MC6094QA Fashion Marketing Communications in Practice (Fashion Context) Assignment 2 (2022/2023)
ASSIGNMENT 2 INDIVIDUAL MARKETING COMMUNICATIONS PLAN, 80%
DEADLINE 29th March 2024 by 3 pm
Length: 1,500 words, excl. Appendices, tables, images and references.
Must be handed in via Turnitin by 29th March 2024 by 3 pm.
It is your responsibility to submit your work by the deadline. Please allow yourselves ample time to ensure your work is in the correct format.
You must develop a report for an Integrated Marketing Communication plan for the fashion brand chosen from your first presentation. The communication plan needs to cover March-May and June-August 2023. It would be best if you were prepared to consider the full range of available marketing communication tools to complete this assessment and justify the rationale for their use based on solid academic theory and research. (You are also advised to justify the exclusion & inclusion of primary tools if relevant). You are advised to ‘ground’ your analysis and rationale inappropriate marketing communications theory, paying particular attention to possible campaign objectives, message strategies, and communication tools and campaign measurement & control, bearing in mind any potential variation in the target audience. Your plan should contain appropriate academic use of references and where these have been used to justify or support your proposals.
- You are required to develop a marketing communications plan in report format. The program must address the target market and your company’s brand’s marketing communication positioning and strategy.
- The plan needs to cover the March–August 2023 period and new development plans following specified by reported information and events of your selected organisation. The project requires a justification for your marketing campaign and marketing communication objective, Message and creative appeal, a clear explanation of your tactics, media plan and coordination of activities, budget, and KPI monitoring, control, and goals.
- You have been specifically requested to use advertising as one of the main communication tools and are required to create an appropriate creative semiotic message with a proper rationale
- You must ‘ground’ your analysis and justify your rationales for inappropriate marketing communications theory throughout the plan’s stages.
- Additionally, you should be prepared to consider the full range of available Marketing Communication tools in the communication mix (e.g., Advertising traditional online advertising, PR incorporating events, Online PR, product placement, sponsorship, celebrity endorsement and sales promotion, direct marketing and social media, etc.) It would be best to justify their use’s rationale based on solid academic theory and research. Your choices of communication tools should be intelligent, consistent, and effective and have high levels of synergy between the communication tools.
- Budget allocation – it is expected for a marketing department to allocate between 6-20% of company revenue towards communication campaigns, with luxury companies typically allocating 20%. Please take note of the general revenue your chosen company generates, the campaign objectives and tactics, and adjust your budget accordingly.
Referencing – You are expected to cite sources in the document’s text and fully list your references to correct Harvard standards.
Illustrations – Illustrations may be inserted into the document’s text but must be fully referenced to Harvard standards—https://metranet.londonmet.ac.uk/services/sas/library-services/referencing/referencing.cfm#bookIllustrationsDiagramsLogosTablesGraphs for further details. If you intend to develop your illustrations, such as posters, templates, and social media posts of your creations, you must credit yourself as the author according to reference standards.
Appendices – Please keep appendices to a minimum. These could include a mock-up press release sample, sample blog or social media postings, mock-up campaign shots, etc.
There is a +/- 10% word count limit. Tables, charts, figures, and bullet-pointed lists are allowed in the document and are exempt from word count as long as they are succinct.
Critical texts for the assignment are:
– Fill, C. and Turnbull (2019) Marketing Communications: touchpoints, sharing and disruption, 8th Edition, Pearson (Available as an e-Book).
– Katz, H. (2019) The Media Handbook, 7th Edition, Routledge.
– Keller K. Swaminathan V. (2019) Strategic Brand Management Building, Measuring & Managing brand equity: Global Edition, 5 Edition Pearson.
There is an expectation that you have researched your academic sources wider than the recommended weekly textbook reading, e.g. Journal of Marketing Communication, Journal of Advertising, Journal on Interactive Marketing, Journal of Advertising Research, Journal of Promotion Management, Journal of Brand Management, Journal of Fashion Marketing Management Journal of current issues and research in advertising Journal of public relations research, Public relations review, Journal of sponsorship, Journal of product and brand management.
An essential tip for referencing and citing. When analysing and evaluating selected marketing communication theories, concepts and models, use high-quality academic journals and textbooks instead of secondary (non-academic websites). Any information on the events and campaigns of your selected company may come from secondary sources; for this information, prioritise sources of specialised fashion and editor sources before other
