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Integrated Marketing communications (IMC)
Integrated Marketing communications (IMC)
Subject : Integrated Marketing communications
Due date: 22-Mar-2016
Length: 500 words
Task
An IMC plan is a process that provides a framework for the organisation. The plan is focused on ensuring the message will target the right audience, be synergetic and measurable.
Module 1, topic 3 on IMC Planning explains the six steps of the IMC plan from Ouwersloot & Duncan, 2008 are:
Step 1: Identify target audiences
Step 2: Analyse SWOT
Step 3: Determine Marketing Communication objectives
Step 4: Develop strategies and tactics
Step 5: Set the budget
Step 6: Evaluate effectiveness
Now, re-read the case study for Module 1 – Havana Club: Mint Revolution, and with the information presented, identify where and how the six steps of an IMC plan were used in this award winning campaign.
http://www.rainforest-alliance.org/business/marketing/marks/certified
(Case studies are at the back page 3 onwards)
Rationale
- Be able to demonstrate understanding of theoretical concepts underlying integrated marketing communications program;
- Be able to demonstrate understanding and identify how an IMC plan is used in industry
- Evaluate and apply the six steps of the IMC Plan
Marking criteria
| Criteria to be assessed | High Distinction |
| Demonstrated ability to define, describe and apply theoretical concepts to the case study and identify relevant information | Theory concepts clearly defined and described. Located detailed insightful information from the case study and identified and documented with the correct step |
**Please follow this criteria and apply high distinction marking guide**
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