Marketing assignment, final project
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MKTindividualAssignmentOutline2018.2.docx.docx
ASSIGNMENT OUTLINE
Assignment title: Advertising and sales promotion project
Weighting: 35%
Faculty responsible: Joe Di Donna
Program: BBA7
Course name: Integrated Marketing Communications
Course number: MKT 5281
Hand-out date: week 3 – first class
Hand-in date to Faculty: week 6 – second class
Hand-in date for Turnitin: week 6 – second class
Assignment Overview:
Prepare some research on digital advertising and sales promotion. In addition, create an innovative advertising and sales promotion campaign for one of the André Balazs properties
Overall aim:
To enable students to demonstrate their ability to understand the importance and function of communication inside the marketing communication mix and to show their ability to apply this to a practical situation.
Learning outcomes:
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1. Appraise the different marketing communication concepts. |
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2. Evaluate the process of managing advertising, public relations, sales promotions, direct marketing and personal selling. |
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3. Assess the key strategic issues that must be addressed in preparing communication plans and campaigns. |
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4. Assess the use of integrated marketing communications in different contexts and situations. |
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5. Apply the appropriate vocabulary used in marketing communications |
Organization and methodology:
Each student must critically analyse the academic debate on new ways of digital advertising and sales promotion, and present an innovative advertising campaign justified by research and critical analysis for one of the Andrè Balazs properties. The student must address the opportunities and limitations of the campaign as if he or she were a communication expert. The advertising campaign should reflect the target, segment and positioning of the brand/hotel.
The report will also contain a feedback system for evaluating the success of this campaign.
The budget will be related to the characteristics of the brand (e.g. category, locations, target markets, rooms, etc.).
Word count:
Between 2,500 and 3,000 words
Resources available:
Library, books, magazines, hotel promotional material and the Internet.
http://www.chateaumarmont.com/ab_properties.php
Assessment tasks & weighting:
TASKS:
Written project 80%
Appropriate English 10%
Referencing 10%
Total: 100%
Undergraduate Competencies: developed (italics) / assessed (bold)
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5 |
6 |
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A |
Managing self and developing professional behavior
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Plan and manage your personal time, and other resources. |
Accept responsibility and accountability for yourself including appearance and behavior. |
Recognize your strengths and areas for improvement. |
Act with honesty, integrity and personal ethics. |
Manage your personal health and emotional well-being. |
Undertake personal and career development to foster continuous independent learning. |
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B |
Working with and relating to others
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Work within the dynamics of a group, and acknowledge diverse opinions and accept differences. |
Show commitment to the team’s purpose and goals, and accountability by completing tasks assigned to your role. |
Accept and provide feedback in a constructive and considerate way. |
Recognize when conflict can be appropriate and positive, and acquire skills necessary in negotiation. |
Work effectively with different personalities across a wide variety of social and professional situations. |
Build professional relationships. |
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C |
Communicating effectively |
Listen actively, ask questions and try to understand other people’s viewpoints. |
Write clearly and accurately in a variety of contexts and formats. |
Communicate clearly in spoken situations, and be able to present information in appropriate visual forms. |
Communicate in a respectful tone and manner at all times. |
Be aware of verbal and non-verbal communication styles, (including cross-cultural elements) and use appropriately. |
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D |
Information and digital literacy
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Research and interpret relevant information from a range of sources using appropriate technology. |
Evaluate the validity and bias of information. |
Demonstrate numerical and digital literacy. |
Analyze, synthesize and use information appropriately, and disseminate responsibly (attributing your sources accurately). |
Understand digital literacy, appropriate online behavior, risks, and security. |
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E |
Performing tasks and solving problems
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Plan and carry out tasks and projects with well-defined goals and outcomes. |
Establish priorities to meet deadlines. |
Consider situations from new perspectives and try innovative ways to get things done. |
Think critically and strategically and evaluate solutions to make decisions. |
Be willing to anticipate uncertainties, take initiative and be proactive. |
Evaluate work results for effectiveness. |
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F |
Social responsibility
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Act responsibly in accordance with sound principles of sustainability. |
Show respect for others’ rights and diverse ideas. |
Accept responsibility for your own actions and how they impact on others. |
Evaluate ethical aspects as part of decision making. |
Contribute to your local, national and international community. |
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Special instructions:
Ensure all tasks are complete by the deadlines indicated
Plagiarism:
Plagiarism is the act of presenting another’s ideas or words as one’s own. Cheating includes, but is not limited to, the intentional falsification or fabrication of any academic activity, unauthorized copying of another person’s work, or aiding and abetting any such acts.
Particular care must be taken when presenting information that has been obtained from an internet site. Should this information not be correctly referenced then you are guilty of plagiarism and will be penalized accordingly.
Statement of authorship
Following the title page of your assignment there should be a page on which you sign a statement that the work included in the assignment is your own work except where appropriately referenced. The following statement should be used:
Statement of authorship
I certify that this assignment is my own work and contains no material which has been submitted as part of an assignment in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the assignment.
Signed
Name
Student number.
