1. Demonstrate a systematic and comprehensive understanding, interpretation and application of the theory and practice of marketing communications.

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Assignment Brief: BMGT2000 Integrated Marketing Communication 2021-22, AS

 

Assignment 2

Marketing communication plan

Word Limit or equivalent (e.g. time)

3,000 words

Weighting

75%

Learning Outcomes Assessed

  1. Demonstrate a systematic and comprehensive understanding, interpretation and application of the theory and practice of marketing communications.
  2. Analyse the organisation environment for a full understanding of the external and internal issues facing the organisation.
  3. Appraise marketing communication strategy, including branding, positioning, audiences and content.
  4. Appraise messages, media channels and platforms for creative marketing communications executions.
  5. Develop a marketing communication plan within a given context.

Submission date

3pm on Tuesday 3rd May 2022

 

Feedback date

All assignment feedback will be issued on the 20th working day following the submission deadline. Feedback will be released on: 30th May 2022

 

If anything about this assignment is not clear to you, please contact your module leader.

What do I need to do to make a success of this assignment?

 

Select an organisation of your choice. Your organisation will be launching a new product/service or re-position their brand and/or an existing product/service to enhance their sustainability and/or corporate social responsibility. If the brand is already sustainable or has a reputation for CSR, then consider a new target market.

 

Develop an integrated marketing communication plan to launch the brand/organisation’s new focus.

 

DO NOT select any of the following brands:

 

  • Umbrella brands (e.g. Unilever, Proctor & Gamble, Johnson & Johnson, Nestle, etc.)
  • National supermarket brands (e.g. Tesco, Waitrose, etc.)
  • Well-known sports brands (e.g. Adidas, Nike, etc.)
  • Well-known drinks brands (e.g. Coca-Cola, Pepsi, etc.)
  • Well-known tech brands (Apple, HP, etc.)

 

If you are unsure about your choice, please check with the module leader.

 

 

How should I present my work?

 

 

On the title page list the following

Module name and code

Student number

Submission date

Assignment Number/Title

Executive Summary

Table of Contents

Data Sources

The body of the plan

Title

Introduction (+- 180 words)

Situation analysis (+- 660 words)

Strategy: segmentation, target audiences and positioning (+-750 words)

Creative strategy: creative communication messages and objectives (+- 360 words)

Tactics: media channels (+- 870 words)

Conclusion (+- 180 words)

References

Please save your work as follows: BMGT2000-Ass02-studentnumber

References (use the University Harvard referencing system, support is available through the library www.worc.ac.uk/library/guides/study-skills/referencing)

 

How can I obtain guidance on my assignment?

You can submit an assessment plan of your work in progress to enable you to obtain guidance on the overall structure and direction of your assignment. You should submit your plans no later than 1 April 2022 to enable you to review and address feedback provided to develop your work.

Sessions will be practical and will include ongoing guidance related to the assessment. There will be ample opportunity to discuss your assignment during sessions. Over and above a Q&A Blog on Blackboard, the final session (24) of Semester 2 will be dedicated to Assessment 2 Q&As.

The Assignment 2 briefing will take place in the week commencing 17 January 2022.

You must demonstrate the assignment you submit is your own work and that it does not fall foul of plagiarism (copying someone else’s work without an appropriate attribution). The library guide will provide more advice.

 

 

How and when do I hand my assignment in?

 

 

Your work must be word-processed/typed and should clearly show your student number.  You should submit your work by the 3pm deadline on Tuesday the 3rd May 2022. You should submit your work to Blackboard which is available via MyDay. You are required to keep a copy of work handed in.

See the University’s guide to uploading and submitting assessment items via Blackboard: https://help.blackboard.com/Learn/Student

If you have issues with Blackboard, Turnitin or PebblePad you will need to contact [email protected]

 

 

How will my assignment be marked?

Specific marking criteria for your assignment is provided in the Grading Matrix within this document or Examination scripts will be anonymously marked against model answers and marking schemes.  A sample of examination scripts will be moderated. 

You are strongly advised to check your completed work against the Grading Matrix to ensure have completed all areas required before you submit it.

You should also ensure you adhere to the word limit / word count stated in your assessment brief document, details of which can be found in the University’s Assessment Policy http://www.worc.ac.uk/aqu/documents/AssessmentPolicy.pdf

 

 

Grading Matrix for BMGT2000-002

This matrix captures the assessment criteria for this part of the coursework.

 

Student Number/Name:

 

Academic Year and Semester:

2021-22 S2

Learning Outcomes:

  1. Analyse the application of theory and practice of marketing communications in organisations.  
  2. Analyse the organisation environment for a full understanding of the external and internal issues facing the organisation.  
  3. Appraise and plan marketing communi-cation strategy, including branding, positioning, audiences and content.  
  4. Appraise messages, media channels and platforms for creative marketing communications executions.  

Module Code:

BMGT2000

Assignment No/Weighting:

75%

Module Title:

Integrated Marketing Communication

Assessment Title:

Marketing Communication Plan

 

Assessment Criteria

 

GRADE

Criterion 1: Marketing communication plan

Criterion 2: Organisation/brand’s marketing communication strategy and content

Criterion 3: Marketing communication plan knowledge and understanding

Criterion 4: Evidence of independent study and relevant academic sources

Criterion 5: Communication

A

Demonstrates exceptional completion of the following aspects of the marketing communication plan assessment criteria:

  • The environment is accurately clarified and described and delivers all the relevant information necessary for a full understanding.
    • Exceptional understanding of marketing communication strategy (STP) concepts.

Demonstrates exceptional appraisal of the following:

  • Marketing communication messages
  • Media channels and platforms
  • Proposed creative marketing communications executions.

Exceptional breadth and depth of knowledge (i.e. key terminology is used throughout and in the right context) together with very strong clear independent critically evaluative understanding.

Goes well beyond what is taught in reading/researching to inform learning.

 

Excellent communication/ presentation skills demonstrating clarity, and coherence that is well judged.

 

The presentation of your report is excellent in terms of structure and logical progression, grammar, spelling, and Harvard referencing.

B

Demonstrates very good completion of the following aspects of the marketing communication plan assessment criteria:

  • The environment is described and clarified, and omissions do not seriously impede understanding.
    • Thorough understanding of marketing communication strategy (STP) concepts.

Demonstrates very good appraisal of the following:

  • Marketing communication messages
  • Media channels and platforms
  • Proposed creative marketing communications executions.

Knowledge demonstrates thorough depth and breadth of learning (i.e. key terminology is mostly used) together with independent critically evaluative understanding.

 

Evidence of insight in selection and use of material to go beyond what is taught.

Very good communication/ presentation skills, appropriate to audience to convey meaning, demonstrating strong competence, accuracy, clarity and judgement.

 

C

Demonstrates good completion of the following aspects of the marketing communication plan assessment criteria:

 

  • Organisational context is stated but some aspects are undefined, boundaries undetermined, and/or backgrounds unknown.
    • Good understanding of marketing communication strategy (STP) concepts.

Demonstrates good appraisal of the following:

  • Marketing communication messages
  • Media channels and platforms
  • Proposed creative marketing communications executions.

Knowledge demonstrates good depth and breadth of learning (i.e. key terminology is used in places) together with emerging independent critically evaluative understanding.

 

Good breadth of understanding of taught content and set reading/references.

 

Communication/ presentation of information/ evidence to convey understanding and meaning demonstrates competence, accuracy and clarity.

 

D

Assignment submitted demonstrates adequate completion of the following aspects of the marketing communication plan assessment criteria:

  • Organisational context is stated, but without clarification and/or description.
    • Sufficient understanding of marketing communication strategy (STP).

Demonstrates adequate appraisal of the following:

  • Marketing communication messages
  • Media channels and platforms
  • Proposed creative marketing communications executions.

Knowledge sufficient to demonstrate sound learning (but with limited use of key terminology) with some standard critically evaluative understanding.

 

 

Relies on adequate selection of set materials/standard readings and references.

 

Competent accurate communication/ presentation of information/ evidence to convey understanding, possibly with some minor weaknesses.

E-F

Some engagement and understanding, but overall does not quite meet criteria for the task.

Some engagement and understanding, but overall does not quite meet criteria for the task.

Weak or insufficient knowledge and understanding to demonstrate effective learning

Limited evidence of use of set materials/relevant academic sources and references.

Arguments/ explanations are weak and poorly constructed, and/or unsubstantiated.

G

Very limited engagement and understanding, and overall poor response to task.

Very limited engagement and understanding, and overall poor response to task.

Very limited knowledge and understanding indicating ineffective learning.

Very little evidence of set materials/relevant academic sources and references.

Arguments/explanations are lacking in logic and/or unsubstantiated.

H / NS

Seriously inadequate or insufficient response to task-non-submission

Seriously inadequate or insufficient response to task-non-submission

Seriously inadequate knowledge and understanding indicating ineffective learning/non-submission.

Seriously inadequate or insufficient response to task/non-submission.

Arguments/explanations are lacking in logic and/or unsubstantiated.

 

Feedback on your assignment.

Please review this feedback and use it to develop your work in your next assignment in this and your other modules. If anything is unclear, please ask the marker.

Aspects done well and why:

  • X
  • X
  • X

Aspects for improvement and why:

  • X
  • X
  • X

Development for future assignments:

  • X
  • X
  • X

How successful completion of this assignment helps your employability and achievement of graduate attributes:

 

This module will enable students to develop and enhance the following which are highly sought after by employers 

  • Application of relevant knowledge

This module will introduce concepts of marketing communications which will then be applied across a range of contexts. 

  • Research and problem solving: 

This module requires students to research both theory and practice and then propose a marketing communications strategy. 

  • Analytical skills: 

The module will allow students to develop critical thinking skills by analysing theoretical literature and market information. 

  • Leading and managing individuals and working collaboratively: 
    This module encourages students to work together in a range of in-class activities to help develop interpersonal skills. 
  • Self-management, adaptability, planning, prioritisation, and project management: 
    Students will use personal reflection to analyse the key concepts and debates around communications. 
  • Communication: Students are required to produce written work in a report format. 
  • Interpersonal Skills:  Much of the work for the module requires teamwork and as such, students will be required to develop skills of cooperation, coordination, compromising, and relationship building to make these groups work successfully. 

Self-awareness: Students will become aware of their own strengths and weaknesses. 

Grade awarded:

 

Marker:

 

Moderator*:

 

 

* This person is responsible for moderating a sample of student work for this module. Your work may, or may not, have been included in this sample.

 

□ I do not want my work to be used anonymously to help future students

RESULTS ARE PROVISIONAL UNTIL AGREED BY THE BOARD OF EXAMINERS

 


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