Written individual assignment draws on your knowledge and understanding of key
marketing communication theories, practices and tools, as well as your understanding of
the potential ethical issues involved in marketing communications.
To tackle this assessment, you will need to prepare a marketing communications plan within
2,000 words for company or brand of your choice. The firm may be either B2B or B2C;
alternatively, you may wish to consider a non-profit organisation, for example. Whatever
organisation or brand you choose, it must be relatively large and well known in the UK.
You should aim to select your organisation or brand by the second teaching week. Making
this selection early on will ensure that you have enough time to complete your assessment
successfully.
Your goal is to carry out a situation analysis of your chosen brand/organisation, and to
produce a set of recommendations regarding their communication strategy, tactics and
monitoring moving forward. Your recommendations may relate to one or more of the
organisation’s brands/ products/ services, the organisation as a whole, internal
communications, or a combination of these different elements.
Your integrated marketing communications campaign plan should include the content
outlined in your textbook (see De Pelsmacker et al. 2017, chapter 4
