Individual written report (3,000 words): Students individually would reflect on the integrating marketing communications campaign planning, and provide a critical evaluation and discussion of the pitfalls and gaps in the development of the planning. Taking into account the relevant theory, they should provide suggestions and improvements to address the identified gaps. Indicative areas of focus include the target market, the creative strategy, the paid media, the public relations, the direct marketing, the sales promotions, and any additional social/digital recommendations.
