Integrated Marketing Communication for CBA

Running head: INTEGRATED MARKETING COMMUNICATION FOR CBA
INTEGRATED MARKETING COMMUNICATION FOR CBA
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1INTEGRATED MARKETING COMMUNICATION FOR CBA
Executive Summary
The Commonwealth Bank of Australia has recently been under serious criticisms from
various quarters due to the exposure of various fraudulent activities for over a period of time.
This paper aims to explore the impact of this fraud on the various stakeholders of the bank
and provide adequate remedial measures that can be adopted to retrieve its lost fortunes. In
this process, extensive use of ‘Integrated Marketing Communication’ (IMC) has been used,
which would help the bank to get back its goodwill in the market.

2INTEGRATED MARKETING COMMUNICATION FOR CBA
Table of Contents
Background................................................................................................................................2
Stakeholder Issues and Concerns...............................................................................................2
1. Internal Stakeholders.......................................................................................................2
2. External Stakeholders......................................................................................................3
Potential utilization of Integrated Marketing Communication..................................................4
Reference List............................................................................................................................6