Integrated Marketing Communications: Analysis and Positioning Strategies

Learning Outcomes

Learning outcomes

Demonstrate the following knowledge and understanding

·Traditional and new digital marketing communications disciplines and the manner in which these are deployed, dependent on the brand and the target audiences.

Demonstrate the following skills and abilities

·Newer methods of marketing/communications and develop an integrated marketing communications plan utilising digital methods.

What am I required to do in this assignment?

·Task 1

Analysis about the influences on you with regard to a recent product/brand purchase. Which digital marketing communications disciplines and which particular media had the most influence on you? What was present in the copy, visuals and ‘personality’ of the marketing communications that moved you to purchase the specific brand?

Task 2

Analysis using supporting peer reviewed academic publications and correctly cited secondary research you should investigate and develop your own views on the positioning of three different beverage brands and then analyse, compare and contrast the most recent positioning strategy of all three. Please note that this should have a digital focus. In conclusion and referring back to what you have already written, you should briefly comment on which one you think is getting their overall digital strategy ‘right’ in the current UK socio-political and economic environment.

·Task 3

Analysis focusing on three shoe brands and then evaluate which of the three major digital, social media, and mobile marketing strategies the company appeared to consciously employ and when, as well as suggesting potential future strategies in the industry covering the next five years. You should draw on the unit lectures, core texts and recent peer reviewed publications to support and contextualise your answer. Include this supporting material and references in particular when making statements or providing figures/statements etc.  

Additional learning/support - You are required to support learning in this element of the portfolio by comparing and contrasting various fashion brands and their approach to digital, social media, and mobile marketing.

What do I need to do to pass? (Threshold Expectations from UIF)

·Undertake an analysis of a given brand and its associated target audience.

·Propose a range of non-mainstream marketing communications relevant to a given brand and target audience, focusing particularly on the new forms of media.

How do I produce high quality work that merits a good grade?

We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.

How does assignment relate to what we are doing in scheduled sessions?

The report is based upon what is delivered in the lectures. Each week’s content that is presented from week one to week twelve is vital for answering the question in the report.

The report should particularly focus on specific themes that have been introduced and presented in the first half of the unit which will include:

·Communications theory

·Marketing planning

·Segmentation, Targeting, Positioning

·Communications and Marketing mix

·Advertising/ PR

·Branding

·Digital Marketing in Practice

All of these themes will be taught in the lectures and you will be expected to critically analyse all and apply to the chosen case study.

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page.

You can use them to evaluate your own work and estimate your grade before you submit.