Write Integrated Marketing Communications Report

Your task

Individually, you are required to prepare a 1200-word report in which you are to create personas for a chosen brand. Please note that the work you produce in this assessment will serve as the basis for your second and third assessments in this subject.

Assessment Description

The purpose of this assessment is to give students an opportunity to demonstrate their ability to identify and explain the fundamentals of IMC and its role in the overall marketing strategy. Specifically, students will be able to demonstrate their understanding of customer personas and the importance of identifying the target audiences for IMC success. Most importantly, it also provides the foundations forassignments two and three.

Assessment Instructions

During week 3, your workshop facilitator will provide you with a list of brands that can be chosen for the three assessments. Each student is to select one brand only from the list. Please note that students who choose the same brand will be assigned as a group for Assessment 2. Further guidance will be provided on the day of your scheduled class. Based on the chosen brand, you are required to create a personal profile that will serve as a characterisation of the target audience you want to reach through the integrated marketing communications approach you will develop throughout this subject.

By the beginning of week 5, individually, you are required to submit an 800-word written proposal, which should include the following five aspects:

1. A brief introduction to the chosen brand2. An explanation of the target persona. You may include a visual display of the target persona, which can be created via online tools, such as Xtensio and Semrush.

3. Why you have chosen the target persona4? How the target persona relates to the chosen brand

Assignment Submission

This file must be submitted as a Word document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered legitimate submissions. MyKBS will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the problem and a screenshot of the MyKBS error message. You are also encouraged to submit your work well before the deadline to avoid any possible delay involving the Turnitin similarity report or any other technical difficulties.

Students are encouraged to submit their work well before the deadline to avoid technical difficulties. For those students who have limited experience in video-making techniques, it is recommended to read a video FAQs document available to you under the assessments tab in MyKBS.

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