Posted: February 2nd, 2015

Select an organisation or a brand offered by an organisation, analyse its current Marketing Communications and create a New Marketing Communication strategy. The organisation should be an exiting organisation or a brand located in one of the major city in

Select an organisation or a brand offered by an organisation, analyse its current Marketing Communications and create a New Marketing Communication strategy. The

organisation should be an exiting organisation or a brand located in one of the major city in

Order Description

The organisation should be an exiting organisation or a brand located in one of the major city in the UK. The chosen location (City) should be either London, Glasgow

or Aberdeen. The smaller the firm ( such as saloon, restaurant, charity firm, etc) the better the analyse will be.
The writing should be very analytical and should justify each action that is taken to improve the marketing communications of the selected firm.
The rest of the details will be attached as word document.

Topic:
Select an  organisation or a brand offered by an organisation, analyse its current Marketing Communications and create a New Marketing Communication.
Report structure:
1. Executive summary :summarises key issues raised in the report. It should be no longer than 1 page long. (The Summary should commence with a general description of

the current communications organised by the firm. It should also include the NEW Central communication aim and subordinate communication objectives. It is a summary of

the key propositions for the campaign, as well as a summary of how plans will be implemented. It should be presented in a separate page on its own). A table of

contents should follow the executive summary.
2. Situation analysis : An examination of the current position and its offer. This analysis of background information is the research that provides the basis for the

objectives, strategy and tactics. It refers to the analysis of the current communications of the selected firm. It could include areas such as:
•    Company’s analysis, Brand and product analysis
•    Customers’ analysis (target markets, target audiences)
•    Competitors analysis
Remember that you should focus on situational issues that are related to the communication strategy and APPLY the theoretical concepts in a manner that you will

provide input to the communication strategy. Try not to be wordy and to organise your thoughts in tables and diagrams as much as possible.
Information in this section may derive from primary or secondary sources.
3. Objectives : are goals or aims or end results that communicators should seek to achieve. Marketing communications objectives typically refer to the goals that

marketing communications have in affecting the mind of the target audience. They should be Specific, Measurable, Achievable, Realistic, Relevant, Targeted, and Timed.

They should be presented in a hierarchy:
•    Marketing Objectives
•    Communication objectives. Within these communication objectives, think of the contribution of the various elements of the integrated marketing communications

in achieving them.
•    You might want to think about subsets of the various Communications Mix Elements’ objectives ?
•    You should think which objectives are met from each one of the communicational tools.
4. Marketing Communications Strategy and Action Plan : Strategy provides the direction for all those involved in the campaign to follow. It provides the framework

within which they should operate. It is a means by which it is intended to achieve the objectives stated. You should think of the DETAILED decisions on each one of the

suggested marketing communication tools.
The structure of this section per each component of the mix can be broken down to something like this:
4.1 Advertising Strategy and tactics
4.2 Sales promotion strategy and tactics
4.3 PR strategy and tactics
4.4 Direct Marketing and tactics
4.5 xxx
You do not necessarily have to use all the marketing communications mix element. It very much depends on the chosen product, the objectives of your campaign and the

target audiences.
You should state the objectives for each communication tool. Think how these objectives relate to the overall communication objectives (see point 3). You should also

analyse the suggested tactics. The Tactics section of the planning process details the specific activities and events that are going to be undertaken to address the

objectives, so the action plan should be slotted. Some areas that you should think about include:
•    The development and continuous monitoring of the campaign
•    Campaign flow (what are the functions to be performed)
•    Resource management (do we need internal or external resource?)
•    Briefing (what do we need from our internal/ external suppliers?)

You should also include a detailed Schedule of the marketing communications plan. Here a comprehensive calendar describing when each one the activities for each

component of the communication mix should take place.
Make sure that you are thinking of the situation the company faces and the marketing communications objectives as you are developing your suggestions.
5. Campaign evaluation : The campaigns need to be evaluated in terms of their efficiency – how productive is the campaigns in terms of providing value for money and

their effectiveness – how productive is the campaign in terms of achieving what is supposed to be achieving.
6. Budget : In this section a break down of all costs need to be presented. This should be linked with the method used to determine the promotional budget. Detail the

cost associated with specific activities.
7. References : Both on theory and on market data (i.e. media costs, trends in consumer behaviour etc)
8. Appendices: This section should be used to present details or examples of all the issues raised in the rest of the campaign plan.
Reference should be made to relevant theories, concepts or frameworks as well as to current Marketing Communications practices and examples, but only in the way that

they are applied and not as theories themselves. All references should be cited and a bibliography detailing the source be positioned at the end of the report.

Students should use relevant diagrams, models and figures throughout the report. The reports should be clearly divided to the pre-mentioned sections. The length of the

reports should be no less than 2,500 words (excluding appendices, tables and references) and should be submitted with a Turn It In report.
Marking
Marking will focus on your written demonstration of your understanding of the concepts covered in the Marketing Communications and your ability to apply these concepts

in a real situation. The main elements that are assessed is selection, analysis, and evaluation of relevant to marketing communications decisions elements of the

situation, the suggestion of robust and relevant marketing communications objectives and the choice and full development of appropriate marketing communications

tactics. The marketing communication strategies and tactics should be developed to the level that are executable. The presentation of the situation analysis and the

suggested marketing communication decisions are expected to be based on your academic reading. The suggested marketing communication objectives and decisions on

strategies and tactics should also be related to the situation analysis. A successful essay must of necessity go beyond development and presentation at the level at

which material is covered in class as well as that which is simply restated from the text.
Some Relevant Journals in the area are:
•    Corporate Communications: an International Journal (EBSCO)
•    European Journal of Marketing (EMERALD)
•    International Journal of Advertising (EBSCO)
•    Journal of Advertising (EBSCO)
•    Journal of Advertising Research (EBSCO)
•    Journal of Brand Management (EBSCO)
•    Journal of Marketing Communications (EBSCO)
•    Journal of Product and Brand Management (EMERALD)
•    Journal of Promotion Management (EBSCO)

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