guidelines for the imc internal project - regular - jan 6th 2015
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IMC assignmentTRANSCRIPT
GUIDELINES FOR INTERNAL ASSESSMENT PROJECT – SCMHRD REGULAR Batch MBA – I (2014-16)
Subject: Integrated Marketing Communication Marks : 40 Method: Individual Assignment Date: Fri, Jan 23rd by 3 PM; (Year Jan 2015) The purpose of the assignment is to ensure a complete understanding and coverage of the subject. In addition the assignment will ensure that the student studies a domain in detail and understand the issues of “One Message – One Voice” for that particular product or service offering. The focus of the assignment is Brand building through an Integrated Marketing Communications program. Based on the choice of any one of the possibilities from the Alternatives below please do the following: Assuming the topic below, you will need to build a plan as follows: PROJECT CONTENT:
Choose the specific Brand/Company of your choice
Research and evaluate the different modes of Marketing Communication used by the Brand/Company
Note the separate campaigns under each mode of Communication and perhaps even geographies in the world
Evaluate whether there is dissonance OR consonance in the plan and there is true integration
Point out the integration or the lack of where it is so
Offer your recommendation to the brand/company as to how to improve on their integration to bring in better branding and customer response to the brand/company
Lastly if required offer your suggestions based on the CBBE Model to accelerate the building of the brand/company
The topics and situations are:
Realty Brand
Fast Food Brand – Indian or American
Hospitality Brand
Medical Tourism Brand
Manufacturing Brand
Telecom Hardware
Telecom Service Provider
Aviation Brand
Automotive Industry
Education industry
E-Commerce Portal Based Brand
Sportswear Brand
Insurance Brand
P.S.U. Brand
Pharmaceutical Industry
FMCG Industry
Music & Entertainment Industry
Beverage Industry – Aerated or Alcoholic
I. T. Solutions / Hardware / Consulting GUIDELINES & INSTRUCTIONS:
1. The focus should be on Content and understanding. Marks will in addition be given for the extent of coverage, for innovative ideas and an understanding of the subject.
2. Submission should be in an electronic Word File (Doc or Docx File only please)
3. Electronic Submission to be done to the Examination Department and they will put all Files on a CD / DVD. Alternatively please give your assignments on individual CD’s o the Exam Dept
4. You can decide on the extent of the document. Ensure that there is a table of contents and a Bibliography page.
5. For the Doc File for conformity use Arial Size 11 or 12 only 6. Please save your file as: Roll Number Name Project Head.doc ……..for
example D03 Salman Pepsi.doc should be the file name for easy access and marking
7. You must assume an existing brand and propose changes /alternatives /your own strategy in each sub-point.
8. The last date for submission will be: Fri, Jan 23rd by 3 PM to the Exam Dept 9. In case of any query on the any of the above, please send a mail to
[email protected] with your name and number and expect a reply within 24 hours.
BEST OF LUCK TO YOU ALL Rajeev Chawla [email protected] Mobile: 93205-20203