You have been employed at a company for a number

The Module Project is your opportunity to demonstrate that you have gained a good understanding of the topics that are covered in this module.

In each module of this programme, you will complete a Module Project. The purpose of the Module Project is to apply the concepts and techniques of the module to the analysis of real-world situations or problems and to critically evaluate different approaches to addressing such problems.

Scenario:

You have been employed at a company for a number of years and have risen to the position of senior marketing executive. A new CEO has come on board at the same time as the company has developed a new range of products. The CEO of the organisation has decided that the organisation's marketing efforts need to be overhauled. The CEO has suggested that now is a good time to do so since the new range of products in about to be launched. You have been asked by the CEO to develop and deliver an integrated marketing communications campaign for this new range of products.

The CEO has indicated that s/he expects the integrated marketing communications campaign to produce positive results for the company. However, your marketing budget is limited due to the fact that the CEO was brought into the company on the back of recent poor commercial performance.

You will complete this Module Project in three submissions in Weeks 2, 5 and 7. The Module Project brief is available to you from the beginning of this module. So, whilst there are deadlines for submission in Weeks 2, 5 and 7, you are encouraged to work on your project as you progress through this module. This Module Project accounts for 30% of your overall module mark.

The Week 2 Module Project is formatively assessed. Therefore, you will receive formative feedback from your instructor, but no grade will be awarded. Weeks 5 and 7 carry 15% of the overall module mark, respectively.

Module Project: Milestone 1(due in Week 2)

300-500 words

You will write a draft proposal for the new integrated marketing communications campaign. In this draft proposal, you provide a situational analysis of the company including:

• Company and product background
• Current brand/product SWOT
• Relevant marketing data (sales, market share, etc.)
• Analysis of competition, including their products/services and their approach to marketing and Integrated marketing communications
• Customer analysis – demographic profile

By Day 7,submit your Module Project: Milestone 1.