MARKETING COMMUNICATIONS [MARK302]

GROUP ASSIGNMENT IMC plan GROUP NUMBER:

DECLARATION
 We are familiar with the University’s policy on plagiarism.
 We have checked this work to ensure that it contains no instances of plagiarism.
 Where the work of others has been relied upon, it has been duly acknowledged and clearly referenced.
 We have submitted the identical project to Turnitin.
SURNAME FIRST NAME STU. NUMBER CONTRIBUTION SIGNATURE
(sections, not %) (can be typed)

ASPECT MAXIMUM MARK COMMENTS

MARK AWARDED (also see comments in project)
Executive summary & Intro. 05
Situation analysis 10
Target audience 10
Communication objectives 05
Marcom strategy 45
Marcom mix 10
Budget/imp/eval/control 05
Sources 05
Style & presentation 05

TOTAL [100]

WP REPORT ATTACHED YES NO

TURNTIN RECEIPT ATTACHED YES NO

LESS: PENALTIES1 (IF ANY) NOTES: 1. For (a) late submission: 5 marks per day, including
weekends; (b) failure to submit all required components; (c) non-
FINAL MARK AFTER PENALTIES compliance with group composition requirements (without prior
approval): 5 marks per person below/above specified group size; (d)
INDIVIDUAL ADJUSTMENTS2 (IF ANY) non-compliance with other assignment requirements. 2. Individual
group members’ marks may be adjusted based on individual
contributions.
Use the mark allocations as a guide to how much focus/length to allocate to each section of the plan, making sure to stay within 5000 words.
Use the assessment guidelines/criteria (table on last page of assignment handout) as a guide to what to include in each section.

EXECUTIVE SUMMARY & INTRODUCTION

1
SITUATION ANALYSIS

2
TARGET AUDIENCE

3
COMMUNICATION OBJECTIVES

4
 MARKETING COMMUNICATION STRATEGY

Message/creative strategy

Include at least 3 examples of campaign executions, in addition to your strategy. These may
include, but are not limited to:

 TV/online ads (either a video or a storyboard is acceptable)

 radio ads (either a recording or a script is acceptable)
 print ads
 out-of-home ads (e.g. billboards, posters)
 mock social media pages/websites
 direct mail/e-mails
 press releases/event sponsorship/expos/activations

All executions must be your group’s original work.

Media strategy

5
MARKETING COMMUNICATION MIX

6
BUDGET/IMPLEMENTATION/EVALUATION/CONTROL

WORD COUNT (MAXIMUM 5 000): ______

7
REFERENCE LIST

8
 APPENDICES

These may include:

 Supporting material (e.g. a competitor campaign that was referred to in the situation analysis;
statistics that you used as the basis of your target audience selection; a schedule of media costs
that you used when drawing up your budget)
 Your campaign executions (if not included in the body of the plan)
 Turnitin receipt/SI summary
 Writing Place report (if applicable)