Assignment 2 – INTEGRATED MARKETING COMMUNICATION

DDE5227 – Digital Entrepreneurship Communication

Lecturer: Dr Muhamad Izzuddin Zainudin

Whatsapp Group
Day/Time: Monday (12.00pm-1.00pm)
Tuesday (10.00am-12.00pm)
Contact No: 018-3999049
Room No: N/A
Email Address: izzuddin.zainudin@gmail.com
Submission date: Week 11
Mark Contribution: 30%

Overview

Integrated marketing communication have become one of the prevalent area of

communication in the recent years, the development of internet has boost the effectiveness of
marketing communication activities for many businesses. In the recent years, academician
have identified eight main marketing communication tools which consist of advertising,
public relations, event and sponsorship, direct selling, mobile marketing, sales promotion,
personal selling and recent favorite among businesses is social media marketing. Social
media marketing is perceived to be one of the most effective marketing communication tools
due to its measurable engagement, reachability and its ability to drive traffic to businesses
page and websites. Due to the above-mentioned abilities, social media marketing is perceived
as the most common tools used by businesses to create instant brand awareness and for some
produce brand association in consumers’ mind. Thus, it is worth for the students to
experience and explore this integrated marketing communication tools first hand through this
assignment.

Objectives

The objectives of the assignment are as follow:

1) To assess students’ ability in choosing the appropriate communication channels for
product launching.
2) To educate students on the integral relationship between business process with
communication strategies.
3) To measure students critical and analytical thinking in determining the most suitable social
media platform for their product launch activities.
4) To provide students with first hand experienced managing and measuring their own social
media marketing platform.
5) To inculcate team spirit and team work among communication students through
accomplishment of the assignment
 Task

Assignment two is meant to provide you the practical aspect of launching your brand through
Integrated Marketing Communication (IMC) and it is the continuous assignment from the
first assignment.

Based on your finding and decision in assignment 1, you are required to create a creative
brief for your marketing strategy. Thus, it is important for you to revisit the first assignment
write up to ensure that your creative brief is coherence with your main goal and intention for
the product that you have created. The brief should only be directed towards one intention
and that is to provide guidance for creative division and the main anchor to future IMC
marketing strategy.

Below are some points as guidance’s that you need to have as part of your creative brief:

1) Reiteration of target market and positioning strategy

2) Reiteration of mission and vision
3) Creative brief which will consist of your strategic planning. In order for you to write your
creative brief you will need to conduct an interview or survey to get honest opinion from
the prospect customers on their honest opinion about the illustration of your product, your
value proposition and your proposed brand image
4) Analysis of your research and corrective measure that you will take based on the responds
you received from the prospectus customer. The analysis should consist of:
a) What do the respondents think about your product?
b) What do they think about your brand image?
c) How do they compare you to your competitors?
d) Does your product answer to their needs and wants?
e) The comparison of their perceptions and the unique value proposition you
suggested in assignment 1?
f) Based on the above analysis, provide the one thing that you want them to believed
moving forward with your product launching strategy
g) What are the message or sentence that you can used to make them believed and
trust your brand?
h) Is there any other words or tonality that you can used that will be able to grab
prospectus attention and showcasing the personality that you would like to
communicate with your audience?
5) Explain the theme or key idea that you have decided to be the central idea of your creative
brief. The theme that you have decide should be simple but yet comprehensive that you can
use through-out all of your future marketing activities. Try to limit the number of words
from three to five words maximum. You may also use this theme to be part of your tagline
and slogan for the creative work.
6) Provide a “rough” creative executions such as print ads, TV commercial, radio ads, social
media post, public relations write up, event and sponsorship, etc. However, it must be tie
back to your marketing strategy and explained how does it relate to your theme and how it
will help you to achieved your business marketing objectives. (Please take note all
execution will be need to be compile together in a folder for submission and please
screenshot necessary illustration to be included in your write up for explanation part).
 Rubric
The marking rubric is created to serve three functions. The first (and primary) is to help you
understand what it takes to get a great grade – read what it says in each box while you are
undertaking the project. The second is to help markers critically, fairly, and objectively
assess your work. The third is to provide you with feedback that you can apply to the second
part of the assessment.

The section in boxes shows where your work was assessed and a mark given – this is the
summative section. The comments and advice provided by the marker are formative – they
are suggesting where you could have gained a better grade.

Descriptions Professional Quality Good Unacceptable

(21-30) (11-20) (1-10)
Mini Students developed by Students questions does Students question are
Research and students are relevance not contribute much to not relevant and
Analyzation and the research was the strategic planning definitely does not help
conducted properly and and not relevant or not them in creating a
was properly explained enough in term of strategic planning.
in the report with valid depth. Research method Research method is
proof was explained but not vague or close to non-
comprehensive or existence and no proof
incomplete evidence. provided by the group
for their research.
Theme and Theme is flexible and Theme is good or Theme is lack of
Centrality of comprehensive enough acceptable however flexibility for IMC
Ideas to be used through-out lack of flexibility or strategic planning and
all IMC strategic only dedicated for one hardly to be recognized
planning. Easily type of IMC strategic or recall by the audience
recognized and recall planning only. perhaps due to wrong
by the audience. Recognizable however choice of words and
might not be easy for weak concept.
audience to recall.
Creative Showcasing strong Projecting some sort of Does not project any
Message emotional connections emotions and kind of emotions and
and reactions that connections however connections with the
capture the audience hardly for audience to audience for them to
heart. Very relevance associate themselves associate themselves.
and relatable as well as with the message. Lack No sentimental value or
create inquisition in of sentimental value or cause negative reactions
audience mind and does not drive in audience mind and
heart inquisitive instinct in heart
audience mind and
heart
Promotional Rich with originality Lack of originality and Weak and no creativity
Tools and and creativity, very creativity, however, or originality with too
Execution well developed and showcasing some many room of
concrete potential with room for improvements
improvements
 Format

1. You are required to use Times New Roman font size 12 EXCEPT for the heading and
sub heading which they are allowed to use Times New Roman font size 16.
2. Line spacing should be 1.5
3. You are required to align your report using Justify
4. Use headings, charts, illustration and diagrams where helpful to the reader;
5. Ensure your work is of a professional standard.

Submission
Submission Link:
Please submit your work through google drive link provided below:

Submission Instructions:
1) You are required to upload your work to the link provided above.
2) Once you click the link please create a new folder with your GROUP NAME
3) DO NOT create a folder if the assignment is not ready for submission.
4) Please inform me once you have submitted your assignment
5) Please ensure that the assignment you submitted is finalized because assignment is NON-
RETRACTABLE without the consent of the lecturer.

Rules and Regulations

If you are not clear about the assignment brief, or you have questions, you may ask during the
tutorial time or post the question on any of our class communication channel. However, if
your questions involved elaborative explanation you may also book a consultation slot by
emailing me at my email Izzuddin.zainudin@gmail.com so that I can blocked my calendar
and arrange the video conference platform and please inform me on our class Whatsapp
group to avoid any miscommunication.

PLAGIARISM
THE WORK SHOULD BE ORIGINALLY YOURS AND DO NOT USE ANYONE
ELSE’S WORK AND DO NOT ALLOW ANYONE ELSE TO USE YOURS!

The university takes plagiarism very seriously – check the university statutes for further
information. You are bound by those statutes. You are being graded on your ability to
research, critically assess and analyse, and then to critically and creatively provide solutions.
We are not grading your ability to copy, collude and cheat. To complete the assignment you
will need to do research. You can work with other students to gather data and share sources.
However, remember to create and design your own work- over-similarity between the
outcome may result in a zero grade for all involved students. You are advised to use source
material from reputable source DO NOT use material from websites primarily aimed at
students or who offer assignment solutions services. Such sites are not only useless but
also use of material from them will likely be regarded as plagiarism and result in a zero
grade. Assignments that rely too heavily on copied material from any source may result in a
zero grade.

EXTENSIONS
If you cannot complete either of these assignments at the due time because of illness or other
serious circumstances, or if you are representing Multimedia University, Cyberjaya or
Malaysia in sport, you may request an extension. Only the lecturer Dr Muhamad Izzuddin
Zainudin, may entertain to request for extensions.

PENALTIES
Penalties of 10% out of 100% marks contribution will be deducted per day for every day late
will apply. For example, this assignment that achieves 20% but was submitted one day late
will receive a mark of 18% considering the work is outstanding. After 7 days late
assignments will not be marked OR a grade of 1 mark will be provided based on the good
gestures of the lecturer.