MBA6302 Integrated Marketing Communications Questions and Answers


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MBA6302 Integrated Marketing


MBA6302 Integrated Marketing Communications


Assessment 1: Opinion Paper

Drawing from industry opinion and theoretical underpinnings the students will be asked to present an opinion piece on an IMC topic.




In your opinion paper you must provide an analysis supporting your position to one of the following topics. You have the select which direction you take this but make sure your intent is clearly stated in the introduction. Use 2-4 arguments to support your overriding position. For example, some things you might want to focus on is:

  • Surveillance capitalis
  • Lack of privacy
  • Lack of regulation
  • Social media evolution
  • Social issues and corporate responsibility
  • Interaction and engagement between brand and consumer
  • Downward pressure on consumers
  • Transparency

The choice is yours as long as you address the overriding argument above.

This is an individual assignment.
The word count is 1,000 words.
Use either the Harvard or APA referencing style. Just make sure whatever you choose, you’re consistent with it.
Include at least 10 references from a variety of resources (e.g., books, article, reports)


Assessment 2: Individual Project


In this assessment you are required to critically evaluate and propose a Creative Brief for the IMC campaign. You need to select a known Australian brand. Below is a list to choose from:

  • Autore
  • Canturi
  • Collette Dinningan.
  • Dion Lee
  • Hayman
  • an Logan

JurliqueYour selection of brand must be uploaded to the LMS Discussion Forum. Queries relating to the eligibility of your proposed brand should be directed to your Lecturer. Utilising a foreign, unknown or market leading brand will result in failure of this assessment task. Your task is to commence development of your IMC Plan (Assessment 3) through formulation of a Creative Brief for an IMC Campaign for your selected brand.




Develop an effective creative brief


a. What is the product? (Situation Analysis – Historical context)
b. Who/What is the Competition? (Competitor Analysis)
c. Who are we talking to? (Segmentation and Objectives)
d. What consumer need or problem requires addressing? (Market and Industry Consumer
e. What does the consumer currently think about us? (Requires research)
f. What one thing do we want them to believe? (Message Objectives and Strategies)
g. What can we tell them that will make them believe this? (Message Objectives and
h. Mandatories: what is compulsory? (e.g., logo, use of brand ambassador)


Assessment 3: Group Project


In this assignment, you need to design an integrated communication strategy for one of the following Fast-moving consumer goods (FMCG) companies to achieve a company’s marketing goals. This plan will include the analysis of appropriate client and company data, the appropriate plans and advertising campaign for the different segments using the various channels to achieve the required objectives.

  • Wesfarmers Limited.
  • Woolworths Limited.
  • Treasury Wine Estates Limited.
  • Coca-Cola Amatil.
  • Blackmores Limited


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