1. Read the following scenario:

X University School of Business (SoB) is the largest undergraduate business school in Canada. XU SoB produces some of the most successful graduates in terms of academic and career achievement among all business schools in Canada. XU SoB has just launched a new degree program in Marketing Management (Bachelors of Business Administrating in Marketing Management (BBAMM)). You have been invited compete with other marketing firms in developing an Integrated Marketing Communications Plan for the new program. Your primary target is first year XU students and for the purposes of this initial plan you may ignore budget constraints. Your objective is to develop a highly innovative, carefully targeted promotional mix for the next six months to increase awareness and enrolment in the BBAMM program.

2. Develop your IMC proposal to present it to the SoB committee who will make a determination as to who wins the contract. (Consider using the table below)

a. Describe your unique selling proposition(s) and key message(s) to be incorporated across your mix.

b. Describe how and when you would use 3 of the promotional mix elements below.

c. Identify your objective(s) for each of the IMC mix elements as well as the effectiveness measure that you will track to determine if you are achieving your objective. NOTE: it is important to be consistent when setting objectives and effectiveness measures, for example, if your objective is to increase awareness, you must measure awareness, on the other hand, if your objective is to increase sales then you should be measuring sales.

d. Determine your schedule. What time of the year? Will you use a continuous/flighting/pulsing scheduling?

3. Consider using a format similar to the table below in crafting your response

please help me

Unique Selling Proposition Schedule Effectiveness Message How to use Objective(s) Measure(s) Advertising Public relations & publicity Sales promotion Personal selling Direct marketing Online marketing