MRKT 310 Marketing Principles & Communications Discussion

Integrated Marketing Communications. Student understands how integrated marketing communications can add value for customers.
Marketing communications objectives. Student can develop marketing communications objectives using the AIDA framework.
Promotion mix. Student can select the appropriate promotion tool to be used for different marketing communications objectives.
Media strategy. Student can design a simple message and media plan for a product or service offering.

This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.
The course content does not cover IMC in great detail and you may want to refer to some open source references for more information on message design. A good one is
Promotion: Integrated marketing communication (IMC). (n.d.). Lumen
Prepare your assignment with a title page with your name and the name of your product or service. Then answer each of the following questions (two in part 1 and two in part 2) in order and number the beginning of your response to each question. You do not need to repeat the question. Do use headings to separate the sections.
Part 1

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Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your ‘Big Idea” to be the basis of the message strategy for all your marketing communications.
Marketing communications objectives. Write at least three marketing communications objectives using the AIDA framework discussed in the course content.
Part 2

Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective.
Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market. Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers. If using social media, discuss which social media and how they will be used to accomplish which objective.

Through research, including a thorough review of the brand’s consumer-facing messaging, including its website and social media, as well as any consumer reviews or comments about the brand, students will infer the brand’s strategy and make recommendations on how better to tap into consumer insights. No additional outside research is required or will be accepted.

Students should use the Canadian consumer-facing website and social media analysis, and should only incorporate the US site if directed there from the Canadian site.

Practice deep dive Week 2 – Manscaped Male Grooming
Week 3 Rolex – focus on Men’s Classic Watches
Week 4 Tentree apparel (OK to select a gender to focus on)
Week 5 19 Crimes Wine
Week 7 Tazo Tea

Week 8
Week 9 KIND Nut Bars
Week 10 Harry’s Razors
Week 11 White Claw Hard Seltzers

Based on their analysis, the student should identify:
a) Who the brand is targeting.
b) What profound insight has the brand identified about its target?
c) How does the brand tap into that insight, in terms of its features and benefits.
d) Take 1 concept or model taught thus far in the course and explain how the brand is using it in its marketing.
e) What is the brand’s dominant archetype?
f) Based on their analysis, provide one recommendation with rationale for how the brand can tap even more into the insight about the consumer, and suggest one marketing tactic for the best thing the brand can do within the next 12 months.

This work has to be based on Managers in the healthcare environment. or Future healthcare managers, executive manager.


Notes (week 1-6) are attached and must be used for completion of this assignment

UK English is required for this assignment

Solid academic(business) writing and Harvard style required



Length 1,000 words

For this assignment you will have to prepare a paper that critically discusses how organisations apply the strategic use of IS/IT to achieve IS/IT-enabled innovation.

For the purposes of this assignment and this unit, IS/IT innovation should not focus on Apps, mobile devices, social media or similar aspects. If you are unsure, then consult your tutor.

Some aspects and issues you may discuss in your paper could include (but are not limited to):

Discuss at least 5 examples of the use of IS/IT for innovation.
Highlight some success factors or some lessons learned (i.e. what went wrong?) for your examples.

Discuss the impacts of internal factors (e.g. organisational, individual, and management factors) and external factors (e.g., market, industry, social, economic, technological and political/policy factors) on the success (or the failure) of IS/IT enabled innovation.
Suggest recommendations and guidelines for helping organisations succeed in their efforts of embarking on using IS/IT for innovation with good explanation and discussion.
Title page
Table of contents
Main body of report with suitable headings and subheadings
Reference list
Appendices (if relevant).
You should apply relevant knowledge discussed in your unit. You should prepare for this assignment by reviewing the literature (i.e. by using ProQuest 5000 and Science Direct databases and searching the World Wide Web (i.e. via Google). You should show evidence that you have read at least 10 references, which should be published after January 2013, in the literature (including references from academic and professional publications) to prepare this assignment. A variety of references are expected including books, refereed journals, case studies, newspapers, magazines and electronic references.

Format for Assignment 1
You will be marked on communication as well as content. This is done to emphasise the importance of aiming for effective communication as well as good content – not only here in a university assignment, but also in your day-to-day work. After all, if you do not communicate and present your ideas well, it is much harder to have your ideas accepted by busy colleagues or executives.

Your assignment should contain:

References: Harvard Referencing Style is required in this subject.

Marking criteria for Assignment 1
The following specific marking criteria will be used for marking Assignment 1:


Specific criteria

Maximum marks

MC 1: Content – clear understanding of issues (15 marks)

Critically discuss at least 4 examples of organisational attempts at achieving IS/IT enabled innovation.


Critically discuss the success factors and lessons learned


Critically discuss the impacts of internal and external factors on the success (or the failure) of IS/IT enabled innovation


Suggest recommendations and guidelines for helping organisations succeed in their efforts of embarking on using IS/IT for innovation with good explanation and discussion



Specific criteria

Maximum marks

MC 2: Use of multiple sourcesof information and Referencing (3 marks)

Good research effort evidenced by at least 8 references from a variety of sources; Good integration of references into your discussion; Proper practice of in-text citation and provision of all the cited references in the reference list via applying Harvard Referencing Style


MC 3: Quality, Communication and Presentation (2 Marks)

Use of study materials; Use of proper terminology; Good structure of the report; Professionally formatted and presented; Being able to clearly express ideas; Clarity of communication with good flow, reasoning and argument; Concise but not over simplifying; Spelling and grammar (use of Spell-Checker!)

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