MARK301: Marketing Communications Assignment Brief 2025-26 | Victoria University

MARK301 Briefing

You are a marketing consultant for Victoria University of Wellington–Te Herenga Waka. You have been tasked to manage 2025’s recruitment campaign. You need to prepare a marketing communication  plan.  The  target  audience  is  the  domestic  market,  i.e.,  people  living  in Aotearoa New Zealand.

Assignment parameters

• You can interview friends, colleagues and family members, but be sure to use pseudonyms if you want to include this in your assignment. And do not include any information that would make them identifiable. Do not contact companies, or conduct any additional primary research, e.g., do not conduct surveys or interviews. 
• You are focusing on the domestic market. 
• Follow the assignment guidelines (details are provided below).

Things to think about2 during the IMC campaign planning process

• What is the Purpose of the Campaign? 
  o What is driving this campaign? What do you hope to achieve with this campaign?
• Target Audience 
  o What is the decision making process for selecting a university, and what factors do prospective students consider? What type of messages will resonate with the target audience? What types of appeals would be effective? 
• Why should prospective students choose VUW? 
  o Is VUW focusing on the right benefits and attributes? 
• Benefit Claim 
  o What is the key message?  What benefit claim/s are you making?  
• Suggested Media 
  o What media vehicles and channels will you use to achieve your campaign objectives? Do the vehicles and channels reflect your target audience? Have you adopted an IMC approach? Have you considered reach versus frequency? Have you budgeted wisely? 
• Customer Decision Journey 
  o Consider what channels/messages are needed at different phases of the customer decision journey. Consider Keller’s (2016) 7Cs. 
• Regionality 
  o Where will your campaign take place? Is it a nationwide campaign or are you focusing on a specific region?

The structure of the report

There are a number of tasks that must be completed for this report, together they provide a cohesive marketing communications plan. Refer to the rubric for word limit guidelines.

MARK301 Assignment Marking Rubric