BPCM3103 INTEGRATED MARKETING COMMUNICATION
First Semester Session 2022/2023 (A222)
SULAM/SERVICE LEARNING ASSIGNMENT (50%)
TASKS
SUBMISSION DATE /
REMARKS
STAGE 1 – PREPARATION FOR IMC PLAN (Proposal - 10%)
a) Each team must select a brand of small business entrepreneur
(SME) in nearby district/community that you know. It could be
WEEK 1 - 3
profit or non-profit organization. Select a brand that is
Determine your
interesting to your team. Each team must proposed an IMC
potential product
PLAN for selected product.
owner / entrepreneur
b) Once your team has selected the business & product, you must
inform your lecturer. Please note, only one business per team,
and no duplication of business among the teams will be allowed.
WEEK 5 – 6
Stage 1 progress report
presentation
c) Teams are required to ask for permission to conduct an
interview with the business owner and keep all your
conversations for evidence.
d) The interview must be conduct to gain several information as
stated below:
i)
Product profile and background of the owner
ii)
Identify issue and problem (e.g.: no logo, no brand name,
packaging, any problem related in promoting the product)
iii)
Analyse the product and identify Market analysis regard to:
a) Competitor
b) Customer
c) Current promotion strategy
d) Current distribution strategy
e) Current pricing strategy
f) Current positioning strategy
STAGE 2 – PROPOSE AN IMC PLAN MEDIA STRATEGY (B2C) (20%)
i)
Imagine that you are an agent to promote the product
propose a promotion activities start from April to July.
Please provide details description of each activities.
ii)
Teams are required to use any promotion tools in IMC that
is suitable to promote the business / product.
iii)
Teams can choose any 4 of the following tools:
a) Advertising
b) Social media (Instagram, Facebook, Tiktok etc.) –required
frequency of posting to promote compulsory once in a
week)
c) Direct marketing (Viral poster via WhatsApp)
d) Sales promotion (voucher, discount, bundle pack)
e) Alternative marketing
f) Public relation
g) Sponsorship
 Elaborate each 4 tools that you choose and provide illustration
image for each tools.
WEEK 9
Stage 2 progress report
presentation
& Execution
 Teams are required to create video via Social media to promote
and collect like. Number of like and view determine how
effective is your video. (COMPULSORY).
STAGE 3 – COMPILING THE REPORT – (10%)
& FINAL PRESENTATION (10%)
i) The final report should include the following:
 STAGE 1
 STAGE 2
 STAGE 3
•Based on issue in stage 1, teams must give 3 suggestion to
improve current situation in promoting the product. For
example suggest new logo, packaging and etc.
 Conclusions
 Appendices (please include all materials, conversations,
photos and others)
 Report must be submitted to business owner and they are
invited to join your final presentation.
 Write a reflection (individually) about the project. (refer
guidelines)
Week 11
Final report
&
Presentation
Notes:
1. This is a group work and all of you are expected to contribute equally to complete the tasks given
2. Assignments must be handed on time. Any delay will result in penalties.
3. Assignments must be written (Arial, 11, 1.5 spacing, APA format, Justify, English, 20-30 pages) and
presented in English language.
4. The date and time for presentation of the report will be fixed (where appropriate).
5. Sharing sessions will be conducted after the task is complete where students will be sharing their
experiences and things that can be improved in the future.
6. Please refer to IMC books and other reading materials/articles to help you in completing the tasks
involved in all assignments.