Marketing Communications

You will assume the role of the Marketing Manager of a newly designed product and your job is to create an integrated marketing communications strategy for the product. This individual assignment requires you to conduct an in-depth analysis and provide a proposal and justification for an integrated marketing communications campaign. You should focus on theories and discussions we have explored in this module Your task is to: Find a new product in Indiegogo or Kickstarter, or a similar. • Do research on the product, sector, and environment. • Make evidenced and theory-based recommendations on all variables that you consider key to the construction of an integrated marketing campaign • Examples may include (but not restricted to) its name, branding, segmentation, targeting, the marketing communication mix, • The assignment takes the format of a report. For this assessment your analysis should therefore include: • An executive summary that sets the scene and informs the reader of the scope of your analysis. • An analysis of the contextual situation (including segmentation and targeting, positioning, value proposition, marketing mix etc.) and broader marketing objectives of the campaign. • An analysis and proposal of your suggested marketing campaign. You need to provide concise but in-depth evaluations of aspects like: the promotional objectives, tactics, promotional tools/vehicles used, message appeals and tactics etc. You may cite some of the competitors’ strategies for comparison as part of your fully referenced critical analysis. • Your campaign proposal needs to provide some analysis of the level of integration that you hope to achieve through the campaign. Consider all the dimensions of ‘integration’ as discussed in class and journal articles and justify your claims.