MC6094QA Fashion Marketing Communications in Practice (Fashion Context)Assignment 2 Brief | LMU

Assignment 2 Brief:

You are required to develop a report for an Integrated Marketing Communication plan for the fashion brand chosen from your first presentation. The communication plan needs to cover the period  January-March and/or April-June 2025. You should be prepared to consider the full range of available Marketing Communication tools to complete this assessment and to justify the rationale for their use based on solid academic theory and research. (You are also advised to justify the exclusion & inclusion of major tools if relevant). You  are advised to ground your analysis and rationale in appropriate marketing communications theory paying particular attention to possible campaign objectives, message strategies, and communication tools and campaign measurement  & control,  bearing in mind any potential variation in target audience. Your plan should contain appropriate academic use of references and where these have been used to justify or support your proposals.

You are required to develop a marketing communications plan in report format.The plan needs to address the target market and address your company’s brand marketing communication positioning and strategy. The plan needs to cover the January – June 2025 period and new development plans specified by reported information and events of your selected organisation.

The plan needs to consist of a justification for your marketing campaign and marketing communication objective, Message and creative appeal,clear explanation of your tactics, media plan and coordination of activities, budget,and KPI monitoring, control, and plans.

You have been specifically requested to use advertising as one of the main communication tools and are required to create an appropriate creative semiotic message with an appropriate rationale

You must ‘ground’ your analysis and justify your rationales in appropriate marketing communications theory throughout all the stages of the plan.

Additionally you should be prepared to consider the full range of available Marketing Communication tools in the communication mix (e.g., Advertising Traditional line advertising,PR incorporating events, Online PR,product placement, sponsorship,celebrity endorsement and sales promotion, direct marketing and social media etc.) You will need to justify the rationale for their use based on solid academic theory and research. Your choices of communication tools should be smart, consistent, and effective and have high levels of synergy between the communication tools.

This assessment addresses the following learning outcome:

LO1: Demonstrate application of creative thinking skill to practical problems by developing an effective integrated marketing communications plan 

LO2: Apply theories and concepts to the development and implementation of marketing communication in the fashion context.