S/M/77. Project Management for Marketing Communications Campaign

This report is devised to support marketing communications campaign for the launch of the new shopping mall ´New CenturyŽ and covering the aspects of budget planning appendix worksheet analysis; Project Objective; Marketing Objective; Project Scope; WBS(Work Breakdown Structure) appendix diagram; Organisational Structure appendix diagram; Marketing Strategy; Public Relation; Contingency Planning; Evaluation and Control. The main marketing activities are print advertising and direct mail. The supporting activities includes outdoor and Internet advertising, public relations and sales promotion. In order to attract target audience differentiated marketing will be employed to reach different groups of target consumers. The main marketing tool chosen for this campaign was print advertising heavily supported by direct mail. The other devices used to support this campaign were outdoor and Internet advertising, public relations activities and sales promotions. A contingency plan will be implemented in the event that during monitoring and evaluation it becomes apparent that the current marketing plan is unsuccessful. There has been a proportion of the budget set aside to allow for additional marketing tools to be developed for the contingency plan.