UMUC MRKT354 Part 3 & Final IMC Plan

28 Jun UMUC MRKT354 Part 3 & Final IMC Plan

Question
Part 3 & Final IMC Plan

Instructions

Integrated Marketing Communications Plan (75% of final grade)

Development of an IMC plan is the major graded component in this course. It will give you hands-on experience with the intricacies of marketing communications that achieve marketing objectives. An IMC plan is the next step after the developments and approval of the marketing plan for the organization. It provides the tactical level of detail to the marketing communications portion of the marketing plan.

The IMC plan you prepare in this course will be staged in three parts, allowing you to make modifications to submitted parts. This will ensure your final IMC plan, incorporating all three parts, assesses your understanding and application of best practices in marketing communications. Building an IMC plan takes planning, strategic thinking, and hard work. Do NOT make the mistake of working on sections of the IMC plan just before they are due. That lack of planning and commitment to the course will be reflected in your grade. Be sure to reference the Marketing Toolkit for PowerPoint presentations.

Background: Your final IMC plan incorporating all three parts will be submitted as a PowerPoint presentation at the end of week 8. All three parts of the final plan will include all the following:

– Executive Summary, Title Page, and Table of Contents

Identifying the target market

Determining communication objectives

Designing the message

Selecting the media

Selecting message source

Selecting feedback metrics to measure success of the IMC plan

Setting the promotion budget

Shaping the overall promotion mix

Integrating the promotion mix

Bibliography

Exhibits

Each of these topics is discussed in your text, which you should reference to ensure your Power Point presentation demonstrates you can apply text concepts to your IMC plan.

The strategic and promotion mix choices must be supported with rationale from the text or outside sources. Each slide should contain enough details to understand how you arrived at your conclusions. These details can come from external sources; or when information is not forthcoming from your best ‘guesses.

Part 3 (Worth 35% of final grade)

Due end of week 8

Based on your faculty member’s feedback, edit your parts 1&2 slides, create an Executive Summary, complete Table of Contents and title slide and proceed with the following topics:

18. Promotion mix tools (list and discuss how they will support marketing communications objectives identified in part 1 (topic 10) above

19. Promotion budget (general discussion on most appropriate method to use, the overall $ amount and an approximation of the percent of budget for each promotion mix tools and other costs).

20. Promotion mix strategy (push versus pull or combination, integrated use of personal/non-personal communications) & your rationale.

21. Promotion mix tools

a. Advertising objectives, message and media strategies and plan

b. Public relations objectives and tools

c. Personal selling objectives and strategy

d. Direct marketing, e-active and online objectives and strategy

22. Methods to evaluate the overall plan results

23. Bibliography

24. Exhibits

Part 3 & final IMC plan will be graded as follows:

Points Grading Standard

0–5 Promotion mix tools, general overview and rationale

0–2 Promotion budget

0–5 Promotion mix strategy

0–5 Advertising

0–3 Public relations

0–5 Personal selling

0–5 Direct and online media

0–5 PowerPoint presentation’s ability to communicate, free of typographic or grammatical errors, Executive summary, title of contents, proper use of exhibits, use and citation of external sources (approx. 25), timeliness of submission

35 points Total

The following detailed rubric should be your guide. It is also attached to this Asssignment as a Word document if you wish to download it.

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FINAL IMC Plan, incl. Part 3 Grading Rubric Instructor: Semester:

Overview: In Parts 1 and 2 of your IMC plan you needed to identify a detailed analysis of key marketing elements for your selected product, (value proposition, target audiences, its distribution channels, competitors, etc.)

Part 3 covers the advertising objectives to be accomplished , the tactics, plus the evaluations that should be used to achieve the Communications Objectives. The minimum requirements for Part 3 and the whole IMC Plan are:

PART 3

General overview of Promotion Mix that you recommend to achieve the communications objectives and reach the target audiences you have set for your product (paid and non-paid communications vehicles.)

The rationale for why you are recommending them

The general media strategies (at least 2) you plan for the promotions

The overall budget, etc. recommended including budget type used. Also what are the allocations ( in percent or actual dollars) for recommended media, research and public relations, etc.

0 – 5

Promotion mix strategy: need to discuss the strategies and tactics you recommend to integrate the advertising, sales, sales promotion, etc,

Should personal, non-personal or both be used.

Recommend push, pull or both strategies

Timing of the promotions & why (fall for gift season, slow times to increase sales, etc.

0-5

Advertising objectives need to be stated in measurable terms (what % target do you want to reach and how often, what % coupon redemption, etc)

Message themes need to identify the message strategy & executional framework to use,

Media strategies & plan to target the right audience identified in Part 1.

0 – 5

Public relations strategies :

What publics do you want to reach, incl. consumers, investors, legislators/regulatory, employees, etc.

What p.r. tools do you plan to use: press releases, media events, publicity, crisis management plans, etc.

0 – 3

Personal selling strategies:

Need to identify which sales people you want to motivate, such as sales people, wholesalers, retailers for shelving position, etc.

What sales incentives, contests, sales brochures, etc.

0 – 5

Direct marketing, online & social media strategies to use:

Need to identify specific social media, online and direct marketing strategies and the rationale for using, etc.

Identify timing and target audience for each.

0 – 5

Evaluation Tools you plan to use & why. Examples could be ROI, metrics such as coupon redemption, tracking and click-though rates on website, research studies, etc.

0 – 2

Metrics for overall plan:

Title slide, Table of Contents-all 3 parts –

Executive Summary –

Revisions to Parts 1 & 2,

Bibliography with proper citations of sources and exhibits -.

Effective Powerpoint presentation with no typos or grammatical errors. Submitted on time.