Marketing Communications Individual Assessment

For the purposes of this assessment, you are to assume the role of the Marketing
Communication Manager of a company of your choice that is intending to launch a new
product or a range of new products. Your Managing Director has tasked you to come up with
a Marketing Communication Plan that recommends how the chosen company can use various
communication tools to introduce the new product, or range of new products, into the market.
Your Marketing Communication Plan is to incorporate the following:

Executive Summary (5 Marks)

A one-page overview of the company, the new product(s) to be launched, key findings from
the analyses conducted within the Marketing Communication Plan as well as the key
recommendations put forward. This section brings together the entire document into a one-
page summary that serves as a succinct prelude to the reader.

Introduction of the Company & the New Product(s) to be Launched (5 Marks)

A clear introduction of the company to the reader in terms of its origin, operations, performance
till date as well as additional information that vividly describes the company to the reader. The
section will further incorporate information pertaining to the new product(s) to be launched and
the justifications for doing so.

Situational Analysis & Marketing Communication Objectives (15 Marks)

An environmental analysis is required for this section, which predominantly comprises of the
PESTLE analysis of a chosen country. The said analysis is to be robust, detailed and include
clear indications as to how the various elements of the PESTLE Analysis will influence
marketing communication issues for the new product(s) launch.

As with any successful plan, a set of objectives is expected to be established for the proposed
Marketing Communication Plan of the chosen company for the launch of the new product(s).
The candidate is to clearly showcase that the proposed set of objectives fulfils the SMART
criteria.

Marketing Communication Strategy & Implementation Tactics (45 Marks)

This section of the Marketing Communication Plan entails the robust, detailed and clear
indication about the proposed use and strategic application of the various marketing
communication tools in launching the new product(s) for the chosen company. The candidate
is expected to showcase the innovative and creative use of the various promotional tools
(advertising, sales promotion, personal selling, public relations, direct marketing and etc) in
successfully launching the said new product(s) for the chosen company.

Proposed Evaluation & Control Methods (10 Marks)

This section will provide a robust and relevant discussion of the proposed follow through
activities for evaluating and monitoring the recommended marketing communications
campaign. The proposed evaluation and monitoring strategies will enable the chosen
company to carefully gauge the success or failure of the suggested marketing campaign for
future improvements.

Sample Print Advertisement: Layout and Copy (5 Marks)

A sample advertisement that reflects the proposed marketing communication objectives for
the new product(s) launch has to be drawn up within this section. The sample print
advertisement has to display creativity and innovation.
Recommendations & Conclusion (5 Marks)
This section will tie up the entire Marketing Communications Plan by summarizing the key
points discussed within the plan as well as providing a minimum of three key recommendations
to be pursued by the chosen company in relation to the new product(s) launch.

A further 10 marks is allocated for Organisation, Word Length and APA Referencing

The various chapters covered within the module would provide the candidate with the
necessary content to tackle each of the aforementioned sections of the required Marketing
Communication Plan. Candidates are expected to utilize many of the concepts and theories
covered within each chapter to the respective sections of the Marketing Communication Plan
in order to showcase depth of understanding and application to score well for this assessment.
While it is expected that you choose an existing company with plans to launch new product(s),
you may invent the necessary details and assumptions to facilitate available facts within your
Marketing Communication Plan. As such, you are free to incorporate your interpretations here
in terms of how the chosen company may adopt the marketing communication for the new
product(s) launch. Further details and requirements of this assessment will be discussed by
your lecturer in class.