Marketing Communication Campaign Development

Individual written assignment (2,000 words maximum, which include texts in tables)

By Monday 9 November, 11:59pm.

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For this assignment, you are asked to develop a marketing communication campaign for a brand of your choice. Choose a real-world brand and write a campaign proposal. Your proposal should contain the following components:


Executive summary About 200 words
Situation analysis About 300 words
Target market profile and communication objectives About 300 words
Marketing communication program and activities About 1,000 words
Evaluation plan and possible corrective actions About 200 words


The teaching team will pay close attention to the following aspects when they assess the assignment:

Content knowledge
Research skills
Quality of writing

Your campaign plan must be a practical document that you anticipate the brand would adopt and put into effect. Apply relevant content from the subject.

Do not simply copy an existing campaign plan. That will be considered plagiarism.


Other comments

Title page, Bibliography, and Appendix (optional) will not be included in the word count.

Have subheadings for the main components of the report.

There is a late penalty of 2% per day.


About # of citations/references: We would generally expect 15 or more references.

The quality of resources is also important. For example, if you rely on an outdated or less credible information source (e.g., blog or social media article), that won’t be considered a “high quality” resource.

Reference style: AMA or Vancouver (Same as the Campaign Analysis assignment)

Your reference section only includes those references that you have actually used and cited in your essay.

Reference everything that is not your idea.

Do not reference Lecture Slides (e.g., “According to Lecture 5…”). Citing lecture slides doesn’t make your report look professional. A better way to write a professional report is to reference academic or professional sources through your own research.

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