MKT201 – Integrated Marketing Communications

Assessment Requirements

In your analysis, you will need to address the following questions:

  • Identify the current marketing communication mix used by Samsung. You must use examples to support your answer.
  • Analyse Samsung’s brand image and consumer brand awareness using the customer based brand equity framework and the brand awareness pyramid.
  • Identify what the Samsung brand means via an analysis of various sources.
  • Identify how Samsung is trying to enhance its brand by using integrated marketing communication.

 

Your Analysis MUST follow a professional report structure:

Title Page

Table of Contents

Identification and Analysis of:

  • Samsung’s Marketing Communications
  • Samsung’s Brand Image and Consumer Brand Awareness
  • Samsung’s Brand Meaning
  • Current IMC approach to Brand Enhancement

Appendices (optional)

Reference List

NB: Title page, Table of Contents, Reference List & Appendices do not count towards the word

limit of your analysis.

 

In preparing your analysis, you will need to reference at least 8 sources of information. These

may include corporate websites, government publications, industry reports, census data, journal

articles, newspaper articles, and textbook material.

 

Please note that Wikipedia is not to be used.

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