An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. Over the course of assignments one and two you will be given the opportunity to: (1) develop an understanding of the major elements comprising the marketing communications mix;

Overall objectives for Assignments One and Two
An IMC plan is a blueprint of the complete marketing communications program for a
brand. It is a formal document that evaluates the background of the brand and presents a
set of guidelines and an action program for the advertising and promotions campaign.
Over the course of assignments one and two you will be given the opportunity to: (1)
develop an understanding of the major elements comprising the marketing
communications mix; (2) enhance your understanding of the meaning and relevance of
integrated marketing communications; (3) appreciate the complexity of designing a
complete IMC plan; (4) achieve a high proficiency in locating, understanding, and using
information sources for design, execution, and measurement of a marketing
communication program; and (5) enhance your ability to communicate logically and
persuasively using both written and visual language (diagrams, tables, figures).
Specific Parameters for Assignments 1 + 2
The IMC plan that you will develop in Assignments One and Two will:
(i) Pertain to a new brand product for a new company. You cannot use an existing brand
product or company. A list of three (3) products offerings are listed below. You must select
one of these.
(ii) Pertain to a B2C (business-to-consumer) environment.
(iii) Cover a single 12 month period of time.
(iv) Have a budget of AU$1.5 million.
(v) Be confined to one geographic location within Australia.
Imagine that you are either a manager responsible for the marketing communication
within an organisation or a marketing communication consultant hired by an organisation
to devise a marketing communication (IMC) campaign for a new and INNOVATIVE brand
product. Over the course of Assignments 1 and 2, you will develop an IMC plan for this
innovative brand product.
Assignment One: will form the basis of the first phase of your overall IMC campaign plan.
In this assignment you will create your own brand product and use this as the starting
point for your IMC plan. Although you may interpret/define your brand as widely as you
like, you are NOT permitted to use an existing brand product. Nor are you permitted to
use an existing company.

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Specific Instructions Assignment One
You are required to select ONE of the B2C offerings listed below. The offering that you
select will also be used to form the basis of both assignments 1 and 2. There will be
no exceptions!
There are 3 product offerings to select from:
(i) Umbrella (ii) Energy drink (iii) Cookbook
Your first assignment will cover the following:
Executive Summary: This is a ¾ – 1 page summary of the key details from each section
of your MC plan. It should begin with a statement about the purpose of the IMC plan and a
very brief description of you new brand product. It will then contain key information from
each section of your MC plan (e.g., industry trends, main direct competitors, consumer
analysis, segmentation bases, primary target audience, positioning strategy, sales
objective(s) and IMC objectives…..). Remember that a busy CEO will often only get to
read this section, so it must contain enough information for that person to know what you
are planning to do in your IMC campaign. Remember, it is not a plan outlining what you
intend to discuss. Please take time preparing this section and read a number of executive
summaries to get an idea of how they are structured. There is also a resource available
on the Blackboard site with hints on how to write an executive summary.
Introduction: In this section you will cover the following areas: (i) the purpose of the
assignment; (ii) a description of what makes your new brand product. For example, what
makes your product innovative (e.g., key features, benefits, attributes). You should also
describe the brand image that you want consumers to associate with this new brand
product and the retail price of the product. (Remember, your product must be new to
market – that is, it must not already exist). (iii) a brief outline of what the rest of your report
will cover.
Note, for this assessment task you are not required to provide the following typical
business report subsections: methodology / scope/ assumptions / limitations.
In the main sections of your assignment will encompass a modified situational
analysis. You are required to address each of the following:
The main sections of your assignment will encompass a modified IMC situation
analysis. You are required to address each of the following:
Internal analysis: In this section, you will discuss: (i) the type of brand associations you
want consumers to associate with your new product; (ii) the key benefits and any unique
selling features of your new product; (iii) the type of logo and tagline that you will use for
your product.
External analysis: In this section of your IMC campaign plan, you will provide a: (a)
Competitive analysis: As part of this analysis, you are expected to identify and describe at
least three (3) main direct competitors for your new product. From this list, identify one (1)
competitor and explain your choice. Next, discuss at least two (2) benefits
and one (1) limitation associated with the product(s) sold by this competitor. How do these
benefits compare with those associated with your product? Discuss whether you could
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leverage the identified limitation when you position and market your own product. In the
last part of this section you will discuss the positioning strategy (or strategies) used by
your main competitor.
This section requires that you undertake some background research on your competitors.
(This is because your company is hypothetical but your competitor analysis must be
based on ‘real’ companies and products.)
(b) Consumer analysis: Discuss the general demographics, needs, wants, and motivations
of the potential consumers for your new product. You are also required to utilise the
concept of ‘means-end theory’ to construct a ‘means-end chain’ for your product. You
are required to summarise the potential links between your product’s attributes, the
benefits sought by consumers, and their personal goals/lifestyle values into a diagram.
When discussing this diagram, explain how the identified lifestyle values/goals could
influence product choice. The market segmentation handout contains an example of a
means-end chain and some useful references (see Unit Moodle site). These concepts
have been covered in MKW2402 (Consumer Behaviour), so you may find Prescribed
textbook for that Unit helpful [Schiffman, L., O’Cass, A., Paladino, A., D’Alessandro, S., &
Bednall, D. (2011). Consumer behaviour (5th edition). Frenchs Forest, NSW: Pearson
Education Australia.].
Once you have completed your consumer analysis, you are in a good position to
think about segmenting the market for your new product.
Segmentation and targeting – Remember – you are restricted to a B2C (business to
consumer) environment. Based on your consumer analysis, you are required to write up a
profile of three (3) distinct groups of consumers that are likely to wish to purchase your
new product. Illustrate each profile with an image (see examples in your market
segmentation handout that is available on the Unit Moodle site).
(ii) From your identified groups of consumers, select one to be your primary target
audience. This group will form the basis of your IMC campaign. When selecting your
primary target audience, you should consider which segment would be most profitable to
pursue using an IMC campaign. You are required to justify your selection (i.e., provide a
rationale for choosing this segment). Remember, media waste is likely to be reduced if
marketers clearly identify target markets.
Positioning strategy for your product– In this section, you will discuss what positioning
strategy you would recommend be used in relation to your new product. To complete this
section, you are strongly advised to read up on positioning strategies – use your
prescribed text and other textbooks available from the Monash Library.
Geographic Location for your IMC Campaign: When you are selecting a geographic
location to market your new product, you need to consider where your primary target
audience are most likely to be physically located. You can use census data and other
sources to justify (support) your choice of location. Given that your second assignment
requires that you formulate a media schedule, you will find it easier if you select a
city/region rather than a whole country.
Conclusion: You are expected to have read Chapter 8 pp. 230-238 before completing
this section. This section will include at least two (2) sales objectives and at least five (5)
communication objectives. Your communication objectives must follow the “SMARTT”
guidelines outlined in your prescribed text on pp. 244-246. You are required to explain
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why you selected each of your objectives (i.e., why they are important in the marketing of
your new product). Anyone reading your objectives should be able to understand what
they are designed to achieve. Remember, there are many different things that you may
wish to communicate to your primary target audience. Some of these may include brand
awareness, brand knowledge, and brand image. You may also want to consider consumer
interest in your product, formation of favourable attitudes about your product, and even
purchase intentions.
Word limit:
2000 words maximum. This word count does not cover: (i) title page; (ii) table of contents;
(iii) list of figures/tables; (iv) executive summary; or (v) list of references. You must provide
an accurate word count on your Title Page + Cover Sheet. Marks will be deducted if the
maximum length is exceeded, i.e. more than 2000 words.
Weighting/Value:
20 %
Presentation requirements:
Assignment Preparation
(a) All Distance Education students must submit their assignment online. You are strongly
advised to use the resources available on the Unit Blackboard site in the “Assignment
Preparation” folder. For example, submission instructions, the hints on writing an
executive summary sheet; assignment resource sheet; the Unit reading list; hints on APA
reference format; and Q manual.
(b) All students must complete the ‘submission checklist’ then sign it and finally attach it
to their assignment. A copy of the submission checklist is available in the ‘Assignment
Preparation’ folder on the Unit Blackboard site.
(c) You are required to keep a copy of each assignment that you submit in case you are
asked to resubmit your work. This copy must be retained until the results of this unit are
finalised.
(d) It is your responsibility to read the Q Manual to understand what is required within
each section.
General instructions about a business report format can be found in Chapter 7 of the Q
Manual.
http://www.buseco.monash.edu.au/publications/qmanual/qmanual.pdfYour
Integrated Marketing Communication Plan will basically follow the Q Manual layout for a
report with some exceptions: You are not required to include a ‘transmittal document’ with
this assignment. You are also not required to provide information about the scope,
methodology, assumptions, or limitations of the report.
You must have a title page, table of contents, list of tables/figures.
All tables and figures must be clearly labelled and have appropriate titles/figure captions.
You must use numbered subheadings.
Referencing: You are required to use the APA referencing format for this assignment.
Failure to use this reference format will result in a loss of marks. The Unit Blackboard site
has links to information on this referencing format. Please also refer to the new version of
the Q manual.
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It is expected that you will provide at least 10-15 references that are a combination of
journals, textbooks, trade-press articles, newspaper articles, and relevant industry
sources.
Ensure that all references cited in text are listed in your references and vice versa.
Check that you have appropriately acknowledged the sources that you used to formulate
your statements.
Presentation:
You can only submit a Word document.
Carefully edit your work prior to submission.
All pages of your assignments should be numbered appropriately.
Use 1½ or double spacing and Times New Roman 12 point. Margins must be 3 cm left
and right sides to facilitate the inclusion of feedback.
Do not use American spelling (e.g. colour not color / authorise not authorize).
Fully justify your text.
Saving of Assignment/ Unit Work: Each semester considerable distress results from
students losing work because of computer/disk/USB/iPod failures. Such failures ARE
NOT a reason for seeking within semester extensions of time. It is the responsibility of all
students to adequately back-up their work in multiple ways. Do not rely solely upon a USB
device as it can easily become corrupted, lost, or stolen. If you are working on a
computer: (a) email the document to yourself; (b) back-up to the Monash University server
(U Drive); and (c) back-up to a CD/USB etc. You should back-up your work on a very
regular basis.
Estimated return date:
Assignments submitted on time, will be marked and returned within 3 weeks. Late
submissions will be marked when a marker becomes available.
Criteria for marking:
The following is a general guide to the break down of marks between the different
elements of the task.
Task Components for Assignment One
Executive Summary: A very concise summary of the key details about your IMC
plan.10%
Introduction: a) purpose; (b) product description (c) outline of what will be included in the
rest of the report. 5%
Main sections of the report which will encompass internal analysis, external analysis
(competitive analysis and consumer analysis) and market segmentation and targeting,
positioning strategy for your product, and geographic location for your IMC Campaign.
50%
Conclusion: The sales objectives and communication objectives you wouldrecommend
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the company adopt and your reasons for selecting each. 15%
References: (these must be in APA format) 5%
Presentation: (a) Overall visual layout of your work (e.g. title page; Table of Contents;
professional looking tables/ figures/ graphs; numbered subheadings; formatting etc.). b)
Clarity of expression + spelling + grammar. 15%
Total 100%
Learning objectives assessed:
Assignment 1 specifically tests Unit Objectives 1 + 3.
1. Demonstrate a detailed understanding of the marketing communication strategies used
to build brands.
3. Analyse and apply the marketing communication processes as they apply to specific
targets
Submission details:
Online submission only, through Blackboard.
Penalties for late lodgement:
The late lodgement of assignments will incur a penalty. Ten percent (10%) of the total
marks allocated to this assessment task will be deducted for each day that the assignment
is late. Note that any assignment received after 4pm on the day of submission will
automatically receive a late penalty. The 4pm deadline applies for each subsequent day
that the assignment is late. For example, if you were to submit an assignment on the
Thursday after submission at 5pm you would effectively incur a 20% penalty: 10% for day
one + 10% for day two because you submitted after 4pm. Students are responsible for
ensuring that each assignment reaches its destination by the specified date and time.
Assessment coversheet:
An electronic version of this will be available on the Blackboard site.
Additional information:
Assignment Moderation – Where a written work submitted for assessment is given a Fail
grade (N) or High Distinction (HD) by a marker, that piece of work will be marked again by
a second marker who will independently evaluate the work and consult with the first
marker. No student will be awarded a Fail grade for an assessment task or unit without an
independent marker confirming the result.