MKT201 Integrated Marketing Communications
Your task
Individually, you are required to analyse one business or not-for-profit organisation, participate in an in-class activity to deliver a presentation on personas. The business or organisation will be assigned to you by your workshop facilitator. It is important to note that you will be required to focus on the same organisation or business in the second and third assessment.
Assessment Description
The purpose of this assessment is to give students an opportunity to demonstrate their ability to identify and explain the fundamentals of IMC and its role in the overall marketing strategy. In addition, students will also be able to demonstrate their capability to identify and review approaches to IMC. Most importantly, it also provides the foundations for assignments two and three.
Assessment Instructions
In this assessment, you are required to create a minimum of two personas profile that will serve as a characterisation of the target audience you want to reach through the integrated marketing communications approach you will develop throughout this subject. The key concepts for this assessment are customer segmentation, target markets and personas, which are explored in week 2 and knowing how to apply these personas through the content covered in weeks 3 and 4.
Based on the business or not-for-profit organisation that the workshop facilitator assigned to you, you are required to conduct preliminary research to determine how this business or organisation undertakes several forms of integrated marketing communications, such as advertising (through TV, radio, print, outdoor or digital), point-of-purchase, direct marketing, sales promotion, personal selling, sponsorship and marketing public relations.
Once you’ve conducted the required research, you are to prepare a two-page summary that addresses the following points:
- Identify the market segments that the business or not-for-profit organisation would use to segment the market. Make sure you identify or provide a reliable estimate of the size of this segment.
- Discuss why these segments are relevant to the business or not-for-profit organisation.
- Determine the target market or markets you believe the business or not-for-profit organisation should target through integrated marketing communications. Provide reasons for your answer and use research to estimate the likely number of potential customers in this target market.
- Create two persona profiles (must include personas in your summary – not included in the page limit) by a suitable persona template using Xtensio (xtensio.com) or another online tool of your choice. Justify the reasons for the information you included.
- You must include the account details (username and password) of the persona tool you have used. Failure to do so may result in questions over the academic integrity of this assessment.
During week 5, you are required to participate in an in-class activity in which you will be delivering a 5 to 10-minute presentation on the created personas profiles and brand positioning. In delivering this presentation, you must account for a Q&A session in which your peers will ask you questions on how you developed the personas and how they apply to the business or not-for-profit organisation you have identified. Failure to attend this week will impact your final grade on this assessment. Your participation in the discussion forms part of your assessment.
During week 6, you are required to finalise the written two-page summary and submit it via MyKBS: Turnitin icon.
In preparing this submission, you will need to use at least 6 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as a reference list at the end of your written summary submission.