Part 3 & Final
IMC Plan
Instructions
Integrated Marketing Communications Plan (75% of final
grade)
Development of an IMC plan is the major graded component in
this course. It will give you hands-on experience with the intricacies of
marketing communications that achieve marketing objectives. An IMC plan is the
next step after the developments and approval of the marketing plan for the
organization. It provides the tactical level of detail to the marketing
communications portion of the marketing plan.
The IMC plan you prepare in this course will be staged in
three parts, allowing you to make modifications to submitted parts. This will
ensure your final IMC plan, incorporating all three parts, assesses your
understanding and application of best practices in marketing communications.
Building an IMC plan takes planning, strategic thinking, and hard work. Do NOT
make the mistake of working on sections of the IMC plan just before they are
due. That lack of planning and commitment to the course will be reflected in
your grade. Be sure to reference the Marketing Toolkit for PowerPoint
presentations.
Background: Your final IMC plan incorporating all three
parts will be submitted as a PowerPoint presentation at the end of week 8. All
three parts of the final plan will include all the following:
– Executive Summary,
Title Page, and Table of Contents
Identifying the target market
Determining communication objectives
Designing the message
Selecting the media
Selecting message source
Selecting feedback metrics to measure success of the IMC
plan
Setting the promotion budget
Shaping the overall promotion mix
Integrating the promotion mix
Bibliography
Exhibits
Each of these topics is discussed in your text, which you
should reference to ensure your Power Point presentation demonstrates you can
apply text concepts to your IMC plan.
The strategic and promotion mix choices must be supported
with rationale from the text or outside sources. Each slide should contain
enough details to understand how you arrived at your conclusions. These details
can come from external sources; or when information is not forthcoming from
your best ‘guesses.
Part 3 (Worth 35% of final grade)
Due end of week 8
Based on your faculty member’s feedback, edit your parts
1&2 slides, create an Executive Summary, complete Table of Contents and
title slide and proceed with the following topics:
18. Promotion mix tools (list and discuss how they will
support marketing communications objectives identified in part 1 (topic 10)
above
19. Promotion budget (general discussion on most appropriate
method to use, the overall $ amount and an approximation of the percent of
budget for each promotion mix tools and other costs).
20. Promotion mix strategy (push versus pull or combination,
integrated use of personal/non-personal communications) & your rationale.
21. Promotion mix tools
a. Advertising objectives, message and media strategies and
plan
b. Public relations objectives and tools
c. Personal selling objectives and strategy
d. Direct marketing, e-active and online objectives and
strategy
22. Methods to evaluate the overall plan results
23. Bibliography
24. Exhibits
Part 3 & final IMC plan will be graded as follows:
Points Grading Standard
0–5 Promotion mix tools, general overview and rationale
0–2 Promotion budget
0–5 Promotion mix strategy
0–5 Advertising
0–3 Public relations
0–5 Personal selling
0–5 Direct and online media
0–5 PowerPoint presentation’s ability to communicate, free
of typographic or grammatical errors, Executive summary, title of contents,
proper use of exhibits, use and citation of external sources (approx. 25),
timeliness of submission
