The overall task in MKT570 is based around two aspects. First, that each student can develop a theoretical understanding of the underlying principles of Integrated Marketing Communications (IMC). Second, that each student will be able to apply these principles by developing a comprehensive IMC program for a major marketing related issue faced by an organisation.
In Task 1 the focus is to conduct a brief IMC situation analysis. In this task you will develop an IMC program for one organisation.
You are to assume you are a senior account executive with M&C Saatchi (Australia) and you are pitching your approach to a potential client organisation below.
of the following cases:
(a) Commonwealth Bank of Australia – to address the adverse publicity and reputational damage from the Banking Royal Commission in 2018 or;
(b) The Australian Medical Association – to seek to ban the advertising of junk food and sugary drinks to children and to introduce a tax on sugar or;
(c) AMP – to address the adverse publicity and reputational damage from the Banking Royal Commission in 2018.
Alternatively, you can choose an organisation you work for. However, you must be able to identify an important IMC marketing related issue faced by that organisation that could affect the strategic positioning of that organisation in the marketplace.
So, choose either the Commonwealth Bank or the AMA or AMP or your own organisation and address the following topics:
Find out as much as you can about the issues faced and the organisation and then undertake a brief IMC situation analysis of the issues surrounding your chosen case, considering the major stakeholders (e.g. influence on customers, employees, supply chain (i.e. say in the case of AMP this would include financial advisors)), government, etc.);
What factors have contributed to the present situation?
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