The purpose of this assessment is for students to outline the nature of IMC, describe its environment, and explain the objectives and formulate an IMC budget
You are to prepare an integrated marketing communications plan for one year, for a business of your choice with which you are familiar. You are only to use secondary research and are not to contact the business directly to involve them in this process. Thus, you utilise your existing knowledge of the business and its activities, coupled with secondary research related to the market to develop your plan. What you develop for this business will be all it has to rely on for the year ahead. Assume that you have a budget of $100,000 for the year. Normally, your plan would need to be approved by the business before you proceed. Therefore, in this case, you will still need to present an initial brief (due Week 5), which will be followed by a comprehensive report (due Week 11). A guide to the key features required is available on the course blackboard site.
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