IMC Unit outline - Đề cương môn học - Tài liệu tham khảo | Đại học Hoa Sen

ASSESSMENT TASK/ACTIVITIES No Type of assessment /activities Weighting Detailed instruction 1
Elearning Individual assignment 10% Elearning system
Students are required to follow the
deadline of elearning individual assignment. 2 Attendance 10%
If students are not attended on the
class above 05 times. Students will get 0 mark
If students are fully attended , you will get 10 mark 3 Creative brief 10% Appendix 1
Student are required to do creative brief 4 IMC plan and clips 30% Presentation about your clip APPENDIX 1
Demonstrating a thorough understanding of integrated marketing communication (IMC) is a
primary aim of this course. As such, IMC plans will be marked on how they work (hang
together ) as an integrated synergetic coherent whole. However, each section of the whole (IMC
plan) is assigned a weighting to help emphasizes its importance . That weighting is indicated
below to help you understand the components and how they relate to an overall IMC plan.
STAGE 1 Client Campaign Planning
2.0 Current Situation Analysis include any support material 15%
(assumptions, data analysis)
2.1 Background Research and Analysis Groups need to undertake a thorough
analysis of the situation confronting their brand (item), internally and
externally. No data and or statistics should be included in your report without
clear considered analysis (adequate insight) and explanation into the
implication of that data and statistics. Importantly groups need to draw
conclusions. Your internal research analysis should include all relevant
strengths and weaknesses and your external research analysis needs to
incorporate all opportunities and threats. 2.2 SWOT Analysis
Groups are required to create a table or bullet point list of key strengths,
weaknesses, opportunities threats. This should not contain any issue insight
that cannot be traced back to section 2.1.
2.3 Key Marketing Problem or Opportunity Groups need to provide a clear
overview of the key problem your campaign aims to solve key opportunity it
will address. Any changes to your brand existing marketing mix needs to be detailed in this section.
3.0 Key Strategic Decisions include any support material (assumptions, data 10% analysis)
When drafting Stage 1 of the IMC plan, it is important to understand that you
are undertaking tasks performed a client client campaign planning. Key
strategic decisions relate to the revised brand item (if relevant). See section 2.3.
3.1 Marketing Objectives
Clear SMART marketing objectives need to be incorporated.
3.2 Communication Objectives
Clear SMART campaign communication objectives (category need, brand
awareness, brand image attitude preference, brand purchase action intention). 3.3 Positioning
Clear articulation of where your group plans to position its brand item in minds.
If your group is planning to reposition and or has line extended its original
brand item, clear justification must be provided.
3.4 Campaign Target Audience
Groups must define their (primary) campaign target audience initially brand
loyalty (behaviour), and then delineate it further using more traditional The
incorporation of a behavioural sequence model (BSM) is recommended in this section. 3.5 Campaign Budget
Groups need to develop a campaign budget using at least one of the four
budgeting methods. Budgets based on the affordability method alone will be deemed unacceptable
3.6 Brand Personality/ Character
A clear description of the personality and character your brand should
consistently portray needs to be included in this section IMC Plan Outline and 10% Rubric Page 1
4.0 Integrated Communication (Creative) Brief
Groups need to include (as part of IMC plans) a written integrated
communication (creative) brief using the supplied template. When completing
integrated communication (creative) briefs, it is important that you distil your
detailed research, analysis and key strategic decisions, into a clear, concise,
insightful and inspirational document. As such, groups should not include all
the client related deliberations. If an agency wants more insight, it can request it.
STAGE 2 Agency Campaign Strategy and Implementation
5.0 Creative Strategy include any support material (assumptions, data 25% analysis)
Groups must include a clear introduction or preamble to their creative
strategy. They must demonstrate that they have understood the key elements
of the brief and that their creative idea that follows has been clearly
brainstormed and executed around achieving briefed requirements. 5.1 Creative idea
A clear platformable creative idea needs to be brainstormed, thoroughly
developed and described. Start with the brief and consider using the remote conveyor theory.
5.2 Detailed Explanation and (tangible executions) across all Media
Groups need to include detailed explanation and tangible mock ups for all
traditional media and new media selected for the IMC Campaign in this
section. It is important to apply theory. Groups must show tangible integration
of their platformable creative idea across relevant multiple traditional and new media.
6.0 Media Strategy include any support material (assumptions, data analysis) 17.5%
6.1 Justification of Media and Media Vehicles Selected
You need to demonstrate the strategic benefits of and justify the use of all
campaign media and media vehicles (traditional and new). This needs to be
linked back to the client brief. 6.2 Media Objectives
Media objectives are interrelated and should be documented together in a
coherent paragraph(s). Groups are required to demonstrate a clear
understanding of the media objectives of reach, frequency, continuity, weight
and recency (if relevant). Costs and or calculations are not required. It is
important to apply theory and clearly articulate your strategic approach. 6.3 Media Plan
Schedule Social Media Content Calendar Programmatic Advertising Groups
need to include a clear media schedule that includes only traditional media
and new media in this section. This also must include reference to all media
vehicles recommended for traditional media and new media. The inclusion of
a social media content calendar (one week) is recommended and a section
addressing programmatic advertising is optional but should be considered.
7.0 Other IMC Activities include any support material (assumptions, data 17.5% analysis)
7.1 Selection, Integration Detailed Explanation of Other IMC Activities
Groups need to thoroughly develop and integrate strategically selected other
IMC activities. These activities should not be developed in isolation and must
link back to the overall creative idea from section 5.0 (creative strategy).
This should include detailed explanation and tangible mock ups for point of
purchase and at least three other carefully selected activities.
8.0 Evaluation and Control include any support material (assumptions, data 5% analysis)
8.1 Outline Evaluation Tracking Techniques
Groups need to clearly outline why campaign tracking is important, explain
what metrics should be tracked, how you propose to track those performance
measures and show a clear understanding of the importance of corrective action.
8.2 Demonstrate Possible Corrective Action Scenario
Groups must include one clear example of a potential issue and provide the
possible corrective action your group would recommend based on that scenario.
APPENDIX 2: CONTRIBUTION RUBRICS MARKS FOR INDIVIDUAL IN GROUP Beginning Developing Accomplished Exemplary (0%) (25%) (75%) (100%) Content He/she He/she He/she He/she contributes delivers the contributes contributes about 100% (30%) content not the content about 75% Content is very matching the about 25% Content is fine, good, follow the group Content is follow the APA APA citation. leader’s not good, citation requirements. not follow Content is APA very poor, citation copy paste the content on the website , not follow APA citation. Cooperat He/she does He/she He/she He/she contributes ion not cooperate contributes contributes about 100% with leader , about 25% about 75% Consistently offer (25%) as well as Rarely Offer ideas and ideas and ask other member offer ideas ask questions in questions for further Never offer and ask group which explanation. ideas and ask questions help to clarify Excellent group questions discussion for work skill all Very good group work skill On task He/she does He/she He/she does the He/she does the job not submit does the job late about 1 very on time and (25%) the task on job late time. responsible for the time about 2-3 job He/she does times. not go to group meeting Commu He/she does He/she He/she He/she nication not listen to communica communicates communicates & others, be tes fine well excellent listening aggressive or ignore all the (20%) communicati on He/she does not communicate to others.