FINAL PROJECT ( 5 - 6 students form a group, 40%)

IMC Plan (30%)

You are required to write an IMC campaign proposal for a new product / service or an enhanced product / service which is going to be launched in the market 6 months later. The IMC campaign may compose of print ads, sales promotion, TV commercials, outdoor or indoor billboard, online marketing etc. As a marketing manager, you target to get the resources and budget approval from the management team in the proposal presentation. The IMC plan composes of the followings:

  1. Background

  2. Project objective

  3. Brand positioning and customer segmentation

  4. IMC strategy (e.g. Theme, Slogan, Message, Approach...)

  5. Media planning

 

Grading Criteria

  • Creativity: creative ideas of IMC campaign

  • Application of theory: application of theory / strategy learnt

  • Ease of understanding: structure flow with logical deduction process

  • Persuasiveness & feasibility: persuasiveness and feasibility of IMC campaign

 
Submission and assignment deadline

Please limit the IMC plan from 10 to 12 pages, 1.5 line spacing with 12-point font size, Times New Roman. Leave a softcopy of your assignment in your assignment folder of the new media server and a hardcopy of your assignment in my pigeon hole next to room Y7536 on or before due date. The assignment is due on 3 Dec for Thursday class and 4 Dec for Friday class. No late assignment is accepted.

 

Proposal presentation (10%)

Present your proposal using powerpoint or Flash format. The presentation is limited to 15 min. and overrun of the presentation will be penalized. The content of the presentation is the same as your paper assignment, The audience of the proposal presentation is the internal management team of your proposed organization. You target to persuade the management team to buy in your idea and allocate the appropriate resources for your project.

 

Submission and assignment deadline

The final project presentation will be held during the last lecture class. Please leave a soft copy of your powerpoint in your assignment folder of the new media server at least 1 day before the last lecture.