26 August 2015

Integrated marketing communication plan

The Integrated Marketing Communications (IMC) plan


1.     Introduction

The Integrated Marketing Communication plan assignment is designed to evaluate your ability to understand and apply the course material. The assignment requires you to assess and critique the Marketing Communications of a company, make recommendations for how they could be evaluated and improved.
The assignment will be completed individually.
Your tutorial sessions will provide you with basic information for your plan, and you will have an opportunity to discuss your project with your tutor in each tutorial session. Failure to attend your chosen tutorial may seriously undermine your ability to complete this project. The schedule of tutorial sessions is as follows;

Tutorial Schedule
Week 3:  beginning 17 March
Tut 1 Project discussion #1, Report writing
Week beginning  24March
Tut 2 Project discussion #2 Background
Week beginning  31 March
Tut 3:Project discussion # 3  critiquing implementation  
Week 6: beginning 7 April
T4: Project discussion #4 Recommendations and evaluation.  
Week 7: beginning 14 April
Monday 14 April, drop in q & a session.  Times TBA.
Week 8: beginning 5 May
Assignment one presentations
Week 9: beginning 12 May
Assignment one presentations
Week 10: beginning 13 May
No tut
Week 11: beginning 20 May
No tut

2.     Outputs.


The following pages detail the content of the IMC Plan.  It is expected that you will follow the structure of a formal business or marketing plan. You all have experience with this in both MARK101 and second year courses. As a refresher, we will run through the basics of report writing in the first tutorial.   You are expected to use your own experience and judgement to determine how to structure your report and if you are unsure, refer to the faculty writing guide for help with this.  The guide is available on blackboard. 
The maximum limit for the written report is 3000 words (not including the cover and table of content pages). This does include the use of appendices.
Marks will be allocated for the presentation of the assignment. This includes grammar, spelling, formatting, etc.  It is possible to lose marks for grammatical and spelling errors.  Clear and concise writing will assist you in communicating your ideas more effectively. 
The written IMC plan is due, 2pm, Tuesday 20 May and is to be submitted in the MARK 301 Assignment box on the Mezzanine floor of Rutherford House and electronically through Turnitin.

3.     The Project Brief.

Introduction


This assignment requires you to do two things;
1.      Critique the publicly available information of the marketing communications of a single organisation.
2.      Create recommendations for how the organisation’s marketing communications outcomes could be evaluated and improved.
You can write your IMC plan on any one of three organisations:
1.      Home Instead senior care.
2.      The Co-operative Bank – launch of a tertiary sector banking product.
3.      Fairfax Media –the Dominion Post.
Background information for each of the three organisations follows. Choose any one of these three for your report.
This assignment does not require primary research.  Use as much publicly available information as you can but do not ask to speak to anyone in the organisations directly.
1. The Organisations
Home Instead Senior Care
Launched in the United States of America in 1995, Home Instead Senior Care is a franchise based organisation which now has a presence in more than 10 countries including New Zealand.The Home Instead service offerings are based on providing senior clients with personalised in-home care in order to maintain their quality of life, independence and dignity.
As a growing franchise based business, Home Instead Senior Care has a need to publicise their services as an alternative to retirement villages and rest home care. They wish to increase knowledge about their business, grow their client base and create profitable returns within the next 12 months.

Fairfax Media and The Dominion Post
The major daily newspaper of Wellington city and surrounding region, the Dominion Post is a flagship title for the Fairfax media group.  The Dominion Post was formed in 2002 with the merger of two Wellington dailies, the Dominion and the Evening Post. In recent years the newspaper industry has continued to be challenged by the rise of digital medias, changes to the way readers access their news and information, and the manner in which sellers advertise their goods and services. 
Farifax Media wants to ensure that the Dominion Post is not only a profitable business, but that it remains at the forefront of news and information provision in the greater Wellington region.  To do this the newspaper’s communications need to be accessible to readers and advertisers alike, be highly relevant and continue to attract a growing subscription base over the next 12 months.

The Co-operative Bank. – Launch of a tertiary sector banking product.
Rebranded from the PSIS in 2012, the Co-Operative bank is looking to build on the recent success it has had with its rebranding campaign, the tagline of which is “driven by your prosperity, not our profit”. The campaign attempted to flip the typically negative response to the announcement of record bank profits on its head.
After undertaking a strategic analysis of its product portfolio, the Co-operative bank identified the tertiary student sector as a promising market segment from which it could build an exciting new product offering.  It now needs to communicate these offerings to students nationwide and sign up as many new customers as possible within the next 12 months.   

The Project task


The following sections detail the content to be included in the IMC report.  

Section one –  Background (4%):

An IMC plan needs to sit within a wider framework of organisational strategy. The first section of the assignment asks you to provide background to both the organisation and the industry in which it exists.    Using publicly available information provide the following information;
Note: You may need to use assumptions in your answers.  Make sure you identify what assumptions you have made and justify their use.

Company Background       3%

·         Organisation name, size, description of what the company does and its mission. 
·         Brief discussion of the wider environment, – keep PESTE and competitor analysis relevant to the IMC plan.
·         Outline the size of the operational revenue and its profitability,
·         Describe the overall strategic goals of the organisation and where relevant, the parent organisation.  

Marketing Background   1%

·         Describe the Target Marketing and Positioning strategies of the organisation.

Section two – Critique – (6%)

Using as much publicly available information as you can gather, critique the current marketing communications approach of your organisation. Include an analysis of the following;
1.      What is the overall communication strategy the company has chosen (sum this up in a sentence or two).                                                                                               

2.      Outline the key message the company is attempting to convey to its target market.

3.      Explain the brand associations that are being conveyed to the target audience.  

4.      Explain the media strategy that the organisation is using to send its message to the
target audience.

5.      Explain why the media strategy is appropriate for the organisation.

 

Section three –  Recommendations and Evaluation   –  (10%)

Make recommendations for how the organisation can improve the outcomes of the IMC plan.
1.       Develop three key objectives the organisation should use for their IMC plan. These objectives should relate to ;
i)        Brand awareness
ii)       Brand Image
iii)     Behaviour  
                                                                                                                               
2.       Identify improvements to the creative elements of the communications and recommend ways to;
i)        Build a strong relationship between the company and its customers.  Justify your suggestions.
ii)      Create effective reach.                                                                                                                        
3.       Apart from advertising, identify other elements of the promotional mix the organisation could use and explain why these would be appropriate.           

4.      Estimate a budget for your recommendations in 3.2 and 3.3. What budgeting approach should your organisation use and why.           


5.       Give details of evaluation methodologies the organisation could use and explain why they are an appropriate choice.                                             
26 August 2015,
 0

Integrated marketing communication plan The Integrated Marketing Communications (IMC) plan 1.     Introduction The Integrated Marketing Communication plan assignment is designed to evaluate your ability […]


26 August 2015

Compare and contrast han dynasty to the roman empire
Topic Options:
1.      Compare and contrast the height of Egyptian civilization during the Pyramid Age (2682-2181 BC) with the defining Vedic-Aryan civilization along the Indus River (c.1500 BC). While earlier civilizations had settled the Nile and Indus Rivers, this was the time when Egyptian and Indian civilizations and cultures were solidified. Consider how these civilizations were similar/different. What were their achievements? What were the causes of their decline? What is their enduring legacy, if any? How did each influence the development of Western Civilization?
2.      Compare and contrast the Roman Empire and its Eastern contemporary, the Han Dynasty, in China. What were their achievements? What were the causes of their decline? What is their enduring legacy, if any?
3.      Compare and contrast the Roman Catholic Church and the Eastern Orthodox Church at the time of their split in 1054 and shortly after. In comparing the theological differences, hierarchical structures, and influence on community, do not go beyond 1517. Include in 1 or 2 paragraphs a short consideration of the modern legacies of these medieval churches and consider how modern European society views them.
4.      Compare and contrast Italian and northern humanism using the Italian humanist, Alberti, and the northern humanist,Erasmus, as examples. To what extend did each look to the classical past of Greece and Rome?
5.      Compare the Protestant teaching of Luther regarding women to the medieval Catholic view of women. To what extent were these ideas an extension of classical ideas and/or ideas of early church fathers?
6.      Describe the rise of the nation-state for either France or England. Consider the origins of the kingdom and significant developments from the Middle Ages through the end of the 1500s. How does this narrative compare to the political development of Germany or Italy in the same period?
OR
7.      Compare and contrast early Spanish exploration from 1492–1548 with early English exploration of 1584–1648. Look at the motivations behind Spanish and English exploration;consider how each nation viewed the discoveries made, and how exploration of new lands influenced the political power and economy of each respective nation. *Note that this is a European, not American, topic so keep the focus on England and Spain throughout the paper.

Step 2. Research the topic and compile sources for the Historical Bibliography (Module/Week 3)
·         Write a thesis for your paper – this can change as you research, but having a clear argument will help you to focus your research.
·         Review plagiarism guidelines
o   Make sure you are aware of the expectations in the Academic Honor Code: http://www.liberty.edu/index.cfm?PID=12268
o   Review the Academic Policy Handbook (See the Student Expectations)located in Module 1/Student Expectations)
·         See Historical Bibliography Instructions for this part.
·         Watch the PowerPoint presentation “Basic Research Guidelines” on research writing and note-taking. Make sure that you are taking good notes, writing down page numbers for all sources (even those you paraphrase or summarize), and marking all direct quotes with the proper punctuation now. Taking notes properly now will save you much heartache and time later.
·         Read and use the article, “Reading, Writing, and Researching for the History Paper” at the following website: http://www.bowdoin.edu/writing-guides/
·         Do not forget the Suggested Reading at the end of each chapter in your textbook as you look for sources. You may find some good leads there on your topic.



Step 3. Write the Historical Bibliography, which is due by 11:59 p.m. (ET) on Monday of  Module/Week 4 (70 points)
            See Historical Bibliography Exercise Instructions
Step 4. Revise the thesis, write an outline, and type up a rough draft of Comparison/Contrast Essay (Module/Week 5)

Please note that Turabian is the style that you must use in writing the paper. The format of your margins, page numbers, etc. are worth 10% of the overall score. See the Comparison/Contrast Grading Rubric for a further breakdown of the points. You can find all the information you need for correctly formatting the paper at the LUO Writing Center and through the links in the Writing Tips and Guides folder.
·         Review Writing Aids at the LUO Writing Center: http://www.liberty.edu/index.cfm?PID=12268
·         Take particular note of the following presentations under “Presentations for Students”:
o   “Common Grammar Errors”
o   “Organizing a Paper”
o   “Outlining a Research Paper”
o   “Paragraph Construction”
o   “Passive Voice”
o   “Formatting Turabian Footnotes and Endnotes”
o   “Microsoft Word” – good tips on how to format page numbers, margins, double-space text, etc.
o   “Turabian Footnotes and Endnotes” 8thedition
o   “Turabian Presentation Revised” 8thedition
·         Utilize Turabian Style Guide for footnotes (see “Turabian Presentation Revised” 8th edition and links in the Historical Bibliography Instructions)

Step 5. Final Draft of Comparison/Contrast Essay, which is due by 11:59 p.m. (ET) on Monday of Module/Week 6 (145 points)
Review and proofread your paper. Make sure that the following are present before submitting:
1.      Title page properly formatted according to current Turabian guidelines.
2.      Page numbers, margins, spacing, and footnotes follow current Turabian guidelines.
3.      You have used 12-point Times New Roman or Calibri font for body of paper and 10 point font for footnotes.
4.      Bibliography is properly formatted with changes made according to grading feedback.
5.      Bibliography no longer has a heading and a page number has been added to correspond with the page numbers in your paper.
6.      The title of your bibliography is correct. (See Comparison/Contrast Essay Example Paper)
7.      You have cited, in the paper, at least 4 of the sources you consulted, and you have a minimum of 7 sources listed on the bibliography page(s).
8.      Thesis reflects topic choice and appears at end of the introductory paragraph.
9.      Each paragraph in the body of the paper flows, building support for the thesis.
10.  ALL sources are properly cited with footnotes within the text of the paper.
11.  Body of paper is neither less than 3 full pages nor more than 5 full pages.
12.  Grammar and mechanics have been checked and corrected – use the “Grammar Guidelines” for common mistakes as well as presentations from the Liberty University Online Writing Center website.
13.  Finally, review the Comparison/Contrast Essay Example and the Comparison/Contrast Grading Rubric one last time and make sure that you have not missed any little details.

Submission:
·         Submit your document through the Safe Assign link in Blackboard before the deadline.
·         Do not type your paper into the comment box.


“So, whether you eat or drink, or whatever you do, do all to the glory of God.” I Cor. 10:31 (NKJV)

26 August 2015,
 0

Compare and contrast han dynasty to the roman empire Topic Options: 1.      Compare and contrast the height of Egyptian civilization during the Pyramid Age […]


26 August 2015

Review both Milton Friedman's “Traditional View of Business Responsibility” (p. 72) and Archie Carroll's “Four Responsibilities of Business” (p. 72-73) in the textbook, and develop an understanding of their ethical principle

Review both Milton Friedman's “Traditional View of Business Responsibility” (p. 72) and Archie Carroll's “Four Responsibilities of Business” (p. 72-73) in the textbook, and develop an understanding of their ethical principles. You are
also welcome and encouraged to research them using outside sources. You are to compare the two theories and create a PowerPoint presentation on your comparative study. Your PowerPoint presentation should include the following elements:
 Slide 1: Title page
 Slides 2-3: A summary of Milton Friedman's main points
 Slides 4-5: A summary of Archie Carroll's main points
 Slide 6: Which principles would you like implemented at your current place of work (or where you wish to work in the future), and why?
 Slides 7-8: Provide two detailed examples of organizations where you believe that Friedman's theories are applied.
 Slides 9-10: Provide two detailed examples of organizations where you believe that Carroll's theories are applied.
 Slide 11: List of sources using APA guidelines

26 August 2015,
 0

Review both Milton Friedman's “Traditional View of Business Responsibility” (p. 72) and Archie Carroll's “Four Responsibilities of Business” (p. 72-73) in the textbook, and […]


26 August 2015

Review the portion of Web Chapter A concerning new product innovation

Review the portion of Web Chapter A concerning new product innovation. You can access Web Chapter A at this web address: http://www.pearsonhighered.com/wheelen/cases.html. Then select a new product that you have been introduced to in the past 12 months. You are also welcome and encouraged to research this new product using outside sources. You are to create a PowerPoint presentation about the marketing strategy for this relatively new product. Your PowerPoint presentation should include the following elements:
 Slide 1: Title page
 Slide 2: Description of the new product
 Slide 3: Explain which category of innovation is emphasized.
 Slide 4: List what differentiates the product from the competition.
 Slide 5: Describe the product's target market and its demographics.
 Slide 6: Describe the market size and potential product demand.
 Slide 7: Explain in which stage of the product life cycle is the product.
 Slide 8: Predict product demand in five years.
 Slide 9: List of sources using APA guidelines

26 August 2015,
 0

Review the portion of Web Chapter A concerning new product innovation Review the portion of Web Chapter A concerning new product innovation. You can […]


26 August 2015

Compare and contrast han dynasty to the roman empire
Topic Options:
1.      Compare and contrast the height of Egyptian civilization during the Pyramid Age (2682-2181 BC) with the defining Vedic-Aryan civilization along the Indus River (c.1500 BC). While earlier civilizations had settled the Nile and Indus Rivers, this was the time when Egyptian and Indian civilizations and cultures were solidified. Consider how these civilizations were similar/different. What were their achievements? What were the causes of their decline? What is their enduring legacy, if any? How did each influence the development of Western Civilization?
2.      Compare and contrast the Roman Empire and its Eastern contemporary, the Han Dynasty, in China. What were their achievements? What were the causes of their decline? What is their enduring legacy, if any?
3.      Compare and contrast the Roman Catholic Church and the Eastern Orthodox Church at the time of their split in 1054 and shortly after. In comparing the theological differences, hierarchical structures, and influence on community, do not go beyond 1517. Include in 1 or 2 paragraphs a short consideration of the modern legacies of these medieval churches and consider how modern European society views them.
4.      Compare and contrast Italian and northern humanism using the Italian humanist, Alberti, and the northern humanist,Erasmus, as examples. To what extend did each look to the classical past of Greece and Rome?
5.      Compare the Protestant teaching of Luther regarding women to the medieval Catholic view of women. To what extent were these ideas an extension of classical ideas and/or ideas of early church fathers?
6.      Describe the rise of the nation-state for either France or England. Consider the origins of the kingdom and significant developments from the Middle Ages through the end of the 1500s. How does this narrative compare to the political development of Germany or Italy in the same period?
OR
7.      Compare and contrast early Spanish exploration from 1492–1548 with early English exploration of 1584–1648. Look at the motivations behind Spanish and English exploration;consider how each nation viewed the discoveries made, and how exploration of new lands influenced the political power and economy of each respective nation. *Note that this is a European, not American, topic so keep the focus on England and Spain throughout the paper.

Step 2. Research the topic and compile sources for the Historical Bibliography (Module/Week 3)
·         Write a thesis for your paper – this can change as you research, but having a clear argument will help you to focus your research.
·         Review plagiarism guidelines
o   Make sure you are aware of the expectations in the Academic Honor Code: http://www.liberty.edu/index.cfm?PID=12268
o   Review the Academic Policy Handbook (See the Student Expectations)located in Module 1/Student Expectations)
·         See Historical Bibliography Instructions for this part.
·         Watch the PowerPoint presentation “Basic Research Guidelines” on research writing and note-taking. Make sure that you are taking good notes, writing down page numbers for all sources (even those you paraphrase or summarize), and marking all direct quotes with the proper punctuation now. Taking notes properly now will save you much heartache and time later.
·         Read and use the article, “Reading, Writing, and Researching for the History Paper” at the following website: http://www.bowdoin.edu/writing-guides/
·         Do not forget the Suggested Reading at the end of each chapter in your textbook as you look for sources. You may find some good leads there on your topic.



Step 3. Write the Historical Bibliography, which is due by 11:59 p.m. (ET) on Monday of  Module/Week 4 (70 points)
            See Historical Bibliography Exercise Instructions
Step 4. Revise the thesis, write an outline, and type up a rough draft of Comparison/Contrast Essay (Module/Week 5)

Please note that Turabian is the style that you must use in writing the paper. The format of your margins, page numbers, etc. are worth 10% of the overall score. See the Comparison/Contrast Grading Rubric for a further breakdown of the points. You can find all the information you need for correctly formatting the paper at the LUO Writing Center and through the links in the Writing Tips and Guides folder.
·         Review Writing Aids at the LUO Writing Center: http://www.liberty.edu/index.cfm?PID=12268
·         Take particular note of the following presentations under “Presentations for Students”:
o   “Common Grammar Errors”
o   “Organizing a Paper”
o   “Outlining a Research Paper”
o   “Paragraph Construction”
o   “Passive Voice”
o   “Formatting Turabian Footnotes and Endnotes”
o   “Microsoft Word” – good tips on how to format page numbers, margins, double-space text, etc.
o   “Turabian Footnotes and Endnotes” 8thedition
o   “Turabian Presentation Revised” 8thedition
·         Utilize Turabian Style Guide for footnotes (see “Turabian Presentation Revised” 8th edition and links in the Historical Bibliography Instructions)

Step 5. Final Draft of Comparison/Contrast Essay, which is due by 11:59 p.m. (ET) on Monday of Module/Week 6 (145 points)
Review and proofread your paper. Make sure that the following are present before submitting:
1.      Title page properly formatted according to current Turabian guidelines.
2.      Page numbers, margins, spacing, and footnotes follow current Turabian guidelines.
3.      You have used 12-point Times New Roman or Calibri font for body of paper and 10 point font for footnotes.
4.      Bibliography is properly formatted with changes made according to grading feedback.
5.      Bibliography no longer has a heading and a page number has been added to correspond with the page numbers in your paper.
6.      The title of your bibliography is correct. (See Comparison/Contrast Essay Example Paper)
7.      You have cited, in the paper, at least 4 of the sources you consulted, and you have a minimum of 7 sources listed on the bibliography page(s).
8.      Thesis reflects topic choice and appears at end of the introductory paragraph.
9.      Each paragraph in the body of the paper flows, building support for the thesis.
10.  ALL sources are properly cited with footnotes within the text of the paper.
11.  Body of paper is neither less than 3 full pages nor more than 5 full pages.
12.  Grammar and mechanics have been checked and corrected – use the “Grammar Guidelines” for common mistakes as well as presentations from the Liberty University Online Writing Center website.
13.  Finally, review the Comparison/Contrast Essay Example and the Comparison/Contrast Grading Rubric one last time and make sure that you have not missed any little details.

Submission:
·         Submit your document through the Safe Assign link in Blackboard before the deadline.
·         Do not type your paper into the comment box.


“So, whether you eat or drink, or whatever you do, do all to the glory of God.” I Cor. 10:31 (NKJV)

26 August 2015,
 0

Compare and contrast han dynasty to the roman empire Topic Options: 1.      Compare and contrast the height of Egyptian civilization during the Pyramid Age […]


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