Developing Integrated Marketing Communications Plan for a Décor Studio

Student: Shubnikova Yana

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2016

IMC concept is able to help a company to reach synergies. IMC plan includes nine steps, the most essential of these is analysis of external and internal business environment of the brand, because the research will be a framework for further developing the IMC plan. Moreover, the concept includes measurement of performance that gives a result of IMC program and opportunity to use the IMC for other brands. This paper contains a description of integrated approach and developed IMC plan for “Epishin Decor Studio”, including situational analysis, descriptions of target audience, aim, chosen marketing communications, marketing message strategy, channels and budget. Moreover, the paper includes a performance measurement and a development of recommendations.

Full text (added May 22, 2016)

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