BPCM3103 INTEGRATED MARKETING COMMUNICATION

First Semester Session 2023/2024 (A231)

SULAM/SERVICE-LEARNING PROJECT (40%)
TASKS SUBMISSION DATE
/ REMARKS
This semester you will be organizing an event marketing which is “Car
boot-sale and Food truck”. All students must participate and work in
team to fulfil this project.

STAGE 1 – PREPARATION FOR IMC PROJECT (proposal, forming WEEK 2 - 5

committee, tasks delegation - 10%) Group formation
and proposal from
a) Each class (A, B, C) must select a Project Manager, Secretary, and each team
other committee members. (department)

b) All students must work in team, conduct discussion, meetings, or

other activities prior to the project.

c) Additionally, each committee team (department) needs to present

a proposal to the lecturer regarding the tasks or strategy needed
to ensure the project's success.

d) Teams (departments) are divided as follow:

i) Department of Registration
ii) Department of Logistics & Technical
iii) Department of Activities
iv) Department of Safety & Security
v) Departments of Media & Publicity (poster, flyers, photography,
website, social media)
vi) Departments of Souvenirs & certificate
vii) Department of Protocol
viii) Department of Entrepreneurship (liaise with vendors)

**Please provide details description of each activity done for evaluation.

i) Event profile
ii) identify issues and problems: E.g.: turnout low at SBM, or
others based on your observation.
iii) Event objective: E.g.: To create an integrated event for service-
learning event with community.
E.g.: To create awareness of the event.
Marketing objective: To achieve 50% of purchasing activity
: To utilise different promotional tool
approach.
: To keep the high percentage of audience
engagement during the event.
: To maximize the numbers 50% of
audience attending the event (thru QR
scan)
iv) Market analysis:
 -Customer: vendors – type business
: audience (community) – UUMIS school
(students and teachers), UUM students, staff, outsiders (target market)
- Current promotion strategy: SBM FB, official Email,
WhatsApp

STAGE 2 – EXECUTION: “CARBOOT SALE & FOOD TRUCK” (20%)

a) Each team needs to ensure that they maintain an eye on the
event’s operations on the day of the event, update its WEEK 8
schedule, and promote it to draw in more attendees. 14 DEC 2023
b) Committee teams are required to create video via social media
(TikTok, FB, Instagram) to promote the program and collect
likes. Number of like and view determine how effective is your
video. (COMPULSORY).
c) Report should include the followings:
Your group’s marketing objective: (you may choose more than one and
not limited to this)
i) To create awareness of the event
ii) To stimulate purchasing activity
iii) To utilise different promotional tool approach
iv) To keep the audience engaged
v) To maximize the numbers of audience attending the event
(through QR scan)

d) Propose the promotional strategy based of the group’s

marketing objective such as:
i) Advertising
ii) Social media (Instagram, Facebook, Tiktok etc.) –required
frequency of posting to promote compulsory once in a week)
iii) Direct marketing (Viral poster via WhatsApp)
iv) Influencer marketing
v) Alternative marketing

**Elaborate each tool that you choose and provide illustration image for
each tool.

STAGE 3 – COMPILING THE REPORT & REFLECTION (10%)

i) The final report should include the following:
 STAGE 1 Week 11
 STAGE 2
 STAGE 3 Final report (group)
•Each team must give 3 suggestions to improve current situation &
in promoting the event Video reflection
 Conclusions (individual)
 Appendices (please include all materials, conversations, photos
and others)
 Write a reflection (individually) about the project. (refer
guidelines)
Notes:
1. This is a group work and all of you are expected to contribute equally to complete the tasks given.
2. Assignments must be handed on time. Any delay will result in penalties.
3. Assignments must be written (Arial, 11, 1.5 spacing, APA format, Justify, 20-30 pages) and
presented in English language.
4. Please refer to IMC books and other reading materials/articles to help you in completing the tasks
involved in all assignments.