Assessment
• As an in-house marcoms team, develop a series of storewide promotions based on a central theme covering the different departments for your retail brand to be delivered across a range of media. • Your team will create a joint press release to announce its theme, the events that will occur and the brands that will be promoted. • An individual contribution of 2000 words where you will [individually] develop a series of marketing activities for the department you have been allocated for your retail brand.

Part 1: Situation Analysis (Lecture 2)
• Outline the company
• Market definition & overview of the market
• SWOT • Segments and customer profile
• PESTLE • Competitor analysis
• Objectives
Part 2: Recommendations
• Begin with the press release
• Address each element of the marketing mix (Lecture 4)
• Focus on Promotional mix • Consider POEM
• Creative license
• Control measure