Integrated Marketing Communications Plan-Essay

Context of the Assignment
In the final stages of the recruitment process to be an intern at a prestigious Marketing Communications Agency you have been asked to produce both an initial proposal and final Integrated Marketing Communications plan for
Moet & Chandon
In a recent published report “Global market review of Champagne – forecasts to 2016” by just-drinks it was noted that “people are (beginning to become) fed up with austerity… if people are looking for indulgence, Champagne is celebration and indulgence”. If consumers are looking to move away from austerity and become a little more indulgent then this may present Champagne brands with an opportunity to grow in the UK market.
Your proposal and subsequent integrated marketing communications plan would be short-term, focusing on the next 12months. The plan would consider all of the relevant stages contained in a Marketing Communications Planning framework and would focus on capitalising on this positive market change.
Integrated Marketing Communications Plan (90% of total module mark)
Produce an individually written integrated marketing communications plan of 2,500 words (+/- 10% excluding bibliography and appendices) that adheres to ALL of the requirements of this assignment brief.
You should ensure that your integrated marketing communications plan follows the framework proposed by Chris Fill as this will ensure it contains the relevant information.
Appendix
Context Analysis
An overview of the key external and internal environmental factors relevant to marketing communications and your chosen organisation.
Please Note: This section should be no more than three pages in length and submitted as an appendix.
Plan
Summary of Context Analysis
The key findings from your context analysis should be presented here.
Communications Objectives
Linked to the key findings your objectives should provide the direction for the plan.
Promotional Strategy
Recommendation of the appropriate strategy to achieve objectives.
Communications Mix
The recommendation and justification of a coordinated marketing communications mix (tactics) to achieve the strategy and objectives.
Implementation Plan
A 12month plan detailing when the tactics will be employed and a realistic budget outlining how much they will cost.
Control and Measurement
A set of recommended metrics/measures so that the performance of the plan can be assessed.
Please note: This plan is being produced for Senior Management and therefore the use of business language and a relevant structure is vital.
Word Count: 2,500 (+/- 10%) not including appendices and bibliography.
Here are some books I would like you to use in referencing,
Fill, C. (2009) Marketing Communications – Interactivity, Communities and Content 5th Ed. FT Prentice Hall
Pickton, D and Broderick, A (2013) Integrated Marketing Communications 3rd Ed Harlow FT Prentice Hall
De Pelsmacker, P., Guens, M., and Van Den Bergh, J. ( 2010) Marketing Communications: A European Perspective Harlow, 4th Ed. FT Prentice Hall
Additional textbooks
Egan, J. (2007). Marketing Communications. London: Thomson Learning. Hackley, C. (2005). Advertising and Promotion: Communicating Brands. London: Sage.
Percy, L. and Elliott, R. (2009). Strategic Advertising Management. 2nd Edition, Oxford: Oxford University Press.
Shimp, T. (2007). Integrated Marketing Communications in Advertising and Promotion. Australia: Thomson South-Western.
Smith, P R. (2004). Marketing Communications: An Integrated Approach. London: Kogan Page.
Tench, R. and Yeomans, L. (2009). Exploring Public Relations. 2nd Edition, Harlow: Financial Time Prentice Hall.
Thomas, B. and Housden, M. (2002). Direct Marketing in Practice. Oxford: Butterman Heineman.
Yeshin, T. (2006). Advertising. London: Thomson

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