MC6094QA Fashion Marketing Communications in Practice (Fashion Context) Group Element of Assessment 1  Brief

Group element of Assessment 1

A integrated marketing communication campaign pitch in response of strategic creative brief The Group presentation requires students to analyse the marketing audit of a selected organization submit a 10-20-slide presentation (excluding title page, presentation outline and references)with speaker notes on a proposed integrated marketing communication of the selected organisation.Please make sure to include commentary/speaker notes for each slide. (10-20 slides excluding speaker commentary notes slides. The Individual contribution log and peer evaluation).

4 The task requires students to deliver a marketing communication pitch of ONE the selected organisations:

• Strathberry
• Comme de Garcon
• Gucci
• Adidas

Below are sources and insights of the organisations most recent or current marketing expansions,challenges and opportunities:

This task requires extensive research analysis and evaluation of the organisation's recent marketing communication activity, and current emerging trends contextual to the fashion industry, to inform and   support   the   proposed   pitch   of   a   new   integrated   marketing   communication   campaign.   The Following current credible background information and sources can be found from the organisation's web sites, current company reports and current market research reports available from the library resources such Mintel and Euromonitor, other websites including Business of Fashion,Fashion Network, and Drapers (Please see module handbook for other sources).

The Marketing Communication Campaign Pitch should include:Introduction and background of the organisation:

Introduction: This   should   include   –   knowledge   of   the   organisation's   recent   marketing communication activities, including online and offline, and the aims, objectives and focus of the marketing communication plan based on the brief.

 Background information: this should include – evidence of an understanding and evaluation of the context analysis of the fashion industry and rationale for the organisation revisiting their strategy on marketing communication strategy and tactics.

Identification of target segment: This should be based on supplementary research evidence of an understanding and rationale for new target segments and/or current segments

Marketing Communication Objectives (SMART): These should be clearly defined marketing communication objectives that are consistent across all communication tools, the context analysis and target segments.