Strategic Integrated Marketing Communications
UNIVERSITY OF SUNDERLAND
AND
MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE
Course : Bachelor of Arts (Hons) Business and Marketing
BMTD5 2123A BMTD5 2022A
Module : UGB327 Strategic Integrated Marketing
Communications
MDIS Module Tutor : Frankie Lim
Assessment : Individual Assignment
Due Date : xx xxx 2021
Word Length : 3,000 words +/- 10%
(Please refer to AQH-F15 Guidance for Students on the Penalty for Exceeding the
Limit for Assessed Work).
Weighting within Module : 100%
_____________________________________________________________
Assignment Submission
Students are required to submit their coursework through JIRA. Only assessments
submitted through JIRA will be marked. Any other submission including submission
to your study centre in hard copy will be treated as a non-submission.
If your centre supports Turnitin©, a copy of your Turnitin© originality report must be
submitted in conjunction with your assignment. __________________________________________________________________________________
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Title: Critical Evaluation of Current Integrated Marketing Communications Practice
Module Assessor: Frankie Lim (Singapore)
Anne Edwards (UOS)
Please read all instructions and information carefully. You are required to submit your
work within the bounds of MDIS and the University Infringement of Assessment
Regulations.
You will need to achieve an overall mark of 40% in order to successfully complete
this module.
Learning Outcomes Assessed
LEARNING OUTCOMES
Upon successful completion of this module, students will have:
Knowledge
K1 Critically appraised the concept of ‘integrated marketing communications’ and
how this relates to other areas of marketing and business management
K2 Critically evaluated the key elements of the marketing communications mix
K3 Make appropriate recommendations on the use of integrated marketing
communications concepts and practices
Skills
S1 Demonstrated the ability to apply the theories, concepts and techniques of
marketing communications management
Task
You are required to submit a professional report/plan that demonstrates your ability to
meet the learning outcomes of the module.
BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing Communications
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PART ONE:
• Integrating ‘new’ (digital) and ‘old’ (traditional) media in marketing
communications is an increasingly popular strategy. Critically discuss the
advantages and disadvantages of this integration strategy to create
synergies. (30% weighting)
PART TWO:
• Select a brand from those listed
SecretLab (Singapore) Singaporean furniture manufacturer – popular for its
gaming chairs.
Razor Inc. (Singapore) Singaporean-American multinational technology
company that designs, develops, and sells consumer electronics, financial
services, and gaming hardware.
Subway (Singapore) an American fast food restaurant franchise that primarily
sells submarine sandwiches, salads and beverages.
Foodpanda (Singapore) an online food and grocery delivery platform owned
by Berlin-based company Delivery Hero SE.
⎯ DBS Bank (Singapore) a Singaporean multinational banking and financial
services corporation headquartered in Singapore.
⎯ Raffles Medical Group (Singapore) a private healthcare provider in Asia,
operating medical facilities in thirteen cities in Singapore, China, Japan,
Vietnam and Cambodia.
Thoroughly research the communications activities of your chosen brand, using
a variety of recent, credible sources. If you wish, you may narrow the focus of
your investigation to consider a specific marketing communications campaign
undertaken by the brand you choose from the list above in Singapore or another
approved country or global market perspective. However, seek prior approval
from your local lecturer/tutor before you do so.
Critically evaluate the key elements of the marketing communications mix.
Illustrate your evaluation with examples from your chosen brand.
(30% weighting)
• Make recommendations for an integrated marketing communications plan
(40% weighting)
Building on your evaluation and using the SOSTAC model (addressed during
the lectures & workshops) recommend an integrated marketing communications
plan and campaign for your chosen brand wishing to target a new, clearly
defined, market/market segment.
BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing Communications
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Assignment Support & Student Feedback
Formative feedback will be available during the workshops. You should
commence your work in a timely fashion in order to receive feedback prior to
submission. Summative feedback will be provided on the coversheet of the
assignment.
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BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing Communications
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BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing Communications Page 8 of 8
Generic Assessment Criteria – Undergraduate Bachelor’s degree
Categories
Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature
P a
s s
86 – 100%
The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and there may be some evidence of originality
70 – 75%
The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also clearly articulated t evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
60 – 69%
Directly relevant to the requirements of the assessment
A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein
Good analysis, clear and orderly
Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s)
May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.
Well written, with standard spelling and grammar, in a readable style with acceptable format
Critical appraisal of up-to- date and/or appropriate literature. Recognition of different perspectives. Very good use of source material. Uses a range of sources
50 – 59%
Some attempt to address the requirements of the assessment: may drift away from this in less focused passages
Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance
Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose
Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms
Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic
Competently written, with only minor lapses from standard grammar, with acceptable format
Uses a variety of literature which includes some recent texts and/or appropriate literature, though not necessarily including a substantive amount beyond library texts. Competent use of source material.
40 – 49%
Some correlation with the requirements of the assessment but there are
Basic understanding of the subject but addressing a
Largely descriptive or narrative, with little evidence of analysis
A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence
Some evidence of a view starting to be formed but mainly derivative.
A simple basic style but with significant deficiencies in expression or format that may
Some up-to-date and/or appropriate literature used. Goes beyond the material tutor has
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instances of irrelevance
limited range of material
pose obstacles for the reader
provided. Limited use of sources to support a point.
F a
il
35 – 39%
Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms
A limited understanding of a narrow range of material
Heavy dependence on description, and/or on paraphrase, is common
Little evidence of coherent argument: lacks development and may be repetitive or thin
Almost wholly derivative: the writer’s contribution rarely goes beyond simplifying paraphrase
Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style
Barely adequate use of literature. Over reliance on material provided by the tutor.
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.
30 – 34%
The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.