Presentation back to top Written IMC Plan Presentation Think carefully about the type and style of presentation your organisation and marker might expect and utilise the resources you have available...

Presentation

back to top

Written IMC Plan Presentation

Think carefully about the type and style of presentation your organisation and marker might expect and utilise the resources you have available to meet that need. Ensure your A4 Assessment report format is as follows (marks will be deducted unless the following is included):

• Title Page: Subject details, assessment number and topic, your name and ID number and date.


• Executive Summary – A one-page summary of your report


• Table of Contents – with page numbers


• Situation Analysis around the IMC issue


• Target market(s) (i.e. the consumers/ customers/ clients/ suppliers/ employees/etc.) to which the IMC program will be directed


• IMC Communication objectives (What are your key objectives for the campaign?)


• Creative Strategy - your messages and positioning strategies


• Communication strategy Mix (i.e. advertising, sales promotion, direct marketing, public relations, etc.)


• Media Mix (Television, radio, digital, print, social media, etc.) including samples of your approaches in various media


• Basic budget concepts (how much will your media/creative messages cost?)


• Evaluation metrics (how will you measure the success?)


• Conclusion/Summary Recommendations


• Reference list – APA Style Appendices

Note: The word limit does not include your executive summary, tables/figures, appendices or reference list.

Video Presentation of IMC Plan

The requirements of the video presentation are as follows

1. Value: 50% of Assessment 4


2. Length: 5-10 minutes


3. Technology: Use Screencast-O-Matic software or similar to record your video as 'voice-over PowerPoint'


4. Format: PowerPoint slides
   


5. Presentation Content: Same structure as for the Written Plan


6. Guidance: The video presentation is a selling tool. It allows you to show your presentation skills. The slides should You can use tables, graphics, flowcharts, images, screen-shots, video links and other tools to make this an interesting, concise and easily communicable presentation that is targeted at your potential client’s CMO and the Leadership team. You will score more points for creativity!


7. Video Presentation submission via email to course co-ordinator

Requirements

back to top

Research:

Note: A broad range of research is required for this assessment including a minimum of 10+ credible and well-researched references (APA6th Style) is an expectation for A4.

Submission:

• This assignment must be submitted through Turnitin.


• It is recommended thatyour name,student IDandpage numberare included in theheader or footerof every page of the assignment.


• Further details about submission in Turnitin are provided in On-line submission.

APA Referencing:

• CSU requires you to reference in American Psychological Association (APA 6th Edition) referencing style and this applies to all of your assessments for this subject.


• A guide to the APA style is available for students at the learning skills section of the Student Services website:http://www.csu.edu.au/division/studserv/learning/pdfs/apa.pdf
  


• A handy app for a quick reference check is https://apps.csu.edu.au/reftool/apa-6

Task 4a–Submit Written IMC Plan – Value 50% of Assessment 4

Having completed Assessments 1-3 and based on feedback from your lecturer in these earlier assessments you will now need to revise and consolidate these assessments into a single written IMC Report.

As a senior account executive with M&C Saatchi (Australia) your objective is to pitch your approach to the Chief Marketing Officer of the potential client organisation. Please note that this is not a simple cut and paste from Assessments 1-3. It must be theoretically sound, contain a good story line and aim to persuade your audience as to the strength of your IMC program.

Make sure your IMC plan is well structured with headings and is fluent and interesting to read to ensure time poor executives (CEO/Leadership Team) can understand the key components and actions.

Although there is no budget restriction on this project, you will need to propose a preliminary budget for your IMC Plan, detailing the spend for each channel – A simple table format will suffice. Remember, that the budget only relates to the amount of money you need to address the the specific issue covered by your IMC Plan. It is not an IMC Program for the entire organisation.

Task 4b–Submit Video Presentation- Value 50% of Assessment 4

Second, you are required to prepare a short video presentation of 5-10 minutes outlining the basis of your case to the Chief Marketing Officer and other senior management of the organisation.

The video could be your powerpoint slides recorded through Screencast-O-Matic software or similar. In your presentation, you may use tables, graphics, flowcharts, images, screen-shots, Video links and other tools to make this an interesting, concise and easily communicable report that is targeted at your CMO and the Leadership team. You will score more points for creativity! Above all, it must be a good story.

The video presentation is designed to present persuasive arguments that will convince your potential client to select your organisation to develop and manage the IMC business issue causing problems for your potential client organisation. Both the written IMC plan and the video presentation should be a ‘selling’ documents in that it convinces the CMO and the leadership team that your firm can help to effectively deal with the IMC related issues.

Rationale

back to top

This assessment task will assess the following learning outcome/s:

• be able to explain and critically discuss the role of marketing communication in the overall marketing and business strategy.


• be able to evaluate theoretical concepts underlying integrated marketing communications.


• be able to examine and evaluate various elements of a contemporary communication mix.


• be able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools.


• be able to apply theoretical frameworks that integrate various elements of marketing communication to a specific organisation communications problem to develop an IMC plan.