Marketing communications

The assessment for this unit requires that you critically analyse a selected aspect (to be

approved by the unit tutor) of a chosen brand’s marketing communications mix.

For your chosen fashion brand, identify an element of their marketing communications mix and critically analyse its effectiveness, making recommendations as to how it could be developed further in the future. Your recommendations should include relevant implementation considerations and consider appropriate budgetary implications.

Title Page (not included in the word-count);

Executive Summary (not included in the word-count);

Table of Contents and List of Figures (not included in the word-count);

Introduction

 Introduce selected brand: brief history and evolution, market positioning, key competitors;

 Introduce the selected aspect of the marketing communications which you will analyse;

 Provide a brief overview of the structure of your report (including details of primary and secondary research conducted);

Part 1 – Communication mix: element analysis

In this section, you will analyse the chosen marketing communications mix. Consider the

following aspects in relation to the brand you have selected:

 Your analysis should focus primarily on the chosen element;

 You might want to highlight relationships with other elements (e.g. is there evidence of integration / coordination with other elements?) but your focus should be on the selected element;

 Use the theories, models and frameworks discussed in the unit or in the recommended readings to underpin your analysis (e.g. AIDA);

 Analyse examples of successful (and unsuccessful campaigns) which involved the chosen element (you could also analyse what competitors are doing but always in relation to the chosen marketing mix element)

Part 2 – Recommendations (including implementation and budgetary implications)

In this section, you will discuss your recommendations (We suggest max 2-3

recommendations) relevant to the chosen marketing communications element:

 What aspects can be improved?

 How? And what are the potential benefits of your recommendations for the brand?

 Outline how the proposed recommendations should be implemented (for example you could present an idea for a new campaign involving primarily the selected element)

 Discuss the required budget to support the recommendations presented in this section of your report