IMC TEMPLATE.pptx Integrated Marketing Communications Plan (75% of final grade)
Development of an IMC plan is the major graded component in this course. It will give you hands-on experience with the intricacies of marketing communications that achieve marketing objectives. An IMC plan is the next step after the developments and approval of the marketing plan for the organization. It provides the tactical level of detail to the marketing communications portion of the marketing plan.
The IMC plan you prepare in this course will be staged in three parts, allowing you to make modifications to submitted parts. This will ensure your final IMC plan, incorporating all three parts, assesses your understanding and application of best practices in marketing communications. Building an IMC plan takes planning, strategic thinking, and hard work. Do NOT make the mistake of working on sections of the IMC plan just before they are due. That lack of planning and commitment to the course will be reflected in your grade. Be sure to reference the Marketing Toolkit for PowerPoint presentations.
Background: Your final IMC plan incorporating all three parts will be submitted as a PowerPoint presentation at the end of week 8. All three parts of the final plan will include all the following:
- Executive Summary, Title Page, and Table of Contents
- Identifying the target market
- Determining communication objectives
- Designing the message
- Selecting the media
- Selecting message source
- Selecting feedback metrics to measure success of the IMC plan
- Setting the promotion budget
- Shaping the overall promotion mix
- Integrating the promotion mix
Each of these topics is discussed in your text, which you should reference to ensure your Power Point presentation demonstrates you can apply text concepts to your IMC plan.
The strategic and promotion mix choices must be supported with rationale from the text or outside sources. Each slide should contain enough details to understand how you arrived at your conclusions. These details can come from external sources; or when information is not forthcoming from your best ‘guesses.
Part 3 (Worth 35% of final grade)
Due end of week 8
Based on your faculty member's feedback, edit your parts 1&2 slides, create an Executive Summary, complete Table of Contents and title slide and proceed with the following topics:
18. Promotion mix tools (list and discuss how they will support marketing communications objectives identified in part 1 (topic 10) above
19. Promotion budget (general discussion on most appropriate method to use, the overall $ amount and an approximation of the percent of budget for each promotion mix tools and other costs).
20. Promotion mix strategy (push versus pull or combination, integrated use of personal/non-personal communications) & your rationale.
21. Promotion mix tools
a. Advertising objectives, message and media strategies and plan
b. Public relations objectives and tools
c. Personal selling objectives and strategy
d. Direct marketing, e-active and online objectives and strategy
22. Methods to evaluate the overall plan results
Part 3 & final IMC plan will be graded as follows:
Points Grading Standard
0–5 Promotion mix tools, general overview and rationale
0–2 Promotion budget
0–5 Promotion mix strategy
0–3 Public relations
0–5 Personal selling
0–5 Direct and online media
0–5 PowerPoint presentation's ability to communicate, free of typographic or grammatical errors, Executive summary, title of contents, proper use of exhibits, use and citation of external sources (approx. 25), timeliness of submission