include realistic time and budget allocations.
Support notes for this section: ------------------------------------------
Campaign Performance Evaluation
You are required to detail the quality of your own campaign and how you will capture the data that will measure actual performance. This section must identify those key performance indicators that will determine the success or failure of your campaign and how the outcomes will be measured e.g., awareness, channel penetration, trial and first purchase and how the data will be captured and analysed. This section should also address issues of vertical integration and horizontal synergy that should be evidenced in the strategy and implementation sections.
For the proposal you are required to submit digitally onto blackboard by the deadline and email it directly to your supervisor
At the second stage the final project should incorporate the proposal section as the initial/introductory chapter, which explains and justifies the rest of the project.
You are able to make amendments to your original proposal in the final project submission (which might be necessary to ensure it ‘makes sense’ with the rest of the project discussion) but this will not be re-evaluated or remarked.
For the final project you are required to submit two hard copies into registry and to submit digitally onto blackboard by the deadline.
The final project should incorporate the proposal as the initial/introductory chapter.
These submissions should be double line spaced, printed one-side only, and bound between good quality covers with your name, student number, degree course, module title, date and year clearly identified in the CA1 form.
All component parts must be handed in, by the deadline, to the coursework lobby and digitally through blackboard
Location of the coursework lobby:
WBS Registry 35 Marylebone Road, London, NW1 5LS.
If you are posting hard copy submissions you will need to ensure they arrive on time. If you are using a courier ensure you are able to track the delivery of the submission.
Any resubmissions also need to be delivered through the Coursework Lobby/blackboard.
Other Details and Requirements
Please ensure that all pages, tables, figures and graphs are numbered sequentially and have titles.
The assignment I got was complicated enough and it was hard for someone else to do it. Our professor had explained a proper technique and format to do it, I was worried if urgenthomework could do it or not? I had a talk with their customer care and they gave me the contact details of the expert who would do my work. I told them the procedure and I was surprised by the product delivery. It was an excellent work framed in the style and Format I wanted it.
I had a critical task accommodation due date. One of my companions recommended that I should hire the services of urgenthomework.com. When I put in the task request, they quickly acknowledged it and comprehended the earnestness and urgency of time. they conveyed my task until before a day of submission date. Services are as good as your writing is. And quite affordable as well. Wish you good luck for the future. Keep growing.
I have been using this website since last many years. It helps me in my college project and homework. Excellent study materials are provided which is easy to understand and learn. Read More