Mkt201 - Integrated Marketing Communications Assessment Answer
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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- Online help for all project.
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