BUS7B50/BUSI704 Integrated Communications Assignment 1 - Report

Content page

Students are to include the following sections in their report:

 Introduction
 Background
 Practical Application of IMC tools
 Marketing Communication Plan
 Conclusion
 References

Introduction

In this section, students must provide a brief introduction to the concept of IMC. In particular,
students have to draw on the literature (i.e., peer-review journals) to (1) define integrated
marketing communications, and (2) discuss the characteristics of IMC.
In addition, students are to lay out the highlights of this report, including the aim, structure of
this report, and main argument(s).

Background

In this section, students are to provide a brief introduction to their chosen organisation. They
need to provide a brief context/background to the selected organisation and conduct a
preliminary assessment of its integrated communications strategy. Students may briefly
explain why a particular organisation is chosen for analysis, and highlight its performance in
leveraging IMC tools.

Students also need to (1) outline their target audience based on the market segmentation
(e.g., demographic, behavioural), and (2) state the promotional objectives of the proposed
campaign explicitly on the new product or service.

Please avoid selecting a brand (e.g., BMW). It is recommended to discuss a specific

organisation in a particular context or region (e.g., BMW Singapore).

Practical Application of IMC tools

In this section, students need to provide a brief background of the international digital
commerce environment. They must also discuss the most appropriate communication tools
the selected organisation should use to brand and coordinate its marketing activities across
various communication channels.
In addition, students need to discuss the means and benefits of efficiently leveraging both
traditional and digital media tools.
Students are reminded to draw on the literature (e.g., peer-review journal articles and
reference books) to substantiate their arguments.

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Marketing Communication Plan

In this section, students are to design a stepwise marketing communications plan. In other
words, the proposed marketing communications plan is to be divided clearly into different
stages and steps
In addition, students need to explain how this proposed marketing communications plan
enables the selected organisation to increase its brand awareness through various available
channels by strengthening its marketing campaign and brand messaging

Conclusions

In this section, students should summarise the points that have been discussed in the
previous sections. This is not a section for you to bring in new ideas.

Reference page
References should commence on a fresh page. Please remember to follow proper WGU
Harvard referencing which is listed in accordance to alphabetical order. Please ensure that
in-text citations are consistent with what you have listed on your reference page.

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