UGB327: Integrating ‘new’ (digital) and ‘old’ (traditional) Media in Marketing Communications is an Increasingly Popular Strategy: Strategic Integrated Marketing Report, UoS, Singapore

Title: Critical Evaluation of Current Integrated Marketing Communications Practice

Learning Outcomes Assessed

LEARNING OUTCOMES

Upon successful completion of this module, students will have: Knowledge

K1 Critically appraised the concept of ‘integrated marketing communications and how this relates to other areas of marketing and business management

K2 Critically evaluated the key elements of the marketing communications mix

K3 Make appropriate recommendations on the use of integrated marketing communications concepts and practices Skills

S1 Demonstrated the ability to apply the theories, concepts, and techniques of marketing communications management

Task

You are required to submit a professional report/plan that demonstrates your ability to meet the learning outcomes of the module.

PART ONE:

• Integrating ‘new’ (digital) and ‘old’ (traditional) media in marketing communications is an increasingly popular strategy. Critically discuss the opportunities and challenges that this approach presents.

PART TWO:

Select a brand from those listed Shoppee (Singapore) – an e-commerce giant under SEA Group which is one of Singapore’s most successful start-ups.

Ninja Van (Singapore) – a delivery service business started by three Singaporeans in 2014 that has now expanded to several countries in South East Asia.

TWG Tea (Singapore) – a home-grown Singapore company with outlets in 23 countries around the world, TWG is often mistaken as a premium tea brand from Europe.

Banyan Tree Hotel & Resorts (Singapore) – Asia’s premier luxury hotel and resort brand founded by a Singaporean businessman with over 48 luxury hotels in 29 countries, with spas and even championship golf courses.

Cadbury Chocolate (Singapore) – a British multinational confectionery company that is the second-largest confectionery brand in the world. Victoria’s Secrets (Singapore) – an American lingerie, clothing, and beauty
retailer known for high visibility marketing and branding.

Thoroughly research the communications activities of your chosen brand, using a variety of recent, credible sources. If you wish, you may narrow the focus of your investigation to consider a specific marketing communications campaign undertaken by the brand you choose from the list above in Singapore or another approved country or from a global market perspective.

However, seek prior approval from your local lecturer/tutor before you do so. Critically evaluate the key elements of the marketing communications mix. Illustrate your evaluation with examples from your chosen brand.

• Make recommendations for an integrated marketing communications plan

Building on your evaluation and using the SOSTAC model (addressed during the lectures & workshops) recommend an integrated marketing communications plan and campaign for your chosen brand wishing to target a new, clearly defined, market/market segment.