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MKCM4002: Develop a Marketing Communication Plan for Joe’s & Bro’s: Marketing Communications Assignment, DIT,

University Dublin Institute of Technology (DIT)
Subject MKCM4002: Marketing Communications

Question: You are required to develop a marketing communication plan for Joe’s & Bro’s, Cork City.

Your budget is €50,000 (excludes VAT and agency fees). You must include actual quotations.

The criteria for this plan will include the following:

1. Organizational background

2. Situation analysis (SWOT)

3. Description of product/service/organization that will be considered in the marketing communications plan

4. Marketing and communication objectives

5. Target market research and consumer profiling highlighting media preferences

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6. Develop and justify appropriate communication strategies which highlight:

  • choice of promotional tools
  • message strategy
  • media strategy
  • scheduling of plan (time chart)
  • budgeting techniques
  • Evaluation and control methods

Your project should also contain the following:

  1. An appendix including any relevant research materials and/or documents designed for this plan
  2. Inclusion of appropriate academic references sourced consistently
  3. A rationale justifying the marketing communications plan to acknowledge how this plan fits into the chosen organization’s current overall strategy.
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