The plan is aimed at the Client to persuade them to appoint your agency for the campaign.

Students are free to select whichever music related product they prefer but MUST first gain approval for their choice from the Module leader before developing the detailed plan. The choice should be based on a real product, brand or service etc, and promotion should be focussed on one national region. Students will find their plan much more effective if they are specific in their choice, are able to produce SMART IMC objectives, and use a range of promotional tools integrated in a coordinated way to achieve these objectives. Effective use of a suitable hierarchy response model when designing the plan is also considered essential.

Focus should be on being realistic, creative and contemporary when producing your plan, and this MUST represent an integrated campaign.

The plan should include the following:

1. Situation Analysis

·        A brief overview of the market environment for your chosen product in relation to the overall music market, and future trends.

·        An analysis of your selected product for the plan in relation to its competitive environment and brand identity. This could include its positioning relative to competitors, trends, buyer behaviour, current customer segments and profiles, challenges and opportunities, etc.