Marketing Communications

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Main Objective of the assessment This coursework aims to assess the understanding of theories and practices related to marketing communications mix, ability to apply and analyse them and offer creative solutions to business problems.

Description of the Assessment Choose a UK-based company from any of the following industries:

1) Theatre (e.g., National Theatre) 2) Charity (e.g., Oxfam) 3) Fashion chain stores (e.g., Next)

Your company have assigned you to analyse, assess and develop their integrated marketing communications (IMC) mix strategies for the UK market and recommend future actions.

The report has to cover the following areas: • Literature review: You are expected to conduct an extensive review of academic literature on integrated marketing communications

and branding with particular focus on theoretical models such as AIDA and ELM.

Assessment Title: Marketing Communications Coursework

Module Leader: Dr. Liyuan Wei

Distribution Date: 1/10/2018

Submission Deadline: 12:00 noon on 10/12/2018

Feedback by: 14/01/2019 (20 working days from the deadline)

Contribution to overall module assessment: 100%

Indicative student time working on assessment: 50 Hours

Word or Page Limit (if applicable): 3,000 Words (not including references)

Assessment Type (individual or group): Individual

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MG2048 Marketing Communications Assignment/Coursework for 2018/19

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• Market environment review: Provide a brief review of the UK market of your chosen product/brand. Identify the key competitors, market trends and relevant environmental factors that may have significant influence on your strategic decisions.

• Company strategies: You are now required to analyse the IMC strategies of your chosen organisation in light of the theories and research findings discussed in the literature review and address the following issues:

1. Brand positioning: identify and discuss the choice of brand/concept which is being promoted with reference to competitive positioning and differential appeal.

2. Communication mix management: Identify and assess the media and IMC tools used by your chosen organisation. 3. Critically assess the IMC tools that your organisation uses and offer recommendations for improvement.

Marking scheme relevant for the coursework:

Notes: 1. The assignment should not exceed 3000 words and should be presented in report format, not as an essay. You are allowed to include

any reasonable amount of supporting material in an Appendix. 2. Your analysis of the practical issues should be linked with relevant theories and research findings discussed in the literature review. 3. You should draw upon your personal research done at the library, through the Internet and the recommended reading and material

covered throughout the module. Please reference carefully all your research sources. 4. You are asked to use only secondary research for this assignment. You are encouraged to be innovative in your quest for answers, by

using images, advertisement examples etc. 5. Please adopt a critical but constructive view supported by factual information, not just personal opinions. If quoting other people’s

work, please use the accepted form of academic referencing (Harvard style referencing). 6. The online submission must be done in .pdf or .docx format.

You will be assessed on: a) How critically you present the literature review and market review. b) The depth and relevancy of your arguments. c) Your analytical skills. d) Your objectivity in identifying problems and limitations. e) Your presentation style.

Additional guidelines A. Use of reference materials The reference material used to refer to the company (market review) should be recent (2-3 years or less) and not old. Other literature used can be from any year.

B. Report format***

1. E-Cover page (include the word count)

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2. Table of Contents (with page numbers)* 3. Executive Summary (Max of a page of brief description of the report) 4. Introduction 5. Literature Review (previous models/theories/framework to support your analysis and previous studies to support your argument) 6. Market environment analysis (UK market only) C. 7.Critical Analysis and Discussion (The company strategies have to be analysed and discussed in light of relevant theories and

research findings discussed in the literature review) 7. Recommendations 8. Conclusion 9. References (bibliography; sources used in the assignment)** 10. Appendix (only relevant, succinct material)

Notes: * Don't forget to number your pages and don't forget to spell check your entire assignment. ** Please reference your sources carefully using the Harvard Referencing System. *** You can customise /adapt these headings to suit your individual needs.

The following do not count towards the word limit: e-cover page, table of contents, executive summary, reference list (i.e. bibliography) and the appendix. Introduction, market and literature review, critical analysis and discussion, conclusion and recommendations do count towards the word limit

UG grades and grade point bands [Senate Regulation 2 (2009 starters onwards)] are: A++ (17), A+ (16), A (15), A- (14), B+ (13), B (12), B- (11), C+ (10), C (9), C- (8), D+ (7), D (6), D- (5), E+ (4), E (3), E- (2), F (1)

Submission Instructions Coursework must be submitted electronically via the University’s Blackboard Learn system. The required file format for this report is Microsoft Word (.docx) or PDF (.pdf), although PDF is always preferred. Your student ID number must be used as the file name (e.g., 0123456.docx or 0123456.pdf). You must ensure that you upload your file in the correct format and use the College’s electronic coursework coversheet. Please note that submissions of ‘.Pages’ documents will not be accepted – they should be converted to approved format.

The electronic coursework coversheet must be completed and included at the beginning of all coursework submissions prior to submitting on Blackboard Learn. Electronic coversheets are available on Blackboard Learn within the Taught Programmes Office folder.

Criteria Grade descriptors

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Literature Review (25%)

A. Clear demonstration of a sophisticated, critical and thorough understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication mix with several appropriate references

B. Clear demonstration of a well- developed, critical and comprehensive understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication mix with some appropriate references.

C. Demonstration of a critical and substantial understanding of the role and nature Marketing Communications supported and its diverse elements of marketing communication mix with a few references.

D. Provides evidence of some critical understanding of the role and nature Marketing Communications and its diverse elements of marketing communication mix with at least one reference or few inappropriate references.

E. Work does demonstrate evidence a partial but uncritical understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication mix with no references.

F. Work does not demonstrate understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication mix and there is absence of references.

Market Environment Review (15%)

Clear understanding of the nature of business and industry; relevant and appropriate tools are discussed.

Clear understanding of the nature of business and industry; relevant and appropriate tools partially discussed.

An understanding of the nature of business and industry; relevant and appropriate tools somewhat discussed.

Adequate understanding of the nature of business and industry; relevant and appropriate tools somewhat discussed.

E Adequate understanding of the nature of business and industry; only some relevant and appropriate tools discussed.

This section is missing or irrelevant information presented.

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Analyses of the branding, positioning and IMC strategies of your chosen organisation in light of relevant literature and market environment factors; and recommendations (50%)

The assignment demonstrates excellence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been critically analyzed.

The assignment demonstrates a high degree of competence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been analyzed.

The assignment demonstrates a significant degree of competence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been adequately analyzed.

The assignment demonstrates a degree of competence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been adequately analyzed.

The assignment demonstrates a limited competence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been analyzed, but rather weakly.

The assignment does not demonstrate achievement of analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been presented in a weak manner.

Overall Structure including clarity of expression (10%)

The assignment is presented in a professional format, meeting all the requirements identified in the guidelines; there is a logical flow between the sections, making it very easy to follow the arguments. The level of grammar and spelling is excellent.

The assignment is presented in the appropriate format, meeting all the requirements identified in the guidelines; there is a fairly logical flow between the sections, making it quite easy to follow the arguments. The level of grammar and spelling is very good.

The assignment is presented in a report format, meeting all the requirements identified in the guidelines; there maybe a few limitations in the logical flow between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is acceptable.

The assignment is presented in a basic format, meeting some of the requirements identified in the guidelines; there are limitations in the logical flow between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is compromised.

The assignment is presented in a basic format, failing to meet the requirements identified in the guidelines; There are strong limitations in the logical flow between the sections, making several parts of the arguments less easy to follow. The level of grammar and spelling is seriously compromised.

The assignment is not presented in a report format and does not meet most or all of the requirements identified in the guidelines; there are serious flaws in terms of its structure and logical flow between the sections, making it very difficult to follow the arguments. The level of grammar and spelling is unacceptable.

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Academic Misconduct, Plagiarism and Collusion Any coursework or examined submission for assessment where plagiarism, collusion or any form of cheating is suspected will be dealt with according to the University processes which are detailed in Senate Regulation 6.

You can access information about plagiarism here.

The University regulations on plagiarism apply to published as well as unpublished work, collusion and the plagiarism of the work of other students. Please ensure that you fully understand what constitutes plagiarism before you submit your work.

University’s Coursework Submission Policy Please refer to the College’s Student Handbook for information on submitting late, penalties applied and procedures.

College’s Coursework Submission Policy Please refer to the College’s Student Handbook for information relating to the College’s Coursework Submission Policy and procedures. * This can be found at the bottom of the page under the ‘Documents’ section *

Extenuating Circumstances Policy Please refer to the College’s Student Handbook for information relating to extenuating circumstances and procedures.

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