MC6094 Marketing Communications in Practice (Fashion Context) Assignment 2- You are required to develop a report for an Integrated Marketing Communication plan for the fashion brand chosen from your first presentation.

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MC6094 Marketing Communications in Practice (Fashion Context) Assignment 2

ASSIGNMENT 2 INDIVIDUAL MARKETING COMMUNICATIONS PLAN, 80% 

Length: 2000 words (10% +/-allowance, excluding, appendices, tables, images and references)

Please allow yourselves plenty of time to ensure your work is in the correct format before the deadline.

You are required to develop a report for an Integrated Marketing Communication plan for the fashion brand chosen from your first presentation. You should be prepared to consider the full range of available Marketing Communication tools to complete this assessment and to justify the rationale for their use based on solid academic theory and research. (You are also advised to justify the exclusion & inclusion of major tools if relevant). You are advised to ‘ground’ your analysis and rationale in appropriate marketing communications theory paying particular attention to possible campaign objectives, communication strategies, and communication tools and campaign measurement & control. Your plan should contain appropriate academic use of references and where these have been used to justify or support your proposals.

·       You are required to develop a marketing communications plan in report format. The plan needs to address the objectives, key strategies, and implementation process of the proposed campaign.

 

·       The plan needs to cover the July – December 2025 period and new development plans following specified by reported information and events of your selected organisation. The plan needs to consist of a justification for your marketing campaign and marketing communication objective, Message and Content strategy, clear explanation of your tactics, media plan and coordination of activities, and key performance indicator monitoring and control.

 

·       Additionally you should be prepared to consider the full range of available Marketing Communication tools in the communication mix (e.g., Advertising traditional on line advertising , PR incorporating events, On line PR , product placement, sponsorship, celebrity endorsement and sales promotion, direct marketing and social media etc.) You will need to justify the rationale for their use based on solid academic theory and research. Your choices of communication tools should be smart, consistent, and effective and have high levels of synergy with the proposed campaign.

 

Referencing – It is expected that you will cite sources in the text of the document and fully list your references to correct Harvard standards.

 

Illustrations – Illustrations may be inserted into the text of the document, but must be fully referenced to Harvard standards. https://metranet.londonmet.ac.uk/services/sas/library-services/referencing/referencing.cfm#bookIllustrationsDiagramsLogosTablesGraphs  for further details. If you intend to develop your own illustrations such as posters, templates, social media posts of your creations, you must credit yourself as the author according to referencing standards.

 

Appendices – Please keep appendices to a minimum. These could include a mock up press release sample, sample blog or social media postings and mock up campaign shots etc.

 

Key tip for referencing and citing. Whenever you are analysing and evaluating selected marketing communication theory, concepts and models, use high quality academic journals as well as textbooks in place of secondary (non-academic websites). Any information of events and campaigns of your selected company may come from secondary sources; for this information, take care to prioritise sources of specialised fashion and editor sources before other internet sources, examples are given below.

 

This assessment addresses the following learning outcome:

1. Demonstrate ability to develop a marketing communication pitch in response to a strategic creative brief.

2. Demonstrate application of creative thinking skill to practical problems by developing an effective integrated marketing communications plan.

This assessment aims to assist in the building of the following specific skills:

·       Researching

·       Analysing data & problem solving

·       Commercial Awareness

·       Written Communication/structure

 

You will be marked against the following criteria: Individual Marketing Communication report

 

Report section	Marks	Contents
Executive Report summary	10	Briefly and clearly summarise the key information of the proposed marketing communication campaign *Note: this is NOT an Introduction; this is a summary of the key information of your campaign. This should be no more than half a page (250 words)
Marketing and marketing communication objectives	10	Specific marketing and communication objectives of your campaign with reference to the campaign tactics, and a clear SMART orientation
Marketing communication message and content strategy	20	Clearly stated creative message which is consistent across all communication tools, and reflective of your target segment from CW1. *Note: You do not need to add a justification for choosing your target segment. Insert any relevant content from your presentation. Must have a supporting  justification & rationale  based on appropriate communication/consumer theory
Marketing Communication Tactics	30	Clearly selected appropriate range of marketing communications tactics – applied in a creative, coherent and integrated form to meet specified marketing and marketing communication objectives.   Clear rationale & justification of selected communication tools based on appropriate theory   (Traditional or digital advertising – Print , Billboard TV, radio, cinema, sales promotion PR /event,/press, direct marketing, Sponsorship; Digital communication tools i.e. Online advertising Online on line sales promotion On line PR –Social media etc ) with clearly defined SMART objectives for each communication tools used & linked to overall marketing communication campaign   Evidence of an understanding of integrated brand communications & consistent message.
Media Plan and Coordination of activities	10	Provide a timed action plan of clearly specified campaign activities (pre-launch, launch  post launch) to form a coherent integrated Marketing Communication campaign & resources *The table can be provided in a table or Gantt chart
Key performance Indicators monitoring and control	10	Provide a timed plan of the required key performance indicators (KPIs) to measure the campaigns process and outcomes.
Report format	10	Appropriate report format Evidence of strong analytical & evaluative capabilities in interpreting brief with supporting sources Appropriate referencing style & evidence of  extensive &  appropriate  academic and practitioner  research
Comments:
Tutor	Date	Grade

 

 

How will I be graded for the Marketing Communication Report

Please note that grades are provisional and are subject to change following 2nd marker and external moderation procedures.

Grading criteria

Grade	Indicative Mark Range	Criterion
A	70-100%	Excellent