MKT3004 Integrated Digital Marketing Communications

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MKT3004 Integrated Digital Marketing Communications

2. Brand Communications Strategy Report (14 October 2025)

Your task is to investigate the communications of a brand, and then to recommend a brand communications strategy. The idea is that you dig in the communication activities of the brand and media, then evaluate them, and propose a strategy to improve their brand communications. This is an individual written report that should be submitted via Brightspace. It should consist of 3,500 - 4,000. This is the official submission date. See Grade Descriptors. You may want to make additional copies for each team member to keep, but that isnot required.

Some of the elements you should consider for your report are the following:

- Brand introduction, vision, mission, and mantra

- Customer definition (STDP)

- Media strategy (4Ps)

- Media evaluation (Select any 2 media from any channel)

● Does the media highlight the physical characteristics that the brand wants to communicate?

● Does the media transmit clearly and persuasively the benefits of the product?

● Does the media provide the right atmosphere to stimulate the emotions sought in the target audience?

● Is this the primary/secondary media for the brand campaign?

● What isthe purpose of the media?

● Visual auditing

■ What is (visually) working or notworking?

■ Good images descriptions? Do they promote retention?

● Content auditing

■ Is the content easy to read? Does it have short clear sentences? Is it easy to skim through paragraphs?

■ Is the right tone for the audience? Does it avoid redundantor awkward placing of keywords?

■ Analyses for the homepage, interior pages, blog posts, etc (depending on the media)

■ Analyses of call to actions, brand voice, consistency, media use, etc.

■ What kind of content do we find?

● Performance and evaluation

■ Follower growth, engagement rate, etc.

- Final recommendations demonstrating critical insights.