Module Project Scenario: You have been employed at a company

Module Project Scenario: You have been employed at a company

Module Project
Scenario:You have been employed at a company for a number of years and have risen to the position of senior marketing executive. A new CEO has come on board at the same time as the company has developed a new range of products. The CEO of the organisation has decided that the organisation’s marketing efforts need to be overhauled. The CEO has suggested that now is a good time to do so since the new range of products in about to be launched. You have been asked by the CEO to develop and deliver an integrated marketing communications campaign for this new range of products.
The CEO has indicated that s/he expects the integrated marketing communications campaign to produce positive results for the company. However, your marketing budget is limited due to the fact that the CEO was brought into the company on the back of recent poor commercial performance.
in 500 words
You will write a draft proposal for the new integrated marketing communications campaign. In this draft proposal, you provide a situational analysis of the company including:Company and product backgroundCurrent brand/product SWOTRelevant marketing data (sales, market share, etc.)Analysis of competition, including their products/services and their approach to marketing and Integrated marketing communicationsCustomer analysis – demographic profile

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