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

Module Code : MC6094

Module Title : Marketing Communications in Practice (Fashion Context)

ASSIGNMENT 2 : INDIVIDUAL MARKETING COMMUNICATIONS PLAN

Length: 2000 words

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.

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• 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 June – August 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.

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