UMKDWE-15-M : The Integrated Marketing Communications Proposal - Fundamentals of Marketing Communications, Individual Recorded presentation

Module learning outcomes assessed by this task:

MO1: Demonstrate a critical understanding of marketing communications theory and principles and their application in the contemporary media landscape
MO2: Critically evaluate communication issues in a strategic context 
MO3: Demonstrate an understanding of effective targeting, positioning, message and media strategies within the contemporary media landscape
MO4: Use written and visual formats to communicate ideas and information clearly, logically, persuasively and effectively 

Assessment tasks

This section contains a summary of the tasks you need to complete for the presentation.  NB: You may consider the brand in its entirety or you may choose to focus on a particular language within the Duolingo portfolio.

1.  Define the optimal target market

Drawing on appropriate sources of information, research and define and describe what you consider to be the optimal target market for this brand, making effective use of segmentation bases and research. The exact target audience is up to you, anyone around the world who is interested in learning a language. Consider the nuances behind why people learn a language when addressing your audience

– for example many people learn English for improving their economic status, but may use other languages as a way to improve their leisure time, or even just as a hobby in itself. 

Whoever the core target audience is that you identify, you must consider where they spend their time and where might be the best place to garner their attention.

2. Outline your marketing communication objectives

Simply and succinctly describe the marketing communication objectives for your campaign 

3.  Define and describe your positioning and brand strategy

Describe your positioning with reference to the desired target audience. Using one of the brand tools, define the critical elements of the brand. In this section you should also consider the following: tone of voice, competition, desired consumer response. 

4.  Describe and justify your messaging strategy 

You should describe a single, unifying message platform, which will drive all of your communications across the channels. Justify the approach you have taken in respect of the message to your consumers; why should this message approach resonate with them? 

5. Explain and justify your communication strategy

Describe the channels and media you have selected to deploy your communications. Use the POE categorisations and justify your choices in respect of your target and their likely habits of media consumption. 

6. Methods of evaluation

Briefly describe some of the ways in which you might evaluate the ongoing effects of your campaign. 

7.  Brief conclusion/summary/appropriate references