CMU202 Marketing Communications- Individual Assignment Instructions Type: Indvidual Report Learning Objectves Assessedt 1,4, 5,6, Due Dae Weight Week 11 Friday ia Tum--in 25% Task Description: Select a well-known brand that you are tamliar with You could choose one from the Banking Airine, Hospitality, Fashion, Automotive, Technology or FMCG industries. Undertake individual research and complete both Part A and Part B of the assignment Submitl both parts on to Tun-a-in as one fle Part A Research assignme nt Research and write a 2,000-word individual report that uses a selected reputable brand to descrbe and analyse brand elements, brand equity, the brand's market pos itioning, brand oyaity actvites, potential threats to the brand Sugges ted Report Fomat Brief snaps hot history of the brand Brand elements (ogo, slogan, attribuies, values etc) Brand equity (financial value of brand, trends in brand value, value compared to main compestors) Market positoning (USP, compestive advantage, target markets etc) Brand loyalty activties (oyaty programs, social meda communities etc) Potential threats to the brand (competition, economics, technology, changing market needs etc Summary and future outlook for the brand . Part B:Media Plan You are aso required to develop and submit a 12-month integrated marketing communications plan for a campaign relating to the brand The meda plan should include the following elements and should be NO LONGER THAN 1000 words n length The emphase n he plan should be on the meda selecton and rationale for itin tems of the strategic marketing task and the exposure required within the target segment. The report shouid include details of Media Communication objectives (target audience, frequency, reach, coverage, key Justiication Rationale for meda selection (us ing relevant res earch, role in customer . Media schedule justfication for schedule proposed and inclus ion of schedule for first . Media measurement (evaluation measures to be used to determine meda success .An indicaton of ikely meda costs journey and advertising theory) year of launch) and contingency planning) Part B:Media Plan orequired to develop and submit a 12-month integrated marketing 2 of 2 tions plan for a campaign relating to the brand. plan shoukd include the folowing elements and should be NO LONGER THAN 1000 words n length The emphase n he plan shald be on the meda selecton and rationale for i in tems of the strategic marketing task and the exposure required within the target segment. The report shouid include details of MediavCommunication objectives (target audience, frequency, reach, coverage, key Justification Rationale for meda selection (us ing relevant reseach, role in customer journey and advertising theory) Media schedule (jusafication tor schedule proposed and inclusion of schedule for first year of launch) . Media measurement (evaluation measures to be used to determine meda success and contingency panning) .An indicaton of ikely meda costs A media plan template will be available on Moodle. Complete this template and include it in your plan (You could take a snippet of the plan and insert it as an image) Marking Criteria Available marks 100 0-5 0-10 .Brand Attributes (what does the brand mean to Positoning (brand, market, USP maton g brand s threats and outlook 0-5 Sample marketing material (pint ad, TVC stil onine ad 0-5 . 0-5 Harvard style Academic Referencing (in text and ibliography 0-5 0-35 0-5 Part 8 Meda Plan selection and Media Schedue (dates, format, 0-5 methods "marks wil be scaledto25% of your final grade CMU202 Marketing Communications- Individual Assignment Instructions Type: Indvidual Report Learning Objectves Assessedt 1,4, 5,6, Due Dae Weight Week 11 Friday ia Tum--in 25% Task Description: Select a well-known brand that you are tamliar with You could choose one from the Banking Airine, Hospitality, Fashion, Automotive, Technology or FMCG industries. Undertake individual research and complete both Part A and Part B of the assignment Submitl both parts on to Tun-a-in as one fle Part A Research assignme nt Research and write a 2,000-word individual report that uses a selected reputable brand to descrbe and analyse brand elements, brand equity, the brand's market pos itioning, brand oyaity actvites, potential threats to the brand Sugges ted Report Fomat Brief snaps hot history of the brand Brand elements (ogo, slogan, attribuies, values etc) Brand equity (financial value of brand, trends in brand value, value compared to main compestors) Market positoning (USP, compestive advantage, target markets etc) Brand loyalty activties (oyaty programs, social meda communities etc) Potential threats to the brand (competition, economics, technology, changing market needs etc Summary and future outlook for the brand . Part B:Media Plan You are aso required to develop and submit a 12-month integrated marketing communications plan for a campaign relating to the brand The meda plan should include the following elements and should be NO LONGER THAN 1000 words n length The emphase n he plan should be on the meda selecton and rationale for itin tems of the strategic marketing task and the exposure required within the target segment. The report shouid include details of Media Communication objectives (target audience, frequency, reach, coverage, key Justiication Rationale for meda selection (us ing relevant res earch, role in customer . Media schedule justfication for schedule proposed and inclus ion of schedule for first . Media measurement (evaluation measures to be used to determine meda success .An indicaton of ikely meda costs journey and advertising theory) year of launch) and contingency planning) Part B:Media Plan orequired to develop and submit a 12-month integrated marketing 2 of 2 tions plan for a campaign relating to the brand. plan shoukd include the folowing elements and should be NO LONGER THAN 1000 words n length The emphase n he plan shald be on the meda selecton and rationale for i in tems of the strategic marketing task and the exposure required within the target segment. The report shouid include details of MediavCommunication objectives (target audience, frequency, reach, coverage, key Justification Rationale for meda selection (us ing relevant reseach, role in customer journey and advertising theory) Media schedule (jusafication tor schedule proposed and inclusion of schedule for first year of launch) . Media measurement (evaluation measures to be used to determine meda success and contingency panning) .An indicaton of ikely meda costs A media plan template will be available on Moodle. Complete this template and include it in your plan (You could take a snippet of the plan and insert it as an image) Marking Criteria Available marks 100 0-5 0-10 .Brand Attributes (what does the brand mean to Positoning (brand, market, USP maton g brand s threats and outlook 0-5 Sample marketing material (pint ad, TVC stil onine ad 0-5 . 0-5 Harvard style Academic Referencing (in text and ibliography 0-5 0-35 0-5 Part 8 Meda Plan selection and Media Schedue (dates, format, 0-5 methods "marks wil be scaledto25% of your final grade