Strategic Integrated Marketing Communications

Assignment Submission Students are required to submit their coursework through JIRA. Only assessments submitted through JIRA will be marked. Any other submission including submission to your study centre in hard copy will be treated as a non–submission.

If your centre supports Turnitin, a copy of your Turnitin originality report must be submitted in conjunction with your assignment. BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing Communications Page 8 of 8 Title:Critical Evaluation of Current Integrated Marketing Communications Practice Module Assessor:Frankie Lim (Singapore)Anne Edwards (UOS)

Please read all instructions and information carefully. You are required to submit your work within the bounds of MDIS and the University Infringement of Assessment Regulations. in order to successfully complete this module.Learning Outcomes Assessed

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 evaluated 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.

BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing Communications Page 8of 8 PART ONE:•Integrating ‘new’ (digital) and ‘old’ (traditional) media in marketing communications is an increasingly popular strategy. Critically discuss the advantages and disadvantages of this integration strategy to create synergies.

PART TWO:•Select a brand from those listed Secret Lab(Singapore) Singaporean furniture manufacturer –popular for its gaming chairs.Razor Inc.(Singapore) Singaporean–American multinational technology company that designs, develops, and sells consumer electronics, financial services, and gaming hardware.

Subway(Singapore) an American fast food restaurant franchise that primarily sells submarine sandwiches, salads and beverages.Food panda (Singapore)an online food and grocery delivery platform owned by Berlin–based company Delivery Hero SE.⎯DBS Bank (Singapore) a Singaporean multinational banking and financial services corporation headquartered in Singapore.⎯Raffles Medical Group (Singapore) a private healthcare provider in Asia, operating medical facilities in thirteen cities in Singapore, China, Japan, Vietnam and Cambodia.

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 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.

BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing Communications Page 8 of 8 Assignment Support & Student Feedback Formative feedback will be available during the workshops.

You should commence your work in a timely fashion in order to receive feedback prior to submission. Summative feedback will be provided on the cover sheet of the assignment.