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This ECA assignment requires you to assume that you have just opened a small café in the Tiong Bahru Road area Your café will offer all-day Western breakfast fare cakes and pastries and gourmet

This ECA assignment requires you to assume that you have just opened a small café in the Tiong Bahru Road area. Your café will offer all-day Western breakfast fare, cakes and pastries, and gourmet coffee and teas. The décor is a deliberate mix of rustic and industrial, yet homely and cosy. You may give this café a name that you consider appropriate to the image you wish to project. You are to develop a six-month-long strategic communications plan for your new café. Propose an integrated marketing communications strategy to raise the corporate profile of the new café in the eyes of the local news media and your target consumers. To begin your proposal, discuss the characteristics of the food and beverage industry in Singapore. You should structure your ECA by: ? Indicating the title of your proposal. ? Providing an executive summary for your proposal. ? Analysing the situation and communications challenges for your café. ? Formulating an integrated marketing communications plan. ? Critiquing the strengths and limitations of your proposal. Students’ Notes Your ECA is a proposal for strategic communications using an integrated marketing communications approach. This means that your proposal should contain recommendations for a planning process that contains suggestions for research, programme planning, a modest communications budget, and an evaluation of your recommendations. You may wish to assume that your readers: ? Are generally well informed about corporate reputation management. ? Know little about the strategy and approach you are adopting for your proposal. ? Expect to review the rationale or reasons for your recommendations. Your ECA will be assessed in terms of: a) The content and quality of recommendations in your proposal, including how well it engages with and applies the concepts you have learnt in this module. To do so, you should: i. Discuss the characteristics and dynamics of the food and beverage industry in Singapore that will be relevant to your café. (20 marks) ii. Explain the rationale for your strategy for the integrated marketing communications plan for your café. (20 marks) COM368e Copyright © 2016 SIM University Page 4 of 4 ECA – January Semester 2016 iii.Propose a six-month-long integrated marketing communications plan that contains recommendations for a strategy and tactics to raise your café’s profile in the eyes of the local news media and your target customers. (50 marks) b) Quality of scholarly writing (i.e. structure of the essay, APA citation, etc.

Jul 31 2020 View more View Less

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