BM023-3-3-IMKTC Individual Assignment Page 1 of 7

Test Specification Table

Evaluate the importance of the integrated marketing communications

CLO1 (IMC) perspective in planning and executing marketing Final Exam
communications programmes (C4, PL02)
Discriminate the various traditional and non-traditional support media
Individual
CLO2 available to the marketer in developing an IMC programme in line
Assignment
with the organisation’s strategic direction (A5, PL010)
Integrate advertising and other tools of integrated marketing Individual
CLO3
communications in an ethical manner (A4, PL011) Assignment

Individual Assignment (60%):

  Question Vs Taxonomy
Question   Affective Level
No. Topic 1 2 3 4 5 6 PLO
  SQ SQ SQ SQ SQ SQ
Establishing Objectives and Budgeting
for the IMC Plan, Creative Strategy
1 Planning, Development,      83%   10
Implementation and Evaluation and
IMC Mix/Promotional Mix
Segmentation, Targeting and
2 17% 11
Positioning
  Total   17% 83%    

This individual assignment represents 60% of the total marks for this module.

High expectation for upcoming Proton X50

SHAH ALAM: After the success of the Proton X70, customers are looking forward to the
launch of the carmaker’s upcoming compact SUV, now known as the X50. The X50 is
based on the Geely Bin Yue, and rivals include the Honda HR-V and the Toyota C-HR.
Based on the X70’s competitive pricing strategy, making it RM25,000 to nearly
RM40,000 cheaper than its Japanese rivals, automotive industry observers expect the
X50 variants to be priced in the RM75,000 to RM95,000 range. The X50 is expected to
be launched by the end of this year or early 2020.

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Level 3 Asia Pacific University of Technology and Innovation (A.P.U) 082020
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In the first five months of 2019, Proton saw remarkable year-on-year sales growth of over
70%. The biggest sales contributor has been Proton’s first SUV, the X70, which was
launched last December with four variants priced from RM99,800 to RM123,800. The
X70 has become the top-selling SUV in the country this year, with Proton delivering
13,572 units in the first five months of 2019.

Annie Lim, the sales manager of Jutania Otomobil Sdn Bhd located in Sea Park, Petaling
Jaya, said the dealership already received some enquiries about the X50. “Customers are
very satisfied with the SUV and are very impressed with the level of technology and
features at that price point.” With its premium features and attractive prices, the X70 has
elevated Proton’s image and this has raised public expectations for its upcoming X50.

Source: The Star (2019). High Expectation for the Upcoming Proton X50. (Online).
Available from: https://www.thestar.com.my/news/nation/2019/06/19/high-expectations-
for-upcoming-proton-x50/#7h3y1zq1trEgRF5R.99. (Accessed on 23th June 2019)

Scenario & Task

You are currently the Senior Manager for Marketing and Sales for Proton Edar Malaysia,
the official distributor of Proton cars and spare parts in Malaysia. You have been
assigned to devise an Integrated Marketing Communications (IMC) Plan with an
allocated budget of RM2 million for Proton X50 SUV for the year 2021. Will start rom
jan 2021 to dec 2021. Don’t over budget. IN MALAYSIA

Your IMC plan for the Proton X50 should include the following:

Content Marks

a) Executive Summary 5 marks

It is a concise statement of the problem, a short summary of the major
points arising from your analysis, and the major recommendations from
your analysis. Executive summary is not introduction, need to
summarize everything on report. Prepare in the end/after u complete it.

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Level 3 Asia Pacific University of Technology and Innovation (A.P.U) 082020
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Summarize whatever u write on the content. Thi report is imc plan to

introduce this car.. based on situation analysis this is opportunity u get..
strength… from the market anlysis this is the target market… and the
car will position on this.. in order to promote the car so imc campaign
what are tools u are using.. whitin 1 page. Don’t more than 1 page.
b) Situational Analysis u can put introduction on this (before this) this 15 marks
company and proton suv. Who is proton, some of characteristic, we
want to prepare this imc to promote car.
Analyse and evaluate the organisation’s internal and external
environment. Apply all analysis tools, PEST, Competitor. Not
PASTEL/SWOT. PEST is marketing analysis tools, In order to identify
ur internal external environment. U mention this factor internal factor u
analysis this factor analysis second factors u analyse second factors.
So this two is internal factors. After that u explain external factors. Just
identify the factors. U analysis and evaluate not describe/explain the
environment. Ex: internal environment this factors should be able to
provide u the information the strength or weaknesses. That shuld a
outcome. Because this factor this happen to company so this the
outcome (weakness/strength) external, ex: eco factirs u explain what
happen u provide the relevant data to figure that eco not so well so that
factor because covid. A FEW FACTOR BUT DETAILS. 2/3 factor for
each. You are expected to apply market analysis tools (e.g. SWOT,
PEST, Competitors’ Analysis compare to 2 competitors, identify point
of differences and point of hierarchy, etc.) by using market and
company information (e.g. annual reports, sales, market share, etc).
c) IMC Objectives & justification of the choice of these objectives 5 marks
There must be a minimum of three (3) IMC objectives u give is
something related to brand equity or behaviour NO SALES. Don’t put
sale on this section. Statement. Smart statement. Related to IMC. Made
loyalty is impsible for 1 year (don’t) and these objectives must be
clearly specified. Make sure that these objectives meet the SMART
criteria.
d) Segmentation (don’t write to much), Targeting & Positioning 10 marks
The focus will be on target market profile and justification USP

How u divide and what is market segment u get after that u select
which one so the focus is explain the characteristic of the target market
u select. and Ex: we use A to identify/divide our market then this is the
segement that I get. Lifestyle. . Focus will be on targeting and USP.
Identify & justify the most appropriate target market for your IMC
programme. Discuss the Unique Selling Proposition (USP) and justify
your choice of the USP. Discuss ur USP. Ex: I will position this
proton as the lowest price SUV in Malaysia, so how u terrify lowest
price. Refer to target market and competitors. Have to related to
competitor analysis, choose 1 only. USP is only 1. why lowst to othe
SUV car? ….give a reason.. can give this benefit.

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Level 3 Asia Pacific University of Technology and Innovation (A.P.U) 082020
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e Creative Strategy & justification of the choice of this strategy 10 marks

The creative strategy is about message u gonna put on ur
advertisement. for your advertisement(s) based on USP, refer to USP
i.e. the campaign theme. It should be in line with the IMC objectives.
The theme can be set based on:
 Promotional Appeal for ur advertisement (Rational vs.
Emotional or combination). U have to choose one
 Execution Technique (Factual Message, Comparison, Slice of
Life, Fantasy, etc). So the following is execution technique
discuss 3 is enough already. Choose that related the appeal. Ex:
choose emotional appeal. Is capture message… how u use… I
will present all the back related to this car all the unique feature
so that customer can learn detail on this car. Choose 3 different
technique.

So when u explain E u need to mention so the USP for this a proton

SUV is what.. this will be used as the advertising teams for this
campaign (u already choose adv teams). So in order to communicate
this advertisement teams So what appeal u are using. Explain how why
u use this appeal, u need to explain. So the following is execution
technique discuss 3 is enough already. || Choose that related the appeal.
Ex: choose emotional appeal. Is capture message… how u use… I will
present all the back related to this car all the unique feature so that Cust
can learn detail on this car. Choose 3 different technique.
g) IMC Tools & justification of the choice of these tools used 30 marks
List of communication tools:
 Advertising, what media u are using, ex: TV so we go further,
all the Chanel u use on the tv u select this channel because…
met our target market, also on newspaper, how long u gonna
repeat in the newspaper,
 Direct Marketing
 Public Relation
 Personal Selling
 Internet/Interactive Marketing, in the Facebook,
 Sales Promotion, discount and free gift who want to try the car
 Exhibitions and Trade Shows
 Sponsorship
A minimum of 4 tools must be used, one of which must be
advertising.

Straight to the point

h) Media Schedule & Budgeting 5 marks
A media schedule involving the different types of media that are used
should be presented in the plan. Meanwhile, provide a breakdown of
your budget.

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Level 3 Asia Pacific University of Technology and Innovation (A.P.U) 082020
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Use the ganchart to show the schedule make sure this schedule is for
the IMC tools and the media u’re using in G and budget. What ever u
use u suggest. Table of budget and a few paragraph.
j) Evaluation and Control & justification of the evaluation criteria 5 marks
and control strategies used
The evaluation against your objective. and control activities used to
measure and evaluate the effectiveness of the plan should be presented.

Ex:
1.u have 3 objective one of them is u want to create awareness 30%
how u able to get 30% within 3 month after 3 month company will go
to survey on the customer this SUV proton. If to low u give backup
plan and swift to other media.
2. u want 50 person came to try so how u know u get 50, so u discuss
lah, so during the trial campaign you doing record maybe u using
online. So from there u control and measure whether your try campaign
is effective or not.
k) Citation and References 15 marks
Acknowledgement of sources: citations, references, quotes, statistics
and range and relevance of bibliography according to Harvard
Referencing Style.

Just make sure use use the proper citation, make sure the whole
structure is proper, executive summary – table of content – intro –
situation analysis – abc – one conclusion -
Total 100 marks

Instructions

The assignment should not exceed 3,000 words.

You should state the number of words used on the cover of the assignment. You may
include diagrams or figures, reference and bibliography lists and any appendices without
word penalty. A sliding scale of penalties for excess length will be imposed. The
penalties will be as follows:

1 -10% excess no penalty

11-20% excess 3 marks reduction
21-30% excess 6 marks reduction
31-40% excess 9 marks reduction

The report must follow the standard academic format:

 Font type: Times New Roman

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 Font size: 12 pts

 Line spacing : 1.5
 Headings only: 14 pts

Assignment Structure

When completing the assignment, it should have the following structure:

 Title page
 Executive Summary
 Contents page(s)
 Integrated Marketing Communications (IMC) plan
 References/Bibliography
 Appendices

Please pay particular attention to the following:

 The Executive Summary should be no more than one page, but it should excite
interest for the reader, other than the assessor, to read the whole report.
 Bibliography/references should be listed according to the Harvard referencing
style with the authors listed in alphabetical order.

Marking Guidance:

Marks are awarded based on the following guidelines:

Banding Assessment Guidelines

Superficial analysis, concepts and language of the subject are absent or
scant. Irrelevant regurgitation of text book. Ideas are poorly expressed.
0 - 40%
Many key issues are ignored. Concepts and language of the subject are
used but are often confused in application and or discussion.
Superficial analysis, concepts and language of the subject are absent or
minimal. Few learning outcomes have been met. Irrelevant regurgitation of
40 - 49% text book. Ideas are poorly expressed. Many key issues are ignored.
Concepts and language of the subject are used but are often confused in
application and or discussion.
50 - 54% Some understanding of the relevant models and concepts. Some elements
(pass) of an appropriate structure are present. Restricted analysis of some issues.
Evidence of some reading and research. Incorrect referencing although it is
55 - 64% evident. Some elements of an appropriate structure are present. Key issues
are analysed but not done thoroughly.
65 - 69% Evidence of reading and research. Understanding of the application of
appropriate models and concepts is demonstrated, but not thoroughly. Key

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issues are identified and analysed, although this may be restricted at times.
Some sources are acknowledged.
Evidence of reading and research. Understanding of the application of
appropriate models and concepts is demonstrated. Key issues are identified
70 - 74%
and analysed, although this may not be consistent. References are
acknowledged.
Evidence of wider reading. The assignment effectively interprets the
information and exhibits the integration of ideas across the subject area.
75 - 79% The assignment has credible recommendations. A systematic approach to
development and evaluation is used. Most sources are acknowledged and
referenced using Harvard System of Referencing.
Arguments are clear and convincing. Confident integration of theory and
>=80%
practices is demonstrated. Consistent referencing to sources using the
Harvard System of Referencing.

Other Important Imformation

 You are required to use at least 10 academic journals as references. Additional
references such as text books, magazines and online references are encouraged in
order to support the student’s writing and provide quality in their answer.
 Plagiarism is NOT acceptable. Representation of another person’s work or ideas
(whether from an academic or any other published or online sources) as your own,
without acknowledgement of the source, for the purpose of satisfying formal
assessment requirement is considered plagiarism. The possible consequences of
plagiarism include:
 Reduced grade for the module
 Referral for this module
 Failure of this module
 Expulsions from the Institution
 You can avoid plagiarism by using the Harvard referencing style. You may not
copy another student’s work in any way
 All submissions must be made before the stipulate time. If the work is submitted
after this time, it will be given 0 (zero).

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Level 3 Asia Pacific University of Technology and Innovation (A.P.U) 082020