Coursework Title: Integrated Communications Plan ‘Enterprise’
Task Details/Description:
In the role of a marketing consultant you are required to produce a 3000 word outline integrated marketing communications plan on ‘Enterprise’ the vehicle rental company. You will use an appropriate marketing communications planning framework to create your plan. Specifically, then, your report will include:
- A full contextual (situational) analysis, including information on the existing target market/s.
- Appropriate marketing communications objectives.
- Appropriate marketing communications strategies, including descriptions of these push, pull and profile strategies.
- An efficient and effective integrated marketing communications campaign, including the use of traditional and non-traditional media and descriptions of these elements.
- Suitable evaluation and control mechanisms.
Your plan should be informed and justified by a range of academic and practitioner sources, all of which must be appropriately referenced.
Module Learning Outcomes Assessed:
- Critically discuss marketing communication theories and techniques.
- Synthesise and use a wide range of marketing data and information to aid successful decision making in marketing communications strategies and plans.
- Demonstrate the ability to practically use and apply marketing communications theories, techniques and data to create effective marketing communications campaigns.
- Show and exhibit the ability to communicate key arguments in an appropriate and professional way.
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