Integrated marketing communications plan report









Stott’s Colleges

252 Lygon Street, Carlton

Cricos code 00197D

Bachelor of Business (05075K)

Semester 1 2014




UNIT TITLE                          MRK201 Marketing Mix

COURSE                                Bachelor of Business

PRE-REQUISITE                  Nil

DURATION                           One Semester

CREDIT POINTS:                 15




Learning Outcomes:


In this course, students examine the promotional function and its role in an organisation’s marketing program with special emphasis on the practice of advertising, sales promotions, and new media in formulating Integrated Marketing CommunicationsAt the completion of this unit a student should be able to:



  1. Examine the role of advertising and promotion management in contemporary


  1. Develop an understanding of integrated marketing communications, including the coordination of the various promotional mix elements
  2. Recognise the skills required for the development of a creative strategy in

advertising, examining the various creative approaches, appeals and executions used by advertisers

  1. Analyse the major elements of a promotional plan, including: goals and objectives, media planning and strategy, and promotions budgets and evaluation.
  2. Develop understanding of media planning and strategy.
  3. Select an appropriate promotional mix.
  4. Discuss ways to measure the effectiveness of advertising and promotion.



·         Appreciate the importance of the Marketing Mix in the formulation of Marketing Strategy

·         Develop an ethical perspective on the use of Integrated .Marketing Communications in Marketing Strategy


Alan Dymond

252 Lygon Street

Carlton VIC

Phone 03 9663 3399

Email [email protected]




  1. Product & Product Development in the Marketing Mix
  2. The role of Price in the Marketing Mix.
  3. Channel Management in the Marketing Mix.
  4. The Integrated Marketing Communications concept in setting Promotional objectives and the advertising budget.
  5. Consumer Behaviour and Creative strategy.
  6. Media planning and strategy.
  7. Using print media.
  8. Using broadcast media.
  9. Sales promotion and personal selling.
  10. Direct and Internet marketing.
  11. Public relations.
  12. Measuring effectiveness of marketing and promotional programs


Assessment in this unit will consist of a combination of coursework and end-of-semester examination:






Submission of Literature Review and Critical Analysis of  ONE of the topics chosen from the nominated areas


Week 7


Development of a comprehensive, detailed Integrated Marketing Communications plan for the chosen topic

Report and Presentation


Week 11

§  Final end of semester examination

covering all lecture topics


Week 14





In order to pass this unit, students are required to complete all assessment tasks and achieve an aggregate mark of 50% for the three assessment tasks.

Students must achieve AT LEAST 45% in their Final Exam to pass this subject.


Individual Literature Review (25% – 2000 words

Due Date Week 7



Students are required to undertake a review of ONE of the following topics;


  1. How companies are using the emerging Social Media as part of their marketing strategy
  2. The impact of the Internet on Channel Strategy
  3. The impact of Relationship Marketing on marketing communications


Your literature review should include at least 5 peer reviewed (scholarly) journal articles in addition to any textbook references. Reports by major University Business Schools and major international consltants (such as McKinsey) will be deemed to be “scholarly”.


The format of your report will be discussed in greater detail during tutorials


Do NOT utilise sources such as, , and other such web materials as these in no way constitute academic references for the purpose of your assignments. If you rely on such sources for theoretical support you will be deemed NOT to have met the requirements of the assessment


Assessment Criteria

Literature Review and Analysis


Analysis of  literature on topic




Conclusions derived from analysis and assessment of future impact




Use and depth of research




Justification of Analysis and conclusions drawn




Presentation and referencing














GROUP ASSESSMENT PROJECT                    


Development of a comprehensive, detailed Integrated Marketing Communications plan report and presentation   (25%) – 2500 words


Due Date week 11


This assessment builds on your theoretical knowledge and aims to put that

theoretical learning into application.


Working in groups of upto 4 you are required to prepare a report and presentation (using Powerpoint) a detailed IMC plan comprising the following;

  • Creative positioning
  • IMC Media strategy & plan
  • Detailed action plan & timetable for the first 12 months
  • Budget for the first 12 months – it must be realistic for this scenario
  • Evaluation & control procedures for this scenario (i.e. NOT just a rehash of every procedure found in all the textbooks)



You have been approached by a medium-sized, clothing company targeting the 14-22 year old age group. The company has found itself in an increasingly shrinking market due to its inability to reach and be relevant for, the Generation Y audience now moving through this age bracket.

Using what you have learned as good branding strategy (and the steps involved in developing brand equity), your task is to develop a change communications proposal to help the company change its brand identity in the market. You will need to provide an analysis of the current target audience and a detailed strategic proposal for communicating to this audience effectively and creatively.

Changing an image requires more than using one ad or a press release. The internal company personnel, products, packaging, suppliers, other businesses and customers all need to be managed to implement, promote and live up to the new corporate brand promise.


Assessment Criteria Group Report


Oral presentation criteria

PowerPoint must be used,

All members must contribute – a Group Report on EACH Team member’s contribution to the final report must be completed

(NB this may affect that individual’s final mark)


Clarity of concepts

Thoroughness, accuracy, and depth of analysis

Identification, evaluation and justification of strategies using matrices

Communication skills of the team

Ability to retain management attention and involvement

Presentation time management 

The allocated time is 10 minutes

Presentations must not exceed a maximum of 15 minutes






Weighting /100

Areas to be covered










·   Statement of purpose of paper: made explicit and followed

·   Stakeholders and their interests identified

·   Demonstrated good understanding of subject (sufficient research conducted)

·   Effective use of outside sources (are there obvious deficiencies or omissions)

·   In-text citations and complete reference list complete and accurate (is there sufficient information to find all print and web sources, and are quotes properly cited)






Creative Positioning


·   Understanding of target market

·   Clear statement of objectives








Strategy Formulation


·   Company Mission & Goals – described and evaluated

·   External Analysis – general and industry, environments examined for opportunities

·   Competitive rivalry examined

·   Internal Analysis – core competencies and source of competitive advantage identified

·   Alternatives mentioned and compared

·   Recommendations seem plausible, well supported

·   Persuasive, logical, and compelling research and analysis

·   Practical Viability







Strategy Implementation


·   Governance

·   Budget

·   Timetable







Analysis & Assessment of Risk


·   Successes: What is the company doing correct?

·   Failures: What is the company doing incorrect?

·   What is likely competitive response?










·   Overall structure

·   Persuasiveness

·   Effective use of tables, illustrations, and figures







Total /100    


Total /25%


















Belch, G.E.,Belch, M.A., Kerr G & Powell I (2009)

Advertising and Promotion – An Integrated Marketing Communications Perspective, McGraw-Hill Australia






Text reference


Week 1


Product & Product Development in the Marketing Mix



No set text for this topic


Introduction to tutorial activities and assessment

Week 2


The role of Price in the Marketing Mix


No set text for this topic




Group tutorial activity


Week 3


Channel Management in the Marketing Mix


No set text for this topic




Group tutorial activity


Week 4

Àn introduction to integrated marketing communications and Brands and building relationships with consumers


Chap 1 & 6 (Belch)



Case Study;


Week 5

IMC and how it can be integrated into the marketing plan. The planning process, establishing objectives and budgeting for IMC


Chap 2, 3, 7 & 8



Group tutorial activity



Week 6

The communication process, consumer behaviour and Message strategy and execution



Chap 4, 5 & 9


Group tutorial activity

Week 7


Media & contact strategy



Chap 10



Case Study

Week 8


Media choices – evaluating the options


Chap 11



Group tutorial activity


Week 9


Measuring the effectiveness of the IMC program


Chap 12



Case Study;


Week 10


Direct and Interactive Marketing


Chap 13



Group presentations


Week 11


Personal selling and sales promotion


Chap  15 & 16



Group presentations


Week 12


Public Relations


Chap 14



Group presentations



Week 13




Week 14

Exam Week





Students are advised to acquaint themselves with the academic regulations regarding progress as outlined in the College Rules and Regulations.


A deferred or a supplementary examination will be in the mid semester break of the following semester.


Supplementary information concerning teaching, learning and assessment may be provided from time to time. Announcement of these matters in classes and on the website shall be deemed to be official notification.


It is recommended that students who have life circumstances or personal limitations which may affect their course of study, should contact the Program Coordinator as soon as possible.


Group discussion in assignment work is encouraged. However, written reports must be the individual student’s work. Any and all collaboration and help received must be clearly acknowledged.


Permission to make a late submission of work must be obtained from your Head of Unit. The reasons for requesting an extension of time must be given in writing and must be received before the due date. Having ‘work in other units’ will not be accepted as reasonable grounds for granting an extension.


Excuses involving computers or printers will not be accepted as valid reasons for late submission. It is your responsibility to organise projects so that work is submitted by the due date.


Where your work is submitted after the due date and compassionate or other grounds cannot be established, there will be a penalty of 10% of the total mark for each day the submission is overdue.


In order to pass the unit, you must have satisfactorily completed all assigned work.


If the unit lecturer questions any submitted work as wholly or partially plagiarised, you will receive a nil result for the assessment. If the unit lecturer is satisfied that two or more students have engaged in unauthorised collusion, those involved will be subject individually to the same penalties as those applied in individual cases.


A duplicate copy of all work submitted must be kept by the student.


Assessment grades are as follows


0-39                                  Fail (F)

40-49               Resit (R)

50-64                              Pass (P)

65-74                              Credit (C)

75-84               Distinction (D)


85-100                         High Distinction (HD)

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