MKT 304 – GROUP PROJECT

Topic: Integrated marketing Communication Program

This is a group-based project that involves the creation and implementation of an integrated
marketing communication program (IMC) to promote a company of your choice (product/
product line/ service/ idea). The group consists of 5-6 members. Group members have to
work closely throughout the semester and give a formal presentation by the end of the course.

This assignment should have 3 components: a formal presentation (20%), a report (50%) and
creative products (30%) (ad TVC, print ad or media kit) as part of the communication plan.

All assignments should be typed and double-spaced with 11-point font, and must be
submitted in both soft and hard copies. A deduction of 10% of the assignment mark will be
applied for each day of late submission.

Recommended report structure (for reference only!)

1. Introduction
1.1. Company
1.2. Product
1.3. Objectives
2. Analysis of Promotional Program Situation
2.1. Internal analysis
2.1.1. Promotional/ Marketing Department organization
2.1.2. Firm’s ability to implement promotional program
2.1.3. Agency evaluation and selection Review of previous program results
2.2. External analysis
2.2.1. Consumer behavior analysis
2.2.2. Market segmentation and target marketing Market positioning.
3. Analysis of Communication Process
3.1. Analyze receiver’s response processes
3.2. Analyze source, message, channel factors.
3.3. Establish communication goals and objectives
4. Develop Integrated Marketing Communications Program
4.1. Advertising
4.2. Direct marketing
4.3. Digital/Internet marketing
4.4. Sales promotion
4.5. Public relations/publicity
4.6. Personal selling
5. Budget Determination
5.1. Set tentative marketing communications budget
5.2. Allocate tentative budget
6. Evaluate promotional program results/effectiveness (How/ tools)
7. Conclusion.

Note:
- Cite all sources according to the Harvard referencing style.
- Plagiarism is strictly prohibited. If any plagiarism is detected, 50% of the mark will be
deducted
- Each 24-hours of late submission, 10% of the mark will be deducted.
- Report and Presentation slide could be in different form/ structure (same content)