MKT 3353 – Integrated Marketing

Communications (IMC)
S2021

Developing an Integrated Marketing Communications

Plan – Group Project

Instructor: Muneeb Shaikh

Contact: [email protected]

Value: 40.0/100.0 points

Due Date: As per the Evaluation Timetable

Note: Extension for submissions must be discussed with instructor, and

approved at the instructor’s discretion.

Required reading: Course book and other resources as students may find appropriate.

* All group members must attend the in-class presentation. Absent members will be marked zero for
presentation.

1. Topic/Business

Free choice (product or service; for-profit or non-for-profit; new product or new service).

2. Marketing Communications Plan

Students must research on the business, and develop a marketing plan to help the company
solve its problem. A justifiable problem is required to get the company approved.

© 2019 LAMBTON COLLEGE IN TORONTO

 MKT 3353 – Integrated Marketing
Communications (IMC)
S2021

3. Marketing Background
External Influences Competitor Analysis Product (Brand) Analysis

• Economic Trends • Market Share Trends • Sales Volume Trends

• Social and Demographic Trends • Marketing / Marketing • Market Share Trends
• Technology Trends Communications Strategy • Marketing Communications
• Regulatory Trends Assessment • Any New Product Activity

Market Analysis Target Market Analysis SWOT Analysis

• Market Size and Growth • Consumer Data • Strengths

• Market Segments (Product • Consumer Behaviour • Weaknesses
Classifications) • Opportunities
• Seasonal Analysis • Threats

4. Integrated Marketing Communications Plan

Marketing Communication Objectives Digital (Interactive) Plan

• Identify what is to be accomplished • Objectives

• Strategies
• Tactics
• Budget

Marketing Communications Strategies Sales Promotion Plan

• Identify the role/importance of mix components • Objectives

• Strategies
• Tactics
• Budget

Creative Plan Public Relations Plan

• Creative Objectives (what to say) • Objectives

• Creative Strategy (how to say it) • Strategies
• Creative Execution (specific details) • Tactics
• Budget

© 2019 LAMBTON COLLEGE IN TORONTO

 MKT 3353 – Integrated Marketing
Communications (IMC)
S2021

Media Plan Events and Sponsorship Plan

• Media Objectives • Objectives

• Media Strategy • Strategies
• Criteria for reaching targets • Tactics
• Reasons (rationale) for media selection • Budget
• Execution (cost, coverage, timing details)

Direct Response Plan Personal Selling Plan

• Objectives • Objectives
• Strategies • Strategies
• Tactics • Tactics
• Budget • Budget

5. Instructions/Details: formatting and submission information

a) The assignment must be submitted as an electronic document in Word format with maximum of
twelve pages, excluding cover page and references/sources page, spaced at 1.5, and 12 font size.
For the presentations, a maximum of 10 slides, including cover slide and references slide.

b) Students are reminded to format their assignment template with a cover page in academic format,
page numbering, and header including program title, course title, student names, and submission
date.

c) The assignment must be original and written by the students. Plagiarism and/or cheating offenses
will be reported as per policies and procedures in place.

d) It is expected that students review their assignments for spelling, grammar, and punctuation before
submission the file for marking. Upon review of the assignments, the instructor will determine
whether deficiencies in the assignment will justify not applying the full mark. Examples of deficiencies
are: not following the assignment format guidelines, spelling errors, lack of punctuation or incorrect
punctuation, grammar, applicable references not listed properly or other forms of plagiarism.

e) The assessment will be based on a 80/20 scheme: 80% content, and 20% composition. Students are
expected to review grammar, composition, and syntax before submitting their work for marking.

© 2019 LAMBTON COLLEGE IN TORONTO

 MKT 3353 – Integrated Marketing
Communications (IMC)
S2021

6. Tips for a Successful Assignment

A. Planning

i) Ensure that you are clear about the instructions and expectations for the assignment.
ii) Ensure you understand the concepts focused by the assignment (and provided in the course
materials).
iii) Before you start composing your assignment, you may want to prepare an outline mapping
out all the information you collected and how it fits in the assignment topics (and structure)
you must cover.

B. Pacing the work

i) Estimate how much time you plan to allocate to planning, drafting, and revising your
assignment.
ii) In the planning phase, you may want to have a time interval between collecting and triaging
information. This will ensure you will not rush in using information that may not be useful, or
using it solely due to time constraints as opposed to the worth of its content.

C. Organizing your assignment

In addition to following the instructions, please ensure to spell check your assignment, check
format, and the final visual appearance of your document.

D. Formative feedback before submission

Please discuss with your instructor the option to submit your assignment in draft for formative
feedback before final submission for marking.

Policies

Referencing – For referencing and/or citations, please use APA guidelines found at
https://owl.english.purdue.edu/owl/resource/560/01/. Verbal citations must be referenced and
documented in separate pages as Appendixes embedding interview scripts.

Plagiarism and Cheating – Plagiarism and/or cheating offenses will be reported as per policies and
procedures in place. Any evidence of cheating/academic offense will result in having the assignment
rejected and a mark of zero, as well as the offense documented by the instructor with the administration.

Late assignments/assignments not submitted/Make ups – Please refer to the “Late Missed Tests
and Assignments Policy.” Requests for extension of deadlines must be discussed with instructor. There is
no expected commitment that an extension will be granted automatically. Approval of extensions is at
the discretion of the instructor. Assignments not submitted will result in a zero mark.

© 2019 LAMBTON COLLEGE IN TORONTO