Demonstrate application of creative thinking skill to practical problems by developing an effective integrated marketing communications plan

Marketing Communications in Practice

Learning outcome 1: Exhibit creative thinking skills by crafting an effective integrated marketing communications plan

Learning outcome 2: Apply theories and concepts to the development and implementation of marketing communication in the fashion context.


You are tasked with crafting a report for an Integrated Marketing Communication plan for GUCCI, covering the period July-September and/or October-December 2023. This plan should encompass a comprehensive array of Marketing Communication tools, justified by solid academic theory and research. Justification for the inclusion/exclusion of major tools should be provided, grounded in appropriate marketing communications theory, focusing on campaign objectives, message strategies, communication tools, and campaign measurement & control, with consideration for potential variations in target audience. Your plan should demonstrate academic referencing to support your proposals.

The marketing communications plan, presented in report format, must address the target market and the marketing communication positioning and strategy of GUCCI`s brand.

The plan should span the July - December 2023 period and incorporate new development plans informed by reported information and events of GUCCI. It should include justification for the marketing campaign and communication objectives, message and creative appeal, tactics explanation, media plan and coordination of activities, budget allocation, and KPI monitoring, control, and plans.

You are specifically requested to utilize advertising as one of the main communication tools and to create an appropriate creative semiotic message with a solid rationale.

Throughout all stages of the plan, ensure justification of rationales is grounded in appropriate marketing communications theory.

Additionally, consider the full range of available Marketing Communication tools in the communication mix (e.g., Advertising, PR, product placement, sponsorship, etc.) and justify their use based on academic theory and research. Choices of communication tools should be smart, consistent, and effective, with high levels of synergy between them.

Budget allocation should be aligned with company revenue, typically ranging from 6-20% for communication campaigns, with luxury companies typically allocating 20%. Adjust the budget accordingly based on the company`s revenue, campaign objectives, and tactics.

Referencing should follow correct Harvard standards, with sources cited in the text and fully listed in the references.

Illustrations, if included, must be fully referenced to Harvard standards. If developing original illustrations, credit yourself as the author according to referencing standards.

Keep appendices to a minimum, including only essential items such as mock-up press releases, sample blog or social media postings, and campaign shots.

Key texts for the assignment are:

  • Fill, C. and Turnbull (2019) Marketing Communications: touchpoints, sharing and disruption, 8th Edition, Pearson (Available as an e-Book).

  • Katz, H. (2019) The Media Handbook, 7th Edition, Routledge.

  • Keller K. Swaminathan V. (2019) Strategic Brand Management Building, Measuring & Managing brand equity: Global Edition, 5 Edition Pearson."