BM6601 Marketing Communications Group Assignment

This document outlines the requirements for a group project in Marketing Communications (BM6601). The project involves creating a comprehensive marketing communications plan, including a situation analysis, communication objectives, target audience definition, creative and media strategies, and an evaluation plan. The plan should be approximately 3,000 words, excluding appendices, and must be submitted by December 18th. The document provides detailed guidelines on the structure, content, and marking criteria for the project, emphasizing the use of secondary research and the development of a strategic approach to marketing communications.

BM6601 Marketing Communications Group Assignment Structure Guidelines
For your communications plan:
 This is a practical plan which should include recommendations based on sound
rationale
 It is likely that you will draw upon the trade press, market reports and company data
more than on academic journals, however all sources must be fully referenced
 Primary research is not mandatory, though should not be excluded if you feel it is
necessary
 The word count for the plan is approximately 3,000 words, excluding appendices.
 One copy in Turnitin drop box by 9am Thursday 18th December, which will be marked
on line. Detailed comments will be available with the on line marking and additional
face to face feedback will be given during first session.
Marking Guidelines
Your communications plan should demonstrate that you can:
 Source and synthesise appropriate secondary research
 Set appropriate communications objectives
 Develop a strategic communications direction, i.e. identification of target audience,
positioning, creative and media strategy
 Appraise the suitability of elements of the marketing communications mix for your
specified objectives, plan media effectively for a specified target audience, and make
appropriate recommendations for action
 Evaluate the success of the campaign
 Structure a plan professionally and coherently, including using appropriate
references.
Layout
• Title page : Please make sure your group name and ID nos only are contained.
• Executive summary – remember that this is a one page summary of the key points
from the whole report, not an introduction
• Contents page
• Introduction : terms of reference
• Context Analysis : Brief summary of
• the key players in the category – which are the key brands and respective
market share
• trends in the category – are they positive or negative? Growth or decline?

• the marketing communication activity that has taken place over the last three
years.
• your chosen brand, a rationalisation for its choice
• Communication Objectives (SMART)
• Communication Strategy
• Target Audience Definition, Positioning Strategy
• Creative Strategy
• Appeals, message content, message structure.
• Media Strategy and Plan
• Appraisal of suitable elements of the communication mix for your target
audience with rationale and budget. Suggested laydown of media using a
ghant chart or similar.
• Evaluation
• Tables and figures analysing data should appear at the appropriate point in the
report, NOT in appendices. Appendices may be used for supplementary material.