LEARNING OUTCOMES

Upon successful completion of this module, students will have:

Knowledge

K1: Critically appraised the concept of ‘integrated marketing communications and how this relates to other areas of marketing and business management

K2: Critically evaluate the key elements of the marketing communications mix

K3: Make appropriate recommendations on the use of integrated marketing

communications concepts and practices

Skills

S1: Demonstrated the ability to apply the theories, concepts, and techniques of marketing communications management

Task

You are required to submit a professional report/plan that demonstrates your ability to meet the learning outcomes of the module.

PART ONE:

• Integrating ‘new’ (digital) and ‘old’ (traditional) media in marketing communications is an increasingly popular strategy. Critically discuss the opportunities and challenges that this approach presents. (30% weighting)

PART TWO:

• Select a brand from those listed

Shoppee (Singapore) – an e-commerce giant under SEA Group which is one of Singapore’s most successful start-ups.

Ninja Van (Singapore) – a delivery service business started by three Singaporeans in 2014 that has now expanded to several countries in South East Asia.

TWG Tea (Singapore) – a home-grown Singapore company with outlets in 23 countries around the world, TWG is often mistaken as a premium tea brand from Europe.

Banyan Tree Hotel & Resorts (Singapore) – Asia’s premier luxury hotel and resort brand founded by a Singaporean businessman with over 48 luxury hotels in 29 countries, with spas and even championship golf courses.

Cadbury Chocolate (Singapore) – a British multinational confectionery company that is the second-largest confectionery brand in the world. Victoria’s Secrets (Singapore) – an American lingerie, clothing, and beauty retailer known for high visibility marketing and branding.

Thoroughly research the communications activities of your chosen brand, using a variety of recent, credible sources.  If you wish, you may narrow the focus of your investigation to consider a specific marketing communications campaign undertaken by the brand you choose from the list above in Singapore or another approved country or from a global market perspective. However, seek prior approval from your local lecturer/tutor before you do so.

Critically evaluate the key elements of the marketing communications mix.

Illustrate your evaluation with examples from your chosen brand.

• Make recommendations for an integrated marketing communications plan

Building on your evaluation and using the SOSTAC model (addressed during the lectures & workshops) recommend an integrated marketing communications plan and campaign for your chosen brand wishing to target a new, clearly defined, market/market segment.