Assignment: Integrated Marketing Communications Campaign
You are a marketing specialist reporting directly to the Director of Marketing. One of your top competitors has recently begun stealing market share from your brand. Unless your team comes up with a successful defensive marketing plan, this competitor will overtake your brand's market position within six months.
For this course project, you will develop a marketing plan to effectively address the competitive threat. You will choose a real-life company and product, as well as a competitive company and product, to use in the course project assignments.
Module 4 Project Assignment: For this assignment, create a business report to be shared with your manager that addresses the following:
1. Compose the creative brief for the defensive integrated marketing communications campaign.
2. Recommend traditional and digital channels to reach the target audience.
3. Explain the rationale for the key message that will be communicated in the campaign. Assess the ethics of the message and explain how it aligns with AMA's statement of ethics.
4. Develop two traditional marketing tactics for the IMC (integrated marketing campaign). Discuss which channels you pick to incorporate into the IMC campaign and the tactics (what you will implement) into both channels.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.